The launch of another social community can often cause brands to flock around it like pigeons to a breadcrumb. They want to know the next new thing and feel they must "be there" in order to be relevant.
But Pinterest isn't just another social community. It's an inspiration hub.
Pinterest brings the fun of window shopping, watching an episode of "House Hunters," and flipping through a travel magazine all into one experience. So it's no wonder the average time spent there is over an hour per visit.
Pinterest is aspirational. While Facebook is all about me -- where I am and what I'm doing -- Pinterest is the place where we can share who we want to be, what we want to do, or where we want to go. Those are powerful insights that brands can leverage.
We recently completed a study on human sociability -- called Project Butterfly -- to understand what makes people truly sociable and what brands can learn from those behaviors. One of the most notable markers of sociable people is that they're not only interesting people -- they're interested in others. They're listeners almost as much as they are conversationalists. It's this notion of being both interesting and interested, combined with the fact that people are using Pinterest to imagine, that can lead to smarter and more valuable uses for Pinterest.
Consider these opportunities that your brand might be overlooking.