Gone are the days of writing a wish list to Santa Claus and sending it to the North Pole. That handwritten wish list has been replaced by pinning up images on Pinterest of the items you most covet, which means marketers can learn a lot from Pinterest this holiday season. Here are five Pinterest tips to help marketers.
1. Consumers like some privacy. No, this isn’t groundbreaking news in an era where we take pictures of everything and give status updates practically every minute of our lives, but some privacy about our dream wish lists is nice. When Pinterest unveiled “secret boards” earlier this month, it was probably no coincidence that it happened just a couple of weeks before the biggest shopping season was kicking off. Looking for ideas for that special someone and want to keep it secret? No problem. Make a secret board. Found out you are expecting a precious bundle of joy but aren’t telling people yet? Create a secret board with privacy for all things baby related. Not even dating but still want to pin potential wedding stuff? Yep, make a secret board for that, too. Bottom line: Privacy is nice.
2. Visual is big, especially during the holidays. Pinterest is all about visual year-round with the simple layout of images and using just a bit of text. The holidays are your brand’s time to shine in a visual way. If your brand wants to give specific attention to certain merchandise or promotions, show. Don’t just tell.
3. Get interactive. Pinterest announced its “30 Days of Pinspiration” with holiday-themed boards showing off pinners, nonprofits and brands showcasing what inspiration means to them. Get interactive with countdowns and contests, and also show off your brand’s good deeds.
5. Use it as a free, real-time focus group. Pinterest is a treasure trove for brands to see in real time what people want waiting under the tree for them. Brands should be taking advantage of this flow of information. Once trends appear, make sure those who follow your brand’s boards see that you’re listening.
This year is truly the first Pinterest holiday season, and brands have no excuse not to take advantage of not only eager pinners with money to spend, but also the site’s new options for official pages. Happy pinning!