What Pinterests You?

VGD Pinterest Page

Since its launch in 2010, Pinterest has made big strides in the world of social media. According to digital analytics company comScore, Pinterest hit 11.7 million monthly U.S. visitors in January, making it the first stand-alone site to cross the ten million mark so quickly. There is still debate, however, as to how useful Pinterest is for businesses. Is it merely used to learn how to make teriyaki-glazed salmon with grilled sesame broccolini or how to spend the perfect afternoon in NYC? How can businesses benefit from Pinterest? What has made this channel of social media explode?

I never had an interest in Pinterest (see what I did there?) until quite recently. After creating an account and experimenting with the site, I now understand why people are raving about it. It’s simple—anyone can use Pinterest. Travelers can discover ideas for their next trip, party planners can explore themes for upcoming occasions, builders can find architectural inspiration … the uses appear endless. With the extensive array of “boards” (virtual bulletin boards), individuals can explore pretty much anything. But a lingering question remains: What does Pinterest have to offer businesses?

Pinterest has been described as a “light visual appetizer” for businesses. Consumers can get a little taste of what a company has to offer from its Pinterest page. If viewers want to know more, a link to that company’s official website is generally included on the page. Pinterest is attractive and easy to use, making it effective at displaying products, services, and details about the internal workings of a company.

Presently, Nordstrom is one of the most successful businesses using Pinterest. (Click here to view the most popular boards.) As a company primarily focused on fashion, it is advantageous for Nordstrom to use Pinterest as a means to promote styles, special offers, and services. For other businesses, Pinterest can be a way to share more about their workers using “employee boards.” These boards can allow employees to interact with the public in a non-business way. While it is essential for businesses to connect with consumers on a professional level, it is also interesting to learn about the employees “behind the scenes.” A Pinterest board is a great way for employees to pin things that may be related to work or simply things they want to share with potential clients and interested viewers. Pinterest is also a way for companies to get feedback from their supporters. When viewers “like” or “pin” something, it gives companies an idea of what the public wants and what’s popular.

Many businesses are now beginning to get started with Pinterest, as it is a rapidly growing channel of social media. Why? Because it’s a strategic move. Pinterest is yet another means of advertising that a company can take advantage of to promote itself. Unlike other social media channels—Twitter limits posts to 140 characters and Facebook drowns in text—Pinterest is focused on visual content. It’s been determined that 90% of the information transmitted to the brain is visual and that the brain processes visuals 60,000 times faster than text. Compared to text-based channels like LinkedIn, Google+, Facebook, and Twitter, Pinterest has the advantage of being visual. It has a smart visual appeal with organized, basic, and categorized boards that make it easy for users to browse.

If you have yet to explore Pinterest, check it out. I can almost guarantee you’ll find something that Pinterests you. If you want a place to start, take a look at our newly launched Pinterest page!  (www.pinterest.com/vanguarddirect)

Author: Liz Baron

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