On Pinterest, we can build the image of our ideal “I”, tell friends of interest about who we dream to be, what kind of art we are going to learn, where we plan to go. The source of inspiration on Pinterest is all the surrounding content: shop windows with the latest collections of fashion jewellery, pages from travel magazines, excerpts from beautiful films.
Of course, the fantasies, dreams, and aspirations of people generated by Pinterest can profitably use brands. As it turned out, the key to the success of Pinterest is that they, not only interest other people, but they are also interested in them. The most successful members of the social network are equally good listeners and interlocutors.
Given this fact, combined with the fact that Pinterest is used by people to awaken their imagination, Cole & Weber United has formulated 6 basic techniques for effectively promoting a brand in an “idyllic” social network.
Top Pinterest Marketing Ideas
1. Inspire people
Brands should not use Pinterest only as a product catalog. However, the usual placement of images in it that are relevant to the interests of the audience is also not enough. When considering content for publishing on Pinterest, it’s worth asking yourself these questions: Can this give people a good idea? Will they desire to share?
Remember that Pinterest users are looking for inspiration. They are not interested in just looking at the pictures – they want to reflect on what can be done with the things that interest them in the photo. Learn from Whole Foods and West Elm.
Pinterest's brand posters inspire people to experiment with food, proving that food can be not only healthy but also fun and fun.
2. Share your culture, not just products
People tend to interact with other people. And they also want to buy from people, and not from faceless companies. This trend is especially clearly observed in small cities and towns, where products are not sent to any store, but to a familiar saleswoman.
On Pinterest, brands have the opportunity to show their face, lifestyle and company values. Consumers, having familiarized themselves with the culture of their favorite brand and the creators of products, will surely become more loyal and more trustful of the brand itself.
3. Flatter your audience
Show your followers your interest in it. Avoid the erroneous practice of creating the appearance of interacting with the audience, which many brands use on Facebook. On Pinterest, when asking a question to potential customers, please focus on their answers. Only by listening to others will you gain their trust and favor.
The easiest way to show your followers on Pinterest their interest is to kick (synonymous with “like”, “share” for Pinterest) their content with a written explanation of the reason. In the commentary on the revised material, you can write that the picture gave you an idea, inspired to create a new product. And you can write something from the bottom of your heart. The attention of a favorite brand to subscribers will be flattered that it will certainly provoke positive feedback.
You can go beyond reposting. Get your followers on Pinterest to promote your brand. Let them share valuable thoughts with you and give advice, publish their pictures with the products of your brand. If people believe that you are listening to them, they will feel that you value them and will answer in the same way.
4. Influencing Opinion Leaders
This advice follows from the previous one. Do not stop flattering your users. Rub yourself in the trust of those whose flattery will not hinder your brand – opinion leaders. Find out which bloggers in your area are the most influential bloggers on Pinterest.
Do not wait until authoritative people find you yourself – start communication first. Show your interest in their opinions on certain issues, their attitude to certain things. Prove that you are listening to them – then the authorities from the sphere of your brand will join you and become key followers.
5. Think of Pinterest as a living, breathing ethnography
Sometimes our things and the way we use them can tell us more about us than the frankest confessions. Cole & Weber United has already tested the methodology for studying the nature of the audience in relation to things in many research projects.
Pinterest allows you to constantly in real-time measure the behavior and mood of brand subscribers, track the main trends in their environment. All you need to learn about your target audience is to follow those who follow your brand. See what subscribers are doing, what brands, besides yours, they are interested in, what they generally like and whatnot, what they want from themselves and from others on Pinterest.
The brand’s participation in this social network is partly a research project. Pinterest gives you the opportunity to find out about your customers what you always wanted to know. Their lifestyle will become more accessible to you, and not just shopping preferences. You will understand consumers as people and as a result of this, you will realize how the brand should actually interact with them.
6. Interview your followers
Pinterest is actually a community united around everything that is interesting to people. Users are constantly kicking what interests them – what they want to buy. Brands can benefit from these dreams.
Take some dubious product ideas and find out what your subscribers think about them. Or ask your Pinterest audience for the products you should be creating. This is what Yala design company does, inviting its followers to upload pictures of structures and objects that they would like to see embodied in reality.
Even the smallest details can serve as an idea for a new product. Perhaps your audience is really in the subject of the main trends – do not miss the opportunity to find out.
7. Pinterest is not for everyone
Pinterest really has a chance to become a collection of visualizations on the theme of an idealized world. The gallery of beautiful images of non-standard things is really addictive. And not only housewives. As you know, even the “luminary” of the social network world Mark Zuckerberg is looking for inspiration on Pinterest.
However, Pinterest will remain the focus of harmony, creativity, and beauty only if it is strictly moderated. Otherwise, this powerful source of inspiration will very quickly turn into typical trash. By the way, the massive advent of brands can contribute to this.
It is unlikely that all brands should be promoted on Pinterest. Of course, this is an ideal environment for designers, artists, fashion designers, stylists, designers and all those who create amazing things. Suppose you can even put plastic window manufacturers on Pinterest if they upload pictures of samples for some medieval castles.
With great care, you can open access to the social network even to manufacturers of such mundane and inspiration-killing products as household appliances. Indeed, in the picture, the washing machine can be camouflaged by placing it in an exclusive interior or surrounded by a happy family. But companies that produce auto parts, medicines, and other things that you can’t refine at all, certainly have no place on Pinterest.