Marketing on Pinterest

Hello, my name is Kelda, and I am addicted to Pinterest.

It is not a healthy addition. I am guilty of hoarding recipes for sinful desserts and images of $10,000 handbags.

It is not a victimless addiction.  My family regularly falls prey to my cooking experiments and crafting disasters, all of which were inspired by Pinterest.

It takes away from time with my family. “Just one more page,” I mutter at night on the couch, lacking the willpower to shut my laptop.  My only solace is that I’m not the only one.

A new audience

Pinterest is now the third largest social media network after Facebook and Twitter, yet brands have struggled with how to tap into Pinterest as part of their marketing efforts. It is a daunting and seemingly shallow platform, and unlike Facebook, it is wholly driven by the community. Oh, and that community? It’s dominated by women. In fact, women are five times more likely than men to use Pinterest, according to the Pew Research Center.

Addicted to Pinterest

As an addict, I hope Pinterest stays pure and is never tarnished by the marketing efforts that have transformed Facebook into the cold and unsecure environment it now is. But as a person working in marketing and PR I am interested to see the ways Pinterest may evolve.

Today, a successful brand is using Pinterest altruistically. They are not exclusively promoting one product or service. The most successful brand shares the best of what’s out there – pretty things and good ideas – all which subtly and carefully represent the brand aesthetic.  It may not always be so philanthropic, but for now all that pretty, community-driven content fuels my addition like no other.