Pinterest isn’t “new” anymore. Having been co-founded in March 2010, Pinterest has seen three holiday seasons so far. Yet, no one has really figured out how to make their exciting, fun, and innovative new products a big hit on the platform during the holiday season.
E-commerce is steadily increasing each year, according to the U.S. Department of Commerce, and accounted for 5.4% of sales in Q4 of 2012. With that in mind, my favorite part about Pinterest as a social media site is that its users drive more site traffic and spend than any other social channel, according to Mashable. Home goods site, Wayfair, states it has seen shoppers referred by Pinterest are 10% more likely to make a purchase compared to traffic from other social channels, and are likely to spend 10% more on average, also according to Mashable.
So I’m hypothesizing this will be the holiday where Pinterest really makes a splash and I have a couple of reasons to believe this – J.Crew and Neiman Marcus.
J.Crew previewed its fall catalog on Pinterest. As a social media geek, I think this is genius. J. Crew fans LOVE receiving their catalog and what better way to make them feel special than providing them a sneak peak of the new fall line?
Neiman Marcus developed a product that could ONLY be purchased through Pinterest. According to the brand via ClickZ.com, the Rebecca Minkoff Elle handbag in red (nice nod to the red of Pinterest branding) resulted in 3,000 new followers, a 20% increase in pinning, and a 35% increase in pinning from the brand’s website. If you’ve worked on a branded Pinterest page, you know those engagement numbers are huge.
So are you going to use the visually pleasing and enticing world of Pinterest this holiday season? Here are 5 ways to be bold in the visual space:
- Showcase your holiday catalog
- Create a Pinterest-specific product
- Create boards of top gifts for different demographics
- Create infographics that will help your consumers during the holiday (find the perfect gift, de-stress, cook, etc.)
- Host a holiday contest where the winner receives his/her wish list up to a specified amount
What other ideas do you have for Pinterest this holiday season?
About Jacki: As account manager at Digital Surgeons, Jacki Schroder specializes in client relations and brand strategy with a focus on social media strategy for clients including Unilever and Vince Camuto. In her free time, Jacki educates the masses on social media through MediaBistro.com with frequent lectures and course advising. She earned her master’s degree from Emerson College in Communications Management. Follow her @jackischroder.