Should Pinterest be Part of Your Content & Social Media Strategy? Part 1
This is part 1 of a 3-part series to help you navigate the latest social media darling, Pinterest.
Several recent client engagements have given me the opportunity to dig into Pinterest and evaluate all that this popular, new platform has to offer businesses. From a content strategy perspective, the platform provides much of the same benefits as other photo sharing sites/tools, but Pinterest’s structure, functionality and social sharing components offer some unique opportunities for ANY company who might benefit from telling their story and communicating with customers via photos and video.
Quick User Stats Update (as of April 2012)
The growth and popularity of the platform is eye opening. A recent comScore report says that Pinterest is now the third largest social networking site with more than 18 million monthly unique visitors. The average visit lasts 14.2 minutes. The gender tide is also turning. While still leaning female, male Pinterest usage has grown, now up to 32% as of April 2012.
Stating the Obvious
When you first jump on Pinterest and browse through the existing categories, it’s pretty obvious which industries are no-brainers to utilize the platform, such as:
- Arts / Crafts
- Consumer Electronics
- Fashion ==>
- Food / Beverage
- Health & Beauty Products
- Home Décor
- Lifestyle / Recreation
Using Fashion as an example, one of our clients (an apparel manufacturer) has seen a steady increase in referral traffic and sales from Pinterest over the past few months, most of which has been organic sharing of product photos from their website. Evaluating their data has helped us make the case for a more robust strategy for Pinterest board creation, daily pinning and engagement with targeted Pinterest users.
The Not So Obvious
What I’ve really enjoyed about these recent client engagements is getting a chance to think about creative ways that other, not-so-obvious industries might use the platform. New Pinterest categories are being added to the platform and it’s not hard to make a case for many of these:
- Advertising/Marketing Agencies – Promote your design portfolio
- Automotive – Promote vehicles, interiors, customer photos
- Education – Curriculum or topic-based boards
- Healthcare / Medical – Patient education, infographics
- Home Remodelling / Contractors – Inspiration boards, before/after shots
- Hotels / Resorts / Casinos – Experiential / lifestyle shots
- Printing / Packaging Companies – promote capabilities, inspiration boards
- Local Government / CVBs – Capture the visuals of your community
- Manufacturers – Promote products, show behind the scenes
- Real Estate / Property Management – Experiential photos of individual properties
- Restaurants – Food shots, experiential / lifestyle
Part 2 – What Should Your Pinterest Strategy (Content/Engagement) Look Like?
In part 2 of this series, we’ll walk through six different strategic approaches that we’ve experimented with on Pinterest. To be notified when part 2 is posted, click here!