Should You Be Pinning?

I’m embarrassed to admit that I originally formed an account on Pinterest, the virtual pinboard that lets you share things you find on the web, out of boredom. I saw it as a way to collect recipes or suggestions for home decorating–sort of a virtual scrapbook of ideas. It wasn’t until recently that I began exploring the business application of Pinterest.

The fact is, Pinterest is growing in popularity and driving traffic to company websites in record numbers. The question is, should you add it to your brand’s mix of social media presence? Or is it just another passing fad?

(Need a better definition of Pinterest? Learn more Here)

Before you get pin happy, consider this:

Are your customers on Pinterest? Research the demographics and see if the audience is a good fit for your brand. Current research shows that Pinterest users are mostly female, between 25-54 years old.
What will you pin? Sure, you may put up beautiful photos of your product, but what else will bring value to your customer? Think about pinning relevant news or tips your audience will find interesting.
Are you Pinterest savy? Start a personal account first, to get a lay of the land. Once you know the ins and outs of Pinterest, you’ll be more efficient at creating a successful brand presence on Pinterest. Just beware of becoming addicted!

A couple of tips from the pros:

Sample pin board. Photo courtesy of Pinterest website.

Those in the know recommend putting a “Pin It” button on your website, so Pinterest users can pin your items straight to their boards.
Follow the brands your aspire to be like. Many big brands are already on Pinterest. Find inspiration for your own brand by watching and learning.
Don’t feel like you have to be on Pinterest. It’s not necessarily a good fit for everyone and may not bring a return on investment if it doesn’t feel authentic to your audience.

Multiple resources exist to explain the pros and cons of utilizing Pinterest for branding purposes. A few of our favorites are: