Businesses are beginning to get in on the Pinterest action, according to AdAge
But, what’s the appeal? Several factors come into play:
- Traffic. Time Inc’s Real Simple magazine site saw more traffic from Pinterest last October than it did from Facebook.
- Purchases. Brands are counting on Pinterest’s ability to influence purchase decisions. During the holidays Land’s End even kicked off a contest focused on the site called “Pin it to Win it.”
- Engagement. Nordstrom, which created a Pinterest page last March, uses the site as a way to learn about the community and engage with customers.
Pinterest
currently has no formal policy regarding business involvement on the
site, though it does decry blatant self-promotion. As with the early,
pre-business page days of Google+, brands are finding ways to take
advantage of what the site has to offer and connect with a well-defined
user demographic (Women between the ages of 25 and 44, which comprise
59% of its readership, cites Mashable.).
A
post at Read Write Web – How Businesses Are Using Pinterest – lists
three ideas for brands considering establishing a presence on the site:
- Share ideas on how to use a company’s products. Whole Foods is doing this by creating “food porn” inboards that encourage use of its products.
- Host contests. RWW
said Land’s End contest resulted in 10 Pinterest users receiving $250
gift cards for creating “inboards” of their favorite Land’s End
products.
- Make products accessible. Users are posting images of their dream product – perfect last meal, over-the-top wedding or dream vacation – and companies are responding with images of their own.
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