CPG Marketing Trends: Is Your Brand on Pinterest?

If you have heard of Pinterest but aren’t quite sure what it is, here are the basics.

Pinterest is a virtual pinboard for users to organize and share what they find on the web. Using the website, its bookmark tool or the mobile app, users can “pin” an image to the board of their choice. Boards and pins are organized by topic area such as wedding, travel, products or apparel.

Pinterest is also a social network. Users can follow other users and their pinboards, repinning or commenting on posted items. Repinning is the most social activity on Pinterest and is how a user builds a network of followers. Once an item is pinned it has the capability to keep spreading as it is repinned to other users’ boards. Additionally, if a user finds something on the web that would be of interest to a friend, he or she can tag their friend in the post. Boards can also be created with multiple contributors.

With more than 10.4 million registered users, Pinterest is the fastest-growing social network. Right now, 68.2% of Pinterest users are women. Men are gradually catching onto the social media site but because most of the current content is based on women’s favorite pastimes—including home décor, wedding planning and cooking—most men have had a difficult time envisioning their favorite hobbies and interests displayed there.

Men may not be as eager to jump on the Pinterest bandwagon, but the number of users on Pinterest and its predominance of women has women-focused brands looking to take advantage of the site for reaching their target demographic. More and more brands are creating pages on Pinterest. The most prominent brands on the site are those in the areas of fashion, food, photography, crafts and weddings. However, companies such as Nordstrom, AMC Theatres and Cheerios are also creating accounts.

Pinterest is a visually appealing way for brands to amplify their content and interact with their audience. Blogs and magazines like Women’s Health Magazine are using it to share content relevant to their audience. Women’s Health pins books, healthy recipes and printable workouts. Furniture and home décor retail brand West Elm organizes their boards by design inspiration, pinning products that they sell and linking to inspiring home design blogs.

Consider these two opportunities for brands on Pinterest:

  1. Get users to post images of your brand on other users’ boards. Add ‘pin it’ buttons to items on your brand website to encourage consumers to pin the links to your products and stories. Some brands have also been disseminating their content on Pinterest using contests that ask users to create boards of their products.
  2. Promote a profile on Pinterest. Creating a profile on Pinterest generates more brand exposure through repins and image clickthroughs. Before you start a brand page, it’s important to consider the strategy behind your boards. Think outside the box but keep it in line with other social strategies and the brand identity. The best way to gain followers on Pinterest is to push brand advocates from other social media channels to your Pinterest page. Create boards, start pinning and let fans and followers know your brand is on the site.

Is your brand using Pinterest? If so, how is it working out for you so far?


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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