February 21, 2012

Why Isn’t Your Food Company On Pinterest?

pinterest logoNo doubt, there’s 1001 social media tools out there with more popping up every day and with your busy schedule it’s not realistic to think your business can have a presence on all of them.  There is one though – Pinterest – that you should seriously consider and here’s why:

First some background.  If you haven’t heard of Pinterest yet it’s an online version of an inspiration or idea board.  Pinterest enables users to “pin” pictures and videos from their own computer or those they find online and share them with others.  Because of this visual sharing aspect, people are able to connect to others who share similar interests.  Fueled by a desire to discover new and beautiful things, users share their findings and interact with one another as well as having the capability to share their finds on Facebook and Twitter.

Why does this matter to you?  Because currently Pinterest is made up of people who, in many cases, want to help discover new and unique products – preferably handmade – and share them with their friends.  Do you happen to know any small businesses that might be interested in that type of engaged, virtual word-of-mouth marketing?  In case you’re not yet convinced I should add that Pinterest is free.

Tomorrow we’ll touch on some ways you can effectively use Pinterest for Marketing but first take a look at who is on Pinterest.   By the end of 2011, there were 3.3 million users on Pinterest according to Compete.  That may not sound like much when compared to Facebook’s estimated 250 million members but for the new guy on the block, Pinterest is growing at an astounding rate of 429% in Q4 last year.

Ignite Social Media did some in-depth analysis as to who exactly it is doing all this pinning and found that 55% of Pinterest users are between the ages of 25-44.  Perhaps not surprising given the visual format of the site, 80% of Pinterest users are women and 69% have incomes between $25,000 – $74,999.  You may remember from last week’s article that this lines up nicely with the stereotypical artisan food buyer.

If you want to know more about Pinterest’s user demographics you should check out the rest of Ignite Social Media’s post.  And be sure to check back tomorrow for some ideas on how you can use Pinterst effectively.

Want to check out Pinterest for yourself?  You can either go to to view the site but if you’d like to sign up as a new user click on the button that looks like this located at the top of the page and wait for an invitation.

As a note, when you receive the invitation you should opt to login under your business’ Twitter account and not your Facebook account as Pinterest does not work with Facebook pages and will draw your information from your own personal Facebook site.

Lastly, Small Food Business is on Pinterest and currently “pinning” items on boards titled Artisan Food Goodies, Food Packaging Worth Admiring, and Cravings (delicious looking recipes) so be sure to stop by, check us out, and if you’re so inclined, follow us there.  As always, we promise to follow you back.  Happy pinning!

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