Pinterest’s ‘future-oriented network’

Pinterest is not a social network. It’s a future-oriented network, and a valuable one for brands and retailers to use as a gateway to understanding the New General Market, according to Pinterest partner manager Brian Johnson.

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While people may initially come to Pinterest to plan what they are going to do — for example, put together a bridal shower or wedding, or plan a home remodeling project — they see other actionable ideas they can incorporate into their daily lives, Johnson said. Brands and products, including those that fall under the beauty umbrella, are part of this, and the latter is one of Pinterest’s biggest categories. Several retailers, such as Target, already merchandise special displays touting interaction with brands on Pinterest with signs saying “popular on Pinterest.”



In July 2015, Pinterest launched “buyable pins” that can be attached to products pinned on the Pinterest platform and used to purchase those products. The platform also has introduced a conversation pixel that allows Pinterest to understand and share with its partners information about when and under what circumstances their content is repinned. Consumers can click on the content to go to the given company’s domain. “The numbers suggest that they buy products,” Johnson said, adding that 87% of Pinterest users asked in a study conducted by the platform, claimed they decide what they want to buy if they are engaged on the Pinterest platform.



“You’re catching people in the moment when they’re open to new ideas,” Johnson added.



Seventy percent of Pinterest’s current audience is comprised of women, but work is underway to encourage male consumers to engage with the platform. This should add to its value for brands, Johnson said. “Men came to Pinterest back when we connected it to Facebook,” he noted. “They saw everything for home decorators and teachers and felt” it was not for them. “So now when men sign up, we ask them what they’re interested in, and they can say alcohol, sports and guns, and we’ll give them those things.”