Pinterest: Already a Major Social Player

Posted on 03. Feb, 2012 by in Digital Marketing



Pinterest LogoThe newest name merge to enter the social media arena hit my radar about six months ago. The platform is called Pinterest, and allegedly drives more traffic than Google+, LinkedIn and YouTube combined. Pinterest comes from combining Pin and Interests, with the idea being that you ‘pin’ and ‘repin’ visual things you find interesting, or that has to do with your interest. Although still invite only, it has taken the social sphere by storm, particularly for those interested in baking, cooking, art, fashion, design and photography – to name a few.

Individual perspective

Pinterest is a great way to get ideas, share ideas and store things for future use – such as a pattern, picture, room design or recipe. Being heavily image driven, it’s a great site to use when you just want to browse and be inspired. One of my favourite finds so far is still the use of an old Ketchup bottle for pancakes.

Business perspective

While Pinterest might not be for all brands, it really shines when it comes to:

  • Jewellery/Accessories
  • Fashion
  • Wedding themes
  • Party themes
  • Travel
  • Food and drink (especially recipes)
  • Architecture
  • Interior Design
  • How to’s
  • Animals/pets

The site, whether by plan or circumstance, is currently very heavy in the female demographic (54-70% of user base, as estimated by comScore), however it will be interesting to see how that changes or evolves over the next six months.

There is a section for buying (US only) – you may see a price tag in the corner of some pictures – and it will be interesting to see how and if it takes on sites such as Etsy.com (who even have their own Pinterest page).

What works well on Pinterest?

  • Images
  • Colours
  • Professional quality
  • Inspirational pieces
  • Quality visual content

What doesn’t work?

  • Infographics (too long & busy)
  • Text rich content
  • Poor quality pictures

What is the main benefit of using Pinterest?

Although the links are now nofollow (as of a week ago), Pinterest has already proven to be a strong driver in traffic to the destination page due to the nature of the link journey. A user clicks on an image, can repin or share, and then clicks again to get the full story or information behind the image. This last click takes them to the landing page of the site from where the content was ‘pinned’.

What is useful is that when a user ‘pins’ a piece of content, the URL embeds in the image automatically, so even if you have users that aren’t super savvy with how links work – you will get one automatically.

The top three benefits of using this platform if it’s right for your brand:

  • Increased brand awareness
  • Great way of showcasing quality, visual content
  • Drives traffic to your website
  • Helps to reach your target demographic

I’m already on StumbleUpon and Tumblr – how is this different?

Pinterest Cuteness Board - Puppy hugging teddyWhile StumbleUpon is also a useful tool for driving traffic and a place to source new things when you are looking for inspiration, the interface doesn’t allow for users to share in a visual and simple way. With the Pinterest ‘Boards’ users can easily follow all of their friends pins or just a specific genre they are interested in.

Whether it’s for personal use or for your brand – joining Pinterest, pinning, repinning, starting to play around, share and follow – you’ll soon learn what all the excitement and hours lost is about. Also, unlike Tumblr, Pinterest allows users to follow all their pins in a rich UX site, that enables infinite scrolling, zooming and resizing of images and saving a persons place when they go to repin (top tip!).

Let us know what you think about Pinterest!

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  • http://blog.charlespinker.com/ Charles Pinker

    Great, in depth article. I’ve been trying various social media apps recently to get a feel for what’s happening in this arena, and Pinterest stood out due to its ability to instantly create a feel of social connectivity – by showing your pins in search and category results, you quickly gain traction and activity amongst the other users, whereas almost all other social sites require you to add your friends in order to get any real benefit.

    I wrote a bit more [warning: shameless plug] here: http://wp.me/pZtLs-cW

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