Facebook, Twitter, FourSquare, and now Tumblr are all making money from advertising – so why isn’t Pinterest? It’s becoming increasingly clear that unless they start delivering interesting opportunities for brands, we could see the potential for marketing opportunities die down. Although brands and companies can sign up as regular users, pin their products and drive traffic to their site, there’s currently no way for brands to reach their wider audience, and the big boys don’t have the time or interest to create an organic following.
Business Insider recently tracked down L’Oreal’s social media chief for an interview after she remarked that she was using Pinterest, but then got bored and went back to Facebook. Is this a widespread phenomenon in the marketing world?
Rachel Weiss remarked that Pinterest just doesn’t offer what brands need right now – there’s no targeting, there’s no ad network, and there’s no clear view of how it will emerge as a platform for brands. While it may be a hit with consumers, right now, there’s no reason for the big brands to dedicate time to it that could be better spent on a more established platform like Facebook.
I would agree entirely with Ms Weiss – Pinterest isn’t build for the big brands, but it does offer huge advantages for those smaller businesses willing to dedicate time to building an organic following. Anyone with a unique, niche, local, or speciality product to sell can find success on the site. It may even be a huge benefit for the small businesses is the large corporations continue to miss the point of these platforms. While a small business may not have the marketing budget of a brand like L’Oreal, L’Oreal doesn’t have the agility and flexibility of a small business. A big brand can’t afford to invest time and money into a platform and not see results – whereas a small business is able to test the water and see what works best for them.
How to inspire your audience with Pinterest
- Pin a mixture of original content, self promotion, and re-pins from the people you follow.
- Find your fans by doing a search for pins from your domain. Type to see who’s pinning your content.
- Create boards that present your products in a way that is different to your website – think of interest ways to group them, or unusual links.
- Make sure your boards stay focused and remain true to their category. There’s no better way to scare off followers than to be pinning men’s grooming products on a women’s clothing board.
- Project the lifestyle that goes with your products, and build your brand into this.