With Pinterest’s user base being estimated to have surpassed the 100 million-user mark, online retailers of all categories have started to incorporate Pinterest as a platform for branding their company and building brand loyalty. 80% of Pinterest’s American users are women, making this site a valuable advertising tool for high-end fashion retailers such as Chanel or Tory Burch. However, companies like L.L. Bean have shown that the platform can also be utilized for more affordable, outdoorsy brands. L.L. Bean has effectively used Pinterest to attract new consumers, keep existing ones engaged, and ultimately sell their products.
L.L. Bean uses Pinterest to attract new consumers and engage existing ones by creating boards with a targeted interest. These specific boards display various categories of their wide range of products with examples of how they can be incorporated into the targeted consumer lifestyle. One specific board L.L. Bean has is for Cat Lovers. This may seem a bit odd, since L.L. Bean does not have any cat specific products. The brand was posting pictures of household products such as towels or bags with a cat lying on top. By maintaining these boards, L.L. Bean can continue to please their audience by posting content they know retain to their interests.
So how does using Pinterest benefit companies like L.L. Bean? Pinterest alone drives more referral traffic to retail sites than from YouTube and Twitter combined. A recent survey found that the proportion of Pinterest users who visit retail sites and spend money on them is far higher than that of Facebook or Twitter. It has also been shown that compared to the average internet user, users of Pinterest wield more than double the buying power. One study done by Millward Brown showed that 87% of Pinterest users said that this specific platform helped them make final decisions during the purchasing process. That is why, to a brand like L.L. Bean, Pinterest is the perfect social media platform to portray their products within context of even the indoorsiest consumers’ lifestyle.