Q: How can marketers use Pinterest to create brand advocates?
Brands can participate on Pinterest by creating high-quality boards and pins that will help people find inspiration. Also, by including the ‘Pin it’ button on their website, brands enable pinners to easily save content to Pinterest where it can live and be discovered by other pinners who are searching for similar content. Each time someone pins an object, they’re saving it for themselves but they’re also sending a signal to other pinners of their love for that brand, essentially becoming a brand advocate.
Q: How is Pinterest adding to its functionality to deepen the level of engagement between users and brands?
To help pinners discover more of the brands they love, we simplified our search fucntion to create more streamlined search results, adding a check mark next to notable names and brands (verifying they are authentic accounts) to help pinners more easily distinguish popular brands.
We’re also helping them by making more and more pins actionable. For instance, every single pin links back to the originating website, so pinners can easily find more information about that pin.
Q: Is there a recent brand campaign on Pinterest that stands out?
When Bank of America launched its Better Money Habits [BMH] programme, it used Pinterest best practices to make sure the creative on pins would encourage organic discovery, feel native [to Pinterest] and drive pinners to take action. They created boards for different life moments, like buying a home and travel plans, populating each with relevant pins that pointed to deeper educational content on BetterMoneyHabits.com.
In less than five months, BMH content on Pinterest reached nearly 6 million unique pinners, generated more than 29,000 re-pins and led to thousands of actions on BMH.com including video views.