With 85 percent of Pinterest’s 100 million users being female, it’s no surprise this fast-growing DIY tool is my favorite form of social media. Pinterest is an idea motivator and generator. It is used to store ideas users want to attempt later or quickly generate creativity for something they are currently working on.
Pinterest is popularly used as a future planner. Pinterest boards range all the way from wedding ideas to “How to Save Money for Retirement.” Most of Pinterest’s users are stereotyped as wishful thinkers because this dream-inducing social media site raises the bar on our life expectations. No longer can we just live life, we must live life vibrantly enough to compare to the fairy tales we see on Pinterest. For example, it would be out of the ordinary to simply cook an early lunch for your friends after church. You must serve them a full brunch complete with orange juice served in champagne glasses with colored straws and a biscuit bar adorned with 12 types of organic jelly.
While I may have future plan boards dedicated to weddings and future homes, I also use it for upcoming, or current events. Pinterest has changed the way women view their closets. When I want to wear a specific article of clothing, I simply type said item into the search box followed by the word “outfit,” and a plethora of options become available. This way I can wear my “black bomber jacket” multiple times without repeating an outfit. While this may seem insignificant, department stores are actually suffering due to Pinterest’s wardrobe generator.
Like the majority of social media sites, Pinterest is also utilized by businesses. These businesses range from large corporations like Whole Foods to small business owners like The Pioneer Woman. Whole Foods uses Pinterest to market to their environmentally-friendly consumers by creating boards linked to gardening and volunteer projects. This technique allows consumers to see this company’s conscious personality while building up Whole Foods’ brand. The Pioneer Woman, a food blogger who has her own line of cookbooks and cookware, pins photos taken at her ranch to make her more personable to consumers. Putting products in everyday scenarios and displaying them through vivid photographs ignites a customer’s interest in the product because they can actual see it in use. Through Pinterest, companies are able to connect with end-users through an eye-pleasing medium that encourages the use of their products through DIY projects.
(These are only a few businesses that take advantage of Pinterest. Numerous others benefit from this site: https://business.pinterest.com/en/success-stories)
25 percent of Global 100 companies have a Pinterest, and 43 percent of users admit to using Pinterest to learn more about a brand. With impressive statistics like these, companies are inclined to get the most out of Pinterest. To take their company to the next level, marketing specialists must understand the art of pinning. There are three types of pins: Promoted Pins for Awareness, a pin that forces Pinners to think about the topic; Promoted Pins for Intent, an information packed pin that is usually used for future reference; and Promoted Pins for Action, a Pin that encouragers a Pinner to do something. Understanding the variations of Pinning, a company can use strategy to target customers, thus utilizing the idea-generating social media site.
Has Pinterest raised your expectations about certain life events? If so, which ones?
If you do not have a Pinterest account, what do you think you would use it for if you did?
What business do you constantly see making a presence on Pinterest?
Do you use Pinterest more for everyday needs or long-term future plans? What is your favorite board?
When posting a recipe, would you use a Promoted Pin for Awareness, Promoted Pin for Intent or a
Promoted Pin for Action?