Keeping You Relevant: Pinterest and the Primary
A new image sharing platform has taken the web by storm and it’s time for marketers to pay attention.
Pinterest (combining the words pin and interest) is a ‘virtual pinboard’ that lets users collect, organize, share and link back to the images they find on the web. While most ‘pins’ and ‘boards’ are public, the platform is invite-only (users can invite friends) so there’s a perceived exclusivity helping drive growth. More importantly, there’s a familiar viral loop that creates user engagement. Following, repinning, liking and commenting all trigger notifications that keep users interacting. The usual social suspects are integrated as well, including buttons to Tweet, Facebook like, share, email and embed. These actions create awareness outside the Pinterest ecosystem. In addition to collecting the images you find on the web, the Pinterest mobile app encourages users to pin their own photos.
Pinterest feels like a combination of different services, yet it’s extremely simple and intuitive. That’s probably because most actions mirror those we are already familiar with due to Facebook, Twitter, Tumblr and other social sites. While many users create content on Pinterest, the platform is a fantastic discovery tool that many will find useful even if they never create an account. That’s a powerful draw and it’s making Pinterest one of the hottest sites on the web.
So, how do brands take advantage of the platform?
First, establish a profile. If you don’t have any friends to hit up for an invite, Pinterest seems to grant access within about two weeks of submitting a request. Next, create one or more boards and begin adding your own images, along with those you find on the web. Theme each board around products you offer or anything your target audience may find appealing. Don’t forget to follow fans, complimentary products and thought leaders in your space to begin building a Pinterest network. Remember to periodically add your own new images, as well as those you repin from others. All of this activity can be easily integrated with your existing social presence by sharing your Pinterest activity on other platforms.
Though we may be suffering from button fatigue, you’re going to see the ‘Pin It’ button popping up all over the web. That’s because in most cases a ‘pin’ is the equivalent of an endorsement or a ‘like’ on Facebook. Since the site is quickly becoming a destination for discovering everything from recipes to raincoats, the more pins of your product the better. If you’re selling anything online, you may want to test out this button next to product images.
Pin It
One of my favorite features is the ability to combine images found on the web with personal photos. This past week I had the opportunity to attend a number of events related to the New Hampshire Primary, and I decided to conduct a GY&K APPtitude test by using the Pinterest mobile app to create a Primary-themed board. You can view my NH Primary board here.
Source: Uploaded by user via Brady on Pinterest
And, if you’re looking for more behind the scenes footage of the Primary, check out this original GY&K production.
Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter @BradySadler
