How Pinterest Emotionally Connects Consumers With Your Brand
As if brands need another outlet for their social media cache, along comes Pinterest to add to the mix. The benefit for individuals is obvious, but to learn whether brands can find gold there takes a bit more digging. Pinterest, whose goal is “to connect everyone in the world through the ‘things’ they find interesting”, is different from other social media sites in that it links people through visual inspiration. It’s much more than an organizing tool though; it’s a think tank for brands to demonstrate their unique DNA through the choreography of visual storytelling. A self-promoting megaphone, Pinterest is not; however, with its roots planted firmly in the tenets of the Law of Attraction, brands can genuinely participate in setting trends and connecting with users emotionally.
Metaphysical Marketing Connecting
“Like begets like” is the theory behind the Law of Attraction, the belief that centers on visually and vocally projecting positive thinking to encourage positive outcomes. Vision boards are a way of rendering this theory. Pinterest’s white- or cork-board set up is an online version of a similar thought process. There’s something vulnerable and therapeutic about sharing one’s dreams with strangers; however, as images get picked up or “repinned” onto other mind maps, that vulnerability becomes somewhat of an emotional connection that stems from sharing a common journey. The concept that others share similar “someday” and “here and now” visions is reassuring. Brands that share in this level of intimate exposure will cultivate a meaningful and impactful presence on Pinterest as well as lay the groundwork for community. They will also forge genuine connections while emotionally triggering consumer buying and loyalty.
Targeted Focus Groups
For brands, what’s better than having an extremely targeted clique upon which to bounce ideas, evolve, express a unique style, and plant and water brand-seeds? Unlike Facebook and LinkedIn, which connect people through secondary and tertiary associations, Pinterest primarily links interests together and then sets the stage for the people who crafted those interests to connect. Because Pinterest autobiographically weaves the core elements of a brand, something transparent and authentic reaches the surface. In this way, brands can build trust and connect with their followers more organically.
Pinterest is indicating promise as a commerce site by driving meaningful traffic to online retailers like Etsy. Major brands such as Nordstrom and Lands End are also paying attention. Shauna Causey, Social Media Manager for Nordstrom notes, “We found that [Pinterest is] a great way to not only share info but also learn about our community. Pinterest allows us to see what trends and styles the community likes based on engagement – likes and repins”.Brands. The viral potential of followers sharing your brand’s personality and style with similarly inspired individuals and groups is a monumental differentiation from Facebook. Considering that only 1% of Facebook Fans create content on Fan pages, Pinterest’s user-contributed model is already several steps ahead because everyone participates.
Women Lead the Way
True to their social genes, women have female-skewed Pinterest membership. In fact, demographic data suggests that 70% of users are women. The social site is also geared towards women’s design inclinations. Whether displaying a collage of clothing and accessories, posting recipe photos, or a moving video, the clean, feedback-based layout is visually encouraging and intuitive to how women interact. As women represent over 80% of global spending, brands must acknowledge Pinterest as a growing influence. This massive female purse power positions Pinterest as a noteworthy contender against other social media sites in the social commerce space.
Really, what’s not to love about Pinterest? It’s been called inspiring, stimulating—even addictive. Pinterest’s landscape is set for individuals and brands alike to share and collect. Scrapbooking the big picture, while keeping in mind its component parts, acquiring and offering feedback, and inspiring others along the way is an important part of every brand’s journey. Pinterest is a centralized platform to do all of these things and other opportunities are sure to emerge as brands delve more deeply into Pinterest waters.