Pinterest is a social media platform that can be difficult for brands to penetrate. Dominated by “DIY” and digital dream house wish lists, companies trying to break into the space need to be innovative. You can't just pin a snapshot of your latest product and call it a day.
Andi Teggart, account executive at Edelman Digital, provided three examples of successful Pinterest tactics that brands are now employing. Teggart shared her recommendations during a recent PR News webinar focusing on Pinterest.
> Quit talking about yourself all the time. Mix your content with inspirational, general content. PayPal shared Father’s Day gift ideas available to purchase with PayPal on Pinterest, alongside dad-inspired content. The PayPal Father’s Day board was categorized under "For Dad" and pins were curated into the larger feed.
> Share content curated by company employees. Not only does this allow you to share one-of- a-kind content on Pinterest, but builds company morale internally. Home Depot created custom graphics and pinned content directly from its website to a Pinterest board. The graphics showcased a product gift idea, along with a headshot of a Home Depot employee and accompanying quote.
> Turn your brand into a lifestyle, not just a product. Rather than solely share product shots, find a way to tie your brand into a larger lifestyle. Advanced Micro Devices (AMD) shares content on boards titled “GEEK – Binary Lifestyle,” “Tech Mom” and “Tech Dad,” for example, which highlight tech and geek culture, rather than just push products and brand messaging. This humanizes the brand and allows AMD to connect with its community on a more personal level.
Follow Lucia Davis: @LKCDavis.