This is a guest post written by Reuters journalist, Mari Saito, who frequently covers technology stories covering companies such as Amazon, eBay and PayPal.
Most people use Pinterest as a way to express themselves on a personal level. They put up pins of various images that show personal interests or items that they think are cool but have never had before. Typically clothes or art.
And while many companies have a Pinterest presence, people just starting out on the entrepreneurial path may not realise the potential for using Pinterest to boost followers and gain customers.
Mostly because Pinterest doesn’t operate like Facebook or Twitter, which are largely verbally-oriented social media sites. Pinterest is all about the visuals. Sure, there are descriptions under pictures, and yes, there may be video, but again, that’s a visual thing.
So how have top brands leveraged Pinterest to grow their customer base? Here are some of the best:
This company is famous for its comfy clothing, aimed at people who are often outdoors-y, but also live in northern climates. But their Pinterest boards are not just centered around their clothing and shoe wear lines, but also around things that people like to do outdoors: camping, fishing, canoeing, etc. They even have a “Woodland Creatures” board that’s very popular, along with a board for “Great Gifts for Dad” which has likely turned them a tidy profit, via the effect of Pinterest being like a digital catalogue.
Content marketing is all about pulling back the curtain so customers know what your brand is really about. Whole Foods does this and a lot more by not just posting pics of locally grown food, but also they feature things like food science, recycled décor DIYs and much more that’s related to healthy, eco-friendly lifestyles. They’re also creative with naming their boards, which is also appealing.
Lowe’s is one of the largest home improvement and DIY-project stores. Suffice to say that their Pinterest page is full of boards that really promote what their brand is about, developing a following of over 3 million people. Their most popular board, “Build It!” features DIY projects. This specific board features more outside sources of inspiration and less of Lowe’s actual products. The fact that Lowe’s started the board is likely to bring in customers who are anxious to try at least one or two of the listed projects.
This magazine has a following of 340,000 people on Pinterest, owing to that they take to heart what their brand means to their readers. The magazine focuses on making life simple and shows it via the boards on their profile.Two such boards include “Easy Hairstyles and Accessories” and “Do-able Fitness Tips and Ideas,” proving self-improvement is very much approachable.
These are just some of the top companies leveraging Pinterest to gain customers. Check out their boards to see more examples of what images and concepts they curate via the pin system, and use the power of the picture to gain leverage for your own budding brand.