A national poll by The Creative Group revealed 61 percent of advertising and marketing executives have little interest in using Pinterest for business purposes. In fact, 18 percent had never heard of the virtual pinboard.
Only seven percent of those surveyed are using Pinterest, although 10 percent said they planned to make use of it in the near future.
“With so many potential social media opportunities for businesses, marketers must carefully invest their time and resources in those that best match their demographics and brand personality,” said Donna Farrugia, executive director of The Creative Group.
“Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last and what the potential business uses are in order to determine if a presence there makes sense.”
The survey also showed advertising executives at large agencies were more likely to use Pinterest than those at smaller agencies and their corporate marketing counterparts. Twenty-four percent of advertising executives at companies with more than 100 employees said they are using Pinterest as a marketing tool, while six percent said they plan to sign up for an account.
Farrugia said Pinterest is a valuable tool for “self-promotion.”
“Designers can use Pinterest to showcase their work and curate images they like. This approach can be especially helpful for those just starting their careers as it allows hiring managers to get a sense of their aesthetic and style despite having a limited portfolio.”
The following three suggestions, Farrugia said, will help newcomers to Pinterest display their creative work:
* Organize Boards Wisely.
Make it easy and instinctive for viewers to find what they seek. Consider the content you wish to display and create an easy-to-read succinct title for each board.
* Create Captions.
Make certain viewers understand the reason for your pins by labeling personal portfolio samples. When repinning, comment on why you found the image compelling.
* Build Your Following.
The best way to attract more eyes to your Pinterest page is to engage other pinners. Follow boards and users with similar interests, and then like, comment on or repin images you find inspiring.
The Creative Group study was based on more than 500 telephone interviews with marketing executives from companies with 100 or more employees and advertising from agencies with 20 or more employees.
The <a href="www.creativegroup.com Creative Group places “highly skilled interactive, design, marketing, advertising and public relations professionals” with companies on both a contract and full-time basis.
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Pinterest Not Catching On With Advertising/Marketing Firms
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