Facebook is our clients main focus, but we did a few posts on Instagram.
To start The Honest Company’s Cross Platform Analysis I will point out the amount of followers on each platform, Pinterst: 68K, Facebook: 1.2 M.
The platforms are a little different as well. I’d argue that more people get on Facebook more often than they do Pinterest. As I’ve been analyzing and learning about Pinterest, its a platform to curate your own “favorite things”. Things you will go back to, things you just like.
“Liking” things on Facebook Vs Pinterest
When someone sees a pin, they can choose to “Pin it” or “like it” (pressing the heart). On Facebook you choose to “like” or “share”.
Most people will re-pin a post before liking it. On facebook however, they will like it before sharing.
Also, just because 68 K follow them on Pinterest, doesn’t mean ALL follow EVERY board. So not all their content reaches the same potential amount.
That is a huge difference to understand between platforms. Now, on to the good stuff
Frequency of posts
On Pinterest they will usually post at least two times a day. On Facebook they almost NEVER post more than once a day. You can’t see the time stamp on Pinterest, but on Facebook 99% of their posts are published between 5:00-7:00 PM. I’d imagine this is probably the best time of engagement for their audience. Its the end of the day, Dad is home, kids are winding down, they have time to scroll through their feed.
Facebook Most Shared and Liked
Hands down, its their quotes. They posted about 12 in the past month. Those posts got at least 2k likes and anywhere from 300-1500 shares. They have used this to their advantage as sometimes they will put product placement in their quotes. Clever.
Pinterest Engages More DIY
Keep in mind that Pinterest only has half the amount of followers. But the few DIY posts I see on Facebook do not get as many shares. They only get a couple hundred likes and a few shares, when you ratio the “shares”, Pinterest is definitely the place to catch that engagement.
The Honest Company can posts more Product oriented pins more often, and it is the place to do that. When the posts about products on Facebook, it is usually only gets up to 20 shares. Whereas in Pinterest they will get 10-30 likes.
Facebook wins in Comments
Facebook gets a ton more comments than Pinterest. But I think this is more of a platform thing. It seems the way people engage on Pinterest is by re-pinning. On Facebook its “like” or “comment”
Call to Action/Giveaways
Facebook is a great place to do call to action and give away posts. The Honest Company utilized this a few times.
Both platforms serve a different purpose for the audience. One may be their “socializing” platform, the other is their “dream board/curating” platform. On Facebook they might only be posting one time a day, but they have figured out what kind of content gets most engagement. I’m curious to see if they can expand their engagement on both platforms somehow.
We analyzed the social position for Candlelight Dresses, below is our research:
View our Wezel Wallet Pitch Concepts:
Before creating this word cloud i knew some of the biggest words would be “organic”, “recipes” and “diy”. Honest does a really good job at posting interesting content. Their #1 shared posts had nothing to do with product, not a recipe, not a diy craft. It was about 9 INSPIRING ECO-HEALTHY SCHOOLS . That post is still on brand because they are all about natural and eco friendliness.
When they did post about product, they shared HOW to use it. When they posted about their healing balm they shared five ways to use it, but they also ASKED their followers to share other ways it could be used.
The next level up popular posts was DIY recipes and crafts. They ranged from being geared toward adults, or things that you do WITH your kids. Honest always seems to find away to tie in kids and moms very well.
Other popular posts reign on taking care of Moms. Beauty tips, how to do yoga. There was also that wholistic/organic blogs (essential oils how tos), which confirms my research of Honest’s Engagement Map.
High Engagement Fans
Based off sharers on Buzzsumo
- Women ages 30-40
- Women who own businesses
- Animal Lovers
- People who are part of the holywood scene, actors or semi famous bloggers
- People who work with kids/organizations for kids
- Holistic Health
- People that support the “green” movement
- People that like the outdoors
Honest Company has a lot of bloggers and online stores as Influencer and Amplifiers. I’d like to point out that one of the founders is actress Jessica Alba, so she herself is an influencer and potential amplifier. Most of the following sites listed were found through their Pinterest board.
- Jessica Alba
- Honest Company
- http://theglitterguide.com/, Page rank 5, Daily Traffic 43K
- A Cup of Jo, Page Rank 1, No historical data for traffic
- Ampersanddesignstudio.com, Page rank 4,
- Alphamom.com , Page rank 5, Daily 53 K
- Modern Parents Messy Kids, Page rank 5
Their main partner is Target, who launched their product about a year ago.
Target’s Pinterest has similar boards to Honest’s. Home decorating, health and fintess, Baby Products, Food, DIY, Organization, Family Activities, Gifts for Kids, Back to School, Down to Earth (going green) and PIns You Love (which one of the top pins is Honest’s diapers).
There is definitely similar content to Honest’s targeted demogaphics.
- Issues with the BBB
- Complaints are not about Product itself, rather, trying to cancel membership fee after a free trial package
- Shady factory in China
- Women who like DIY crafts
- Women who want kids/have kids
- Interested in fashion trends for kids
- Home organization/decorating
- Fashion and Fitness
- Alternative medicine
- Home Decorating
Businesses know they should be on Social Media, but there are a lot of platforms out there and each one has its own set of “rules” to being successful. Here are five ways how to use Pinterest as a business:
Put Pinners First
The first thing that Pinterest suggest, on their Pin Like a Pro page, is to think about what your Pinners really care about. I worked for a company that made accounting software for municipalities. Their Pinterest board consisted of things like, Payroll, HR, Permits, blah blah blah. I tried to discuss with the Marketing Firm Manager that these were not what women wanted to pin on Pinterest. You have to know what your audience is interested in so they want to follow you.
Honest Company has boards that are obviously targeted toward their audience, work outs, DIY, inspiring quotes, beauty tips and more. This has nothing to do with their product.
Pin Useful Content
Why do people use Pinterest? For some its to kill time. For others to get inspiration. For me, its to curate different categories of information or ideas for many aspects of my life. Hootsuite discusses that pinners love learning new ways of doing things. How-to’s and tutorials are good categories. Sharing original DIY and re-pinned content is smart.
They also mention another type of content that makes it to the “Top Pinned” list is infographics.
Drive Traffic To Your Site
Social Media examiner suggests increase traffic to your site by linking pins to your site. But, it is important to create content that is interesting and attractive to pinners. Beth Haydn, author of Pinfluence, revealed that Pinterest drives more referral traffic than LinkedIn, Google+ and YouTube combined.
Honest does this very well, whether they are pinning a product, or pinning a blog post. The blog posts they pin vary in content, some are just general company update, others are DIY projects, they even have a category called “Education + Infographics”.
Pin About Your Customers
Hootsuite suggest recognizing your customers in a few different ways. By creating boards that tell customer success stories. They could be their own Board, dedicated to customers, or could be part of of other boards. For example, if someone found a unique way to use one of their products and blogged about it.
Pinterest encourages businesses to show your colorful side. Be yourself!
Honest’s board, “Honest Antics” includes stories and photos of people within their company.
These are just a few ways to start using Pinterest as a business.