Yesterday we saw how brands and customers can work together to create collaborative experiences around your products and services on Pinterest. Sometimes an outside perspective can the missing link in your content strategy. Today, however, we’re focusing on how businesses are using location, as well as outsider input, to engage consumers on the platform.
Last November, Pinterest introduced Place Pins, which enable members to explore pins in a map-like setting. Pinners are already creating boards around vacations, special places, and sites they’d like to see someday. In fact, every day people pin about 1.5 million places, and there are now more than 750 million pins of these destinations on Pinterest.
Place Pins were an important addition for local businesses. Like Rich Pins, Place Pins include extra details — such as addresses and phone numbers — right on the pin. As a result, visually engaging pins can help consumers can find new places to visit in their own city or while traveling. Yesterday it was announced that Place Pins are now supported on Pinterest’s iPad app, giving even more people access to the pin type.
So how are brands and local businesses taking advantage of Pinterest’s location feature? Let’s take a look.
Crowdsource Local Knowledge
Place Pins are a fairly obvious choice for hotels and travel brands looking to provide customers with relevant information. A great example of a hospitality brand using this feature correctly is the Four Seasons, which tapped the ultimate source of insider information to create its location-based pinboard.
With help from its team of concierges, Four Seasons launched the Concierge Recommends: Europe Uncovered board. It features custom experiences across Europe based on recommendations from the company’s ultimate insiders. Now travelers don’t have to wait for their stay to get suggestions on sites to see, places to dine at, and so on.
Similarly, Airbnb has launched a series of destination boards that feature local knowledge from hosts. Travelers can get insider tips on cities from San Francisco and New York to Buenos Aires and Tokyo. By using Place Pins, Airbnb has not only reinforced the value of staying with locals, but it also helps drive exposure for featured hosts and their favorite local venues.
Educate Your Customers
Schools and universities have turned to Pinterest to share information and advice with their students. However, the introduction of Place Pins has enabled these institutions to go beyond highlighting programs and sharing study tips. The University of Michigan was the first school to leverage Pinterest’s location feature with its board Tour #UMich.
This board provides prospective students with a virtual tour of the campus in an informative and engaging way. As people browse through pins, they can click through to resources on the university’s website. The school’s other board — Wolverines Around The World — showcases students, alumni, faculty, and staff who have traveled the world to study and research.
Virtual tours aren’t limited to educational institutions though. Men’s lifestyle brand Thrillist created two boards for anyone living in or visiting Chicago and New York. Foodies, bourbon aficionados, and craft brew enthusiasts can check out the Chicago Pork & Whiskey Tour and The Best Burgers & Brews in the Big Apple for recommendations. This not only appeals to a specific subset of Thrillist’s audience, but it also does a great job of drawing attention to the local businesses mentioned in each board.
How To Create Place Pins
Creating a collection of Place Pins is incredibly easy. Once you have a theme, title, and description ready for your collection, go to your Pinterest profile and click on “Create a Board”. This next step is important: You must add a map, otherwise the board will look like an ordinary collection of pins (sans map). From there, save your changes and start adding places to the board.
The examples we mentioned above are just handful of the ways businesses are using Pinterest Place Pins. For even more inspiration, the company has put together a collection of its favorite place boards. Whether you’re planning a vacation, creating a city guide, or just sharing your must-see spots, you’ll fine a lot of great examples from a variety of people and brands here.
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.