Tag Archives: networks

Things are getting Pinteresting…

The public’s appetite for new and innovative social networks shows no signs of abating, with Pinterest rapidly emerging as ‘the’ social media phenomenon of early 2012.

Between September and December 2011, unique users on the site grew by 400%.  As of February 2012, the site has 10.4 million registered users and an average of 2 million users per day.  And its explosive growth has been the fastest of any independent website of all time, taking less than nine months to reach that impressive 10 million users mark.

So what is Pinterest?  At base, Pinterest is a ‘visual pinboard’, allowing users to ‘pin’ images onto ‘boards’ on their profiles, according to themes, groups and passions.  According to the site:

Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favourite recipes.  Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.

And perhaps this description goes some way to explaining the unique gender demographics of this network.  Statistics show that 97% of Pinterest’s Facebook fans are women, a demographic split that is replicated fairly accurately on the main Pinterest site.  And these women have been adopting Pinterest in their droves…

Between September and December 2011, unique users on the site grew by 400%.  As of February 2012, the site has 10.4 million registered users and an average of 2 million users per day.  And its explosive growth has been the fastest of any independent website of all time, taking less than nine months to reach that impressive 10 million users mark.

What does this mean for brands?

Needless to say, the sheer number of consumers flocking to Pinterest makes the platform an attractive proposition for brands and businesses.  Add to this the fact that Pinterest currently drives more traffic to third-party websites than Google + and LinkedIn combined, and you can quickly see a huge opportunity for the right brands in this innovative new space.

Indeed, many of the world’s biggest brands have flocked to Pinterest already – but how are they using it?

Clothing and ‘lifestyle’ brands such as GAP have been quick to jump on the Pinterest bandwagon, creating mood boards that reflect ‘inspiration’ for their latest collections and ‘denim icons’.  What does this do?  It allows GAP to curate a broad visual identity for itself, building lifestyle and aspirational messaging into its branding simply through subtle image association.  A well-executed and proven method to build on a brand identity through a popular new platform.

Other businesses have taken a more commercial approach to Pinterest, using its visual appeal to showcase products in a way that consumers find easy and appealing.  Tarte Cosmetics (in the US) uses its Pinterest boards to display its broad product ranges by category, offering a brief description with each picture.  Due to Pinterest’s simplicity, all users have to do is click on the desired image and they are taken directly to the product page on the company’s e-commerce platform.

Brands can also offer users the chance to pin their images onto the brands boards.  This is yet another example of social crowd-sourcing that allows consumers to feel closer to, and valued by, the brands they interact with as part of their world.

The Future?

There’s no doubt that Pinterest is big business – and here to stay.  It undoubtedly has strengths in certain key areas and naturally appeals to certain demographics that are visual-led, for example fashion, photography, retail, clothing, make-up etc.  These prominent ‘sectors’ also explain why Pinterest is such a female-dominated platform.

However, the advent of ‘digital snacking’ has seen users shift towards visual images and short copy as a preferred means of digital consumption.  Pinterest highlights this shift and brands would be wise to consider how their business could utilise this latest craze.

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