- Pinterest is now the 3rd most popular social network in the U.S. in terms of traffic. (Experian)
- Users spend an average 16 minutes on Pinterest and 12.1 minutes on Facebook. (Huffington Post)
- 80% of Pinterest’s users are female. (comScore)
- Shoppers referred by Pinterest are 10% more likely to make a purchase than visitors who arrive from other social networks, including Facebook and Twitter. (Mashable)
- A call-to-action pin description sees an 80% increase in engagement. (Pinerly)
- Over 1/5 of Facebook-connected users are on Pinterest daily (which represents more than 2 million members). (AppData)
These statistics give good insight into the ‘Pinterest prowess’ and makes you wonder, is Pinterest the new Facebook? Irrespective of the answer to this question, a word to the wise, do not ignore Pinterest in your online marketing mix. Pinterest offers a great visual based platform for your brand. Though each company has to customize its Pinterest strategy based on its business, it does help to study the brands that have made it big. So before building your game plan, stop and study the ones who have got it right. According to Zoomsphere, The Perfect Palette, The Beauty Department (TBD), Real Simple, Etsy and skinnytaste are the top fivers on Pinterest. Below is our study of these top five brands:
1. The Perfect Palette:
The Perfect Palette, a wedding blog dedicated to exploring color palette possibilities is the numero uno brand on Pinterest. The Perfect Palette’s self description clearly says that it is a ‘visual’ business. And they are leaving no stone unturned in their Pinterest strategy.
The Perfect Palette has a Pinterest account befitting its name. The definition of ‘perfect’ may differ with every person, but the brand seems to have scored the perfect 10 on Pinterest. Their followers and following ratio is a mind blowing 255,816:1010. And if anything, the number of followers is only increasing!
The main board themes are weddings, colors, holidays and decoration. All 116 boards and 8035 pins are about related aspects of the themes. Some example boards are, Yellow Weddings, Perfect Palettes, Christmas Ideas and Decorating Ideas.
The reason behind The Perfect Palette’s success story is its coverage of a multitude of areas where visuals capture users’ interest best. The ease with which the brand lends itself to image usage for promotion has also contributed to its success on Pinterest. The brand has exploited the scope for promoting wedding and décor among Pinterest enthusiasts to a great extent.
2. The Beauty Department (TBD):
The Beauty Department is a website that gives beauty and fashion tips. TBD, belonging to the fashion industry, can be ideally showcased through visuals.
And that is exactly what the brand is doing in its Pinterest account, The Beauty Department. TBD has 25 boards and 430 pins. Despite not following anyone, TBD has managed to gain immense popularity and a following of 131,618! The brand gives hair, make-up and general styling tips for offices, parties etc. It has focused strategically on different areas with separate boards for hair, make-up, accessories etc. For example, in the hair section, it has different boards for hair color, updos, ponytails etc. Systematic board segregation helps followers find desired pins easily and prevents them from sifting through pins searching for what they want.
3. Real Simple:
The Real Simple website gives tips and solutions on various topics. ‘Simple’ is the “name” of the game for this site. Ranked third, the Real Simple account on Pinterest mirrors the same strategy. It has thematic boards dedicated for different aspects of everyday life, fashion, food and holidays. Real Simple has 62 boards and 2968 pins with 106,739 followers. Boards such as Spring Cleaning, New Uses for Old Things and Problem-Solving Products are simple yet helpful and appeal to many pinners. The tips and tricks about necessities are what are clinching the deal for Real Simple on Pinterest.
The USP of Etsy is handmade and vintage goods. Etsy understands the importance and demand for quality handmade and vintage products with its clientele. This understanding is one of the factors that that is a driving force behind Etsy’s success on Pinterest. On Pinterest, Etsy is focusing on its handmade and vintage products and popular Pinterest themes like, weddings, décor and holidays. It has interspersed product promotion and general interest themes on Pinterest. This has contributed to it garnering 87,852 followers.
At no.5 is skinnytaste, Gina Homolka’s blog dedicated to low fat, family-friendly, healthy recipes. On her blog, Gina posts recipes with photographs regularly and also timed to holidays.
The Pinterest account of skinnytaste also employs the same strategy of posting healthy low fat food recipes. With today’s focus on healthy eating and popularity of food on Pinterest, skinnytaste is poised perfectly as the right business in the right place. Skinnytaste has 69,482 followers while following only 20 people! This ratio shows how Gina Homolka has got her recipe right on Pinterest. And strangely, she started skinnytaste back in 2008 in an attempt to help her stay healthy, experiment with creating skinny recipes, and develop her photography skills to expand her background as a digital photo retoucher.
Take a look at the above brands that have nearly mastered Pinterest and tweaked it according to their needs. Identify your takeaways and work on your Pinterest strategy. Make your brand a Pinterest hit and YOU could feature in the next top brands' list.