Pinterest is an interesting platform for a lot of brands to embark on because it is so different to other platforms out there. This is probably why a lot of them appear to be hesitant to try it. A lot of brands tend to claim the URL for real estate but never use it, which makes sense – question is, is an account with no boards worse than sporadically updated boards?
We’ve taken a look at some of the brands who have their Pinterest strategies down:
Topman offers a good range of content, from products to events in store and keep their boards consistently updated. Their most recent one featuring Frank is definitely one to check out. However, they would benefit from moving their most recent boards to the top of the page – although why this isn’t something Pinterest does automatically remains to be seen.
General Electric have proved to post consistently good content across all their platforms and Pinterest is no exception. Their content isn’t the obvious and expected options you would think a brand like GE could go for – check out the genius ‘hey girl’ board – but then again General Electric is a brand that isn’t the obvious contender for a solid brand on social. It just goes to show how the assumption your brand won’t work on a certain platform isn’t necessarily be true if you have the content to draw people in.
Black Milk has a consistent presence across social and their fanbase is committed enough to make their user generated content a great addition to their strategies. This translates successfully to Pinterest, but they could make more of a feature out of it, similar to their Facebook strategy. Although Black Milk update their Pinterest consistently they could benefit from including more of their behind the scenes and lifestyle photos instead of focusing on products as there is a lot of white space.
Maybelline New York
Beauty and fashion brands generally do well on Pinterest, as their images and themes generally appeal to the main demographic of Pinterest users and Maybelline is no exception. They share a good mix of branded content and general content that directly appeals to their audience and their boards have the same bright and colourful feel their brand image has.
The Grammys are an example of a brand that as a general rule wouldn’t work that well on Pinterest because it isn’t a constant fixture in popular culture, but despite this they still post consistent and relevant content along with a mixture of branded images and photographs.
The Micheal Kors Pinterest account is not only visually appealing to look at as an overview with it’s branded boards, but it is also a good range of Micheal Kors products and content buckets that relate well back to the brand, such as stylish food images and behind the scenes images.
What brands have you seen to be making a mark on Pinterest?