Have you heard of Pinterest? It is a relatively new social media network where users get to “pin” photos and videos that pique their interest. The website offers a “pinmarklet”, a bookmarking widget that allows users to pin their content without the need to copy and paste links. Pinterest, with its by invite only membership, have managed to expand its platform into over 10.4 million registered users. And as companies embark into social media marketing territories, a lot of businesses are on the run on making their own Pinterest page. But wait! Before you add another social media account to your business, it is important to make sure that joining Pinterest will be for the best interest of your business. Here are 5 reasons why Pinterest may not be a good network for your business;
1. Pinterest is not an arena for B2B organizations.
If your business requires more technical explanation than just attractive photos, then it will be hard to sell your service or product on Pinterest. Part of the site’s biggest strengths is its aesthetic value and its capability to showcase visually appealing images. Moreover, other businesses are on the website not to look for suppliers or partners but to sell their own products. If you are into B2B leads, you better spend your time on other media. Nonetheless, if you can find a use for Pinterest in your business e.g. attracting individual attention to call out to companies that cater to them, that will be a nice way to stand out.
2. You do not have the time and resources to make a Pinterest strategy.
Lindt Chocolate did not make it to the Top 20 list of socialmediadelivered.com for nothing. Lindt used the social media to make a campaign for autism. The company donates $1 for every #Pin4Autism pin on the website. Pinterest is more than just beautiful photos, companies can use it for their causes, too! However, these campaigns take time and resources and therefore there must be someone in your organization to take charge.
3. Your target market are males.
Friedmansocialmedia.com reports that 68.2% of Pinterest users are females. Because the website attracts mostly women, it will be hard to showcase your car battery products, for example.
4. Your market does not fall in the 25-44 age bracket.
Half the users of Pinterest are between the ages 25 to 44. This market is relatively young, upbeat and bursting with zest for life. The average time spent on Pinterest by users are 15 minutes, and with that amount of time, you are competing with a mix of individual and business contents. If your pin is not as interesting as a form of visual art or as heart-warming as a cause, better spend your Marketing money elsewhere.
5. You need a brand page to properly present your business.
Pinterest does offer a brand page for companies. So for those who bank on their brand for strength and share of voice, it will be hard to make noise on Pinterest. Moreover, brands who use Pinterest are willing to share content not directly related to their brand in order to engage their customers. If you do not have anything more to share other than what you do, it will be better to explore other social media networks for your business.
Experian reported that Pinterest is now the third most popular social network after Facebook and Twitter. With its growing membership and its ability to go viral easily, Pinterest is one hot media for businesses. However, the site is not made to suit all businesses. So before you jump into the pinning bandwagon, evaluate your business and resources first. And if ever you decide on getting on it, make sure to formulate a good strategy! Happy pinning!
Jessica Francisco is a cheerful 25-year-old with an odd sense of fun. The least of her broad range of hobbies include swimming, hiking and listening to the music of Michael Jackson. Jessica is also one of the editors of Luke Roxas a renowned Business Tycoon from the Philippines. Luke Roxas on Facebook.