Let’s talk about Pinterest and brands.
Not surprisingly, 70% of brand engagement on Pinterest, the social scrapbooking website, is being driven by users, rather than by brands’ own Pinterest accounts, according to a new study conducted by Digitas and Curalate. Nearly 10 million pins, repins, comments, likes, and keywords were analyzed in the study, which researched more than 120 automotive, electronics, and fashion/retail brands.
Pinterest’s aim is to get its users, rather than marketers, to post imagery, so how can brands ensure they’re getting “pinned” to build brand awareness? “It’s less about what brands are doing wrong than about how they can join those conversations,” Jordan Bitterman, SVP and North America lead of the Curalate’s Social-Mobile-Local practice told AdWeek.
If you’re already using Pinterest, you’ll know that it’s similar to paper scrapbooking where users collect and organize everything from graduation photos to locks of hair. The key for brands to get airspace on Pinterest is to provide imagery that’s easy to pin. Curalate CEO and co-founder Apu Gupta told AdWeek that fashion brands in particular do well on Pinterest because they “have always understood storytelling in a way other brands haven’t.”
Pinterest’s 40 million users are mostly women. In fact, female Pinterest users outnumber men 5-to-1. If you’re interested in finding out more about Pinterest’s demographics, check out the Pinterest page called Pinterest Facts & Figures.
Many brands like Whole Foods, Birchbox, and Michaels (the craft stores) are actively using Pinterest. If you’re ready to dip your brand toe into Pinterest waters, you might want to prepare by reading Ecoconsultancy’s “11 Ways to Use Pinterest as a Brand” or AARP’s “12 Things You Should Know About Pinterest.”
How is your brand using Pinterest?