The Pinterest Interest
About 12 months ago I said if the existing trends continue within the Social Media space as they appear to be, we’ll start seeing more and more professional content coming to Social Media. Whether it’s videos which are far slicker than your average amateur YouTube video or image and text driven content with a more professional focus.
The basic concept is simple, users are allowed to “pin” things (professional image driven content) that interests them in a range of categories (architecture, art, people, sports, technology, history etc..you get the drift). By pinning that particular image on a board users are sharing it with people within their immediate Pinterest circles. You can also easily share the content across a variety of your Social Networks (Facebook, Twitter etc) easily.
A network like this raises a few concerns as well as proposes itself with a range of opportunities.
As this article states One thing — Pinterest’s revenue might make some paperboys sneer in disdain. In keeping with the current fashion in tech, until now the company has focused on acquiring users rather than on making money. That will have to change, of course, if only to satisfy Pinterest’s financial backers.. Smart move in this scene (focus on acquiring users/click-thru and not focusing just on the $) however a network like Pinterest relies on the professional work of it’s artists which means the copyright scene can get murky.
Pinterest has taken immediate action by updating their terms and conditions on this front and tightening the rules (in effect from 6th April for which you can see the full rundown here) however whether this resolve the issue in the immediate remains to be seen.
However with the definite increase in unique clicks, the marketing and sales opportunity within Pinterest can be leveraged in a unique way for both, artists and brands.
Firstly, like with any Social Media platform, Pinterest is another platform (utility, network whatever you want to call it) for story-telling. Pinterest covers off a wide variety of industries and all it requires is beautiful artwork from an artist on a particular topic.
Obviously, for categories like Fashion and Technology it maybe easier to come up with a strategy or campaign which leverages the medium better (as well as having a direct impact on sales) than some of the others, but again, the beauty of a platform like this is the kind of creative freedom it offers. Whether it’s letting your customers pin a story for you pin by pin or you creating a campaign which releases with each subsequent pin for your customers, the true value lies in the content and how beautiful you make it as well as things like competitions, making the campaign viral via other Social Networks and ultimately creating intrinsic value an direct purchase intent.
I pin because the content resonates with me whether visually or in terms of what the text is within the pin. The brand it represents has rarely been a factor as far as what I Pin as long as the content has been appealing enough. There is already a vast range of Pinterest clones with a range of networks which makes me think this is a network which will be around longer than most of the ones we see come and go.
Have you used Pinterest yet? If you do use it, why do you use it? And where do you see the opportunity for your brand?