What is it that makes Pinterest successful? It uses the share then gather method that has become so popular with social networking sites. Users can install a "Pin it" widget on their tool bars or comparable panels for use when an item, image, or video clip is Pin-worthy. Users can "pin" whatever they have fallen in love with or want to see again to Pinterest. At the point of "pinning" they are allowed to categorize the "pinned" material onto their personal boards for later perusal. Many wedding dresses, healthy recipes, and funny memes have found their way into the "Pinterestsphere".
If companies want their products or messages pinned onto users boards, the first step would be to make it easier. If I saw a "Pin this" button next to a pair of really swank Steve Madden boots, I would probably be 100x more likely to pin it than if there was no prompt telling me that pinning it was an option. This is the beginning to spreading a company's presence on Pinterest: make it easy to do. Now companies and brands need to be cautious and not be tempted to hire insiders to go Pin-crazy trying to promote the products.
Another way to grab attention is to offer prizes to those who Pin products to their boards and potentially tie-in the number of repins a certain original pin receives (giving the prize to the original pinner). Pinterest allows for people to follow boards just like Twitter allows people to follow other tweeters. This word-of-mouth leads to viral advertising when multiple people continuously repin a pin.
Pinterest as a marketing platform has its limitations but there are enough perks that being well versed in how Pinterest works and how users navigate through pins to become consumers of products that have been pinned.
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