When you consider the unprecedented and immediate success of online resources such as Facebook and Twitter, it is easy to forget that social media is still in its infancy as a commercial concept. This means that despite the rapid evolution that has taken place in the industry to date, there is a sense that social media will continue to grow as a business and marketing tool.
A key part of this growth is the emergence of new websites, with social image sharing resource Pinterest one of the most notable additions to the market. This site, which has enjoyed a faster growth rate than either Facebook or Twitter managed in their first 2 years, is now also inspiring a number of similar sites who are seeking to use imagery, aggregation and sharing as a way of uniting business owners and consumers alike.
What Lesson are Businesses Learning from Pinterest?
The concept of sharing is undoubtedly pivotal to the social media ideal, but Pinterest has made it absolutely central to its function. This has increasing relevance in the modern business world, as consumers represent an influential demographic that demands a more interactive and collaborative experience. Other social media imitators are beginning to adopt this principle, while learning additional lessons from the success of Pinterest. Consider the following: –
- Using the Concept of Sharing to Educate Others: Pinterest is a focused and clearly defined website, and one that nonprofit organizations have favored to market and promote their cause. The reason for this is that individual boards and targeted imagery can be used to narrate and educate visitors, without the need for overly promotional or hard to comprehend text. The new social media start up Snip.it have taken heed of this lesson, and established a contemporary site where users can collate and share topical articles and imagery with others. This has excellent potential for businesses, who can share company specific and industry news with fellow brands while remaining at the cutting edge of their sector.
- The Benefit of Structure and Order in the Social Media Experience: While social media has attracted its fair share of controversy in recent times, it is fair to say that Pinterest has remained immune to such problems. The primary reason for this is that Pinterest users operate within a well regulated set of boundaries, through which they are encouraged to create separate and clearly labelled boards to suit different purposes and audiences. The recently developed Newzstand followed suit when releasing their NewzSocial App in September of this year, as this allowed users to collate news stories and create individual channels through which to share them with others.
- The Benefits of Shared Imagery for e-Commerce Websites: Pinterest is essentially a marketing and promotional tool, through which a range of users can reach out to their chosen target market. It has certainly proved successful in this endeavour, as brands throughout the world have utilized different Pinterest boards to promote products and generate consumer interest. Recently unveiled website The Fancy has tapped into this trend to benefit the e-commerce sector, however, as it provides a platform through which brands and individual users can share pictures of products publicly. Items can then be bought and sold directly through the site, which helps to distinguish The Fancy from Pinterest and similar image led resources.
The Last Word
Regardless of how these lessons have been learned and understood by new social media start ups, the fact is that they all have their foundation in the business model adopted by Pinterest. Although one of the youngest social media resources, Pinterest has already experienced significant growth and established itself as the third most popular networking site. Its increasing influence as an innovator within the industry is also telling, especially in age where business success stories are increasingly rare.