Pinterest: Changing the Way of Brand Marketing
Posted by Amy O'Connell
Lately, my favorite social media platform has become Pinterest. The concept is simple; you pin pictures onto different “boards” that each have a theme that goes along with them. Popular board themes include food, quotes, DIY projects, and of course, fashion. More often I’m noticing that clothing brands and stores are creating their own Pinterest identities. Not only are they pinning their latest collections and clothes, but also they’re using boards to show off their company’s brand. One of my favorite stores, Anthropologie, has a massive collection of boards and pins that really show off what the store is all about. Whether I’m looking for specific clothing or if I just want to look at some artistic photos, I can find a great collection of pins.
One of the best things about Pinterest for companies is that once you pin a picture, it starts circulating almost immediately. Someone who follows the company will pin it to their board, and someone who follows them will re-pin it, and so on. Soon people who may have never been inside a store or on the website will see products from the company and may start to get interested in the brand. Most pins on Pinterest are just pretty looking graphics, so pinners who have never heard of the brand could end up clicking to the brand’s website. If the pin is a piece of clothing, that could result in the company gaining a new customer just from a picture that circulated around the Internet.
Pinterest can also create a community of fans for the brand. For example, Anthropologie created fan participation boards. Anthropologie’s “Your Anthropologie Favorites” board is a great way for fans to feel like they are contributing to the brand’s community. In turn, this will strengthen their brand loyalty. Users simply email Anthropologie to get invited to pin to that specific board, and then they are given the ability to choose pins to be featured on Anthropologie’s official Pinterest account. This connection that the users now have with the brand will keep them loyal and may increase their likelihood of shopping from Anthropologie soon.
Brands that are looking for an innovative way to spread the word about their brand should definitely try Pinterest. Participants of all ages and backgrounds are on the social media scene and could be introduced to the brand through pins. The linking system makes it easy for users to be quickly directed back to the main site and become fans. It’s a platform that encompasses so many types of pins that it can be utilized by almost any company or brand to spread the word about who they are. Check Anthropologie’s Pinterest board here.
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Posted on October 24, 2013, in Digital (Social) Media, Marketing/Communications and tagged Anthropologie, Brand Marketing, pinterest, Social Media. Bookmark the permalink. Comments Off on Pinterest: Changing the Way of Brand Marketing.
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