Avid Facebook and Twitter users (and Google+ to some degree) have probably noticed the word Pinterest popping up nonstop in their feeds, leaving many to wonder – what is Pinterest?  The simple explanation is that Pin + Interest = Pinterest.  Okay, I’ll help explain.

Pinterest is one of the most heavily trafficked social media networks of 2011. Currently an invite only platform, the social bookmarking site allows users to “pin” different images and videos from the web to boards that they have created based on their “subjects of interest.”

For example, you can create a favorite bands board pinning photos and videos from various artists to the board for others to see. The boards are displayed on the user’s profile for their network (think Facebook “Friends” or Twitter “Followers”) to see, like or repin on their own boards. Similar to Twitter, you are able to follow others and/or their individual interest boards. Pinterest allows users to sign up through their Facebook or Twitter accounts, making it easy to connect with friends already on Pinterest.

What does this mean for brands? 

While brand pages are not available just yet, socialtimes.com recently posted a great piece on how brands can get in the game early.  Here’s what brands can do:

1. Create Content for Sharing – Just like on Facebook, Twitter, YouTube, etc. content is king. Since Pinterest is about finding and sharing images and video, brands need to create or repurpose old / current assets (think recent ad campaigns) that provide insightful, original or branded information.  These assets should be shared on brands’ websites and other social networks to encourage sharing on Pinterest. Socialtimes.com provided a great example from Cargo who created an image of quick and easy tips on how to use its EyeLighter product to make users eyes pop.
2. Create a Presence for Your Brand – Again, brand pages are not yet available, but that doesn’t mean your brand can’t have a profile.  The first step is to have someone on Pinterest send your brand an “invite.” This can go to the admin. email that is assigned to your brand’s Facebook and/or Twitter pages. Once created, you can alter the name and email associated with your brand’s Pinterest account, add a location and website as well as a brief description of the brand.  Your brand is now on Pinterest!
3. Promote You Brand Page – Just like the Facebook and Twitter pluggins, your brand’s website should have Pinterest pluggins.  This will give users the option to follow your brand on Pinterest, look through the images and videos you’ve shared and share them with others in their network by “pinning it.”
4. Be Social – Again similar to Facebook and Twitter, your brand should not just self promote on Pinterest.  Be social by sharing images and videos from other industry related users’ boards. This will help strengthen a brand’s reach long term.
5. Draw Attention to Your Videos for Pinning – Brands should add annotations to all their YouTube videos with a call-to-action for the audience to pin videos they like. These annotations should be short, visually appealing, provide value to the community and ask users to “pin this video to Pinterest.”
6. Cross Promote – Be sure to drive traffic from your existing brand pages on Twitter, Facebook, Google+, etc.  This will help grow your brand’s following on Pinterest.

I suspect this is just the beginning for Pinterest.  We’ll continue to keep an eye on the new platform and how brands are successfully leveraging the network throughout 2012. Stay tuned!