Lately, “pinners” rule in the social media world.
Pinners are the enthusiastic and creative people who grow their individual Pinterest presence by creating “boards” (think old-fashioned bulletin boards) and filling them with “pins.” Pins are images found around the web, especially from blogs, or shared from the pins of other pinners. Content that is off-limits includes right-protected web images, copyrighted or adult material, and everything on Facebook.
For marketers, the beauty of Pinterest is that “pins” from websites carry the URL of their original source as they are pinned, repinned and pinned again. Pinners are able to make modest edits to their pins, including adding comments – chatty brevity is the bias amongst pinners – and customizing or correcting the image’s web source. URL edits ensure that fellow pinners can find a recipe, order wedding decor or follow craft instructions.
Pinterest is now generating more traffic to off-Pinterest websites than Facebook or Google+.
Marketers should join the fun
And I mean fun, because I don’t think the community of pinners will welcome an onslaught of advertising billboards. Which is against Pinterest TOS, anyway.
There are two ways that marketers can jump in:
1. Add “pinnable” to their website or retail store
2. Create a Pinterest account and pin images from their own website or retail store
First, take a look at your website and evaluate it from a pinner’s perspective. Are the images engaging and original? Do you make it easy to “pin?” Chinese Laundry has added “Pin it” sharing buttons to all of their product pages, perfect for pinners who want to add that hot suede boot to their "Style I love" board.
Second, go ahead and pin your own content, but keep it in the spirit of Pinterest.
Pin a creative craft from your tutorial pages, like this colorful glass project from Delphi Glass:
If you feature recipes on your site - like these Maine Blueberry Muffins from East Coast Gourmet - add enticing images to whet pinner appetites:
If your merchandise appeals to fashionistas, make sure your photos “pop!” then pin or be pinned, just as Chinese Laundry is doing:
Pinterest is all about visuals. Take a look the Pinterest feed; it’s gorgeous. It’s eye candy. Pinners love images that fit the recurring board themes: crafts, recipes, home décor, fashion trends, weddings, pets … you get the idea.
Approach Pinterest like a pinner. What’s your company’s “sexy red pump”?