Why Pinterest is Unlike the Other Major Social Platforms

One of the biggest hurdles facing marketers today is creating content that’s personalized and inspires people to act. Pinterest is certainly one of the top social platforms in 2017, but it’s actually quite different than the others.

Rather than focus on content and users as “them” time, such as broadcasting personal updates, sharing photos of friends, and commenting on the news, Pinterest develops great creative based on “me” time that is much more about individuals, their passions, and helping people do things in their actual lives.

This video from #SMWNYC features Alastair Cotterill (Global Head of Creative and Brand Strategy, Pinterest), who discussed some of the ways brands are best using Pinterest, and how users are defining their own tastes through the platform’s professional, curated content.

Are you a marketer that wants to get started on Pinterest?

Marketers should approach Pinterest with Alastair’s lessons in mind, as well as the stat that: 75% of the content on Pinterest comes from brands. You should also consider how people discover content on the Pinterest platform if you’re looking to get started.

Primarily, people discover content through their home feed and through search. This makes Pins more important than Boards when you’re getting started. Brands and businesses should identify the ways in which their products or services provide value to consumers, and aim to create content on Pinterest that aligns with those reasons, and also helps individuals with that “me” time for ideas, projects, and taking action offline.

The technology and search behind Pinterest

Recently, Pinterest announced it is bringing its visual search technology to the web. This means a “browser extension will allow you to hover on any image on the web in order to find related ideas and products.” Essentially, Pinterest’s visual search is enabled on other websites, not just Pinterest itself.

Another recent update relating to visual search technology is known as Lens, which uses your phone’s camera through the Pinterest app to discover ideas inspired by objects you see out in the real world. The technology is capable of seeing the world just the way you do

Further analysis and commentary from Pinterest’s #SMWNYC session

#Pinterest is more about personal media than social media – #SMWcreativity #SMWNYC @Pinterest @BBDOWorldwide pic.twitter.com/23OykWFnQ3

— Liza Dorison (@lizadorison) February 28, 2017

Look not only at what you can add the platform, but consider what you can leverage that already exists. @Pinterest #SMWNYC pic.twitter.com/BencSxipCr

— Sarah Bricker (@SBrix13) February 28, 2017

"#Pinterest is not another place to show ads, it is a place for #inspiring people to DO what they love." – @acotterill #SMWNYC

— Kelly Hur (@kellyhur) February 28, 2017

"@Pinterest is more than just social media." #SMWcreativity #SMWNYC @acotterill @aumarsh pic.twitter.com/LuHvk1kh8a

— Risa Xu (@RisaXu) February 28, 2017

.@Pinterest has placed itself as a platform that drives consumer action rather than just an awareness tool. @aumarsh #SMWNYC #SMWCreativity

— SMW New York (@smwnyc) February 28, 2017

The core value @Pinterest offers advertisers is that their users search for ideas rather than having a specific want. – @acotterill #SMWNYC

— SMW New York (@smwnyc) February 28, 2017

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