Pinterest, the latest social media hit, is laying down a serious challenge to other social media channels, recently becoming the fastest standalone site ever in the US, with 11.7 million monthly unique visits.
What’s it all about?
Pinterest is all about images. Its members post or ‘pin’ pictures of things they like – from wedding cake ideas to places they’d like to travel – and organise them into categories (or 'boards'), giving an overall impression of a digital scrapbook. This is a social media site that is focused on lifestyle – something you should keep in mind with any pins you make. Arty, retro and vintage inspired images are popular, but any stunning photo will likely gain likes and re-pins.
Pinterest is a platform that has the potential to work brilliantly for destination marketers and event promoters. Visit Melbourne, for example, has eight boards, showcasing their destinations, events, arts and history - even wedding ideas.
Here are nine need-to-knows if you’re thinking about whether you should have a presence on Pinterest:
1. It’s popular
With 1.5 million users daily and over 4 million users in total, Pinterest has experienced enormous growth in the last four months – and it’s still growing.
2. It has its own language
Like any popular social media site, Pinterest has its own terminology to describe its user-base and their activities:
A Pin: An image added to Pinterest
Pinboard: An online board of pins based on a theme or category
Re-pin: Re-posting or sharing someone else’s pin
Pinner: Refers to a person who pins things
3. It’s lifestyle focused
If you take a look at the Pinterest homepage you’ll the Pinterest tagline: “Pinterest is an online pinboard. Organise and share the things you love.” For businesses considering establishing a presence on this new social media site, it pays to keep in mind that the focus should be on story-telling and humanising your brand. Pin images that give new ideas on how to use your products and promote the lifestyle your products and services offer.
4. It’s sticky
Pinners are spending a whopping average of 14+ minutes on the site each time they visit. (Those of us who have a Pinterest account disagree with this stat though - we estimate we spend far longer that that!)
5. It’s social
Pinners can link their Pinterest account to their Facebook and Twitter, making it easier for them to share content on other social media platforms. We recommend linking your Pinterest account to your Twitter account when you first sign up as, like You Tube, you cannot yet link a Pinterest account to a Facebook business page, though this may change in the future. There is also a Pinterest app for smartphones - at this stage it is somewhat cumbersome to install, but Pinterest promise it’s one of the things they are working on.
6. It’s viral
Some 80% of the images pinned on the site are ‘re-pins’, evidence of the viral nature of the Pinterest pinning activity. Users can also install a ‘Pin It’ button on their internet browser, so when they are searching the web they can instantly pin any image they like straight to their Pinterest account. From then they can re-pin or like an image, which goes onto their own boards and becomes visible to their followers, who can then re-pin or like the image, helping the image travel quickly through the Pinterest community.
7. It’s girly
80% of Pinterest users are female, mainly between 25 and 44 years of age. The male audience is lagging behind at this stage, but as this site is in its infancy there’s no telling how this demographic might change in the future.
8. It’s getting the attention of businesses
New Zealand businesses like Air New Zealand are utilising the Pinterest platform to showcase their brand, creating boards like “Who We Are”, ‘Where We Fly” and “Fun Stuff” which includes an image of a child’s lunch and airplane-shaped sandwich.
9. It’s invite only
You can sign up and wait for Pinterest to accept your request, or ask a friend (or your RéserveGroup Account Manager!) to invite you which should get you up and pinning straight away.
If you’d like more information, or need to chat about whether Pinterest might be right for your business, get in touch with us today: firstname.lastname@example.org