Features

The Pinterest Craze: Brand Marketers, It’s Time to Start Pinning

Written on
Mar 4, 2013 
Author
Richard L. Tso  |

Hey, all you marketers out there: Ignoring Pinterest is no longer an option. But before you can add Pinterest to your marketing mix, there are a few things you should know.

It’s a common problem for companies around the globe: You have a great product, but it’s tough to get the word out in a noisy and overcrowded marketplace. Social media channels have finally matured in order to now give brands and retailers the ability to reach mass audiences without investing a lot of money. Pinterest is one way that companies like Zappos, Etsy, ZGallery, Wayfair.com, Gilt, Sephora, and Barney’s have embraced social media in order to visually merchandize their products like never before.

Let’s look at the inherent allure of Pinterest: It’s a huge online pinboard that allows people to look through interesting things, “pin” the ones they like and leave comments below what was pinned. The great selling point of Pinterest that wins people over is its cool and captivating pictures. We are visual creatures and we love to look at images of beautiful people, designs, products, nature, and food. This is why brands need to start off by having evocative imagery on their websites before they start pinning.

Since May 2012, Pinterest traffic has more than doubled in size and is now the third largest social network in the world, just behind Facebook and Twitter.

(Image source: marketoonist)

The vast majority of Pinterest users are women between the ages of 25 and 34, so it’s a natural place for brands and retailers to spend time if they want to connect with this particular target audience. A recent Pew Internet & American Life Project survey of 1,000 US adults found that nearly 20% of women using the Internet are now on Pinterest compared to just 5% of men. All told, 12% of U.S. Internet users are on the image-based social network.

Repinly reports that the most popular category on Pinterest is “food and drink” (11.1% of pins), followed by “DIY and crafts” (9.6%) and “home décor” (5.8%). However, looking at pinboards rather than single pins, home décor is actually the most popular category (11%), followed by “art” (10.7%) and “design” (10.3%).

Although brands targeted at women dominate Pinterest, B2B companies like Advanced Micro Devices, TIBCO Software and Cisco are also giving it a try.

According to Pinfluencer, the Pinterest analytics company for brands using Pinterest, the average brand on its platform boosts website page visits per pin by 400 percent, doubles the page views per pin, and boosts revenue per pin by 50 percent, from $0.14 to $0.21. In the December shopping season, Pinfluencer says, its clients took home a massive $0.64 in revenue per pin. Signing on with the platform gives companies competitor tracking, a marketing and analytics suite, and unlimited users, for an annual price that “fits on a credit card,” according to VentureBeat. Pinfluencer currently tracks 10,000 brands on Pinterest, and will be bumping that to 100,000.

“Through Pinfluencer, we have been able to boost audience engagement, site traffic and virality which results in increased earned media conversations and sales for our company,” Graham Kahr, a social scientist at Zappos, said in a written statement. “We now have a way to actually measure the ROI of our Pinterest initiatives. This is huge for us as a company and for the industry.”

Zappos isn’t the only company to create Pinterest-specific campaigns and promotions. In December, Lands’ End Canvas launched a Pinterest promotion called “Lands’ End Canvas Pin It to Win It.” Fans of the apparel brand were asked to pin items from landsendcanvas.com to designated Lands’ End Canvas pinboards for a chance to win one of those items.

Barneys New York launched a similar campaign just before Valentine’s Day. The Manhattan-based fashion retailer cross-promoted its Pinterest page from its other social channels like Facebook and Twitter, asking people to create a “Barneys New York Valentine’s Day Wish List” board in the Women’s or Men’s Apparel categories. Participants were encouraged to pin anything they wanted to their boards, but at least five items were to be sourced from barneys.com to qualify for the contest.

One thing to keep in mind: The entire Pinterest Universe is based on the content that people want to see and re-share. Despite the millions of images being pinned now, it’s not difficult to get your photos noticed and repined, but it is helpful to create themes or categories to drive targeted interest, like creating a board to showcase items that are only orange in color, or that reference the ocean. Remember, people on Pinterest like discovering new images, so if you can make them have fun while engaging with your brand, they are more likely to click through and convert.





Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

Reader Comments.

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Posted by Jan | 12:28 am on March 12, 2013.

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