Back to Fluid Thinking
Who's Pinning What?
Pinterest allows users to visually curate content from around the web and discover new interests by posting images or other bits of information to their own or others’ ‘pin boards’. Each pin board represents a different category or area of interest and users can share their pins with their followers.
The social bookmarking site is largely consumer and lifestyle orientated, which is why the majority of its users are female. Take a look at what’s popular on Pinterest and you’ll soon discover cutesy kittens, an overload of cupcakes and a lot of Marilyn Monroe quotes. It’s sickly sweet. And I won’t lie to you, I love photographs of kittens inside pumpkins and beautifully decorated cupcakes, but it does seem a bit excessive. Hopefully as Pinterest gains more users, preferably more male users, or female users who like things that aren’t so cloyingly sweet, pins will start to have a bit more variety.
Companies embracing Pinterest
Pinterest has brilliant marketing potential for certain companies but that can be saved for another blog post entirely. For now, take a look at the companies who’re taking the plunge and starting their own marketing campaigns on Pinterest.
British Midland International (BMI) is one of the first companies to launch a campaign using Pinterest – the Pinterest Lottery. Users are allowed to repin up to six images from any of BMI’s destination pinboards and each week a random generator will select one of the images. All users who have repinned the selected image will be entered into a prize draw to win a pair of return flights to a destination of their choice. BMI will be adding new pinboards to different destinations every week.
Peugeot Panama is running a Pinterest puzzle competition, where users have to search the brand’s Facebook page and website for the missing pieces of the puzzle pinboards. Users have to repin all of the missing pieces to their pinboard and share with Peugeot Panama to be in with the chance of winning a whole host prizes. Although the competition instructions aren’t entirely clear, the creative concept is a brilliant idea.
Who’s pinning what?
If you are using Pinterest for marketing purposes, there are some simple ways you can measure your reach. You can use this link: http://pinterest.com/source/YourWebsite.com/ to find out who’s pinning what from your website – this is useful to find out which of your products/other content types are most popular and you can compare these to other sources of analytics to see if they correlate.
In Google Analytics you can see how many visits are coming to your site from Pinterest by viewing the ‘Referrals Report’ in ‘Traffic Sources’.
Recently, there have been a few legal issues surrounding Pinterest and copyright infringement. Pinterest’s users “pin” images from all over the web, which has led to copyright concerns among certain publishers, however, most feedback from content providers has been positive as Pinterest has helped drive traffic to their websites.
“Pinterest is a platform for people to share their interests through collections of images, videos, commentary and links they can share with friends. The Digital Millennium Copyright Act (DMCA) provides safe harbors for exactly this type of platform.” Source
The company recently released a code that allows website owners to keep their content off the site completely:
<meta name=”pinterest” content=”nopin”/>
What do you think of Pinterest? Do you think it has potential for brands?