A Guide To Pinterest And Moms

by , Feb 10, 2012, 10:07 AM
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Last week, some colleagues and I were discussing the research released about Pinterest and its staggering impact on retailers: Pinterest – which technically is still in closed, invitation-only beta -- drives more sales to retailers than YouTube, Google + and LinkedIn combined and is nearly equal to Twitter’s referral traffic.

Pinterest’s growth has been incredible – with over 7 million unique visitors per month, consumers and brands are flocking to the virtual pin board to establish yet another touchpoint.

What’s so hot about the latest social media darling?

Pinterest has become one of the most popular social media sites for shoppers to visit before heading to a retailer’s website – and referral traffic to retailers rose 389% over six months.

Retailers aren’t the only ones feeling the Pinterest love. Blogs are also seeing a huge lift in traffic. Pinterest is “reinvigorating the blog,” said Alexis Zimbalist, VP and Social Media Specialist at SkuLoop, which offers a series of webinars for brands and retailers about effective social media strategies.  Zimbalist used the example of a mom blog that has received over 700,000 views for a recipe that became popular on Pinterest – the recipe garnered 77 Pins and had 0 Facebook Likes and only 5 Google + recommendations. 

How moms are using Pinterest:

Women currently dominate Pinterest making up nearly 70% of their active users. Moms are using Pinterest in a variety of ways to organize and learn more about their interests. They follow experts to be in the know about trends on a variety of topics from parenting, to fashion and design, to cooking. They’re also following friends and finding Pinners with similar interests to share and be inspired by.

They’re also following brands. Retailers like Nordstrom and West Elm have significant followings on Pinterest – similar to on Facebook, moms want to connect and interact with their favorite brands.

How can brands create a relevant, effective Pinterest experience?

Some of the best examples of brands effectively using Pinterest include Oreck -- the vacuum brand has boards dedicated to gorgeous wooden floor styles to a "Furry Friends" section featuring cute pets. It’s subtle but effective -- and engaging. Food Network's Pinterest boards highlight their recipes and products but also those from around the web.  Users are encouraged to share their recipes and ideas, making the experience that much richer. Indie women's retailer ModCloth has attracted over 10,000 followers thanks to multiple boards dedicated to style, trends and ideas that span beyond women's clothing. Whole Foods combines recipes, green living tips and crafts to offer a channel that perfectly addresses their core consumer’s lifestyle.

There are a variety of ways brands can effectively engage moms on Pinterest – the most important being the mantra of all social media presences: be authentic and offer useful content.

5 comments on "A Guide To Pinterest And Moms".

  1. Ted Rubin from The Rubin Organization / Return on Relationship
    commented on: February 10, 2012 at 10:34 a.m.
    Perhaps the most interesting aspect of social media is the power of the medium for self expression. At Collective Bias we are fascinated with the self expression aspects of social. We believe in every person, there is some sort of creativity trying to get out. Tools like Pinterest make it easy to express that creativity and passion, to share it, and discover it from others. If people are able to express and connect in a more meaningful way, you can bet they will take advantage of that opportunity. Brands that participate in that engagement will benefit from increased traffic, trust, and loyalty.
  2. Lolita Carrico from Lolita Carrico Inc
    commented on: February 10, 2012 at 1:12 p.m.
    Absolutely agree, Ted!
  3. Jaime Jay from TrafficBlogCafe.com
    commented on: February 10, 2012 at 1:27 p.m.
    I accidentally stumbled on (maybe wrong use of words, lol) pinterest about a month ago and can't believe the amount of people pinning, getting pinned and just having a good time. I didn't quite understand it at first; however, it started making sense as time went on. Although I am still afraid to start another board, I am celebrating the success of my first board and enjoying repinning, learning and pinning other interesting photos... I think it's great to see so many moms getting familiar and utilizing technology more...after all, if they are going to understand their kids, they are going to have to know it, right?
  4. Lolita Carrico from Lolita Carrico Inc
    commented on: February 10, 2012 at 1:38 p.m.
    Moms are, and have been, on the leading edge of these platforms and make up the majority of users...and when engaged properly, the direct result is increased loyalty and spending with retailers and brands.
  5. Lisa Mabe from Hewar Social Communications
    commented on: February 13, 2012 at 12:54 p.m.
    I second that! Pinterest is especially a great place for food brands to be, in addition to others such as fashion and travel. I find people enjoy browsing through food pins for meal inspiration and ideas. We're already seeing so many food brands and grocery retailers doing a great job of providing their community with inspiration and not blatant self-promotion. Looking forward to seeing more brands get involved.

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