The last 6 months have been huge for Pinterest. Their growth has inspired over 100 brands to begin pinning. So is it right for you? Maybe…
Retailers: Yes
Brands that are really blowing up on Pinterest are retailers. Right now, Etsy dominates – a natural choice considering how visually focused they have always been. eCommerce has always been a visual experience. Now retailers have an opportunity to have their wares pinned all over the internet in non-ad form.
Everyone else: Maybe (sorry!)
In social media, there are a lot of bandwagons to jump on. Smart brands don’t want to invest time and resources into social media that is just a flash in the pan or too niche for their customer base. Yes, Pinterest is driving lots of traffic and very popular. But unless Pinterest provides a real solution to a problem that already exists, hold back.
Key Takeaway: Pinterest, like other social media, is a tool that might help your brand. However, it might not. Keep your goals close.
But hey, Mark Zuckerberg just joined.
Read more about Pinterest at The Digital Influence Mapping Project and MarketingProfs
Dave Marcello 11:41 am on February 20, 2012 Permalink
Agree with your take, for sure. They’ve done a great job with the site and I think it will be huge for a select few industries (such as retail, as you pointed out). I’m actually using it quite differently, more as a personal creative idea aggregator. Check it out: http://mydisruption.wordpress.com/2012/02/16/how-im-using-pinterest-plus-a-few-insights/
Best,
Dave
Pat McCarthy 9:08 am on February 21, 2012 Permalink
Hi Dave,
Great use for Pinterest! In addition to working at WOMMA, I’m also in ad school - so I spend about 30 hours a week brainstorming. A lot of my fellow students use Pinterest just like you.
In this post, I was writing more about the marketing purposes of Pinterest. But indeed, there are any number of personal uses. Brainstorming is definitely one of them. It’s almost like a pre-made moodboarding tool.
Thanks for the comment & keep pinning!
Pat
Trinity Hartman 2:51 pm on February 27, 2012 Permalink
Hi Pat, I think people often forget that some social media sites are great places for marketing a product (Pinterest), while others are better for merchandising products (Amazon, Etsy). There is a difference between marketing and merchandising!
Pat McCarthy 8:53 am on February 28, 2012 Permalink
You make a good point! Brands pay millions to get eyes on their products through ads, placement and otherwise. Pinterest is so perfect for displaying, but selling? Not so sure.
Thinking of other content driven public social networks, Tumblr seems to be very similar. They have avoided sponsored posts and eCommerce, but perhaps that will change.
In the end, these networks are companies that need to turn a profit. Twitter is still trying to figure that one out.
I wrote again about Pinterest and a competitor, Fancy. The latter is a pinning site that has introduced eCommerce functions. Check it out and let me know what you think: http://womma.org/word/2012/02/27/pinterest-vs-fancy/
Pat