Lessons from my Pinterest experiment ??
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Candy Crush. Phil Collins. Pinterest. They've been around forever and have? massive audiences. Yet, it's hard to find people who rave about them.
While I'm happy to let Candy Crush and Phil Collins remain a mystery, Pinterest has gained a fair bit of my attention this year. Earlier this year, I was working with the Pillow Talk team to test a homepage and search takeover on the platform. This week, Pinterest and Pillow Talk released the results as a case study.
This is not a paid opinion but I thought I'd share my observations from this activity...?
Pinterest is not an untapped wonderland. It might have been my own naivety but I thought Pinterest may be a bit of an untapped playground. A zig when they zag strategy. I was amazed by how many brands have always-on advertising running in the platform. If you haven't logged in for a while, go have a peek at what your competitors are doing at least.?
"Stop interrupting. Start inspiring". This is the tagline on the Pinterest business page. What they're really saying is... don't be bringing your old creative around to these parts. You are going to be amongst the effortlessly cool here. Can you be effortlessly cool too? If I learned anything from high school, the answer is no.?
Be commercial. Keep your smarts. No, you're not walking into a country car boot sale free for all. Pinterest is a sophisticated platform with many of the features that you expect in other social platforms, such as dynamic ads, lookalike audiences, and automated targeting. However, it's not all automated. There's still the opportunity to work with the team on the ground here for unique campaigns.?
Not your solo. Do you want impressions? You'll get them on Pinterest. But because the customer journey is more about "achieve a task" or "future me might start this task", impressions might be as far as you get in this hive. And that's OK. It's not your end-to-end conversion machine. But if you want to reposition or introduce your brand, it's a beautiful place to start the journey.?
These are just some of my takeaways from my recent Pinterest experience. Luckily Pinterest has some great resources if you want to go deeper/smarter - you can try their business hub, enrol in the Pinterest Academy or explore the Pinterest Predicts Trends to see what "effortlessly cool" looks like in 2024. Even with a guidebook, I'm not it.?
Do you have Pinterest tips? Come over to CAMPUS to share them. We'd love to see you there!?
Cheers?
Bushy
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Nathan Bush is an Australian ecommerce coach and strategic advisor for Australian retail brands. You can 'Pick His Brains' here.