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Why all the Pinterest?
by Jo Peters| Brighton, UK
Saturday, 12 May 2012
tags: clients & brands, consumer culture, culture, europe, fuzzy sets, technology
The latest online media phenomenon is called Pinterest. It’s a kind of online scrapbook where users can upload or ‘pin’ their pictures of interest, categorizing them onto boards and, importantly, share for re-pinning. Pinterest’s mission is to ‘connect everyone in the world through the things they find interesting’. Of course, the site connects to Facebook where pins are further shared, and it works as a mobile app for photographing and commentary, as well as online.
Although it launched 2 years ago, Pinterest only really grabbed the mainstream attention of its predominantly US and UK users towards the end of 2011. According to Comscore, it is the fastest site to reach 10m unique users in the US (Jan 2012). The site is also extremely influential – it is now referring more traffic to other websites than Twitter.
What makes the site interesting is who uses it and why. Interestingly, 80% of Pinterest’s users are female and the categories range from holidays to décor to apparel. Some of the most liked or most re-pinned images include step by step guides to hairstyles, sun-kissed beaches and cute baby pandas.
Brands have started using Pinterest, taking advantage of the ‘Earned’ value it offers and the buzz around it. For example, BMI Airlines ran a sweepstake style competition – they created different boards including numbered pictures showing different destinations. If users re-pinned 6 of these pictures onto their own boards, they were entered into a sweepstake to win free flights. The sanpro brand, Kotex, identified 50 influential women on Pinterest and sent them personal gifts, based on their interests expressed on their boards. The result for this low-interest category was 2,000 interactions and 700,000 impressions. A case study can be seen here.
Fashion house Oscar de la Renta pinned images from their bridal fashion show live on to the site – it has attracted almost 17,000 followers in less than a week.
The site’s appeal is its simplicity, unlike the more geeky Delicious or Pinboard. And it’s interesting that whilst every other new site or app seems to be designed for mobile, browsing Pinterest can really only be done on a desktop or tablet. The site embodies yet another way for people to express ‘Brand Me’ in the online world.
© Jo Peters 2012