Back in October, Sarah Voges introduced Pinterest to the blog. The rise of this online bookmarking site has been exponential. As of November 2011, TechCrunch reports that Pinterest is up more than 2,000% since June. Its audience is mainly female with boards centered on wedding, food, décor and many more.
Brands are beginning to find ways to utilize this new kind of social media to speak to their consumers. The greatest potential for success in this space is the rise of social shopping because people trust recommendations by friends more than marketers. By sharing and viewing Pinterest boards with your Facebook and Twitter networks, you can easily see what your friends are interested in and recommending. Advertisers that work in the retail, food and fashion industries can obviously benefit from pinning their pictures or products on the site and being part of users’ social sharing.
Here are few examples:
Nordstrom, one of the nation’s leading fashion specialty retailers, created Pinterest boards showcasing gift ideas and holiday outfits. Once you click into the picture, you’ll be redirected to the product page on the Nordstrom site for purchase. How convenient!
Real Simple magazine creates boards centered around tips for decorating, recipes, gifts and overall holiday inspiration. Every one of their pictures links back to the article or picture on their site. The popular magazine reports more referrals from Pinterest than Facebook for the month of October. Below are some of their recent boards.
Whole Foods, the national grocery store specializing in natural and organic foods, is interested in Pinterest by using it to be part of people’s passion points. To show brand personality, they’ve created a board for gardening and sweets. To raise awareness of their community involvement, they’ve made a board for their nonprofit organization, Whole Planet Foundation. All their boards create conversation starters and establish the company’s personality without selling anything directly.
As Pinterest gains more users and views, more brands will take notice and join the movement. They have the opportunity to showcase their products, link back to their site for purchase, converse with their followers, raise awareness of their community involvement and express brand personality.
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