Tag Archives: Pinterest

Case Study: Real Simple on Pinterest

ImageReal Simple is a magazine that is tailored towards women. According to it’s website, the magazine specializes in articles focusing on food and recipes, home and organizing, beauty and fashion, holidays and entertaining, health, and work among others. According to Mashable.com, Real Simple magazine has the second most popular brand on Pinterest. Real Simple’s account has 59 boards, 2,667 pins and 99,036 followers. What makes this magazine so popular on this particular platform?

 To discover the answer, we first need to examine the demographic of Pinterest. An infographic, also found on Mashable.com, breaks down the audience on Pinterest.  Accorind to this, 68.2% of Pinterest users are women. It Imagealso says that 50% of these users have children. Finally, 27.4% of users are between the ages of 25 and 34 and 22.1% of users are between the ages of 35 and 44.

 This can tell us a few things about why the magazine is popular on Pinterest. More often than not, it is women who are decorating the home and doing more crafty projects. Therefore, pictures showing these crafts with a link that would drive the pinner back to the website for information on it, would be incredibly popular. This also goes for pins associated with recipes, decorating, and several other categories that the print magazine incorporates.

 This infographic also told us that half of Pinterest users have children. Real Simple magazine has several articles that relate to children. A few of these articles include “Healthy Snacks for Kids,” “3 Party Themes for Kids,” and “Fun DIY Activity Kits for Kids.” Pictures referencing these articles would definitely appeal to half of all Pinterst users.

 Finally, from the age demographics we can assume that most Pinterest users have a job and a stable income. We can also assume that they would have their own residence, whether that is a house, condominium or apartment. Real Simple’s decorating tips would be loved by women with space to decorate and room to entertain dinner parties.

 When one actually looks at Real Simple’s Pinterest page, the 59 boards cover a wide range of topics. A few of the board titles include “Easy Hairstyles & Accessories,” “Inspiring Living Rooms,” “Food Favorites,” and “Weddings.” Everything on this account is very women-oriented. Also, nearly every single pin has a link connected to it that will take the user back to the website. In turn, this creates a boost in website traffic and possibly, another subscriber to the magazine.

Image

 In the end, Real Simple’s audience is a perfect match for the demographics of Pinterest. This is a match made in Pinterest heaven. 

Advertisements

Pinterest: The Next Big Thing

In a world wide web of new social media sites, how do you know what one is the next “big thing”? According to Augie Ray, the “mom test” seems to do the trick. The “mom test” consists of asking, “Would my mother use this?” In the case of Pinterest, the answer is undoubtedly yes.

For those of you who have not yet experienced the world of Pinterest, it is a virtual bulletin board where the user can “pin” appealing images or interesting links. Categories on the website include “pets,” “travel,” “fitness,” “weddings,” and pretty much anything else you could want. After the user sees a picture, quote, recipe, hairstyle, etc., they can place that image onto one of their personalized boards. When the image is pinned, it can then be repinned by other users. I have a board for animals, food recipes and even a little used fitness board for all of those exercises I just can’t wait to try. Right.

Once you try Pinterest for yourself, it is easy to see why experts are saying the site is taking the social media game by storm. According to an article on Mashable.com, in January 2012, Pinterest accounted for 3.6% of referral traffic when only six months earlier it accounted for only 0.17%. Just to put that into perspective, in January 2012, the social media giant, Twitter, accounted for 3.61% of referral traffic.

To add to those already impressive statistics, another article on Mashable.com wrote that Pinterest’s unique visitors increased 429% from September 2011, to December 2011.

Even Tim Cigelske, senior communication specialist in the Office of Marketing and Education at Marquette University, sees the power of Pinterest over his particular demographic and now my beloved school now has a Pinterest account of its own.

Personally, even though there may not ever be a social media site that can rival FaceBook’s popularity or size, Pinterest has become my new favorite time waster. It is constantly being updated with different photos and links to keep me interested. If I’m not careful, I could spend up to an hour or two on it. Which, according to Tim isn’t that unusual since the average time a user spends on it is 88 minutes.

But what does Pinterest mean for brands? I think that it has enormous potential, at least for some markets. I think that hotels and resorts, if organized appropriately, can definitely get their name out there in the “travel” category. I know I’ve repinned hotels in Europe and the Caribbean that I think look luxurious and interesting. Car companies could also make the most of these boards. Place a picture of a nice SUV, link it back to the dealer’s website and website traffic is increased by a potential buyer. Retail outlets such as ModCloth.com and Nordstrom have a following of a few thousand.

My vote is that Pinterest is going to be around and popular for a long time, so make the most of your brand and just keep pinning!