Pinterest has turned the act of “pinning” into a downright obsession among its 10 million users, providing never-ending pages of images that suck you in and leave you scrolling for more. Needless to say, this site has taken procrastination to the next level.
Maybe it is the ease of pinning a variety of interests to your own boards that other people can “like” as well, or maybe it is just simply enticing because of the wealth of diverse images at your fingertips. In any case, the female fan base has found reason to take up pinning as their new hobby.
Not only is Pinterest surpassing Facebook, Tumblr and the like in driving traffic to top websites such as marthastewartweddings.com, cookinglight.com, and self.com but according to The Week, it is doing so at an exponential rate unseen in other social media channels.
Once an image is repined, it is exposed to an entire new circle of people. A cycle of advertising exposure that is essentially never-ending.
It makes sense, then, that businesses should jump on board this speed train. And that, my friends, is exactly what is happening. Because when it comes down to it, this is target marketing at its finest.
Businesses considering Pinterest can:
- Create their own pin boards that represent their company and their values. Think past and future designs, products, interesting product uses, ect.
- Smaller companies can even go as far as pinning interests that its employees have, making their company more personally relatable.
- Add pin buttons (similar to the Facebook “like” button) to their website so people surfing their site can follow their boards on Pinterest.
- Feature new and upcoming products on these boards so the company can get a feel for the popularity based on the number of repins. In short, it is test marketing without the legwork.
Obviously Pinterest is a great social media channel for any company who is advertising products that can be represented visually (food, magazines, fashion, automobiles, home improvement, art, etc.). But it doesn’t have to stop there. For instance, travel agencies can use visually enticing beaches or monuments to capture attention and fitness centers can use images of fit models to make people stop, think and click for more.
When it comes down to it, the basic psychology is this: people want to share their interests, but more importantly they want what everyone else has. The higher the repin number, the more appealing that product becomes and the more attention it gets.
What do you think about Pinterest and how is your company including it in your social media efforts? Have you pinned today?