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The power of the Pin

John Murray

Though a relatively new player in the world of social networking, Pinterest is the third largest social media platform, with an estimated 72.8 million users worldwide and with users spending an average of almost three minutes per visit longer each time they visit than they do on Facebook, meaning that the audience is a more interactive one.

An online version of a bulletin board in which users catalogue and share images alongside their comments, Pinterest is predominantly used by women, with up to 80% of its users being female.

The site is considered by most as a place to spend some free time, but use of Pinterest has developed in its commercial use, with many businesses using it to expand and connect with their audiences. Here’s how they’re doing it:

• Showing off – if you have a product or service that can be demonstrated visually, then a Pinterest board is a great way to display it all in one place.

• Infographics – combining the power of words, images and statistics can be a very quick and effective way to get key messages across.

• Testimonials – photos of customers holding a few words of praise might have a more potent effect than a full web page of recommendations.

• Storytelling – images are powerful and can communicate more quickly than words alone, but we still need to connect with a simple story.

• Market knowledge – by sharing visual tips and expert advice relating to your business, you will capture an audience that trusts the information you can give them.

• Sneak a peek – another way some companies are engaging customers via Pinterest is to visually show another side of their organisation. One board might be dedicated to a ‘behind the scenes’ look at the company, while another might be a board dedicated to the favourite films of the Board of Directors.

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.

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