The Case Against Using Pinterest for Business
It seems like everywhere I look I’m seeing articles giving readers a list of reasons that their company needs to on Pinterest. Make no mistake—Pinterest does have a lot to offer…for the right business. The problem I’m noticing is that you don’t see too much information about the other side of the story. That is, not all businesses belong on Pinterest. In fact, I think the majority of businesses just aren’t a good fit for Pinterest.
No, I’m not trying to discourage your company from hopping on the Pinterest bandwagon. What I want to do is make sure you really think about whether or not Pinterest is a good fit for your brand before you commit time, energy, money, and other resources to marketing on Pinterest.
So, I’d like to take a moment to point out some scenarios where using Pinterest might not be the best choice for your brand.
- Your products and services aren’t visually compelling—Pinterest is all about interesting photos, graphics, and videos. Take a look at the stuff people are pinning. It’s typically pictures of pretty food, pretty clothes, pretty people, and pretty crafts. Do your products and services fit well within this visual wonderland? If they don’t lend themselves to being eye candy, maybe Pinterest isn’t right for your business.
- Your target audience isn’t young women—The average Pinterest user is a young adult female with a college education. Is this your ideal customer? Is this the person you want to spend your time and energy targeting? If not, why would you be on Pinterest?
- You’re not in the right industry—Companies who are in the fashion, food, beauty, home and garden, and arts and crafts industries tend to be the most successful on Pinterest. Again, this goes back to these companies having products that are visually appealing. If your company isn’t in one of these industries, you might want to think twice before getting on Pinterest.
- You don’t have time for building a Pinterest presence—If you want to build your brand with the help of Pinterest, you better be prepared for an ongoing commitment. Just slapping up a Pinterest page isn’t going to cut it. You have to spend time each day pinning interesting content and interacting with your audience. You won’t see results overnight. Heck, you might not see results for a long time, if at all. So don’t jump into this without being truly committed.
Do you think Pinterest is a good fit for your company? Why or why not?