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Pinterest: Building a Brand’s Presence, One Pin At a Time

Pinterest: Building a Brand's Presence

How did Pinterest Become so Successful?

Pinterest is a simple, visually engaging way to gather and create a collection of ideas, things that inspire you and items you love. The site has found tremendous success among its core demographic, and is a fantastic channel for brands to engage their core audience using evocative images that link to other brand properties.  It is also a fantastic place to find and share quality, carefully curated content with people whose style opinions you value.

SEE ALSO : WTF is Pinterest (Infographic)

What makes Pinterest Unique?

Pinterest is unique in that they are not selling anything at this point on the site. There are no ads. There are no banners. You can explore different accounts and never feel “sold to” by Pinterest itself.  Pinterest is also retaining and engaging users as much as 2 to 3 times as efficiently as Twitter was at a similar time in its history. However, like other social platforms they will need to further identify strategies that make them a profitable company.

SEE ALSO : Twitter vs. Pinterest: The Battle for Better Business Marketing

What are some Pinterest Trends you have come across?

Pinterest is great for Crowdsourcing, and I’ve seen a lot of brands encouraging their fans to pin pictures of products they love so the brand can repin them to a branded pinboard. It’s a great way for both parties to boost their followings. I’ve also seen brands using Pinterest as a soundboard for testing ideas and new products out among dedicated and style-savvy fans. Image mosaics–in which you coordinate all your boards to match in some way – are a fun visual trend that reminds me of the creative ways brands have been presenting their Facebook Timelines. Pinterest contests are getting more creative and more common, and I don’t see that trend going away anytime soon, either.

What are Some Pros and Cons?

Pros

  • Because it is image-based, Pinterest content is easier to digest than written content and is highly shareable.
  • Pinterest is ad-free at this point. Users can create a space that is entirely their own, without feeling that advertisers are constantly selling to them.

Cons

  • The quality of the average new user (as defined by their level of engagement and likelihood to remain active) is high but declining. Users who have joined in recent months are 2-3 times less active during their first month than the users that came before them.

How is Pinterest Making Money?

Pinterest uses a program called SkimLinks to add their unique identifier to the link, thus generating a commission for themselves if you buy an item. Pinterest does not publicize this on their site.

Do You Have Any Favorite Successful Pinterest Case Studies?

  1. Real Simple – Pinterest drives more traffic than Facebook for Real Simple. Real Simple plans to integrate Pinterest more deeply into RealSimple.com, starting with ‘Pin it’ buttons on the website, which would make it easier for fans to pin product images. Any image pinned from a site links directly back to that site and is a potential source of revenue.
  2. Nordstrom – Nordstrom uses Pinterest to see which trends and styles the community likes based on engagement – likes, comments, and repins are all accounted for.
  3. Seahawks – The Seahawks’ Pinterest contest required users to start a Seahawks themed pinboard for a chance at winning 12 prizes. Contestants’ pin boards had to include their tagged #favoriteseahawk, #FavoriteSeahawksPhoto, and #musthavegamedaygear. The rules and prizing were managed through a Facebook tab.
  4. Lands’ End – In their “Pin It to Win It” Pinterest contest, ten fashionistas won $250 gift cards to Lands’ End Canvas by creating pinboards re-pinning their favorite Lands’ End Canvas products from Lands’ End pinboards.
  5. High Point Market – High Point Market recruited home fashion trendsetters to capture images of their favorite finds as they walked the High Point Market, listing the exhibitor name and showroom number with the photo. The trendsetters also presented the exhibitor with a sign that highlighted the Style Spotter’s name and a QR code and URL for the Pinterest board. Everyone could vote or comment on their favorite pinboards and the most popular pinboard won that Style Spotter a free trip to the next High Point Market.

About Blake Cahill

Blake Cahill
Blake Cahill is president of Banyan Branch, a leading social media agency based in Seattle. At Banyan, Blake is responsible for client acquisition, customer execution strategies and marketplace awareness efforts. Blake has more than 18 years of executive management experiences.

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