Pinterest has grown in leaps and bounds since it launched in 2009 as a humble startup operating out of San Francisco. The ‘virtual pinboard’ social networking site – which allows users to ‘pin’ images and videos from across the web to online boards to collect and share with other users – has proved to be the little engine that could, creating a unique place for itself alongside social media heavyweights Facebook and Twitter because of its visual interface.
People who pin
A report released by Business Insider Intelligence earlier this month found that there are currently some 48.7 million Pinterest users globally. While a study conducted by US-based Pew Research found Pinterest to be most popular with women (who are almost five times more likely to use the site than men) and those aged below 50. They also tended to be well-educated and high-income earners.
Pinterest is an ideal platform to showcase products, services and offerings, as well as create a visual representation of your business or brand’s philosophy, attributes and personality. Regardless of the nature of the industry – from fashion, food and travel to music, beauty and design – those who succeed on Pinterest know their brand and are active in seeking out, engaging and connecting with their community. They create or curate images and videos that are relevant and appealing to their followers – generally through an aesthetic that is evocative, attractive, inspirational, aspirational, clever or funny.
While Pinterest had a few tech hiccups in its early days, the site has been working on becoming more relevant and user-friendly for businesses – particularly since they launched Pinterest for Business accounts and a bundle of new tools to boot. Some of the most recent include:
- Rich pins: These pins automatically provide Pinterest users with more information on the image they are pinning. There are currently three types of ‘rich pins’ available: product pins (which include pricing, availability and where-to-buy details); recipe pins (ingredients, cooking times and serving info); and movie pins (ratings, cast members and reviews).
- Web analytics: Business accounts (that have a verified website) can access the analytics of their website. This allows users to see how many people are pinning from their website, viewing their pins and clicking their content – as well as find out what it getting re-pinned the most, who pins them and what they are being pinned alongside.
- The ‘Pin It’ button: It’s an obvious but effective one – the Pin It button. Yep, if you have great content (of the visual and video form) add a Pin It button (or widget) to your website or mobile app to encourage sharing – and hopefully traffic to your site!
Share any Pinterest tips you have with us below.
Lisa Cugnetto – Content Strategist