Stephanie TrembathSince the launch of Pinterest ads and promoted pins more and more brands are using Pinterest to engage and inspire audiences. With nearly 50 million users, Pinterest is a valuable marketing platform to drive sales and foster relationships between businesses and consumers.
Influencer marketing is one of the most innovative ways for brands to connect to their target audience. Pinterest created opportunities for pinners to connect with brands via contributor pin boards. Contributor boards allow brands to partner with industry influencers who are better positioned to promote their brand.
Partnering with Pinterest influencers is one of the best ways to leverage your product and improve your brand’s visibility with a Pinterest takeover.
What is a Pinterest Takeover?
Similar to an Instagram takeover, a Pinterest takeover is when an influencer with a large Pinterest following and niche audience partners with a brand.
Takeovers tend to be with bloggers who’ve already established connections within their community. The best influencers are those who attract brands that complement their aesthetic. This way, you’re not overtly selling brand product.
Pinterest launched their Pinstitute in December 2014 to help educate brands on how to connect to Pinners and curate boards that drive traffic and conversion. The Pinstitute focuses on creativity and measurement by providing brands, agencies, and influencers with quarterly workshops to learn, engage in ideas, and meet the Pinterest product team.
As Pinterest continues to expand their marketing strategies to encourage brand/influencer relationships, collaborating and sharing content will become more accessible to users.
Results of a Pinterest Takeover
Brand Recognition
When brands partner with the right influencer the results can be massively positive in driving traffic, sales, and followers, as top Pinners have more influence in the decision-making process of their community.
Influencer Relationships
- Amplify brand reach and awareness
- Drive traffic to website to encourage sales
- Connect to new audiences and followers
- Gain credibility through trusted partnerships
How to Host Your Own Pinterest Takeover
Once you’ve connected with your chosen influencer or Pinners, you can send an invite with their Pinterest name or email to collaborate on a shared board.
- Create a new board
- Add the name for your board and a description of what it’s all about
- Add the email of the contributors who you want to invite
Your takeover can occur on a certain day or within a specific time period (this is great to launch new product or promote an upcoming event/sale) or your takeover can be an ongoing campaign where you and the influencer continually cross-promote each others content.
Examples of Pinterest Takeovers
Blogger Joy Cho of Oh Joy!
L.A. lifestyle and DIY blogger Joy Cho of Oh Joy! knows how to leverage visibility on Pinterest to grow her following and connect to brands. Joy’s been featured on Pinterest accounts of TODAY, Target, and The Land of Nod. Joy currently boasts over 13 million Pinterest followers, and her shared board with Nod has over 800k followers.
Martha Stewart Living Magazine
Martha Stewart has partnered with various lifestyle bloggers on contributor boards. Jan of Poppytalk, Ashley of Sugar & Cloth and Lauren Conrad are among the popular lifestyle bloggers who’ve contributed to Martha Stewart Living guest boards.
Etsy Marketplace
Etsy currently boasts 55 influencer Pinterest boards with some of the biggest DIY, lifestyle, food, and fashion bloggers in the world, not to mention a few leading lifestyle brands including Buzzfeed, Design Milk, Apartment Therapy, Fieldguided, Refinery29, and Whole Foods.
Follow Etsy’s board Guest Pinner: Local Milk on Pinterest.
Hosting a Pinterest takeover allows your brand more opportunities to connect with your community, develop a niche audience for your product, and partner with influencers who may assist in raising awareness for your brand.
Original article posted on the Latergramme Blog.
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