I haven’t written about Pinterest for a while and it just so happens there have been some important changes magazine publishers need to know. There are also some exciting stats which publishers are sure to find interesting re the most popular content on Pinterest.
1. Pinterest for Business
Launched last week which now means brands are officially allowed to use the platform for “commercial” use (good news!). If you remember when Pinterest launched, the original business model was to take a cut of sales made via affiliate links on each pin – until the pinnerverse directed a lot of backlash toward their sneaky corporate ways (surely they built it for love?). If a pinner purchased an item via a pin with an affiliate link (online commission program) Pinterest received a cut of the profits.
Since stopping this practice, Pinterest has been searching for a business model. Now they’ve introduced Pinterest for Business obviously with a view to tapping into the enormous e-commerce opportunities. Be sure to read the new terms of service before converting to a business account or joining.
2. Secret Boards
Sounds intriguing doesn’t it? This is a new private board feature where users can create up to 3 “secret boards” and invite other users to join as contributors (or keep it to yourself). All pins are private and cannot be viewed by other users unless they are granted access by the board owner. The secret boards are located at the bottom of your board page. Think of it as a test lab to share ideas with a select audience without going public.
Why are secret boards useful for magazines?
For the food publishers out there - read the www.allrecipes.com case study.
Best Practice Guide (What Works) Here and Marketing Guidelines for Business here.
3. Website Verification
Due to the sheer volume of users and the trusting community that has been built on Pinterest, the site and its users became a target for scammers looking to send unsuspecting users to unsafe websites. Now a new process has been introduced where business can verify their website. Users will see a tick next to your web address so they know the pin they click on is from a safe, verified site.
What are the most popular Pinterest categories?
If you're still a non-believer and you'd like to know the most popular categories - this is for you. Food and Home Decor are the 2 single largest categories (besides "remaining categories") on Pinterest. If you publish in either of these categories and you're not pinning, you're missing out on around 600,000 active Australian users and 22,383,434 registered users globally.
According to the Huffington Post, "print magazines occupy at least 15 of the top 50 spots in the fast-growing Pinterest brand hierarchy, with Real Simple currently sitting pretty at number 3".
Want to know the reasons for using Pinterest vs. Facebook?
The main reason the online shoppers surveyed gave for using Pinterest was for entertainment (passing the time) which fits perfectly with the magazine ethos of informing, inspiring and entertaining audiences. The second reason for using the platform is to be inspired on what to buy - again a perfect fit for magazines. Why not pin some of your advertisers products on your boards as part of an advertising campaign?
Brands on Pinterest
Want your magazine listed in the Brands on Pinterest Directory? Simply tweet your Pinterest links to @OnPinterest to be included. There are few other directories run by users so use the search bar to be included.
Fine Print Blog
Musings about magazines.
I'm a Sales and Marketing Consultant from Sydney, Australia.