The undeniable popularity of Pinterest makes it a great marketing opportunity for businesses, brands, and websites that fit with the visual nature of the digital corkboard-style site. Pinterest has endeared itself in the eyes of women everywhere with its beautiful, aesthetically pleasing, and eye-catching images. Repinning images of things like food, fashion, furniture, and fitness workouts, users curate content on boards that have a certain charming idealism and fantasy element about them: recipes we’d like to cook, homes we’d like to have, clothes we wish we resided in our closets (not to mention all of us single gals who have Pinterest boards devoted to weddings).
When it comes to Pinterest marketing, the key is to reach users through their eyes: appeal to the universal human tendency to be drawn to stunning visual content.
Certain images will always do well on Pinterest, simply because they’re so compelling: delectable dishes, women dressed in gorgeous garments, and cute, uncomplicated crafts have immense potential to become popular. They’re pinteresting: they gel with the nature and vibe of the site. Couple this with the fact that the site is overwhelmingly female (68.2% of users are women), and you get the Pinterest stereotype: the notion that the incredibly girly and saccharinely sentimental site is a place where women congregate to peruse pictures of things like vintage Vera Wang wedding gowns and frosted Funfetti cupcakes. The Pinterest stereotype is to a large extent accurate, and because of this, many companies can market extremely effectively on Pinterest. Bakeries, clothing stores, photographers, artists, florists, any individual with an Etsy shop (Etsy is the most pinned brand on Pinterest) are perfect matches for Pinterest. After all, the top categories on Pinterest are home, arts and crafts, style/fashion, and food.
However, the Pinterest stereotype is also untrue in some regards, and here’s why: marketing on Pinterest is different than marketing on any other social media site, and even different from traditional marketing methods. Pinterest marketing is akin to a soft sell; it’s not characterized by an overt attempt to push products, and blatant self-promotion is actually against Pinterest etiquette. Businesses generate brand awareness not by promoting products but by promoting a lifestyle and furthering their vision. Thus, even if a business or website is a natural fit for Pinterest, posting pictures of its products won’t cut it. And thus, conversely, a business doesn’t have to be limited by its products; it can still market on Pinterest and generate awareness by pinning pictures that capture its mission statement, visually articulate its business philosophy, or convey the feelings/vibe it wants customers to associate with its products and/or services.
Also, because Pinterest is all about images, any image that sparks curiosity or captures people’s interest can do well: this can include something like a cool tech gadget or an infographic.
So, even if a company isn’t in the business of Pinterest clichés like monogrammed accessories and multi-tiered wedding cakes, it shouldn’t necessarily rule out Pinterest. Here are four Pinterest accounts that defy the Pinterest stereotype: what they do that works and what takeaways they offer other businesses regarding Pinterest marketing.
Via Brian Yanish - MarketingHits.com