The best presence strategies on Pinterest
Adrien Boyer is the Managing Director Southern Europe for Pinterest.
When I broadcast the episode on the best presence strategy on Instagram, several people specifically asked me to receive Pinterest in order to better understand this tool and I therefore contacted Adrien who kindly agreed to participate.
Especially subscribe on Itunes or other podcast app like Overcast because I will be leaving SoundCloud soon.
On the occasion of the creation of Pinterest I had also made a presentation to explain the platform broadcast via Slideshare and viewed today over 136,000 times today.
Pinterest is a platform that may seem a little complicated to put in a box and yet, it has more than 200 million active users overall and 9 million in France for 2.7 million pins per day in France.
We use it more or less all because it allows us to help us in our shopping desires and we would tend to put it in the social networks box but as we will see it is not the case.
Pinterest is not a social network
Pinterest is always a bit complicated to define and Adrien defines it as a visual discovery engine and he specifies that there are 3 fundamental differences with social networks:
1. We don’t go there to connect with friends
2. This is not a user-generated content platform (UGC)
3. We arrive on Pinterest with plans for the future
In Pinterest, we are not in a social projection by definition, it is a tool that we first use for ourselves only even if there is a social dimension inside.
It is also interesting to see the most popular categories since the 1st category on Pinterest is related to food and drink and therefore to recipes from which we can draw inspiration.
Then fashion and decoration, beauty, travel and in the long tail national culture as art in France.
In response to last week’s GDPR episode, we obviously also discuss the relationship with data at Pinterest and according to Adrien, they have a fairly strict use of the latter.
However, they have a very interesting database since they know by definition your real shopping desires.
There is no data minimization here, because this is indeed how the service works best.
However, even if the model is advertising, they do not seem ready to sell this data to brands or at least not in this way.
It would be so easy to sell, for example, to banks people who are looking for ideas for fitting out or structural work …
How brands can use the platform
Adrien puts forward the visibility or the contribution of traffic.
The latter is sometimes questioned by certain influencers with whom I was able to discuss elsewhere but other brands really seem to favor Pinterest for this reason because a pin is rarely far from an act of purchase.
Adrien recommends 3 pillars of presence for brands:
1. Creating a profile to define your brand visually
2. Allow via simple buttons on your own site for people to easily pin content
3. Insert Pinterest into its external communication strategy to invite people to come to the brand’s profile
In my opinion, what is even more consistent is especially to be inspired by Pinterest to know the trends because through the big data of what people pin, it can give a good idea of what to do go.
Adrien’s few tips for managing his Pinterest account well is obviously to update it regularly.
Note that by intelligently using keywords, there is a whole internal SEO logic in the platform that can be taken advantage of.
Gregory Pouy is the founder of LaMercatique, a digital transformation consulting firm focused on the marketing part. Based between New York and Paris, he is a marketing “expert” for FrenchWeb.fr. To follow his writings and exchange with him