What is Pinterest?

Pinterest is a photo-sharing website, focused on discovering and saving creative ideas.  Users create “boards,” based off a traditional corkboard, where they can sort and save inspiring images.  Users can save pictures from all over the web, and they can also “follow” other Pinterest users to view their boards.  Popular topics for pins include home décor, events, DIY projects, gifts, art, fashion, travel, and food.

How does Pinterest work?

After registration, users are free to upload, browse, and save pins to their boards.  They can send pins to other accounts, and create joint boards where more than one user can save content.  There are two locations that users receive most of their content from: a “pin feed,” which displays followed users’ content chronologically, and a “Tastemakers page,” which shows recommended pins based on the users’ personal preferences.

Who uses Pinterest?

According to comScore, 70% of the site’s users are women, and half of the users have children.  Most users are ages 25 to 40, with over $100,000 annual household income.  Pinterest ended 2014 with over 42 million monthly active users, according to eMarketer. 

Is Pinterest violating copyright?

Most pins were not created by the user who posted them.  Pinterest’s Terms of Use place responsibility for all member content onto each user.  Pinterest will take down images if the creator contacts them, but any legal action would supposedly be to the user who uploaded the images.  If your company wants to get involved on Pinterest, be certain that you hold the rights to your images before posting.   If your post becomes popular, expect “re-pins.”  Each re-pin directs back to the website the image is from.

How can my business use Pinterest?

If your business has visually inspiring products, Pinterest may work for you.  The website has a free business account type, which gives access to analytic tools and promotional options.  After creating your account, make a board, and title it based on the content you want to post.  Here are some examples of effective business posts:

Link to your blog – If your business has a blog, Pinterest is a great way to let consumers know about it!  Create a board called “Articles,” “Blog Posts,” or something else relevant.  When you post your blog links, you are required to attach an image.  Users will see your pin as the image and the title of the post.  If they’re interested, they will click the pin, which links directly to your website.

Showcase your product – Pinterest users will re-pin your content if it is visually appealing and relative to their interests.  Post professional photography of your unique, attractive product, and relate your product to the popular topics listed earlier.  An example is Benjamin Moore, a paint retailer.  This company has a popular board called Doors! that showcases beautiful front doors in  eye-catching paint colors.

Gather market intelligence – You can use Pinterest to search for trending topics and products.  If you want to learn more about industry trends or user interests, use the search bar to view how much users post about particular topics.  You can also use the analytics feature to see how much users are viewing your pins.

Getting started with Pinterest

If you want a step-by-step guide to starting a Pinterest account, check out our article here.

For more information about how your business may be able to benefit from Pinterest, contact the strategic marketing experts at AVS Group. Whether you just need some consulting, or want us to develop your complete social media marketing campaign, we can help.

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