I’ve read a lot of articles recently telling you how to use Pinterest, but what really gets me excited is discovering a brand that actually does it perfectly.
To be successful on Pinterest, brands need to take a more holistic approach to marketing. Like other social media platforms, Pinterest can be more effective and engaging than traditional advertising because consumers can actually see how the brand fits into their lives. “For most consumer brands, the idea behind your brand makes sense on Pinterest,” said Pinterest co-founder Evan Sharp. “Since you’re not supposed to blast pictures of your products on Pinterest, try to think outside the box and pin images that capture a lifestyle and/or the essence of your brand.”
No ad to show here.
Essentially this platform offers brands the opportunity to tell stories and visually communicate what they want consumers to believe, think, and feel. Check out some brands that are pinning things right and effectively telling their story:
1.Chobani
2. West Elm
The furniture brand posts images of various rooms – bedrooms, bathrooms and kitchens – to inspire the interior designer in you. By showering you with pictures of beautiful homes, it gets you thinking about nesting without taking an overtly sales-y approach.
3. Gap
The fashion company pushes the envelope and goes a bit into promotional territory. It’s Holiday Gift Guide board is a collection of beautifully designed ads with marketing copy, á la the in-store signage. On a “wintry’ board, there’s a collection of images of snow and icicles, interspersed with Gap’s own puffer jackets. And there’s a board devoted to people wearing Gap, from Gap models (like Amy Poehler and Will Arnett) to everyday consumers.
4. Etsy
When your website is a marketplace for creative and adorable goods, Pinterest is your social network soul mate. The brand pins images of “handmade weddings”, stationery, fashion, gift ideas, “cool spaces” and holiday decorating tips.
5. Rent the Runway
The fashion-rental site groups its boards into occasions – bachelorette party, fall wedding, dance party, New Year’s Eve – and each board contains various “looks” for that particular event to help you get inspired and achieve an appropriate look.
6. Birchbox
7. Modcloth
The ecommerce site sells apparel, but its Pinterest page looks more like a deep-dive into vintage-loving founder Susan Gregg Koger’s mind. There are retro pictures, DIY crafts and home decor boards, which essentially make the Modcloth page a go-to for any thrift-store shopper.
8. AMD
The tech company curates boards for a nerd’s life. There are quirky gadgets, creative interpretations of the computer mouse, cute laptop bags and pictures of computer workstations.
9. Whole Foods
10. Travel Channel
You’ll observe a serious epidemic of wanderlust on Pinterest, which means that the Travel Channel has an innate advantage. With access to destinations far and wide, the brand is able to fill up boards of beaches, food, city landmarks, exotic animals, travel souvenirs and more. There are even boards devoted to the channel’s various shows to give an inside look at what goes on when the camera turns off and to offer insights into the hosts’ travels.
11. Mashable
The renowned tech news site’s community team pins memes and other tidbits of web culture, in addition to gadgets, the most visual facets of digital and tech coverage.
12.The Today Show
NBC’s morning show has something for everyone on Pinterest, since that’s also what it offers on-air. You’ll find behind-the-scenes anchor antics, pics of the Today Plaza, recipes and even cute animals.
13. Drake University
The school pins images of dorm life, as well as bulldogs (Drake’s mascot) from all over the web.
Quite a powerful platform considering the share-ability of Pinterest and its cross-over with other social networks. Storytelling just got a lot more Pinteresting!
