Over the past 12 months, Pinterest has witnessed explosive growth. The site has topped 23 million unique visitors and average site visit time is nearly 100 minutes per month, making it one of the largest and most engaging social networks around. AdAge raves that “…Pinterest has gone from relative obscurity to exalted status alongside Facebook and Twitter…”
What is so compelling about Pinterest is its simplicity, empowering users to capture, curate and share content of interest at the click of a button. Moreover, its format allows users to easily browse and discover new content pinned by other users.
Brands, including green brands, are increasingly discovering the potential of Pinterest and finding ways to adapt this consumer-centric platform for their benefit.
Consumers like to browse Pinterest and, while doing so, are discovering brands. Brands are maximizing their chance of being discovered by finding ways to distribute their content on Pinterest.
One way to accomplish this is for brands to directly curate their own Pinterest content. Additionally, brands can make truly compelling content available online. This could include visually powerful images on relevant and timely themes that the growing number of Pinterest users may find and pin onto their personal boards. Consumers can discover content on their own or be encouraged through contests like the one that Method deployed to incentivize Moms to pin images of Method products.
Strengthen brand identity
Companies are also finding ways to leverage Pinterest to help define their brands. They do so by using the Pinterest platform to distribute content that brings to life their brands -- or core values.
Whole Foods, for example, says they are committed to “selling the highest quality natural and organic products available”. For Whole Foods, such a commitment originates in the garden where the food is grown and pays off through the appeal of the dish that is ultimately served and the healthier lifestyle to which the food contributes. Pinterest boards sponsored by Whole Foods bring each of these dimensions to life.
Image of push pins copyright Tischenko Irina available via Shutterstock
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