Pinterest for Food Brands

It’s social, visual, viral, and easy to use, which are just some of the reasons why brands like Whole FoodsFood52ChobaniSustainable Table (GRACE Communications Foundation), Cabot Cheese, and now Food+Tech Connect are flocking to Pinterest. Pinterest is a virtual pinboard that helps you organize and share interesting things you find on the web. TechCrunch broke the story Tuesday that Pintrest reached 11.7 million monthly active users, making it the fastest independent site to reach 10 million monthly uniques in the U.S. and one you will probably be seeing a lot more of in the coming months.

Food brands, non-profit organizations, and media properties are among some of the early adopters, finding the site a new way to humanize their brand and share their favorite resources. The pinboard layout makes it easier for people to consume more content  than is possible on other sites like Twitter, Tumblr, and Facebook.** Unlike the aforementioned social networking platforms that focus on the social graph, Pinterest focuses on the interest graph- connecting you with people based on your interests rather than friendship. This presents new opportunities to learn about consumers’ likes and interests. The brands mentioned above, for example, have created boards highlighting their favorites, from farms and farmersrecipesbooksgadgetsinspirational quotes, and news sources, among other things.

But brands should beware Pinterest warns, “Avoid Self Promotion: Pinterest is designed to curate and share things you love. If there is a photo or project you’re proud of, pin away! However, try not to use Pinterest purely as a tool for self-promotion.” Perhaps, this is why it’s difficult to search for brands on the website. Mashable has some helpful guidelines for those creating an account for their brand. Read More

Posted on February 15, 2012 and filed under Best Practices.