Pinterest has been on a popular roller coaster since 2011. The photo-centric, unique layout, and quality content that Pinterest is known for has captured the hearts of over 10 million registered users. Depending on the month, Pinterest draws in more referral traffic to retailers than LinkedIn, Google+, and YouTube combined. Pinterest is a platform that cannot be ignored by brands, but you may have trouble figuring out where to get started on Pinterst from a marketing standpoint.
There are over 100 big name brands on Pinterest who are using the platform successfully, including Pillsbury, HGTV, Gap, Blockbuster, Unicef, People, Toms, Threadless, Zales, Whole Foods, Sesame Street, CBS, Zales, and more. However, there are five brands that I consider completely expert in their Pinterest marketing strategy.
Etsy is my absolute favorite brand on Pinterest. There are so many things I have ordered from Etsy because I saw it on Pinterest. The best part is that individual sellers on Etsy can add products from their store on their own accounts and use the brand name of Etsy to get further traction to grow their business. Here is what makes Etsy stand out on Pinterest
- Hundreds of Pinterest users who are individual sellers spreading and promoting the brand.
- Those same sellers creating amazing products that are beautiful.
- Over 90 boards categorized specifically with lots of color and high quality images.
- A huge variety of topics so that everyone can find something they love.
- Boards, like “Cool Spaces”, which encourage followers to get inspired by Etsy and make changes in their own lives.
Nordstrom is a power retail brand and their content on Pinterest definitely reflects that. What makes Nordstrom special is the complete understanding of their followers on the platform. They don’t just advertise their products – they inspire and give easy solutions to their followers. Other things that make Nordstrom standout on Pinterest include:
- Over 60 boards full of designer products, DIY, fashion, decor, wedding inspiration, and more.
- Specialized boards for special times of the year, like their Christmas board titled “Stocking Stuffers.”
- Company personalization with a board titled, “Our Favorite Things.”
Pinterest is full of users who are looking for easy and inventive ways to improve their lives, whether it’s in their home with life hacks or with their body with detox and health recipes and easy 15 minute cardio workouts. Everyday Health understands that users seek personal improvement and center their content around that. Their goal is to motivate, inspire, give valuable free information, and make improvement simple. Here is what makes them special on Pinterest:
- Guest boards with expert doctors and nutritionists pinning content and giving free advice to users.
- Weight loss success stories based on their easy health solutions.
- Boards with inspirational quotes and sayings.
- Content that provides followers easy workouts and healthy recipes to get them started on their self-improvement.
Lowe’s has jumped on the Pinterest DIY trend and has become wildly successful with this strategy. As a home improvement store, they advertise how their products are affordable and easy to get that dream DIY project started. The Lowe’s Pinterest success comes from:
- 55 boards with home improvement tips, amazing home design inspiration (like the ultimate man cave), color palettes, and more.
- Step-by-step instructions for DIY projects with pricing for the products you will need, making budgeting DIY easy for users.
- A board called “Build It” that has ZERO self-promotion. Instead, Lowe’s pins amazing bloggers’ DIY projects they love.
I always consider L.L. Bean a large boutique store and their Pinterest page reflects that. L.L. Bean is the brand with the most followers on Pinterest and I think it’s because their content reflects a country store feel. They have everything the average Pinterest user will need with a homegrown feel. L.L. Bean’s Pinterest is unique because:
- A mere 29 boards that doesn’t overwhelm users, but allow them to find everything they need.
- Subjects that appeal to many different kinds of followers, including wedding themes, outdoor activities, and fashion.
- Boards that solve common problems female users have, such as what to buy guys for Christmas, birthdays, and anniversaries.
- Joining the internet popularity of cute animals with their board titled “Woodland Creatures.”
To end this post, here are some fun facts about the power of Pinterest, especially for retail business:
- 47% of US online customers have made a purchase based on Pinterest recommendations.
- Pins generate 4x more revenue per click than Twitter and 27% more than Facebook.
- There are 12 million monthly unique visitors.
- Pinterest is the fastest site in history to break the 10 million monthly unique visitors mark.
- 97% of Pinterest’s Facebook fans are female.
- Daily users have grown by 145% since 2012.
- The brands that are most successful on Pinterest are in the food, cooking, television, news, media, non-profit, travel, retail, apparel, home improvement, DIY, sports, health, beauty, or fashion industries.