Another way to use Pinterest is through retail consumer advertising. Brands are reaching out to social media influencers to promote their brands. It’s the best form of advertising. They will send the influencer their product and they will use or wear their products and review them, or feature them in their posts. For example, Lauren Middledorf, runs a very successful blog called It’s All Good along with Instagram, Twitter, and Pinterest accounts. Lauren will be sent products, like a pair of high heels from Kohl’s, and she will then create a sponsored post. Influencers have been an important part of modern day advertising. Customers are more likely to purchase a product endorsed by someone they look up to, rather than from any agency telling them that it’s a great product.
JC Penney is just one example of how retailers are using Pinterest to their advantage, as they are targeting moms that shop online. The objective is to expand on their “Get Your Penney’s Worth” campaign. The goal of this campaign is to get mother’s shopping for clothing to create looks with JC Penney’s pins, which will then encourage them to go out to the nearest mall and shop for the clothing in-store. This in turn, will engage the customer from start to finish, and also allow them to get face-time in the store. Maybe they will even explore the store for things other than what they were shopping for in the first place.
Although, there has been a problem facing retailers as they try and keep up with the amount of shoppers are pinning content. The clothing store H&M has been experiencing these problems first-hand, as they are a very popular brand on Pinterest. According to the brand’s analytics, their posts have been re-pinned, commented, or liked about 145,000 times. There is a problem that arises with this much attention. That is running into what they call “dead links”, which is when the consumer clicks on the post and it leads them to the H&M website where the product is then no longer available for sale. There are definite pros and cons to retail advertising on Pinterest, because it allows for greater traffic to the brand’s site, but then they run the risk of products selling out too quickly.