Pinterest’s CEO Ben Silbermann publicly said Pinterest is not a social network. He defines it as a “catalog of ideas”. On social network, users upload pictures for others to look at but this network is trying to self-serve every user by showing pictures. These pictures answer a question or help audiences’ idea-bulb to go off.
Now the question is if you are a business, do you want to invest in Pinterest marketing or not?
Visuals say it all. If you are a consumer business and can provide value to Pinterest audience though visuals, you will realize high marketing ROI. This post from Macy’s is helping audience make their buying decisions quickly. So, Pinterest is a super cool platform for consumer products. Now with their BUY button it is easy to execute on the decision and actually buy the product right away.
However, if you are a B2B or an enterprise business and more importantly cannot communicate your product value through pictures, think again! Revisit your social media marketing plan. When new content is created such as a blog, there will be several strategies planned to reach the audience through that content like different social networks, SEO etc. Many a times marketing teams, extract pictures from a blog and post on Pinterest. This may not be effective. It’s all about the visuals and communicating the value right away. For example, Dropbox’s infographic post immediately shows value before even clicking on the link.
On the other hand, this image is not able to convey the complete message and value.
Pinterest believes that if there are ugly pictures in the feed, it ruins user experience. So, have a separate strategy for this social network in your social media marketing plan.