One of the hottest emerging social media websites gaining momentum in 2012 is Pinterest, a social bookmarking site where members collect photos and link to products they love, creating their own pinboards and following the pinboards of other people whom they find interesting.
According to the e-commerce marketing tracking firm, Hitwise, Pinterest has a demographic base of 58 to 70 percent women, averaging between the ages of 25 and 44 and is already attracting more than 11 million online visitors a week.
So how does it work
Users of Pinterest create their own Pinterest boards to “pin” or post, a variety of their favorite pictures of products they enjoy using, or videos of themselves or others using these products. The most appealing pictures to consumers are those related to lifestyle since consumers want to see how the product will benefit them. There is no limit to the amount of boards that can be created. These postings can further be categorized for the ease of searches by other potential Pinterest users. All postings are made public.
What This Means For You as a Retailer
As a retailer it’s easy to see how these ‘pins’ have the potential to drive traffic to a website through the link attached to each post. Additionally, like many other websites, Pinterest ties directly to other social networking sites, such as Facebook and Twitter meaning that these links can easily spread through the social graph, potentially reaching new audiences. Below you’ll find a couple quick tips to get you started on this exciting new platform.
Create Your Own Branded Pinboard
Nothing stops an online retailer from adding their own pin boards with links to items on their website. Of course you probably would want to sprinkle in images from elsewhere on the web that compliment the lifestyle your brand represents, but this is probably the quickest and easiest way to establish a presence on the site.
Consider Investing in Compelling Product Imagery On-site
Since Pinterest is primarily a visual medium you’re only as good your photos. Some online retailers that have previously invested in high quality images of its merchandise on their websites have reported receiving increased traffic from Pinterest users without an active presence on the network.
Use Contests Encourage Your Customers to become Virtual Evangelists
If you have a brand that is already engaged with your customer base through Twitter, Facebook or other channels encourage them to create their own create pinboards with your products in use with a contest. Nothing is more compelling to potential customers than seeing a product being used and loved in the real world. The positive associations with your brand or product will easily offset the cost of the gift certificate or bounty you offer as an incentive for participation in the contest.
Find and Engage with Existing Pinterest Board Owners
Pinboards on Pinterest typically are themed around a lifestyle or topic. As an retailer it might make sense for you to find boards that complement your brand or product and engage them in a meaningful dialogue through commenting on their actual boards or reaching out to them via twitter. Maybe they’ll link to one of your products, maybe not, but the information gleaned from these conversations can go a long way to helping to hone your marketing messages in the future.
With Pinterest rapidly becoming the premier website where consumers come to share positive experiences with products, brands, or services they identify with, it should interesting to see how both the company and users evolve to take advantage of this exciting new platform.