By Jonathan Baker In the competitive space of social media marketing, Pinterest has emerged a winner—in more ways than one. The Mood of Pinterest Users Pinterest collaborated on a report with mobile technology company Magna International. The purpose of the report was to monitor the reactions of users as they engaged on this platform. The results, summarized in Social Media Today, stated how the overall good mood that people felt when visiting Pinterest proved to be a major factor that drives their activity. This may not seem surprising, but this good mood among users extends to… Ad Response Yes, the positive feeling users have when they browse Pinterest corresponds with a better response to ads. One noteworthy finding is how the environment of ad placement was just as impactful as its audience. Indeed, placing the “right” ad in front of the “right” audience on the positive platform that is Pinterest drives such a strong response that creative assets of the ad rarely need to be changed! In short, users who have positive feelings from the environment on Pinterest are fully engaged with ad content—and more receptive to making a purchase. What ingredients contribute to this environment? No Secrets Pinterest has no secret trick behind its environment of goodwill. The factors of being entertaining and creative—complemented by trustworthiness and providing a safe online space—make up the foundation that help users enjoy this platform. (Understandably, trustworthiness and safety are especially important, with respectively 67 percent and 40 percent of users listing these as their top priorities when browsing, and especially for purchasing.) While these factors apply to all social media sites, Pinterest does have one edge… The Calm of Pinterest Many platforms tend to have a “high maintenance” vibe, obsessed with competing against each other for the sake of engagement. In comparison, users on Pinterest feel little, if any, pressure. They relax, browse topics of interest, and “pin” images that appeal to them. And where brand promotion is concerned, users discover new products that are relevant to their interests as they browse. These new products may lead to new purchases. The “no pressure” atmosphere emphasizes the positive feeling provided by Pinterest. If you promote your brand on social media but need additional help to increase visibility, give EGC a call. Our team of social media experts will develop a “picture perfect” strategy to attract the attention of prospective customers. Are you a creator? You will find the EGC Content Studio Creators page worth checking out.
