Lack of copyright rules
The web has always been a Wild West of sorts when it comes to the idea of copyrighting. And more than ever, Pinterest seems to be amplifying this copyright-lite culture that we are living in. Brands and their legal teams are getting evermore edgy given the risk of copyright infringement on Pinterest.
There are ways to safeguard yourself. First, experts suggest to only pin (and re-pin) images that your brand owns or has appropriately licensed. Work alongside some complementary brand partners and pin and re-pin their images, which will not only increase your image library, but also pick up some new followers.
"It's about providing good content that only the brand itself can provide," Houg says. "If you have a great product, users will want to interact with that product."
Lack of advertising opportunities
Media executives agree that it's hard to inherently promote within the Pinterest space. It's a fine line between providing content and overly promoting to an audience that is not in the mood to be promoted to.
With any advertising comes an effort to increase brand awareness, increase engagement, and -- in Pinterest's case -- build links. But will you scroll around the page and find a traditional ad? Not yet -- and perhaps not ever. So without advertising opportunities, how does the platform offer greater value to brands than a Facebook or other more mature platforms?
"Pinterest offers companies the chance to play to a number of different categories and create and connect with passion groups within those different categories," Houg says. "I don't think the focus should be 100 percent on what you are trying to sell. It's more about coming up with the vision for the brand rather than populating boards with a bunch of products. Pinterest is very interesting in the way it has a loyal following and an ultra-dedicated user group. They have so much data at their disposal. I think there is a very good chance that they will potentially monetize in the future."
Tricia Despres is a freelance writer.
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"Cheering crowd" image and "Beautiful woman" image via Shutterstock.
