Monday, October 1, 2012

Pique a Little Pinterest

The rise of Social Media has catalysed the rise in visual content. Facebook has been a key driver in this, encouraging user and brand-generated images and infographics. Visual content is encouraged online by sites like Flickr and Tumblr. High quality cameras on Smartphones and apps such as Instagram have allowed us to upload original, quality visual content to the internet at an extremely fast rate.

This has now lead to the online world being flooded with visual content and Pinterest fulfils the need to curate this content in an easy-to-use interface. Basically an online pinboard, users can upload, pin from the web and share from other users images, or ‘pins’. These can then be categorised onto different ‘boards’. We're even seeing a recent development in the US of 'Pinterest Newsrooms'.

What are the Opportunities for Brands?

Trend Reporting:
Be one of the first to announce trends and improve your reputation in the industry. Become the 'go-to' online source for all the latest happenings in your industry. You will be attracting the same audience you want for your business, not just your Pinterest account.

Gain Feedback:
Do a bit of market research using your pins. What is getting repinned like wildfire and what is being ignored? What are pinners commenting on your pins? This is a great way to find out what people like/don’t like simply by monitoring the activity surrounding your pins/repins.

Crowdsource Ideas:
Want to know what your followers really want? ASK! Pinterest doesn’t have the same restrictions surrounding competitions as Facebook does. There are still guidelines, but it’s fine to run a competition straight from Pinterest without using a third-party app.

Define Your Content:
Just like all other Social Media channels, it is important to define your voice. You need to decide what your content will focus on. For each board, define what percentage will be pinned from your own content, from bloggers, media and other 'industry voices' in your circle of influence and of course, re-pins from other users.

Spread the Word:
While this is a great tool to raise brand awareness and spread knowledge of your products, it's best to keep self-promotion to a minimum. Roughly 2 out of every 10 pins should be showing your product/linking to your site. 
With each pin that you upload from a website, it will automatically link back to that URL. This means that when your website pins ‘go viral’, users are still linked back to your website as the source.

Bookmark and Share

No comments: