Why all the fuss about Pinterest?

What is it?

In essence, Pinterest is an online pinboard. By means of a “drag and drop” bookmark button, it allows users to clip and save digital image, whether online or picture they have snapped, to thematic ‘boards’. Beyond saving images for personal use, Pinterest users can have followers and shared boards.  The site has also integrated well with Facebook allowing it to drive traffic to its site without apparently cannibalising Facebook’s popularity.

How has it become so popular?

Like a more visual Twitter, Pinterest is incredibly easy to use and integrates well across mobile and Facebook. Users merely have to click a button and enter a line of text (optional) to save and share a image they like. Plus, the image links back to the source so Pinterest functions as a great way to save ideas – at which point, the human collector instinct kicks in.

It’s visual nature means that users can enjoy and engage with it at a glance. If they desire more detail they can choose to click and visit the site or comment board the image derives from. However, even without clicking users derive value and pleasure from browsing the site.

Who is using it?

Currently Pinterest users are predominantly female – which is probably why the lead topics are fashion, crafts and food. Having said that, “The Board of Man” which user drewhawkins created in order to “add the Y chromosome to Pinterest” has over 200,000 followers – so there is a male presence.

Why should marketers be interested?

Not only is Pinterest attracting large user numbers, these visitors are hooked and spending an average of 89 minutes per month there, observed Steve Bale, non-executive chairman, Greater China, Oracle Added Value. “Plus, what marketer wouldn’t want their brand associated with a site that inspires people to ‘organise and share the things you love’?”

The visual nature of Pinterest is another draw from marketers, said RamKrishna Raja, digital managing director of IPG Mediabrands. “Similar platforms have existed and still do exist but were mostly text-links based, such as, Stumble Upon/Dig.... but Pinterest is about images and some really cool ones too.”

Pinterest users are also organising their ‘pins’ under categories – making it easier to understand, segment, target and reach audiences based on the verticals they are most active in, added Raja.

“It has huge untapped potential for market research. Just throw an idea out there and see what users do with it, comments, shares, who’s doing it and why,” agreed Jeff Lippold, Jeff Lippold, digital strategy director, Euro RSCG.

How should marketers approach Pinterest?

Digital experts agree that the worst thing brands can do is to bulldoze their way in with a hard sell. “Pinterest is driven by interest. The brands which will succeed in this space are those who know what they are and who they appeal to. For example, if you’re a furniture store your Pinterest board should be about helping people who like your style to make design decisions – not about selling tables and chairs,” commented Lippold. “They’re interested in ideas.”

Bale believes brands should try an even subtler method. “If marketers build their brands properly, Pinterest will come. They’ll start finding their images on their website turning up on Pinterest and once there are more likely to be repined. So marketers should be enabling this by putting ‘pin it’ buttons on their websites and next to inspiring images they’ve created that capture the essence of those products.”

The rise of data as infographics – which is very pinnable – is something marketers shouldn’t ignore either, said Lippold. “Content companies in particular can leverage on this aspect and drive traffic to their sites through the repinning of interesting infographics and arresting imagery.”

What features and functions does Pinterest have that marketers can leverage?

Social shopping is the unspoken draw of Pinterest and users can even tag their pins with price tags to better enable their fellow pinners to gauge their urge to purchase. “The great part is, it’s not a catalogue, it’s social since the price tags are shard by a user not the brand itself,” said Lippold. Marketers could build good will by recognising and rewarded these brand evangelists, with coupons, discounts or even a free gift, he said.

The site already has one of the highest referral traffic online – higher than YouTube, Google and LinkedIn combined, said Raja. “Several social shopping models can be employed, Pinterest can even go down the route of Groupon and create pin-based coupons.”

Another little known function of Pinterest is that, like Twitter, it allows #hashtags. “Brands could really run with this as they do on Twitter,” added Lippold.

What are some functions marketers would like to see on Pinterest once it exits beta stage?

RamKrishna Raja, digital managing director of IPG Mediabrands:

• ‘Official’ Brand boards with ability to manage unwanted pins – right now, nothing is official. Brands are operating on profiles.
• Pin-pons – Coupons as pins. Not the actual visual being the coupon – but when you pin it, the coupon details appear so that you choose to use it or made aware of it
• A smart and robust API that lets me brands marketers tap into the Pinterest platform and extend it into brand web properties

Jeff Lippold, digital strategy director, Euro RSCG:

• Public boards where users can post and vote on the “best burger in town” or “best pair of black boots”.
• The ability to highlight images repinned from a brand’s board by a little badge or even a subtly different coloured frame, making it stand out a little (but not overtly) on a user’s board.
• Editorial tie ups with brands on Pinterest would also be very interesting. Product reviews or fashion shoots for example.
• Allowing music curation to accompany the visual imagery that Pinterest generates.

Steve Bale, non-executive chairman, Greater China, Oracle Added Value:

• Rather than have branded boards, Pinterest should challenge ad agencies or brand consultancies to put together ‘pinnable’ mood boards for their website. Creating content that is likely to be shared.
• If branded boards exist, they should be clearly recognised as ‘official’ and not masquerade as a user.