Pinterest Brand Image: Marketing
Pinterest markets itself to consumers through retailers by linking directly to shopping sites, through social media, by providing self-care activities to its members, and by partnering with organizations that are supporting social progress.
- In early 2019, Pinterest completed a pilot project with a small group of German businesses. Using companies like Ferrero, REWE and Tchibo, they tested whether Pinterest Ads on a brand's website could be used to drive potential customers to look on Pinterest for what to try or buy next.
- The pilot was a success. On March 19, 2019, Pinterest ad templates and videos were made available to all businesses in Germany, Austria, Spain, and Italy. By providing these standard video ads, Pinterest is using the retailer web sites as a marketing channel.
- Their messaging to consumers supports their new marketing strategy of Pinterest being a shopping site. Their goal is to help people in Europe find their next great idea and then buy what they need.
as a shopping site
- In March 2019, in conjunction with its campaign in Europe, Pinterest recognized that people come to it in a planning and shopping mode. Thus, Pinterest posted a press release introducing catalogs and more opportunities for people to shop directly from their Pinterest pages.
- Their message has been a desire to bring "together the worlds of visual search and shopping to make it easy to shop for anything you see on Pinterest, and for brands to reach people on Pinterest while they’re actively looking for inspiration."
Through Social Media
- Pinterest has an active social media presence on Facebook, Twitter and Instagram.
- Their primary tag line on Twitter is "Bringing everyone the inspiration to create a life they love."
- They have 8,297,981 posts on Instagram and 2.3 million followers on Twitter.
- Through their posts, they have fairly consistent messaging. They are fun, upbeat and proactive. For example "Summer is in full swing, and we have the scoop on what people want to wear, do, and shop for this July. See how Pinners are staying cool this summer", followed shortly by, "From new hair colors to entertaining ideas, these summer trends are heating up on Pinterest."
- On July 22, 2019, Instagram rolled out emotional well-being apps that people can access directly from their Pinterest homepage. Created with the help of emotional health experts, these guided apps offer people a means to try to improve their moods. If users enter a term like anxiety, or work stress or something similar, they will receive a prompt to explore these resources.
- If a user interacts with one of these resources, it is not linked to their account, so it remains completely private and they will never receive suggestions or postings based on their usage.
- This new feature has been promoted on Pinterest's social media pages, press releases, and stories in outlets like Good Morning America and Shape Magazine.
a force for social progress
- In partnership with the Ad Council and in support of their “Beyond I Do” campaign, Pinterest worked to address the fact that in 30 states it is still legal to "fire, evict or deny service to the LGBT+ community".
- Because people used Pinterest to plan and celebrate life events like marriage, children and new homes, The Ad Council and Pinterest added Promoted Video Pins, which linked users to videos featuring "true stories from individuals who have been discriminated against because of their sexual orientation or gender identity" and highlighted the impact it had on their families.
- The support for this campaign, in conjunction with the press release announcing it, showed the public that the Pinterest stands for social equality and progress, while at the same time marketing their site to people from that community.
- In a recent interview on CNN, Ben Silbermann discussed Pinterest as part of a media campaign before their recent IPO. In a slight piece of irony, he stated that the primary goal of Pinterest is "to inspire and ultimately get people offline."
- Pinterest started as a site for parents, especially moms, but its user base gradually grew. Now even creative professionals use it to organize ideas.
- The company allows users to keep their boards private and does not have "influencers" like Instagram who are paid to post content.
- Silbermann recognizes that there are things Pinterest could do to grow, but states they are not in line with the spirit of the site and the company.
- Although less so than other social media platforms, Pinterest was also a victim of Russian propaganda. Silbermann, however, does not think that technology is good or bad, moral or immoral.
- "I think technology is a tool, and then it's what you do with that technology," he said. "The question that a lot of companies and leaders have to ask themselves is, what do we want the technology to be used for at the end?"
- The attached document provides examples of how Pinterest markets itself to consumers.
- Includes examples of marketing through retailers.
- Includes examples of marketing its value through social media.
- Includes examples of Pinterest supporting direct shopping from its site.
- Includes examples of Pinterest as a source for self-care.
- Includes examples of Pinterest as a force for social progress.