Pinterest is a virtual, online pinboard — a place for users to collect images from around the web and pin them to their own board, thus creating a custom web page of their favorite images.
Images represent the interests of the board owner and might be ideas for a project, inspirational photos, or in the case of a brand, test designs for a new label or package.
Pinterest is designed to foster and share things you enjoy with like-minded individuals.Pinterest should not be used purely as a tool for self-promotion.
When you post interesting photos at your site, Pinterest offers you a unique, visual opportunity for promotion, marketing, and getting feedback to and between a virtual crowd.
Once an image is pinned [to the member’s board] it can be liked or repinned by people who have visited the board, and thus, it becomes an item of social sharing. For instance, if you’re into biking, you might come across a photo of a challenging bike trail. You think to yourself, this trail looks challenging, I think I'll pin this photo of it to my Pinterest board. Someone else comes along and thinks your trail looks interesting, so they repinthe photo to their own board. After awhile, they have pinned so many bike pictures that they create a board of their to feature bike-trail photos that they have collected.
By checking how many times a photo has been pinned and liked, Pinterest can function as a virtual focus group for testing brands and designs, to run contests, and to drive sales.
Some products on Pinterest have price tags displayed in order to promote purchasing, but typically images are simply designed for sharing and brand promotion in this unique marketplace.
As a social network, companies need to be careful of hard-sell tactics on Pinterest. It’s more effective to promote a lifestyle through imagery. This approach welcomes users and assures them that you're not just on Pinterest to bombard them with your products; you’re interested in their lifestyle and want to bring them products, in this case, product labels and packaging, that are sensitive to their sense of design or preferences.
As a visual board, it’s critical that brands include images that are fun, vibrant, and full of color. The more engaging the image, the more likely it will be pinned and shared. You can even use multiple versions of a product — in different colors or packages. This will help you to test customer responses to those colors, labels, packages, or bundles.
As an example, a typical Pinterest member might be redesigning her living room. As she searches through myriad sites for furniture and accessories, she can pin her favorites to her Pinterest board. This enables her to quickly compare images and see how pieces match in color hue and style.
Consumer products companies can benefit greatly by creating their own Pinterest board. With this type of visual shopping — especially for gift-packaged products— they can help a visitor select a packaging that is more appealing or engaging or test packaging ideas to see which are more often shared.
When compared to the expense of traditional focus groups, not only is Pinterest more cost effective, it can reach a larger, broader audience.
Once you have your board up, make sure you have images on your website that lend themselves to sharing. Photograph products in attractive settings. Use different settings for the same package so that you can appeal to a broader audience and they can relate to the product in an environment that is similar to their own or is one to which they aspire.Remember:-- Make sure your products appeal to a specific demographic-- If you want visitors to pin items from your website, make it easy — add a pin it button to your website.-- Make sure you use quality, bright, and engaging photos.-- Don't only pin products you sell, try also pinning complementary items just as tips, customer profiles, etc.-- Look at what big companies and competitors are doing — if they have a large following, they are doing something right.
Get started by creating your Pinterest pinboard. There is an approval process so you may have to wait — it seems to go faster if someone who has an account invites you to join. Even if you don’t want to start a board today, protect your brand by registering your account — before someone else does.
Track results. Place your new photos on targeted landing pages within your site so that you can easily collect data about which designs are shared most often and clicked.
Use Google Analytics or other tracking software to monitor inbound clicks to those landing pages that come from Pinterest.
Pinterest is just one component of the social network. It is not a replacement for other well-established networks such as Facebook and Twitter, but unlike these platforms, the focus is on the visual appeal — often the focus of consumer-products labels and packaging companies as well.
If you think this isn’t the social network for you, consider this:-- Pinterest drives more traffic than Google+, YouTube and LinkedIn COMBINED-- It is estimated that unique visitors increased 429% from September to December 2011-- 87% of Pinterest users are female-- The $25k to $49.9k income level accounts for 37% of users; $50 to $74.9 is another 33%-- Pinterest hit 11.7 million unique monthly visitors in January and is the fastest standalone site in history to cross the 10m mark
Share the things you love. Pinterest is designed to foster and share things you enjoy with like-minded individuals. Pinterest should not be used purely as a tool for self-promotion.
When you post interestingClicks count. photos at your site, Pinterest offers you a unique, visual opportunity for promotion, marketing, and getting feedback to and between a virtual crowd.
Once an image is pinned [to the member’sboard] it can be liked or repinned by peoplewho have visited the board, and thus, itbecomes an item of social sharing.
Product testing. By checking how many times a photo has been pinned and liked, Pinterest can function as a virtual focus group for testing brands and designs, to run contests, and to drive sales.
As an example, the DIYmarketplace Etsy has54,000 followers andhas created 26 boardswith more than 700pins.Their images show theartful nature ofproducts and engagethe viewer.
Priceless. Some products on Pinterest have price tags displayed in order to promote purchasing, but typically images are simply designed for sharing and brand promotion in this unique marketplace.
The hard sell.As a social network, companies needto be careful of hard-sell tactics onPinterest. It’s more effective topromote a lifestyle through imagery.
Repin. ColorEngage.As a visual board, it’s critical Like.that brands include imagesthat are fun, vibrant, and fullof color.
As an example, atypical Pinterestmember might beredesigning herliving room. Asshe searchesthrough myriadsites for furnitureandaccessories, shecan pin herfavorites to herPinterest boardCollect.
Companies can benefitChoices. greatly by creating their own Pinterest board to test designs and concepts.
Whencompared tothe expense oftraditionalfocusgroups, notonly is Pinterestmore costeffective, it canreach alarger, broaderaudience.
Make sure you have images on your website that lend themselves to sharing.Pretty packaging.
• Get started by creating your Pinterest pinboard. There is a waiting list, so create yours today.
Track results. Place your newphotos on targeted landingpages within your site so thatyou can easily collect dataabout which designs areshared most often and clicked.
Use GoogleAnalytics or othertracking softwareto monitorinbound clicks tothose landingpages that comefrom Pinterest.
Pinterest is just one component of the social network. It is not a replacement for other well- established networks such as Facebook and Twitter.Participate.
Pinterest drives more traffic thanGoogle+, YouTube and LinkedIn COMBINED.