Again in 2021, Pinterest launched a brand new function known as Concept Pins. Pinterest’s Concept Pins include movies or images grouped collectively in a format much like Instagram Tales. These pins seem within the Watch feed of the Pinterest app, nearly 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 release, 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. Here is how these 10 manufacturers are utilizing Concept Pins.
10 Manufacturers Utilizing Pinterest Concept Pins
1. Fenty Beauty
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 exhibiting images of the merchandise and the way they appear on completely different pores and skin tones. Fenty additionally consists of movies on its pins of individuals of colour making use of make-up and creating completely different appears to be like.
One of many greatest considerations going through the cosmetics business is an absence of inclusivity. Many individuals of colour with darker complexions typically battle to seek out make-up that matches or enhances their pores and skin tone. By utilizing Concept Pins to indicate selection and the way POC look in Fenty merchandise, the corporate units itself other than different beauty corporations and presents itself as an answer.
2. Oh Joy
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 method to communicate on to the corporate’s viewers and provides recommendation on style and residential decor. For instance, in a single pin Cho promotes jewellery from Jared. She speaks instantly into the digicam and tells her viewers how she was capable of 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. This can be a nice method to construct viewers engagement and to kind a bond with viewers.
3. Food My Muse
Meals My Muse is a foodie account that posts recipes and restaurant opinions. 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 put up movies with step-by-step directions for various recipes.
She additionally consists of the complete 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.
4. Mejuri Jewelry
Mejuri Jewellery makes use of Concept Pins to put up images of its jewellery items and categorize its content material by theme. In a approach, Mejuri makes use of Concept Pins to create completely different lookbooks. In a single Concept Pin, for example, Mejuri creates a lookbook exhibiting Pinterest customers the other ways they will stack bracelets. One other lookbook consists of Fall 2021 developments, and one other Concept Pin makes use of images to indicate how gold and silver jewellery will be styled collectively.
This technique of utilizing pins reveals the jewellery Mejuri gives and offers potential patrons sensible details about find out how to type them for any event.
5. Etsy
For its Concept Pins. Etsy leans closely into video content material that provides a behind-the-scenes look into small companies on Etsy’s web site. One Concept Pin features a sequence of clips exhibiting 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 kind of content material would not simply promote the merchandise discovered on Etsy, it additionally highlights the numerous companies and artists promoting their wares on the positioning. In doing so, Etsy attracts each potential patrons and enterprise house owners on the lookout for a platform.
6. Vogue Magazine
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 images and pictures of Serena Williams and her daughter, posing for the journal’s cowl and enjoying on a seaside. Different pins function celebrities like Rihanna exhibiting her child bump in addition to images from the Met Gala.
Vogue’s Concept Pins enchantment to its viewers’s love of celebrities and style, and the pins set up Vogue as being on the heart of popular culture.
7. Bustle
Most of Bustle’s Concept Pins include repurposed content 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 celeb interviews and brief anecdotes from YouTube are incessantly uploaded as Concept Pins, exhibiting off Bustle’s number of pop-culture content material.
8. Free People
Most of Free Individuals’s pins begin with a video of a mannequin sporting the style retailer’s garments and demonstrating the other ways the clothes gadgets will be styled. The video is then adopted by images of the merchandise in several colours and in several 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 type and creates a digital lookbook that showcases its clothes and niknaks.
9. The Little Bazaar
The Little Bazaar is a web based retailer promoting boho-style clothes. Like most style accounts on Pinterest, all of The Little Bazaar’s Concept Pins include images of fashions sporting their garments. Nonetheless, some fashions are additionally clients who submitted images and movies of them sporting 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 effectively.
10. Lulu’s
Nearly all of Lulu’s Concept Pins include style and life-style how-to’s, similar to “How one can Model a Corset Prime” and “How To: Macha Gin Fizz.” Nonetheless, what I get pleasure from most about Lulu’s Concept Pins is the duvet photographs. Every cowl picture consists of Lulu’s brand in addition to giant texts giving a fast rationalization 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. Nonetheless, manufacturers also needs to see these pins as an opportunity to create partaking content material that tells a narrative and supplies worth.
How-to’s, lookbooks, behind-the-scenes footage, and user-generated content material are just some examples of the numerous methods you may incorporate Concept Pins into your advertising and marketing technique.
