Again in 2021, Pinterest launched a brand new function referred to as Concept Pins. Pinterest’s Concept Pins include movies or photographs grouped collectively in a format just like Instagram Tales. These pins seem within the Watch feed of the Pinterest app, virtually just like the For Your Web page on TikTok. Concept Pins are additionally displayed within the Create part of a model’s Pinterest profile.
In a press launch, Pinterest mentioned Concept Pins make publishing “high-quality, long-lasting, and savable content material” easy for content material creators.
“With these updates, we’re highlighting the individuals behind the content material and inspiring Pinners to observe creators and have interaction with the concepts they discover,” the press launch mentioned.
As you will see with the manufacturers under, Concept Pins can be utilized to inform a narrative, promote merchandise, give tutorials, and have interaction with customers. This is how these 10 manufacturers are utilizing Concept Pins.
10 Manufacturers Utilizing Pinterest Concept Pins
Cosmetics model Fenty Magnificence makes use of Concept Pins to advertise the model’s merchandise and showcase the model’s inclusivity. The corporate does this by displaying photographs of the merchandise and the way they give the impression of being on totally different pores and skin tones. Fenty additionally contains movies on its pins of individuals of coloration making use of make-up and creating totally different seems to be.
One of many greatest issues going through the cosmetics business is a scarcity of inclusivity. Many individuals of coloration with darker complexions usually wrestle to search out make-up that matches or enhances their pores and skin tone. By utilizing Concept Pins to point out selection and the way POC look in Fenty merchandise, the corporate units itself other than different beauty firms and presents itself as an answer.
2. Oh Pleasure
Life-style model and design firm Oh Pleasure is essentially the most adopted account on Pinterest with 15.2 million followers. Its founder, Pleasure Cho, makes use of Concept Pins as a strategy to communicate on to the corporate’s viewers and provides recommendation on trend and residential decor. For instance, in a single pin Cho promotes jewellery from Jared. She speaks straight into the digital camera and tells her viewers how she was in a position to coordinate the jewellery along with her outfit.
Cho then encourages the viewers to click on by means of her pins to see extra of her favourite Jared items and the outfits she matched them with. In different Concept Pins, Cho provides her viewers a tour of her residence and explains the thought course of behind her decor. It is a nice strategy to construct viewers engagement and to kind a bond with viewers.
Meals My Muse is a foodie account that posts recipes and restaurant critiques. The account is run by former restaurant proprietor Nadia Aidi. Whereas Aidi posts a wide range of food-related content material, she makes use of Concept Pins particularly to submit movies with step-by-step directions for various recipes.
She additionally contains the total recipe within the description of every pin. This sort of content material is nice for visible learners and it reveals off her experience as a chef — establishing her credibility as an professional foodie.
Mejuri Jewellery makes use of Concept Pins to submit photographs of its jewellery items and categorize its content material by theme. In a manner, Mejuri makes use of Concept Pins to create totally different lookbooks. In a single Concept Pin, for example, Mejuri creates a lookbook displaying Pinterest customers the alternative ways they will stack bracelets. One other lookbook consists of Fall 2021 tendencies, and one other Concept Pin makes use of photographs to point out how gold and silver jewellery may be styled collectively.
This technique of utilizing pins reveals the jewellery Mejuri provides and offers potential patrons sensible details about fashion them for any event.
For its Concept Pins. Etsy leans closely into video content material that offers a behind-the-scenes look into small companies on Etsy’s web site. One Concept Pin features a sequence of clips displaying how one Etsy vendor named Tori Lynn paints and glazes a ceramic mug. One other pin is a time-lapse video of one other vendor named Veruschka changing elements of their residence right into a workspace the place they handmake and ship out their merchandise.
This sort of content material would not simply promote the merchandise discovered on Etsy, it additionally highlights the various companies and artists promoting their wares on the location. In doing so, Etsy attracts each potential patrons and enterprise homeowners on the lookout for a platform.
Vogue Journal makes use of Concept Pins to advertise its journal cowl stars by way of candid movies from the photoshoots. The journal’s newest Concept Pin, for instance, options photographs and photographs of Serena Williams and her daughter, posing for the journal’s cowl and enjoying on a seaside. Different pins function celebrities like Rihanna displaying her child bump in addition to photographs from the Met Gala.
Vogue’s Concept Pins attraction to its viewers’s love of celebrities and trend, and the pins set up Vogue as being on the heart of popular culture.
Most of Bustle’s Concept Pins include repurposed content material from different platforms like YouTube, Instagram, and TikTok. This technique is useful as a result of it provides older content material a second life on Pinterest. TikToks of movie star interviews and brief anecdotes from YouTube are continuously uploaded as Concept Pins, displaying off Bustle’s number of pop-culture content material.
Most of Free Individuals’s pins begin with a video of a mannequin carrying the style retailer’s garments and demonstrating the alternative ways the clothes objects may be styled. The video is then adopted by photographs of the merchandise in numerous colours and in numerous outfits. This technique makes all of the Concept Pins related and uniform, so followers know what to anticipate.
Just like Mejuri Jewellery, Free Individuals additionally organizes its pins by fashion and creates a digital lookbook that showcases its clothes and niknaks.
The Little Bazaar is a web-based retailer promoting boho-style clothes. Like most trend accounts on Pinterest, all of The Little Bazaar’s Concept Pins include photographs of fashions carrying their garments. Nevertheless, some fashions are additionally prospects who submitted photographs and movies of them carrying the merchandise.
This type of user-generated content material is nice as a result of it reveals Pinterest customers how the garments look on actual individuals and it will encourage individuals to submit their very own content material as properly.
Nearly all of Lulu’s Concept Pins include trend and way of life how-to’s, similar to “Tips on how to Fashion a Corset Prime” and “How To: Macha Gin Fizz.” Nevertheless, what I take pleasure in most about Lulu’s Concept Pins is the quilt pictures. Every cowl picture contains Lulu’s emblem in addition to giant texts giving a fast clarification of what the pin is about.
This use of Concept Pins is aesthetically pleasing, organized, and helps Pinterest customers navigate to the sort of content material they’re on the lookout for.
Concept Pins current extra alternatives for manufacturers to get their content material on Pinterest customers’ feeds, increasing model consciousness. Nevertheless, manufacturers also needs to see these pins as an opportunity to create partaking content material that tells a narrative and offers worth.
How-to’s, lookbooks, behind-the-scenes footage, and user-generated content material are only a few examples of the various methods you possibly can incorporate Concept Pins into your advertising and marketing technique.