With over 70 million active users on Pinterest it’s no wonder many companies flock to it like ice cream on a hot summer’s day. From recipes to products to viral videos, Pinterest is the go-to place for many, but is it right for every company?
Now, I know what you’re thinking, “any company could pin things and use Pinterest.” Yes, that’s true, but the most important thing you should consider before joining any social network (especially a new one) is your audience.
Know your audience
Just because you think Pinterest is a good idea doesn’t mean your audience does. What social channels does your audience use most? Where can you best connect with them? I think it all boils down to watching your channels and finding out what your audience wants from you. It’s not just about if they are using Pinterest. Most people use Pinterest for personal things, which means unless you can reach your audience without straying from your brand, you might want to think twice about using it. Lowe’s does a fantastic job because they know many of their customers are DIYers, so they pin a lot of cool crafts and projects to help them.
Know your brand
Aside from knowing your audience, it’s important to stick to your core values. Since we’re a video production company, Pinterest doesn’t really suit our brand and I don’t believe posting blog posts on a board does much for companies. I’m not going to lie, I’ve seen a few companies who share every pin on Twitter and it’s a bit offsetting because the pins have nothing to do with their company. The last thing you want to do is have some type of disconnection with your audience. Everyday Health is a health site dedicated to (you guessed it) health. So it’s no wonder their Pinterest boards are full of fitness tips, healthy recipes, and much more.
Do what works
Try something like this: when we want to link a bunch of products to a blog post we create a board just for that reason and we’ll hyperlink it in our post, but you won’t see us pinning away otherwise. Really, you just need to do what works for your content and its purpose for your audience. If you want to see a great example of a company making Pinterest work for them, check out Stone brewing co. Even though they make beer, they’ve managed to create a Pinterest account with all kinds of recipes that include beer (and not just the beers they make), as well as Etsy finds, and other cool things that involve beer.
The takeaway: before joining any social network it’s important to know your audience and your brand . Don’t just join something because it’s shiny and new or ridiculously popular because if it doesn’t fit, then you shouldn’t force it to.