Bob Vila Sees 20% lift In web site Visits From Male Pinterest users: 5 Questions With brand’s Social Media Director
The DIY home growth firm says it can be reaping the advantages of Pinterest’s efforts to attract more males.
What’s a social media website to do when males preserve having a look the wrong way? if you’re Pinterest – you’re taking motion.
After rising its choice of male customers by means of more than 70 % in 2014, Pinterest just lately rolled-out gender-based totally content material suggestions and search outcomes to draw more males to the web page.
As Bob Vila’s editor and social media director, Caitlin Castelaz says her brand is certainly seeing the implications of Pinterest’s efforts. according to Castelaz, men symbolize about 15 p.c of her model’s whole website visits from Pinterest, but that number is growing at a price of 20 p.c monthly.
“Pinterest is considered one of our most enjoyable channels because of the DIY’ers,” says Castelaz, who has helped elevate the emblem’s total Pinterest followers from eleven,000 to greater than one hundred,000 considering that joining the company in November 2013, “I’m actually excited via how we’ve grown.”
nowadays, Castelaz talks to advertising and marketing Land about her model’s Pinterest strategy, and deals details on Bob Vila’s male Pinterest follower numbers, together with which boards have notably more male followers.
5 Questions with Bob Vila’s Editor & Social Media Director
Caitlin Castelaz
Editor & Social Media Director @ Bob Vila
Amy Gesenhues: can you provide me a quick overview of your model’s Pinterest technique?
Caitlin Castelaz As a writer, we’re primarily inquisitive about inviting folks to learn and share our content material and that starts with crafting helpful items.
to position it succinctly, we need to share tips, and ideas to assist DIYers of all stripes get the house they want. That’s what drives the guidelines at the back of all of our articles, suggestion galleries, and movies at BobVila.com – so pinning is this in point of fact organic extension of our editorial cost.
Pinterest is a pure house for us, given our emphasis on DIY. It’s a actually important social channel to us and we keep tuned in to look at what our followers like highest, and tailor our pins in this case. And that’s really what we intention to do on all of BobVila.com’s social channels — to have that talk with folks.
Amy Gesenhues: have you ever seen evidence of Pinterest’s efforts to draw more male customers?
Caitlin Castelaz About 30 p.c of our followers who have interaction with our pins each and every month on Pinterest are male. Male Pinterest customers make up about 15 percent of our total web page visits from the channel every month.
these visits are best continuing to develop at a rate of 20 percent per month, so we’re certainly seeing the proof of Pinterest’s numbers at BobVila.com.
We’d love to engage extra males on Pinterest. given that we’re a writer, for us that truly begins on the editorial facet by means of creating content that we consider speaks to males particularly, or better but, all other people regardless of gender.
fb is much like Pinterest in that we have a tendency to see extra feminine engagement there. alternatively, the gender gap in engagement is far more subtle than on Pinterest.
however, we have now proportionately more male engagement on Twitter than both Pinterest or fb.
Amy Gesenhues: Do you any of your boards have distinctly more male followers?
Caitlin Castelaz lots of dwelling growth initiatives actually move gender traces.
We do nonetheless see a few female commenters mention they’re saving a pin to their “honey do list” board, however that’s not the entire image because we also hear from many women and men who’re in my view tackling these initiatives at home. due to this, we try to pin content material that’s relevant to everybody.
i will say that we do have numerous male followers on Bob Vila’s Picks: how to guides.
Amy Gesenhues: What form of visible content have you found works absolute best on Pinterest compared to your other social media platforms?
Caitlin Castelaz normally, pins with great tips – a handy guide a rough tip for getting rid of weeds, as an example, or easy DIY projects do well for us.
The perception that Pinterest is a search instrument as much as a social platform actually holds authentic. When DIYers go surfing, they’re frequently looking for a weekend challenge. not so on all of our other social channels the place customers might need to hear Bob Vila’s take on, say, the professionals and cons of various furnace models.
each and every social channel is different. different likes, dislikes, totally different audiences altogether, occasionally. So, that’s how i have to means it once we think about our pins or fb posts; I take into accounts who’s going to be reading these items and the way will we very best serve their interests.
Two of our boards that prime the list of most attractive are Bob Vila’s Picks: tools/Workshop and Bob Vila’s Picks: DIY initiatives.
Amy Gesenhues: What have you ever realized about your target market from Pinterest?
Caitlin Castelaz We’ve realized that our Pinterest followers are doers in every experience. They love actionable pointers and projects that they can carry home. So we take into account of their interests and we carry these insights into our editorial conversations for brand new website features, new articles, new inspiration galleries.
one of the most largest things that we’ve revealed about our target audience is that folks like truly easy tasks. It makes sense, after all – most of us are so busy and we will’t decide to one thing massive-scale. however simplicity has its limits, and on occasion people favor simple tasks as a result of they’re now not a hundred% certain of their very own abilities and abilities. So, that’s once we realized that shall we create a really straightforward step-by-step video application to walk our social media lovers through the basics of building one of the most more “daunting” DIY tasks.
We’re actually excited to take this next step in helping DIYers complete the initiatives they need, and to build their confidence alongside the way in which. So this new video application is a series of courses known as Bob Vila Academy and we’re launching it this spring on BobVila.com.
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