“The majority of the traffic to your content marketing will come from a mobile device in two to five years” and it’s time to think “mobile first” as part of your channel strategy says social media strategist Jay Baer. Clearly it’s time to make mobile a priority.
Want even more proof? The latest comScore reported by MarketingLand is that smartphone penetration in the U.S. mobile market is now 76% and that the Pinterest app has now entered the top 15 apps list, replacing Yahoo stocks. Additionally, with 75% of all daily traffic coming from native mobile applications on Pinterest, “mobile first” is already here. Optimizing for mobile on Pinterest is now more important than ever.
While many marketers are aware of the extent of mobile usage on Pinterest, many of the pins being repinned are not easily read on mobile devices. Since 80% of all pins are repins, optimizing your own pins for mobile can help you stand out in the 20% of new content.
Here are some strategies to keep in mind when creating pins for mobile devices:
Watch those infographics
That data-packed infographic may look great on desktop, but even zoomed it on a mobile device it can easily be unreadable on a phone. If you’re taking the time to create an infographic, take the time to make it readable. It may even be advantageous to split the data up to use on two cleaner infographics than to jam it all into one.
Make sure fonts are readable
When creating Pinterest images, avoid scrip or handwriting-style fonts which can be difficult to read on mobile devices. If your product, call to action, or title is fuzzy, your audience will flick right by it on their iPhone and click on something they can read.
Use colors & contrast to your advantage
Just like in the desktop version, give some thought to making your pins more visible – it can really pay off! Don’t be afraid to test out different pins with varying colors and contrasts to see which one works best for your brand.
A consumer engagement study published by Curalate reports that images with multiple dominant colors are pinned 3.25 times more than a image with a single dominant color. They also found that very light and very dark images are not re-pinned as often as those with medium lightness.
Check image detail
If your product image has details that are important, make sure that the image is cropped close enough that those won’t be missed on a small screen. Consider using a collage to emphasize the detail in your product. In the Curalate study previously mentioned, images that contain less than 30 percent background or white space are repined the most. It’s also important to mention that pins without faces seem to get more repins than those that do.
Your top Pinterest boards are your most important
Depending on your mobile device, your top two (or three) boards will be the ones that show up when someone clicks on your Pinterest profile. Those should the most important boards for your business. If your products are affected by holiday sales, don’t be afraid to rotate those boards depending on the season. Just don’t forget to change them back after the holiday season is over. Nothing says you don’t care about your Pinterest account more than seeing Thanksgiving boards as your top boards in July!
Make your descriptions mobile friendly
Just as important as having your images on Pinterest optimized for mobile, you need to look closely at your descriptions as well. For the desktop version of Pinterest, your character limit is 500 characters. For mobile that number shrinks to 75-100 for iPhone and 100-125 for Android.
It is important to note that the mobile device landscape is always changing, especially with all the new “phablets” being released. So it’s important to check how your pins look on as many devices as possible.
Make sure your website is mobile optimized
It’s no use optimizing your pins on Pinterest if you’re linking back to a website that is not optimized for mobile. If your website is not optimized for mobile yet, stop reading this article and start working on that NOW! Nothing will have mobile visitors clicking off of your site faster than landing from the Pinterest app on their mobile device, on a site that is unreadable or hard to navigate because it’s not mobile optimized. Plus, Google recently announced that it is expanding on mobile-friendliness as a ranking signal. Even more of a reason to optimize your site for mobile visitors.
A great tool to check to see how your site will look in various devices is found at http://mobiletest.me. It allows you to see and navigate your site to see if there are any issues that might affect the end user experience.
Be wary of popups
When I said earlier that nothing will have your visitors clicking away faster than landing on a non-mobile optimized site…I lied. If mobile visitors land from Pinterest on a site that has a pop-up ad or opt-in that will not allow them to close it easy, they WILL leave. Be very careful of using pop-ads on the mobile version of your site. If you do decide to go that route… test, test, test, to make sure that ad or pop-up is worth disrupting the user experience on mobile.
Rich pins are important for mobile
Rich Pins give some valuable extra benefits when viewed on mobile. Notice the extra information given on mobile for both article rich pins and product rich pins.
As you can see there are numerous reasons that you need to optimize your pins for mobile devices. As mobile device use continues to increase, you can no longer ignore your mobile audience. It’s time to think about “mobile first” not “mobile also”.