Pinterest may even be considered by many professionals as the ugly duckling of social networks, but that is not what some companies think. With 433 million active users worldwide, it’s possible to reach millions in traffic and increase your brand awareness through the platform if you use it wisely.
In this article, we’ll list 5 brands that are doing an excellent job on Pinterest to inspire you to start or improve your Marketing strategy there.
IKEA is a globally-recognized brand that designs, creates and sells ready-to-assemble furnishing products, such as kitchen appliances, home accessories, etc.
On Pinterest, their Marketing strategy creates an entire “home atmosphere”, sharing design and organization ideas, tips on how to use and take care of everyday home objects. Going even further, they share drinks and meal recipes for when you’ll have some friends coming by.
Their Pinterest account really teaches us the importance of understanding your persona deeply, so you can build a whole strategy around exploring their lifestyle.
With more than 10 million monthly views and more than 165 thousand followers, the Airbnb account on Pinterest shares Airbnb’s destinations from around the world, along with travel ideas and hands-on tips.
Their content may sound a little obvious, I know. But the successful (and insightful) thing about the Airbnb Marketing strategy on Pinterest is how they use strategic keywords and hashtags for more accessible search terms. After all, we are talking about a social media platform that also uses SEO to deliver the right content to its users.
And talking about hashtags, they encourage their followers to also share their pictures using the Airbnb hashtag, creating a sense of community and belonging. Pretty cool, right?
Etsy is a global online marketplace, where you can buy vintage, custom, and unique items from small businesses and entrepreneurs. As you can imagine, the meaning of “success” for Etsy is making these businesses successful by using their marketplace.
So, their entire Marketing strategy on Pinterest is based on helping to promote these small businesses, by giving them the space they need to share their work. There, you’ll find videos and content handing out a “behind-the-scenes” look into small businesses and their creative processes.
With this approach, Etsy is promoting not only the products found on their website but also giving a voice to the selling artist. With that, they are making their marketplace even more attractive for both customers and sellers.
4. Vogue Magazine
Using the platform to create a sense of exclusivity, Vogue Magazine’s Marketing strategy on Pinterest relies on sharing videos from photoshoots and “backstage” photos.
When we think about building a brand community, this kind of “exclusive” content can help you to enhance your dedicated and passionate audience.
Also, it’s an example that can inspire you to diversify your content on different social media and make them uniquely attractive.
Samsung’s Marketing strategy on Pinterest teaches us the importance of truly understanding the social media you are on, before planning your strategy approach. That includes not only knowing the platform itself, but also its audience and user behavior.
If you take a look on their Instagram, you’ll find tons of phone pictures and content, not only because this is their core product, but because it also works for the Instagram audience. But, as you were able to see in this article, Pinterest is more about lifestyle, design ideas, and inspirational content.
Well, not by chance, Samsung’s Pinterest account is completely different from their Instagram account. On Pinterest, they focus on appliances and home inspiration, since this makes perfect sense for this specific platform.
The main lesson here is: why waste time and money on content that will not make sense for your audience? We can (and should) use different social media platforms to create different approaches if this is what will bring value to customers!
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