Let’s take a look at a company that is doing very well on social media. Etsy is a store that lets creators sell their own home-made products and they have a very strong following on Pinterest. This is thanks to boards like their ‘Cool Spaces’ board, which users can follow to see ideas for interior design and home décor. Here, they’ll see regular pictures of inspiring homes, giving them ideas for their own plans.
Note the key difference: the board itself has a USP and there is a reason for people to follow it. Promotion is not the sole reason for this board to exist and instead occurs as a secondary objective.
So instead of thinking of your social media as a means to an end, ask instead what you can offer to your audience using this medium.
Note the key difference: the board itself has a USP and there is a reason for people to follow it. Promotion is not the sole reason for this board to exist and instead occurs as a secondary objective.
So instead of thinking of your social media as a means to an end, ask instead what you can offer to your audience using this medium.