Pinterest is a great site for sharing images and
tagging them. Visual search is a wonderful tool. Pinterest takes visual search
and adds a layer of curation that is done by individuals in contrast to Google
images which is algorithm based. The ability to follow people who have an
expertise in particular areas enables a user to identify visual images that are
much more customized to their areas of interest. This is a powerful tool for
retailers. The larger the number of products being added on the pages of people
who are broadly followed the larger the number of potential consumers who will
see the products. To increase the return, it’s important that retailers make
their branding obvious through hashtags or labels in the photo. This way the
image always reminds the viewer who sells the product. Coming up with
interesting images to promote products can lead to strong sharing and
significant exposure for brands.
Smart marketers are using the sites to drive
"social shopping" and inspire people to collect and share pictures of
their favorite products. Pinterest has over 53 million monthly unique users
globally, with three quarters of usage coming through its mobile app. All companies
with consumer products should be interacting with Pinterest given the majority
of users are women who typically make the household purchase decisions.
Some brands have embraced the opportunity. For
example, the Martha Stewart brand has a huge Pinterest profile with more than
126 boards and almost 13,000 pins. This has helped them reach almost half a
million followers. More is better when it comes to Pinterest. For large numbers
of boards and pins, organization is key. Each pin needs to serve a purpose and
be visually interesting.
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