How Pinterest Illustrates a Brand's Lifestyle
Many have wondered what differentiates this fast-growing content sharing service from similar sites on the web. Pinterest, for those who haven’t experienced the virtual pinboard, is an outlet to compile, review, and share content on the internet.
Pinterest, is essentially a virtual compilation of online content that can be found in one place on one screen- in accordance with the increasingly visual nature of the internet. This sharing site is especially efficient due to the ability to be linked to the original source of each image. This feature makes Pinterest an ideal forum for businesses to grow through word of mouth, and as the third most popular social network in the United States why wouldn't you hop on the bandwagon?
What businesses can communicate through Pinterest is a lifestyle. By creating multiple boards businesses can let their ideal way of life shine- appealing to their customers on a relatable field. Whole Foods Market has been a leader in the Pinterest revolution, becoming successful in spreading their mission. Through its scrapbook-like layout, Pinterest makes it easy for businesses to convey what life could be like for a potential consumer.
Whole Foods has several boards that don’t directly correspond to the services and products offered at their stores, but appeal to the lifestyle that their customers most likely lead. For example, while Whole Foods doesn’t sell tech gadgets they have a board dedicated to the latest innovations in technology. They also have boards to show how a shopper would best use their fresh food, including recipes and dinner party ideas.
Another business that has done remarkably well through its Pinterest usage is Rent the Runway. Rent the Runway has several boards tracking the latest trends in fashion. Although these boards don't always contain the products that can be rented through the fashion service, they work as a barometer of what Rent the Runway customers are interested in. Sprinkled throughout the boards are images of celebrities, city nightlife, etc. that convey the impact that using Rent the Runway might have on a consumer's life- adding a touch of glitz and glamour to the everyday grind.
In this way, businesses are able to interact with their customers, gauge and cater to evolving needs and interests, and spread the word about their goods and services in an economically friendly and efficient way. The incoming referral traffic created by Pinterest is a key player that separates it from other sharing sites. Such traffic can only be created through the ease and interaction found on Pinterest- 80% of pins are re-pins, showing how quickly content flies.
If you're interested in learning more about how big businesses use Pinterest for success check out our webinar that studies eight brands.