Pinterest is my absolute favorite time warp. You can visit this website with the intention of spending a few extra minutes and not come up for air until hours later—and somehow, you’re okay with it! There’s something very special about that kind of space. Not to mention the beauty of it. It’s loveliness and style and inspiration in every square inch.
As a brand, Pinterest can be whatever you make of it. It’s essentially an alluring, blank canvas waiting for you to paint a picture on it. Yummy food, beauty tutorials, eye-catching photography, gorgeous products—it’s all fair game for a company. Here, brands are inventing a whole new world with their profiles. On Pinterest, your customers can feel who you are and what you believe in with every new pin.
What you’re selling becomes aspirational, a piece of the universe your customer is trying to create for him or herself. Where Pinterest really shines for companies is showing their customers how their products look in the world we live in.
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A Case Study: Land of Nod
The children’s furniture brand Land of Nod excels at creating a gorgeous universe for their customers on Pinterest. They use their boards to bring their furniture to life. A table becomes a place to hold a child’s birthday party. A chair becomes an accessory to Mom’s dress. On Pinterest, it’s not about the product—it’s about the product in context.
The Top 3 Things Your Brand Needs To Know About Pinterest:
- Every time a person pins your image, they become an ambassador of your brand without them realizing it. It’s a snowball effect. Your photo becomes their photo, and their photo becomes their friend’s photo, and their friend’s photo becomes their friend’s photo, and on and on it goes. You can learn a lot about who is attracted to your work by simply watching this unfold.
- A repin feels like a selfless act. Your customer has shared it because they think it’s beautiful, but with every pin and every comment they’re telling you something new about themselves. They’re expressing who they are and the world they want to live in. Pay attention.
- Pinterest isn’t just about you—it’s about the world that surrounds you. This can mean other complimentary products too. If you sell food, share the recipes that use your product as an ingredient. If you sell perfume, share images of all of the places your perfume can be worn. If you sell lipstick, share video tutorials of how to apply it for a night on the town.
Pinterest represents who we want to be, who we truly are deep inside. It’s our dreams, our goals, our innermost calling wrapped in a digital bow. I like to think of Pinterest as a house and each new board you create a room within it, where you can invite your friends over to share your surroundings. Keep that in mind as a brand whenever you pin something new. Tell me in the comments below, what brands do you follow on Pinterest?