What is Pinterest?
Pinterest is a fairly new social media platform that uses images to gather engaging content from all over the web. Users submit links and images from their tutorials, shops, or blogs, providiing a constant flow of media that comes and goes as quickly as today's average Joe's attention span lasts, making it an ideal way to browse the web. Similar sites, such as Tastespotting provide such a platform for food lovers, while Craftgawker focuses on the handmade community. Pinterest acts as a behemoth, branching any and all image driven topics.
How does Pinterest Work?
Much like Tumblr, content on Pinterest is promoted by a system of posting and reposting, though on Pinterest, this is referred to as "pinning" and re-pinning". Users connect with friends or contacts, choosing who to follow, and inevitably, they are followed by others. When a user logs onto Pinterest they are greeted with a stream of images, or "pins", posted by whoever they are following. As users browse the pins they can choose to re-pin anything they like, pinning the image onto their own feed and sharing it with their own followers. Users can also pin original links and images while browsing the web. Their followers have a chance to re-pin the content every time they see it, and every time they do, that content is introduced to a whole new network of contacts. Ideally, the phenomena will continue, rocketing the original pinner's content into internet legend.
Another thing that makes Pinterest special is its use of "boards". Pinterest users pin their content onto bulletin boards, allowing them to categorize their interests and subjects. When a user chooses someone to follow, they can choose to follow all of that user's boards, or just the ones that hold their interest.
Why should I use Pinterest?
What makes Pinterest an ideal platform for artisans, is its ability to reach far beyond their own personal social circle. Pinterest promotes how-to posts as often as it does Etsy shops or online magazine articles. You can find a post from an unkown blogger right next to a post from a big time publisher like Martha Stewart. Pinterest's audience and user base are one in the same, and consist of makers, buyers, bloggers, and browsers. Like Twitter or Tumblr, the success of content posted to Pinterest relies heavily on the original poster's network. Since the handmade community is very strong online, this makes building your Pinterest network amazingly easy. Pinterest can even hook up to Facebook and Twitter, helping you to attract friends and followers that are already in your social media network.
If you play your cards right, Pinterest can be used to promote your brand, blog, or products with ease. The key is to build a stream of content that is both engaging and effective. You can't get away with posting your own content exclusively, as that will become boring very quickly. Not to mention, it would be a little transparent. Rather than shoving your product in your consumer's faces, try to build a friendship with them, one based on sharing. Posting too much outside content won't do you much good either. The right balance of original content and related outside content will create a stream that will keep your audience and potential customers entertained. With luck, your followers will start re-posting your content, sharing it with new networks, and spreading it across the web.
What should I post on Pinterest?
So how do you decide what outside content to pin or re-pin? Resist the urge to re-pin anything and everything that catches your eye. You can always start a personal Pinterest account for that purpose. Instead, try to focus in on content that is relevent to your project. This takes a little knowledge about your customer or audience base. Try to imagine what kind of content your customers or audience would be interested in. If they like your work, what else would they like? Try to provide a variety of pins that enrich your brand, but do not compete with it directly. For example, a soap maker might benefit from re-pinning articles on DIY bathroom projects, inspirational artwork, or natural health articles, but they would want to avoid re-pinning links to other handmade soap shops. An organic hair care blogger could attract followers by re-pinning articles on DIY hair styles, natural products, and positive personal image quotes. Make sure that you mix in between 25% and 50% of your own original content with whatever else you choose to re-pin. For example, a soap maker should be pinning a link to their own product or web site for every 2 to 3 times they re-pin outside content. This will make your stream fresh, original, and best of all, effective.
When should I post on Pinterest?
How often you post is another important factor in Pinterest success. Pinning regularly will make the most of your Pinterest potential, but posting too much can actually cause you to lose followers. Having your stream filled up fifty pins on a single topic can be very tiresome, and borderline spammy. Instead of pinning a dozen images on one subject, try to pinning a dozen images that include a variety of subjects. This will make the volume of pinss more bearable to your followers, and they'll be less likely to kick you off of their Pinterest all together.
Another thing to consider is your Pinterest timing. Pinning is most effective during peak internet usage time. That means Monday through Friday from 8 AM to 8 PM.
Who should I follow on Pinterest?
Following other folks on Pinterest is nearly as important as pinning yourself. The more folks you follow, the more will follow you back. However, blindly following as many people as possible is not a great strategy. Instead, look for users who have similar interests to what you are pinning about. This will not only provide you with a flow of content suitable for re-pinning, it will attract the kind of followers you are looking for, potential customers or readers!
Another way to find effective folks to follow is by checking out Pinterest's "tastemakers". These users are highlighted on Pinterest for their vast numbers of pins and followers. To make it even better, they are categorized by the subjects they focus on most, making it easy to pick and choose the right tastemakers for you to follow.
How do I get started?
Simply visit www.Pinterest.com and request an invitation via email. Very soon you will recieve an email that will walk you through the simple registration process. Make sure to register using the same email you use on your other social networks. If someone follows you on Twitter, for example, they are likely to follow you elsewhere, so make it easy for them to find you.
After you are signed up, make sure to fill your profile with as much relevant information as possible. Definitely provide links to your shop, website, or home page. Finally, trot on over to the "find friends" button to see which of your contacts from Facebook, Twitter or email are already on Pinterest. While you are picking folks to follow, make sure you follow me, Emmy Gabriel!
