With an $11 billion valuation and 100 million monthly active users in 2015, Pinterest is a one stop shop for creative inspiration, recipes, travel tips, advertisements/marketing, household tips and so much more.
Originating in 2010 as a social media network of “visual bookmarking” (similar to Tumblr), the internet sensation has grown to be the second largest social media network, following Facebook. Pretty impressive, right? So what does this website offer that people can’t get enough of?
Not only is the website and mobile app user intuitive, it also supplies new content after the page is refreshed. Because the user activity is so consistent, the website it always adding new content to your feed. This feature is quite similar to other social media networks in how the networks can become addicting. When there is always new content to see, users have the urge to continue browsing the app until there is no more to read.
But there is so much more that adds to Pinterest’s greatness.
Beginning as a platform to save “visuals,” Pinterest still holds the concept of sharing ideas. Within the past few years, this concept has developed into a goldmine for advertisements, marketing and e-commerce. Companies now use Pinterest as a tool to reach their target audience in a different approach. Instead of a flashing advertisement, companies mold their marketing strategies to the Pinterest style.
For example, Wix–a website development platform.
This is a pin that was on my personal Pinterest feed. Notice the design and wording of the advertisement –the trendy floral design, bold typography, the creative buzzwords such as “design” and “stunning”. These characteristics would stand out to a Pinterest user because it appeals to the general Pinterest aesthetic. In addition, notice how the pin attributes Wix.com–“Promoted by Wix.com.” Using a softer and positive word like “promoted” is more approachable for the target user instead of harsher words. Although this is a Wix advertisement, it masks itself to be more interesting and welcoming.
Another alternative marketing feature is the Pin it button extension. A user can download the Pinterest button on Google Chrome and pin photos from any website. This creates extremely high traffic for both the pinned website and Pinterest.
For example: Free People–a woman’s clothing retailer
After downloading the extension, the Pin It button will appear on your browser’s right side bar.
Simply click it when you would like to pin a photo from a website. Here, I clicked the button while browsing Free People’s new arrivals page.
Once choosing a photo to pin, click the red “pin it” button, choose a board and viola, it is saved to your Pinterest board!
Using this feature not only added content to Pinterest’s platform, but it also pulled content from Free People’s website that may have never appeared on Pinterest without the pinning button feature.
Pinterest’s consumer influence is undeniable and its internet presence is unavoidable, who knows what will be next for it!