Pinterest is creating the biggest online buzz of all the social media sites right now so it’s hard for businesses to ignore it. It has been named start-up of the year in 2011 by TechCrunch and claims to connect everyone in the world through the things they find interesting on the web. Pinterest is ideal as a marketing and branding tool for start-ups considering that it’s free to use and relatively hassle free.
Pinterest attracts almost 12 million US and UK-based users a month (up to 80% are women aged under 45) Australian and Asian consumers, too, are now flocking to the site. Interestingly, Pinterest has little attraction among teens so it’s a good platform to target young technologically savvy adults.
How does it work?
Pinterest is best described as an online bookmarking site that allows users to pin pictures/videos/articles they find on the web that they find interesting. All the likes, comments, pins and re-pins are recorded on your profile, known as a pinboard, thereby connecting people based on their interests rather than friendships or professional networks.
These boards are arranged by topics, could be anything relevant to your company for example “Meet The Team” or “Favourite Products”. Most importantly, this enables businesses to humanise their brands by injecting some personality into their offering.
The brand recently told Mashable.com that Pinterest is “absolutely” driving traffic to its website, but that the team is still working to determine the best metrics for Pinterest – although this isn’t a challenge limited to Pinterest. And while the creators of the platform haven’t yet come clean on how they plan to make money from the site, they do have a few rules, including ‘try not to use Pinterest purely as a tool for self-promotion’. But marketing savvy brands should be able to use it easily. Some of the big brands like Coke, Ogilvy, Burberry are very active on Pinterest.
Latitude Express started its Pinterest account very recently too, follow us on Pinterest!