Putting the "log" back in Blog

Pinterest: From Casual User to Loyal Advocate

Posted on January 12th, by Andy Brownell in marketing & promotion, Projects, Publications. 3 comments

Brownell Furniture Pinterest Analytics

Brownell Furniture Pinterest Activity 2/2014 – 1/2015

I’m officially a fan of Pinterest. In 2014 it helped me successfully grow client business (woodworking and advertising) and aided me in securing a contract to publish my first article in Popular Woodworking Magazine in 2015.  I’ve been integrating Pinterest into my toolkit far more than I have in the past to aid in visual discovery, design inspiration and collaboration. On the whole, Pinterest boasts about a 2/3 female, 1/3 male split within it’s user base, more than doubling the number of males over the last year. As a contributor to the growing minority, my recent fandom has been driven by two factors:

TruMoo Blogger Created Recipe Pins

TruMoo Blogger Created Recipe Pins

1. My Job: I earn a living as the director of content strategy at an advertising agency. It’s incumbent upon me to keep my clients up to date by leveraging digital platforms that can help build their business. When it comes to content marketing, Pinterest functions as a powerful search engine and content distribution tool for brands. One brand I work for, TruMoo Chocolate Milk, has used Pinterest to curate and distribute original recipe content from a variety of bloggers. User likes, shares and re-pins provide the content with ever further “evergreen” distribution far beyond the original creation date. Its uber-effective and super-easy to measure impact.

Brownell Furniture Projects

Brownell Furniture Projects

2. My Other Job: Woodworking is not only a hobby that takes up a good deal of my “free time”, it is also a source of income and tremendous personal satisfaction. I’m constantly looking for easy ways to search for design ideas and share my own work. Pinterest allows me to access a vast array of tagged images that connect to what I’m looking for. I use Pinterest boards to organize and collect things I’ve made (also shown as an API feed in the right side rail of my blog), and things I’d like to make. Beyond that, I create private boards that I can invite furniture clients to access and contribute to for a specific project aesthetic or style during the initial design discussions.

Inspiration for future article w/ Popular Woodworking Magazine

Inspiration for future article w/ Popular Woodworking Magazine

With categories like Food & Drink, DIY & Crafts and Home Decor leading as the most frequently pinned content, woodworkers can find as much utility from Pinterest as a broader female demographic currently dominating the platform today. If you are female and a woodworker, then I’m probably preaching to the choir.

Pinterest offers ease and utility in finding, organizing and sharing just about anything we think is worthwhile on the internet. It offers tremendous volumes of information and visual references to some of the most niche of categories. At it’s core, pins are compelling imagery paired with relevant descriptions.

Pins resemble a visual ecosystem that has been built by and socialized through the masses to reflect interests, trends and the way humans define their world through taxonomy. I see Pinterest as a tool for consumers to use to collect and order things that interest them. This can be incredibly insightful in helping influence the content strategy for a brand or a blog. It helps inform how to approach your photography and descriptions. This became abundantly clear with a smaller project I was contracted to create for Rust-Oleum. Who would have thought that a Teak Bathroom Floor Mat would become my most pinned project to date? Sixty-six re-pins from my board, and another 579 from Rust-Oleum’s site.

Based on my experiences, I’m going to stick with Pinterest for a while in both of my jobs. It seems to be working so far. Reply below if you have a particular experience with Pinterest good or bad, I’d love to hear from others.

If you are interested in learning more about Pinterest and Woodworking, check out my previous post 5 Things Pinterest Can Teach a Woodworker.

3 thoughts on “Pinterest: From Casual User to Loyal Advocate

  1. Good post Andy. I started using Pinterest a few months ago and can’t say enough good things. Just this past week I started a board and sent it to a “client” (family member) for a piece I’m making. It’s started the dialogue and now I have a better idea of what to make. This wouldn’t have happened two years ago. I would’ve had to do some google image searches and then drop them into a word doc of some sort. LAME!

    Secondly, I’m the social media director for my woodworking club (http://nccwoodshop.org/) and I’m using Pinterest to find some ideas for classes from previous students. It’s going so-so.

    My only complaint is the lack of higher end woodworking content. Most of what I find are DIY this and DIY that but occasionally I’ll find something inspiring. I attribute this to the lack of activity from the online woodworking community. We are quite active in the forums, twitter, instagram, and Google+ but I don’t think many have made their way to Pinterest yet. It’s only a matter of time.

  2. Shawn,

    I’ve begin to find quite a bit more high quality content than in the past few years for sure. I really treat it like a visual search engine. Don’t be afraid to enter lots of words to see what you get. It’s often the descriptions, versus the title that helps create a broader set of results.

    I also think the growing volume of males is going to help increase the amount of woodworking content too. The more people place Pinterest sharing buttons on their pages, it will also help increase the volume of pins we’re looking for.


Leave a Reply

Your email address will not be published.