How Pinteresting

I set up a Pinterest account several months ago but never really used it until I suggested the company I work for adopt the platform. The statistics I found in favour of the social networking site were glowing with Pinterest generating significant traffic to retail sites, and many referrals translating into purchases. Damage control is at a minimum too, with most users pinning inspiring content instead of the mouthy, opinionated blather that stews on Twitter.

But Pinterest is quite a lot of fun I’ve discovered (quelle surprise), and an easy way to siphon off 30-odd minutes before bed or on the bus. And because it’s an image-based platform it doesn’t feel intrusive or prying like Facebook, but rather like a fun, whimsy aside you can call upon at a later date.

Anyhow, seeing that I spend my days combing retail sites, it’s becoming clear that e-tailers are trying to tap into a social experience and build communities or hubs that orbit their brand, with users increasingly looking to brands for original content as much as quality products.

I’ve already mentioned my favourite store here, & Other Stories, whose e-commerce site is modelled on Pinterest with stylised images that can readily be explored online. But Sephora, the American make-up mecca, have taken the social experience further with their forum-style Beauty Board.

The idea’s simple but effective: users (ie real-life people) upload their beauty and hair images with a run-through of which products they used and how they created their look. Readers can instantly shop the products which appear in an automatic tab to the right, and have the opportunity to leave product reviews or comments under each image, creating a dialogue and giving would-be buyers insight into the product’s potential.

By harnessing the chatter created on Instagram and recognising the influence of forums, blogs and above all Pinterest, Sephora has positioned itself neatly amongst the dialogue, filling the cracks that naturally appear online. Where I’ve scanned Pinterest in the past and racked my brains as to the exact shade of coral, the site steps up and gives its users the tools to recreate a look, ensuring each look is readily shoppable, integrating the idea as a whole.

Of course, there’ll always be someone who takes the piss.
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