Pinterest operates in the same arena as word-of-mouth, but in a virtual format. Like Twitter, the more active the pinners that pin your product and the more boards they pin on, the more influential they are in the Pinterest community. This can generate heat aroundyour product and raise your online profile.
In typical advertising terms, a high level of pinning is like increasing the “opportunity tosee” or creating a virtual footfall which drives consumers to your online site through an organic-type search. It is feasible to gain
interest for your product or service on Pinterest without having to
use any advertising spend.
Pinterest was launched publically in March 2011 and has steadily
gained momentum. Pinterest works by linking networks and boards
and allowing users to understand what each other likes. In business
terms, this allows you to build a picture of the behaviours and attitudes of your target market sectors. You can begin to piece together
what your customers look at and invest a “click” in without using
any budget on focus groups or quantitative surveys.
Pinterest requires high-quality, but small in size, images. They
should directly focus on the product or service, or your output on
Pinterest can become confusing for your audience. Like reading
around an academic subject, you can start to add the option for
pinners to choose images that are only indirectly connected with
your product or service.