Although it has been described as a ‘catalogue of ideas’ rather than a social network, Pinterest does form a key part of the social presence for many consumer and lifestyle brands. This chapter explores how the platform can be a place for conversion as well as consideration, covering:
- Shopping: It is possible for Pinterest users to make a purchase from a pin, a board, through a search in the platform’s Shop tab. What steps do brands need to take to establish a shop on Pinterest, and start offering Pinterest users – or Pinners – a frictionless shopping experience?
- How to gain followers: Pinners’ feeds are populated by pins posted by the accounts they follow. How can brands build their following on Pinterest, so that they can appear in a greater number of Pinner feeds?
- Rules of engagement: Although Pinterest is a strongly visual social media platform, some B2Bs and brands with less obvious aesthetics are also finding success on the platform. What broad rules must brands follow to successfully manage their Pinterest accounts?