When you first start using Pinterest, you may feel that it is sort of like a scrapbook of thoughts. A collection of odds and ends, quotes, photos and ideas. However, if you are a serious user of Pinterest and start observing it more effectively, you will understand that every board is actually a glimpse into each user’s ideas and aspirations. This in turn is one of the biggest database of people, places and things and an invaluable marketing tool for marketing agencies and advertisers.
This maybe one of the reasons why Pinterest loudly announced the launch of the Pin Collective, its late, but appreciated attempt to break into the advertising industry. The Pin Collective’s main objective is to leverage the creative capabilities of popular influencers to produce “inspiring, actionable pins” that are optimized for the platform’s visual format.
LESS TIME, MORE CONTENT
SAVE WORTHY STUFFF
For the majority of users, Pinterest is a way to plan for the future, curate tips and tricks, and show off one’s personal tastes and passions in an inspirational format. Those who use Pinterest are looking to be inspired, not sold to, and the quickest way to lose their trust is to plaster their boards with heavily branded content or promotions.
IMPROVED STORYTELLING CAPABILITIES
Beauty tips, how-tos, home décor, and recipes are some of Pinterest’s most popular categories and ones that brands would be wise to engage in. In addition to improving content mix, the Pin Collective aims to diversify the type of content marketers produce by providing brands with the tools needed to include videos, GIFs, cinemagraphs and interactive games and apps into their strategy. Pinning videos can help brands generate more traffic, increase video views, and reach a new audience they might not have previously connected with. With help from the Pin Collective’s production shops, short, high quality videos will be easier than ever to produce, which is great news for anyone looking to drive mobile video views, as 80% of Pinterest’straffic now comes from mobile devices.
Besides producing more organic, engaging content, utilizing the creative capabilities of the Pin Collective will allow brands to create content consistent with their visual guidelines. By working with content creators to create posts aligned with specific objectives, brands have the ability to tailor the look of their pins to their specifications, rather than relying on third parties who may or may not share the same visual standards..
Though the Pin Collective’s pilot was a success, the company still has a lot of work to do to make Pinterest a major player in the advertising industry. While there’s no growth without innovation, it remains to be seen whether the Pin Collective will become a marketing tool or simply a place to find the photograph or DIY hack you were looking for.
We, at Klientas are starting a campaign for existing clients and future customers to help explore the opportunities of Pinterest from a branding and marketing perspective. If interested, talk to our experts here.