Media in Canada: Who gets to play on Pinterest?

With Pinterest opening its doors in Canada, what do buyers think?

Excerpt: Sarah Thompson, chief strategy officer at Mindshare, says it’s difficult to compare Pinterest to Facebook or Twitter because their functionalities are so different; Pinterest barely registers as a social media network.

“What we do in Pinterest is different in terms of creating your own catalogue, having all your aspirations in one place,” she said. “I’m not trying to find out what’s going on in my cousin’s life. It fits closer to e-commerce environments.”

While Thompson said the platform represents an opportunity for brands, she said they’ll have their work to do, mainly in driving users to the platform itself.

“Brands will need to drive a lot of adoption,” she said. “We’ve been trained to know that brands are on Facebook or Twitter. Now, the challenge is to drive them to Pinterest, then you have to spend the time and energy to get them to come back. Then you can look at paid.”

And, she said, not every brand needs to be on Pinterest. “Marketers spend a lot of time building a profile in a place where they don’t need to be present. There are opportunities [depending] on the campaign – for example, I’ve seen brands in the financial services category build pin boards based on aspirations and helping manage money better. But there are a lot of brands that have gone into Pinterest without a specific metric attached to measure their ROI. As a result, you see a lot of abandoned pin boards out there.”

To learn more, read the full article in Media in Canada.