As Pinterest continues to launch in new countries around the world, it’s making it easier for people to access the platform. While native apps are still the fastest way to use Pinterest, the company launched a new version of its mobile website earlier this month that features a cleaner design and better integration of your favorite features.
Today Pinterest’s mobile site supports more useful pins, including those embedded with additional information as well as related pins, which display personal suggestions. This update brings the service’s mobile web experience closer to that offered on desktop and through its native apps on smartphones and tablets.
Over the past year Pinterest has focused a lot on global growth. The platform is now available in more countries than ever before, giving a wider group of consumers access to its content. In turn, this gives brands using the site an opportunity to reach a much larger audience of curators, creators, and consumers, thusly creating more opportunities to drive sales.
We’ve already shown you different ways in which you can optimize your website or blog for Pinterest. Doing so will help you get the most out of the visually-focused platform. So instead of repeating ourselves, let’s look at some brands that are killing it on Pinterest with a little help from their friends.
What we love about Lowe’s Pinterest presence is that it doesn’t always pin its own products. You might think that that strategy is counterintuitive, but with more than 3.4 million followers and 2,415 pins, we’d say that it’s working. The home improvement company instead focuses on pins that inspire ideas and creativity for its do-it-yourself audience — even if that means linking to a different website.
Lowe’s also does a great job of keeping its content topical. That is, it prominently features boards that are timely and relevant. Currently the “Spring Has Sprung!” and “Spring Survival Kit” boards are at the top of its profile. In the past, these spots have been reserved seasonal and holiday boards, major sporting events boards, and even gift idea boards for him or her.
For the first time ever, Target is collaborating with some of the top pinners on Pinterest to create party-planning collections. The participants will create collections that will then sell online and offline in Target stores. This partnership, which will feature Joy Cho of Oh Joy!, Jan Halvarson of Poppytalk, and Kate Arends, of Wit & Delight launches on March 16th.
While the boards will undoubtedly feature Target products, we love that the company is letting some of Pinterest’s most influential pinners design the collections. It’s a great example of a company collaborating with its customers and doing so in such a fun way. Of course, this isn’t the first time Target has worked with Pinterest.
The retail giant used top pins on its website in November when consumers searched for an item that was no longer available. Top pins were launched alongside Pinterest’s long-awaited API feed, and can be used to display the most clicked-through or shared pins. This enables customers to see popular content from the social network on brands’ websites.
While partnering with customers is exciting, we also love seeing what brands can create working together. Last year, Etsy invited Random House to be a guest pinner on its Pinterest profile. The book publisher shared its favorite literary-themed Etsy products on the board, and joined other brands like Martha Stewart, Country Living, and Whole Foods as guest pinners.
This is a really cool way to showcase your products through someone else’s eyes.It’s also a great way for two complementary brands to work together. With exposure for both brands at the cost of one, this initiative was a win-win for both Etsy and Random House. Working together, the two surely inspired other brands to think of ways in which they could partner with similar companies.
As more people visit Pinterest and more attention is given to pins on and off the platform, it’s important that your strategy takes advantage of all the different features the company has to offer. Whether you’re looking to direct traffic to your website, drive sales, or just create rapport with your customers, Pinterest can play a huge part in achieving those goals. Don’t use your products or services as a crutch for your content. Create a balance, and when in doubt look to your fans and fellow brands for inspiration.
[Image credit: h3nr0]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.