There has been a rise in the number of social media marketing platforms lately. For this reason, social media marketing competition has escalated to a completely new level and businesses now have a better understanding of the importance of an online presence.
Social media helps engage customers, develop brand identity, improve SEO, and increase referrals to your website through backlinks. Aside from Twitter and Facebook, which are the most popular social media marketing tools, there has been a rise in visual marketing content. Pinterest has been leading the charge as an image-based social media platform.
Unless you live under a rock, you should have read or heard about Pinterest. Developed around a set of virtually designed bulletin boards of content, photos, and videos that members will find online, Pinterest has proven to be a remarkable social media community.
Also, Pinterest for Business enables brands to perform track analytics, access tips, and resources on how to engage more and maximize on their Pinterest account. There has been a tremendous rise in visits on Pinterest over time mostly from women in their twenties and thirties with serious buying power.
The New York Magazine purports that Pinterest has over 40 million active users that have attracted interest from companies as the new social media powerhouse. The platform gets hundreds of millions of visits monthly and is a great driver for traffic.
Pinterest’s power to improve brand awareness, drive traffic, and lock on key demographics makes it an ideal platform for effective social media marketing for big and small brands.
For that reason, let us have a look the Pinterest strategies employed by these top 12 brands.
1. L.L.Bean
L.L.Bean is an American company founded in 1912. It has transformed into a global organization well known as an outdoor brand. Being the most popular brand, L.L.Bean boasts of the most followers on Pinterest. No surprise they have 33 boards displaying the brands signature style and the outdoors.
Outdoor boards include Take Me Fishing, Outdoor Fun, and Camping to name a few. Inclusive on their Pinterest boards are inspirational product boards like the L.L.Bean Home, Great Gifts for Guys, and the LLBean Packs. Additionally, they have quirkier boards that celebrate their brand.
In social marketing, creativity is the key, and ‘artistic’ is the word to describe the L.L.Bean. With eye-catching boards like Woodland Creatures and Take Me Fishing users will get their attention drawn.
Their products are awesome and create a healthy combination of both promotional and non-promotional posts. L.L.Bean has a strategy of sharing quality pictures that appeal to their central customer base. The strategy has paid off beyond any doubt as they have attracted over 5 million followers at the moment.
2. TODAY Show
The TODAY Show is America’s most popular morning show. Through Pinterest, the show gains more attention while maintaining the trust of their steadfast followers. They boast of traffic of over 10 million monthly unique viewers on Pinterest.
By taking a quick look at their Pinterest boards, you will like what comes to your eyes. The TODAY Show has laid down comprehensive and eclectic topics. The topics are juxtaposed in a way that you would think Pinterest was ideally tailored for them.
The TODAY boards on Pinterest relay many fascinating topics, including Parenting Tips, Health + Wellness, Breakfast, and Travel. The topics target an audience with a specific interest. apart from that, they are both educational, captivating and attention-grabbing.
The partnership has helped the show garner a clutter of followers. That explains why there has been a growth of audience across America for their morning show.
3. Jetsetters
Jetsetter is a popular website for travel and tour. At least every human being likes a vacation or holidays. If you have been looking for a place for your holiday or short vacation online, you must have bumped into Jetsetters at one time.
Jetsetter emphasizes sleek design and wonderful imagery. That explains why they finally found a home on Pinterest as their ultimate marketing platform. With the main goal of inspiring and connecting the world, they have embraced the notion of visual storytelling to motivate their audience on the art of tour and travel planning.
Their Pinterest board is fascinating, and they will leave you craving for a holiday or a quick adventure. Jetsetter has created boards that are specific to definite travel destinations like New York, The Carribean among other Epic Getaways. To add to that, they have Weekend Escapes and Passport Required boards for diversified services
Boasting with contests like “Jetsetter Curator” and “Be a Jetsetter Correspondent” the Website has stayed on the lookout to find new ways to engage travelers. The result is traffic of audience of up to 3 million monthly unique viewers on Pinterest.
4. Burberry
Burberry is a 161-year-old British company located in London, UK. The company is popular for the distribution of quality beauty products like Cat Lashes Mascara among others.
They have collaborated with Pinterest to create a customized beauty experience. Burberry has created many personalized beauty boards like Burberry Menswear, Burberry Womenswear and Burberry Beauty among others. The beauty boards helps to highlight ways in which you can use their newly uploaded products while sharing beauty tricks and tips at the same time.
Burberry as a brand has worked with Pinterest over a period to create a seamless integration with the clients. By signing up for the Burberry via a questionnaire, customers create a personalized board different from other users. The boards will automatically generate and include monogrammed content and product tips.
Pinterest boasts of being the largest beauty platform worldwide with an estimated 39 million monthly views on beauty and unique hair. That is quite a large number of audiences for any growing company. No wonder Burberry feels at home with Pinterest.
5. Lowe’s
Lowe’s is a home improvement and retailer company that looks to stretch out to people looking for home décors. Being on the market since 1946, the North Carolina based international company boasts of serving close to 17 million customers weekly in Canada, the United States, and Mexico.
With Pinterest as a platform, Lowe’s have led their potential customers from wishful thinking to action. With that in mind, Lowe’s has taken that advantage and has guided people to specific products they would need, to turn their home décor dreams into reality.
They boast of 69 boards on Pinterest with eye-catching titles like Small Space Solutions, The Finishing Touch, and Gardening Tips. The boards draw the attention of Pinterest readers who are looking to furnish their decors.
Lowes pact with Pinterest has created a seamless relationship. Lowe’s has ended up with boards across more categories like Seasonal Decors, Make Your Move and Gifts for Foodies. These have created traffic of over 10 million monthly unique viewers.
6. Penguin Random House
Located in New York, USA Penguin Random House is the leading English language publisher. The company keeps their followers updated with their favorite genres, authors, and new interesting reads. Book enthusiasts who know Penguin Random House definitely enjoy their content.
Their boards consist of different genres of books like Reading Love, Book Humor, Vacation Reading. The boards attracts attention of all bibliophiles on Pinterest. Aside from book genres, they have inspirational boards like Raising Readers, The Beauty of books and Celebrity Bookworms to inspire their audience.
The brand has over one million followers and 2.5 million unique viewers in a month on Pinterest. These statistics show that the brand has garnered many customers for their products.
7. Free People
Free People is the home for craftsmen who make a host of products geared towards the female consumer. Free People understand that 90% of Pinterest users are female. The brand is out to capture them through stylish fashion, art, music and travel.
One way Free People is utilizing Pinterest to their benefit is by using innovative board titles such as New Arrivals, Great Outdoors Month, The American Collection, and Monthly Collections.
Within these boards is a myriad of breathtaking photographic content that makes the page very navigable for pins and re-pins. Besides the products, what makes Free People even more attractive is that it shows a lifestyle that their customers can associate with.
8. Whole Foods
Whole Foods is an online store centers on providing natural, energizing, and luring foodstuffs. The brand capitalizes on a highly visual nature to capture the attention of its audience.
Since the launch of the platform in 2011, Whole Foods has grown to over 300,000 followers today. In understanding the potential of an online presence, Whole Foods is not overly promotional on Pinterest.
Instead, the brand shifts its focus to its core values of organic, sustainable, and natural products. While most posts pay homage to food inspiration and recipes, their online identity goes way beyond food products.
The brand pulls most of its content from interesting blogs and other resources. Whole Foods is a wonderful resource that pays attention to their customers eating habits as well as their lifestyle.
9. Everyday Health
Health enthusiasts will definitely find a safe haven in Everyday Health. The Brand is dedicated to helping you and your family take better care of yourselves through powerful expert advice, weight-loss tips, and general health information.
Pinterest draws an impressive amount of traffic for Everyday Health. The brand has grown from strength to strength since joining the platform and today boasts of over 4 million followers.
The company uses Pinterest to promote its brand values and communicate health identities. It does this through Nutrition Tips, Diet, Weight Loss, Exercise Regimes, and Healthy Eating Routines.
Everyday Health creatively uses pictorial messages to pique personal interests by using engaging visuals. This way, the brand attracts more people without necessarily feeling like they are committed to pursuing any well-being tips. Everyday Health makes use of a simple approach but with a very huge impact.
10. Etsy
Etsy is a paradise for creative minds, artisans, and DIY enthusiasts alike. This online platform allows people to sell their handmade goods.
The Etsy Pinterest page is neatly categorized making it easy for potential customers to find useful artifacts. The page is not only very inspiring but also features a noteworthy engagement to their clientele. The brand achieves this by allowing clients’ addition to the guest contributors list.
You can choose to navigate to their official website, but many customers find their Pinterest sufficient. For shoppers, Etsy provides a platform that encourages purchases though stimulating images. Sellers see it as a brilliant marketing and promotion tool.
The Brands Pinterest page is straightforward and foolproof. The Board contains interesting categories such as Bathroom Bliss, Etsy Pets, Etsy Weddings, Etsy Jewelry. With these pointers, it’s easy to find a product for whatever occasion you are preparing for.
Etsy’s Pinterest page receives over 10 million viewers in a month. All this credit to their neat organization and how they use Pinterest marketing expertise in curating the goods on display.
11. Kraft Recipes
Kraft Recipes is a chief Pinterest marketing guru. It is one of the most trusted brands when it comes to cheese and other dairy products. Kraft appreciates that people have different choices when it comes to dairy products and at the same time, competitors have a lot to offer.
Recipes are a great way to get people attracted to your brand and creating awareness at the same time. Kraft Recipes does this well by targeting food searches and curating healthy family oriented recipes.
The categories in Kraft’s Pinterest include Desserts, Appetizers, Chocolate, Pasta, and Comfort Food. Here you will find recipes and pictures of scrumptious meals that you can prepare at home.
The Pinterest board is laden with formulas and techniques of foods for all occasions. Whether you want an appetizer or you are looking for a budget meal, Kraft has something for you.
Kraft Recipes provide a simple way of how brands can buy into Pinterest, make it their own, and use it to inspire existing and potential customers. The strategy is simple, and other brands can replicate it in other niches successfully.
12. Nordstrom
Nordstrom is one of the greatest design brands in the United States. The fashion house is best known for its garments, gems, purses, and fragrances. What enhances the brand’s customer reach is their curate photo collages and content drawn from social influencers and bloggers alike.
Pinterest is a huge traffic driver for women and lifestyle in general, and Nordstrom is no exception. Fashion and beauty are huge categories for re-pinning.
To achieve this, the company has created a wide array of categories including Holidays, Entertainment, Shoe Lust, Fall fashion, Wanderlust, 9 to 5 and Well Said. The categories, however, are not limited to the items on sale.
In bolstering their business-client relationships, they pique the interest of clients’ thereby growing the customer base. This subtle but successful marketing technique is what makes Nordstrom leading Pinterest experts.
Final Verdict
As observed, the twelve brands above have a solid Pinterest strategy that keeps them head and shoulders above the rest. The platform attracts a network of people looking for inspiration and shoppers. As it stands, only Facebook outranks Pinterest in influencing social media purchasing decisions.
Pinterest, as proven in this article, is a powerful sales tool, especially for artisans and businesses. With that in mind, successful brands have found ways to manipulate Pinterest resources to boost sales and increase brand awareness.
Ideal for brand awareness, SEO, Pinterest makes it easy for brands to capture their target market. Pinterest and social media marketing, in general, are set to help brand and companies reap great rewards in terms of increased sales.
Strategy, creativity, and determination are the must-have tools to make a breakthrough in social media marketing. With the three, you will Pinterest like a pro!
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