You’ve probably heard of Pinterest, the virtual cork board where users pin pictures of everything from their grandma’s classic chocolate chip cookie recipe to minimalist posters and shiny new convertibles.
But Pinterest is more than a photo sharing social media pretty face.
What started out as a beta test two years ago has grown into the third largest social media platform in the world. Pinterest has nearly five million users and up to 1.5 million unique visitors daily who spend average of 15 minutes a day on the site.
Still not sure about the potential of Pinterest? Listen to this. In January 2012 Pinterest drove greater traffic to websites than LinkedIn, Google Plus, Reddit, and YouTube —combined (Hayden, 2012).
Before you take a dive head first into the Pinterest waters, here are some things you should ask yourself.
1) Is your business Pinterest Friendly?
Pinterest is a design heavy site. High-quality images with visual intrigue are the fodder for viral success. If you’re a design firm, vintage clothing store or botanical garden this is the place for you to be. But if you’re a manufacturer or research company, you’re better off sharing your specialized expertise on social media sites like Twitter, LinkedIn or your company blog.
2) Do you produce original content?
While most users on Pinterest re-pin images from websites and other users, brands and companies should function as branded content creators rather than passive re-pinners. Your original branded content is more likely to draw traffic to your page and website. Also there’s the issue of copyright infringement when it comes to repining other people’s stuff. So if you have the tools to produce original branded images or are already doing it on your blog/portfolio, it’s time to jump on the Pinterest wagon.
3) Is your target market on Pinterest?
The majority of Pinterest users are 25-40 year old with high spending power and early adopters of new technology. It also leans female but the number of male users is growing. If this is your target demographic then Pinterest is a great place to connect with them.
4) Do you have social media experience?
If you’re just starting to get the hang of Facebook and Twitter and developing good relationships with your customers then Pinterest should take a back seat. At the end of the day it’s still a new-ish platform that’s evolving every day.
Don’t spread yourself too thin by tackling all your social media efforts yourself. If you have a social media department to take on this new venture or an agency that offers this service, you’ll be better prepared to navigate your way to Pinterest success.
