Meet Pinterest: my latest obsession.

This new kid on the web lives up to its name. Pinterest is a virtual pinboard that allows users to share and catalog their interests. Organized by themes, members can assemble their own personalized boards. What a nifty way to bookmark ideas!

The site is distinguished by visual appeal, making it a fast-favorite among viewers. In fact, since its debut in February, the site has generated overwhelming traffic-growth. Techcrunch findings show that Pinterest has garnered over $54.5 million in funding. Clearly, this virtual sensation is growing at a viral pace.

Given its rising popularity, many marketers are eager to promote their products on the site. However, theetiquette section on Pinterest includes this cautionary tip: “If there is a photo you’re proud of, pin away! However, try not to use Pinterest purely as a tool for self-promotion.” This warning exists to protect the quality and integrity of the included images.

Here are some ways that you can use Pinterest to support — rather than promote — your brand:

Add a Pin-it button to your web site

The inclusion of this icon will encourage consumers to share interesting information from your blog or website. Before including this button, it is important to consider the visual nature of Pinterest. Pinning written content to an image-driven site will not generate interest in your product. It is more effective to include the “Pin-it” button on photo-oriented sections of your website.


Pinterest is an online hub of creativity, but can you still utilize the site if your product does not fall into its popular categories? The answer is yes. You can get creative even if your product isn’t. An effective way to do this is through crowdsourcing. Try searching the web to discover how people are using your product in genius ways. Showcase their innovations by creating a blog. By including a “pin-it” button on the blog, you can establish consumer connections to your brand. Check out Sharpie’s blog for inspiration.

Pin your own content

Since you want your product to be discovered, give it a nudge by pinning it yourself. Be cautious, though. It is possible to over-share your own content. Pinteresters enjoy the site because of its variety, so be sure to include an assortment of images in your account. Try creating a board specific to your product type. Pin images of your product in addition to similar interesting finds.

As this consumer-driven site continues to grow, marketers should tap into its new features to supplement their products. When using Pinterest for your brand, reach out to consumers from the perspective of an individual rather than a marketer. This will establish support for your product and create connections with your audience.

Know of any other ways to create product buzz on Pinterest? Share them below!