Pinterest has become one of the latest social media crazes and, as with most social media trends, major brands are taking notice. Social media is an important component for some of the savviest companies and for those with products to sell, Pinterest might be the best thing yet. The very function of Pinterest seems ideal for certain brands – users “pin” images of products they love and others can click through to find the website where it is being sold. The pictures can be shared and repinned again and again, showing up in multiple users’ streams and generating a lot of exposure for the specific product.
How much product pushing on Pinterest is too much though? Here is a look at a few different brand strategies:
ModCloth is a vintage fashion website that sells clothing and other accessories. There are over 1.2 million followers on the ModCloth Pinterest and while some of its products show up on its Pinterest page, ModCloth’s boards are much more about the lifestyle the brand espouses. From pictures of cute animals to party planning ideas, ModCloth shows its followers more than just clothes from its website.Women’s clothing brand Ann Taylor takes a different approach to its Pinterest. While it does have a few lifestyle boards like ModCloth, the majority of pins and boards on the Ann Taylor Pinterest look like pages from its catalogue. With pictures of the product and direct links to purchase on the company’s website, this approach seems to be more about selling a product than promoting a lifestyle.
Another accessory and fashion designer, Kate Spade, operates its Pinterest in more of an advertorial fashion. Users won’t find lifestyles boards, or pictures purely about one product, but rather shots from ad campaigns that appear in magazines. Some vintage photos along with images of celebrities wearing the brand also appear on Kate Spade’s Pinterest and the look and feel of the boards closely resemble those of the brand.
It seems the best approach for building a solid fan base on Pinterest is to include both products and lifestyle. A smart brand would research its target audience and make sure to clearly define the lifestyle the brand promotes and tailor its boards and pins to fit both. This way, the brand has an opportunity to sell products but is also working on building lasting fans who will continue to invest in the company over time.
How do you feel about brands showcasing their products on Pinterest?