By: Britnee Johnson
Last week a colleague asked me how much time I’ve spent on Pinterest during the past 7 days. My response? A congenial laugh followed by a rational explanation that included this post and a pause before an admitted search for fashion and interior design. In any case, I don’t feel guilty because at this point, it’s me and about 3.2 million others who are adding to the unique monthly views of the platform that is taking the social media world by storm.
What sets Pinterest apart from trailblazing platforms like Tumblr and StumbleUpon is how it gives its users the ability to share in simple, highly visual ways. With one click, we can pin and collaborate on the best of the Web’s buried treasures. The comment and repin features, comparable to Twitter’s retweets and Facebook’s likes, add another layer to the collaborative function of the platform.
How can you leverage Pinterest for your brand? Pinterest allows companies to provide consumers with highly sharable content, which equates to free word of mouth marketing, proven to be the most effective form. It allows brands another medium to immerse themselves in and become just as familiar as the every-day user.
Diverse brands spanning from entertainment to hospitality have begun using Pinterest’s viral power. TIME Magazine posts pins from memorable historic moments while interior design brand, West Elm, provides users with visually stimulating boards.
In these two examples, TIME Magazine sees the benefit of pinning images that will both resonate with their brand and encourage users to evangelize via repins. West Elm provides design boards with segmented tips and ideas to encourage collaboration and drive continuous conversation. Both brands are delivering value when, where and how their audience wants it while growing both their brand’s community and awareness.
The value is in the transfer of the pin, the comment threads and the number of likes a pin receives. In the same way a Facebook “like,” a Twitter retweet or a Tumblr reblog correlates to more eyes on your content and stronger brand affinity from your audience, Pinterest offers a gateway to connect with consumers on a highly-engaging yet refreshingly simple platform.
With more brands utilizing Pinterest’s value offering for branding and marketing, hopefully back-end analytics and quantitative proof of the medium’s viral power won’t be far behind. With a 45 percent growth each month and the attention of some of our generation’s most powerful brands, that can’t be far off.