Pintrest and PR
By susanperolls1, Apr 5 2016 09:25AM
The nature of social media tools is continually evolving and often at an incredible pace, no sooner have you mastered one, and another is on the horizon.
Pinterest, an online virtual pinboard that encourages its members to organise, share and ‘pin’ the things they find interesting or those that inspire them, onto virtual boards, is the latest buzz word in the industry. According to ComScore, the global leader in measuring the digital world, growth rate for visitors to Pinterest has been in the double, triple and quadruple digits. The UK, one of the fastest growing markets for Pinterest, grew by nearly 80% with 245,000 unique visitors in January 2012. But should businesses and brands be using it as part of their communications strategy?
The answer is yes, but with a strong caveat. Pinterest is not about self promotion it’s about engaging and encouraging mutual interest and demonstrating how your brand fits into the consumer’s life.
Pinterest differs from other social platforms because it is all about aspirations; it reflects the desires and interests of the user and the lifestyle they want to live. It also differs from Facebook and Twitter because it isn’t principally a broadcast channel, it’s predominantly about creating. Pinterest account holders use their boards to plan, discover, inspire and share items they like. It’s more about highlighting great ideas than it is about self promotion.
As savvy consumers become more adapt at ‘editing’ out what they consider irrelevant or intrusive marketing, Pinterest offers brands, businesses and agencies an opportunity to discover what inspires their target audiences. If used correctly, Pinterest is a great opportunity to engage and build relationships by providing complementary interests and information the target audience wants to engage with and share.
Pinterest designer and co-founder Evan Sharp and Mashable say it best in a recent article: “since you’re not supposed to blast pictures of your products on Pinterest, try to think outside the box and pin images that capture a lifestyle and /or the essence of your brand. Pinterest calls for a more holistic approach to marketing and it can be more effective and engaging than traditional advertising because the consumers can really see how your brand fits into their lives.”
It’s a great place to give your business personality, the right ‘pins’ will showcase how your business, services or brands can enhance and compliment the aspirations and lifestyle choices of your customer. But the number one rule remains: don’t be pushy or use it purely as a self promotion channel.