What’s your Pinterest?? Home decorations, food or cocktail recipes, your fashion style, places you want to travel to??? Those are some of the inspirations you can pin onto your board on Pinterest. This site is a great place to organize photos of interest and maintain in one location. This invite only social photo sharing networking site is a way to share your interests with others and find that common link with others within and outside of your network.
The site has garnered up to 11.7MM users & growing and that says plenty for a site that just launched in March 2010. The site was listed as Time Magazine’s “50 Best Web Sites of 2011” during the summer of 2011. Some interesting points:
- Usage – 2.2MM Daily; 12MM Monthly
- Females account for 90% of users
- Hot categories/themed boards for the site include home, arts & crafts, style/fashion and food
- Food is the fastest growing category
- Types of brands that have joined Pinterest: Kate Spade, Whole Foods, Food Network, HGTV, Mashable, West Elm, Home Depot & Martha Stewart
Users on Pinterest are expressing themselves through images and pictures that represent and are relevant to their lives; somewhat of self-identification and even a way to show how brands and products act as personal badges for them. The images pinned on themed boards can inspire action or set aspirational goals. Some participants use themed boards as a reminder or as a bookmarking feature for future purchases or actual purchases that they have made and they share it with the world as recommendations. Users can also go to other user’s boards to explore and discover specific or random topics and ‘repin’ images to their boards. It has been found that pins about products gain the most repins and the activity found on the site can be compared to targeted online searches or product research of sorts.
For marketers and brands, joining Pinterest can be an extension and a tool for an existing social media plan. Brands can create boards that represent the brand’s lifestyle and tell a visual story about the brand. Pinterest should be used as another avenue to appeal to your consumer and exhibit how your brand is like your consumers; share things you like, they like and things that may be helpful to them. Following users on Pinterest can also be used to gain an informal, no cost focus group insight. Additionally, consumers on the site are actually doing the work for a brand with online word of mouth.
Marketing/Brand Tips for using Pinterest:
- Use Pinterest to build a visual story about your brand; offer added value to your consumers and show another side of your brand
- Core values and lifestyle of the brand should shine through
- Photography is key!! Pinterest is all about the imagery and if your imagery is sub par, consumers will not gravitate to your brand or brand lifestyle and re-pin
- Add the Pinterest icon to all marketing communication (similar to what you currently do with FB and Twitter logos)
- On Facebook, add a Pinterest tab…why not?
- Integrate contests on Pinterests and other social networking sites to increase interest and engagement
- Allow others to post pins to your brand profile…it is all about encouraging engagement with your brand
- Collaborate with external pinners or create a board dedicated to external pinners (these users are usually brand adorers or evangelists)
- Leverage the site for offline events and programming to keep consumers in tune to what is going on
Overall, Pinterest can be a great avenue to share your brand in a different context and to become more ‘human’ by sharing interests and engaging in an even more direct manner. Check out my personal Pinterest page that I started recently… http://pinterest.com/ctalley03/
Just In: Updated terms of service was introduced on March 23rd and will become effective April 6th:
- Copyright Infringement has now been streamlined with tools that assist in you reporting alleged copyright or trademark infringements; (the site has received plenty of negative response of users taking credit of images that are copyrighted).
- Pins now prohibits anything that encourages self-abuse + self-harm.
- Also, they have removed the word “sell” from their Terms of Services that stated that by posting content to the site, the user grants Pinterest the right to sell the content.
- Lastly the site has deleted a ‘Pin Etiquette’ principle that enforces that users do not use Pinterest as a self promotion