Since the launch of Pinterest in 2010, it has become one of the fastest growing social networking sites and a “must-have” marketing tool for many major brands. Since the beginning of 2012 daily Pinterest users have increased by 145 percent.
But, before your brand can jump on and start using Pinterest you must know a few things about how it works and whether it is a good fit for your company. Top interests listed by Pinterest users in the United States are crafts, interior design, gifts, fashion and cooking among others; marketing computer software may not be the best fit for this platform.
According to a study done by Shareaholic, brands that properly utilize Pinterest can see an increase in referral traffic greater than that of Twitter.
Top brands capitalizing on the Pinterest craze are Better Homes and Gardens, Whole Foods, Scholastic, the Travel Channel, and Martha Stewart. These brands have been able to elevate and define their brand by using images, videos, keywords to engage Pinterest users.
A quick glimpse at the Pinterest demographic:
• About 80 percent of users are female
• 60 percent of Pinterest users have a college degree
• 30 percent of Pinterest users are 25-34 years old
• Majority of users have a household income of 25k – 75k
How should brands properly use Pinterest?
First, keep it simple. Pinterest is based on people ‘pinning’ same size images to their boards. Make sure you have powerful, quality images that will intrigue the user’s interests. The images should link back to your site – users click once to see the image and click twice to see the source website. This will help generate traffic to your website or blog.
Have cohesively themed pinboards. Your boards should be logical and specific in their grouping and have several pins in each. About 80 percent on content on Pinterest is ‘repinned’ content rather than original content. Do not rely on other people to pin your content for you, you must contribute original content.
Do not just self promote. The site is centered on curating and sharing content. Use your pinboards to convey the lifestyle that your brand promotes. Make sure you follow other user’s boards. Pinterest gives you the option to follow all of a user’s boards or just a single board.
Engage users. Like Facebook, Twitter and Linkedin, Pinterest is a social site. Hold contests by asking users to create a board that showcases what they love about your brand or upload photos that they tag you in. Ask questions to encourage comments from users, don’t rely on them just to “like” and “repin” things.
Promote across other social networking sites. Let your Facebook fans, Twitter followers, and blog readers know you have a Pinterest page. Use images from your blog posts on your Pinterest boards.
Don’t let the caption go to waste. Consider your SEO strategy as you create captions. Creating a great caption will contribute to the identity of, not only the picture, but your brand as well.