Last week, Pinterest opened their site up to everyone -- no invitations required. And while the content sharing service’s popularity has soared, many companies are still trying to figure out how Pinterest fits into its marketing strategy. Thanks to an infographic released by Netbase & SAP, we can better analyze the online conversations taking place across Pinterest over the past year.
Pining for Pinterest
The infographic serves to highlight the elements of Pinterest that users love, including the types of content users share and post and its user interface, as well as the things that content creators and marketers worry about, like copyright issues and profitability.
It’s worth noting that Netbase found that 60% of the conversations on Pinterest comes from women, an audience that according to recent surveys is more engaged with social media than their male counterparts. If your audience target is women, Pinterest may help your brand develop relationships and establish conversations, provided you have the visual assets.
Two things that I, as a marketer, love about Pinterest, that aren’t mentioned in the infographic, are how easy it is to see who’s pinning from your website and the categories users assign to your content. Both serve to help you better understand what content resonates best and identify valuable keywords associated with your products.
PhotoPad for Facebook
Of course, if Pinterest isn’t your thing or you’d rather bring a more robust photo sharing experience to your current social media platforms, like Facebook, there’s a new tool you may want to check out.
PhotoPad was created to improve the photo sharing experience on Facebook by letting users connect on a much deeper level. This new app is designed to bring the scrap-booking phenomenon directly to Facebook, without outside software or photo-editing sites. With PhotoPad, users can customize photos from their own photo album within Facebook, choose from a collection of animations or "gestures", and add photos to eCard, postcards and photo book templates. Additionally, PhotoPad rewards users for each interaction, allowing them to redeem points to earn badges, to level-up or even to enter a monthly sweepstakes.
Fresh out of the beta testing phase, PhotoPad is now available and free to all Facebook users. While it’s primarily targeted towards individual users, it may be worth exploring from a company or brand perspective, especially because unlike the Pinerest app for Facebook, PhotoPad keeps the user within the confines of Facebook and rewards users for engagement, something that all brands are focused on.
Focus on Customer Experience
Visual assets while helpful in engaging audiences also need to help tell your brand’s story and guide users on a meaningful customer journey. Creating conversations around your content can help you learn your customers’ stories, as well. The insights you gather should directly feed back into your marketing strategy so that new content can better reach and relate with new and existing users.
Despite the fact that marketers haven’t yet figured out how to monetize photo sharing services likes Pinterest, companies should continue leverage its popularity to influence transactional outcomes. What do you want users to do with your visual content and where next should it take them? Defining these elements serves to turn static content into a dynamic customer experience.