As virtual pinboard site Pinterest grows in popularity among regular folks, it’s proving to be slow to catch on with businesses. A new study found that just 7 percent of businesses currently use Pinterest and only 10 percent of businesses were looking to join the social network.
The majority of companies holding off on embracing the social network for marketing purposes may be waiting to see if the site's popularity endures.
"With so many potential social media opportunities for businesses, marketers must carefully invest their time and resources in those that best match their demographics and brand personality," said Donna Farrugia, executive director of The Creative Group, which conducted the research. "Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last and what the potential business uses are in order to determine if a presence there makes sense."
Pinterest allows businesses to "pin" photos and links to things they are interested in. Businesses can use Pinterest not only to post photos and links to their own products, but to enhance the shopping experience of consumers by posting links of related topics and products. It can also help them create and foster a community of like-minded people which, in turn, can help build a loyal and interested customer base.
Businesses interested in giving Pinterest a try should consider these tips from the Creative Group to get started.
- Organize your boards wisely- If you want people to peruse your pins, you have to make it easy and intuitive for them to find what they're looking for. Carefully consider what content you want to showcase, whether it's a collection of your own print and Web work or fascinating infographics you've seen, and create a clear, concise title for each board.
- Create captions- Make sure viewers understand the context of your pins by labeling personal portfolio samples with the client's name (assuming you have permission), project objective, your role and any positive outcomes. When repinning, comment on why you found the image compelling.
- Build your following- The best way to attract more eyes to your Pinterest page is to engage with other pinners. Follow boards and users with similar interests, and then like, comment on or repin images you find inspiring.
The research was based on the responses of 500 marketing and advertising executives. The Creative Group is a staffing agency specializing in design, marketing and advertising professionals.