Our Experience With Pinterest
Launched in March 2010, Pinterest was built to act less like a social media platform and more like a “customizable catalogue of interests.” Only a year after its initial launch, Pinterest was listed as one of the top 10 largest social network websites. While the founder, Ben Silbermann, has emphasized that Pinterest wasn’t exactly a social network, at certain points it has driven more web traffic to retail websites than Linkedin, YouTube, and Google+ combined.
Now, Pinterest is one of the largest social networks on the web. Pinterest’s catalogue format makes it an ideal website for driving traffic to retail websites and blogs. Image-heavy and with pins that act as links to external resources, Pinterest has used its unique format to offer additional resources to businesses and marketers. We have dropped in Pinterest icons and configured websites to support Pinterest Rich Pins for several clients, including Molly Moon’s Homemade Ice Cream, JCoco, Glazer’s, Seattle Chocolates, Switchback Travel / The Master Switch, Domu, Barefoot Yoga, Swedish, Liska, and BioImmersion.
Rich Pins: For a fee, “Rich Pins” feature more information than regular pins and allow users to purchase items directly from within the pin itself, streamlining the purchase process for your users. By integrating your website with Open Graph tags, any time a user pins a link from your website it will also feature metadata. What metadata is displayed depends on the type of Rich Pin; Pinterest currently offers a variety.
Widget Selection: Pinterest makes it very easy for a business to embed the platform with their website, and provide a variety of widgets to select from. Whether you want to feature an unobtrusive button at the bottom of your page, or dedicate a whole web page to your Pinterest board, they provide customization options and code. You can customize your widget’s appearance and simply drop the code into your own website.
“Pin It” Buttons: By embedding a few lines of HTML in images in your website, a “Pin It” button will be featured at the corner of your site’s images, allowing users to pin your image to their personal Pinterest boards.
Promoted Pins: While having an advertiser account on Pinterest is free, you have to pay to promote your pins. Promoted pins will have more visibility, and will be placed in users’ feeds.
Analytics Service: Pinterest Analytics measures both interactions to your pins on their platform and any redirects or pins from images featuring the “Pin It” icon on your website. While you can’t select a specific audience to reach out to within Pinterest itself, using your analytics you can learn how to better tailor your Pinterest campaign to the audience that is reacting to your Pins.
When Do We Recommend Pinterest
Pinterest’s advertiser account setup is a basic CPM or CPC style ad platform, and although targeting is still fairly limited it’s getting stronger. At a superficial level, Pinterest offers a lot of resources great for B2C businesses. Redirecting web traffic, streamlined purchasing processes, and image-rich marketing campaigns are the kinds of tools that drive B2C conversions.
At a deeper, slower-cooking level, however, Pinterest can be a great tactic for how B2B companies present brand identity and reach out to clients who most likely are already on the network. Like creating an account for your company on Linkedin, Facebook, Instagram, or Twitter, having a Pinterest account is simply another way of furthering your company’s outreach.