June 18, 2014

Is it time to use Pinterest for your business?

Written By Rebecca Larkin


As mentioned in my last post on press releases, it’s important to remember that one size doesn’t fit all. The same principle applies to social media. A company shouldn’t launch a social media profile just because everyone seems to be using it. It’s about an organisation’s key target audience and what that organisation is trying to sell to their market.

Facebook continues to dominate the social media space, and businesses are increasingly setting up pages and groups to reach a global audience. After all, it seems everyone and their grandmas (and even dogs!) are using Facebook.

This is when Pinterest needs more credit than it’s given. I like to call this platform a bit of a dark horse. It’s been around for a while but doesn’t seem to get much consideration from businesses looking to maximise their online marketing. Essentially, Pinterest is a visual social network where users share engaging content by ‘pinning’ images or videos from the internet to a series of virtual ‘boards’. These ‘pins’ also link back to their original sources.

Of course, Pinterest (or indeed Facebook) might not be right for everyone but any business that has creative or visual content to share should at least give it a thought. Traditionally, Pinterest has been seen as a social networking site for mothers who enjoy sharing their creations of knitted scarfs and patchwork teddy bears, but it’s also a promising platform for anyone interested in fashion, food, design, travel and DIY.

Since the site’s launch in 2012, savvy marketers have seen the rise and rise of Pinterest. Research from a social media research firm reported that Pinterest now has over 70 million users and 45% of new users that registered are outside of the US. Furthermore, a recent report from Shareaholic revealed that Pinterest’s share of traffic grew by 48% since December, firmly putting it on the map as the queen of social referrals.

If you’re new to Pinterest, check out this quick guide for an introduction on the platform. As mentioned, a social media network won’t suit everyone but, with the right content, you could benefit from Pinterest.

Look out for my next blog post on tips for using Pinterest. In the meantime, check out these great examples of best practice: Sony Electronics and Ben and Jerry’s.