Hellosociety

Instructographics (a fancy new buzzword for an infographic with instructions) are one of the best ways you can engage potential customers on Pinterest. In this series, we take a look at 4 examples that are perfect for Pinterest, what makes them so successful and how you can apply these principles to your company’s own instructographics for optimal virality.

PART ONE: THE DIY VERTICAL GARDEN FROM BRIGMAN

British garden furniture store Bridgman produced this extremely Pinterest-friendly instructographic that demonstrates how to make a vertical garden. There are a number of reasons why this has gotten thousands of repins:

First, this instructographic is long. Really long. We used HelloInsights to track the pins from 10 of our client’s Pinterest campaigns and found that people repinned images longer than they are they wide (as opposed to those wider than they are long) 78% more often.

Secondly, this instructographic has a visually appealing mix of text and pictures. Every step needed to complete this vertical garden is included in the image, but it doesn’t feel overly text-heavy because of how artfully the words are interspersed with the clear, colorful photos that illustrate each point.

Finally, this instructographic gets its point across in an at-a-glance style that’s necessary on a platform like Pinterest. Users can tell in an instant that a) this image includes instructions for a DIY vertical garden, as illustrated in the clear title; b) the project only takes 7 simple steps; and c) what the final product will look like, thanks to the final picture.

Bridgman also did a nice job of including their logo at the bottom in a noticeable but non-intrusive way.  One thing they could have done better? Include their website address in letters large enough to be deciphered by someone viewing the smaller version of this image within their Pinterest feed.

Overall, this was a smart and well-executed instructographic that introduces Bridgman to the Pinterest audience in a way that targets their core market of gardeners/people with gardens, in a way that’s more engaging and creative than a simple picture of their furniture.

 TAKEAWAYS:

• Pin longer, not wider
• Strike a visually appealing balance of text and images
• Clearly communicate what’s being demonstrated at-a-glance
• Include your brand’s logo and website in a noticeable but nonintrusive way