Pinterest

Pinterest & Harnessing The Power of Discoverability

If you haven’t heard of Pinterest yet, you should take a minute and kick around on their site. Give Pinterest a review. Inevitably, a minute will turn into half an hour as you click from one thing to the eye-catching next. And really, that’s the whole point.

Pinterest is a virtual pinboard, a place for users to curate collections that other people can comment on, favorite, follow, and repin onto their own boards. You can also take your pins and collections and share them on Facebook and Twitter, email them, or embed them on your site.

Pinterest exemplifies what we like to call “discovery” in the social media world, and there’s nothing people like to share more than their discoveries. Certain subsets and niche communities take to this kind of discovery particularly well, including those interested in fashion, architecture, industrial and graphic design, and travel, for instance.

For the most part, communities like Pinterest are not places where brands should just insert themselves – it’s considered bad manners. As a matter of fact, self-promotion is discouraged in order to maintain the integrity and quality of the pins. But here are a couple of ways that you can connect with users on Pinterest and make your content and products something they’ll find interesting.


Make Your Products Discoverable

That Flash catalog interface you have set up to show off your collection might look kind of cool to those browsing around on your site, but if you don’t create direct URLs to your products, people are going to have a hard time discovering them. Make sure your products have pages, and consider adding Facebook and Twitter sharing buttons directly to the product page. Heck, you could even slap a Pinterest button on there if you’re feeling cutting edge.


Get Creative With Your Products

If you have a blog, that’s a great place to showcase different ways to wear/use/modify/customize your product. If your company isn’t that creative, then crowdsource those ideas to showcase. A quick search can help you find customers doing amazing things with your product, you can highlight those the way that the Sharpie blog does.


Do Your Own Curating

Every brand has a personality, and Pinterest is the perfect venue for showcasing it, provided you do it in a way that fits with the community’s vibe. Do not shill your own products, instead, if you’re a technology company, showcase brilliant ways to recycle old computers or amazing touch screen art. If you’re a cosmetics brand, curate lists of fall lip looks and creative nail art. Once in a rare while, when a product of yours is a good fit for your board, you can add it in. But the focus should be on choosing themes for your boards that will interest other users. For a good example, check out some of West Elm’s pinboards.

If you need a place to start, feel free to follow my boards on Pinterest. From there, I promise you’ll find plenty you like.

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15 Comments
  • Analisa
    Posted at 21:46h, 12 October

    I started pinning web design examples, tech products, typography and other related images to the new HyperArts (the web company where I work) Pinterest account, and I think a small community is growing. Basically it is a space to curate a reputation for good taste, and attract like-minded curators. You are SO right, it’s not about promoting at all, it’s about sharing.

  • Analisa
    Posted at 21:46h, 12 October

    I started pinning web design examples, tech products, typography and other related images to the new HyperArts (the web company where I work) Pinterest account, and I think a small community is growing. Basically it is a space to curate a reputation for good taste, and attract like-minded curators. You are SO right, it’s not about promoting at all, it’s about sharing.

  • Olivia Hayes
    Posted at 19:52h, 14 October

    I think that’s a really rad use of the space. I’ve been pinning interesting user interface elements. I actually just started following some of your boards! 

  • Olivia Hayes
    Posted at 19:52h, 14 October

    I think that’s a really rad use of the space. I’ve been pinning interesting user interface elements. I actually just started following some of your boards! 

  • Stefani
    Posted at 22:46h, 14 October

    I think Pinterest is a great place to showcase the things one sells.  At first I was using it mostly for fun (still do) but then I realized that I can link up the things in my Etsy shop too.  It’s a great way for others to share your products with others.  Sharing is the key! 

  • social sites
    Posted at 07:14h, 16 October

     
    The best online gaming sites will either offer an assortment of free games or will offer samples of their most popular pay-to-play games. This is important because no one wants to pay to play a game only to find that the website is dysfunctional or the game is not worth paying to play. When they are able to play a few levels or worlds to see how a game functions and how the website is laid out, they are able to make an educated decision on which games they want to put their money on.

  • Kellee
    Posted at 17:09h, 17 October

    I’ve been using Pinterest for a couple of months now as a place to house my home decor ideas for my recent move into a new place, web design ideas for my business ventures and personal style images to make it easier to get dressed in the morning when I stare into my infinite closet space. I highly recommend! It’s basically like taking all those magazine pictures you taped up to your “vision board” turned cloud! It would be interesting to do a blog post of a compilation of bios of several “pinners” and what they use it for.

    Thanks for posting!

  • Kellee
    Posted at 17:09h, 17 October

    I’ve been using Pinterest for a couple of months now as a place to house my home decor ideas for my recent move into a new place, web design ideas for my business ventures and personal style images to make it easier to get dressed in the morning when I stare into my infinite closet space. I highly recommend! It’s basically like taking all those magazine pictures you taped up to your “vision board” turned cloud! It would be interesting to do a blog post of a compilation of bios of several “pinners” and what they use it for.

    Thanks for posting!

  • Stephan
    Posted at 11:58h, 18 October

    Excellent post. Have you seen big brands engaging on Pinterest?

  • Stephan
    Posted at 11:58h, 18 October

    Excellent post. Have you seen big brands engaging on Pinterest?

  • Olivia Hayes
    Posted at 19:11h, 27 October

    Beyond curating some content, like I mentioned in the post, I haven’t seen them repinning stuff yet, but I think that would be a pretty sweet way to get started.

  • Olivia Hayes
    Posted at 19:11h, 27 October

    Beyond curating some content, like I mentioned in the post, I haven’t seen them repinning stuff yet, but I think that would be a pretty sweet way to get started.

  • Olivia Hayes
    Posted at 19:12h, 27 October

    That’s actually a really good idea. You could do a whole campaign where people riff on a theme with their boards. 

  • Olivia Hayes
    Posted at 19:12h, 27 October

    That’s actually a really good idea. You could do a whole campaign where people riff on a theme with their boards. 

  • Pinterest marketing tools
    Posted at 03:46h, 27 September

    Some big companies are using Pinterest and it only proves that Pinterest is really a must to use.

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