Has The Pinterest Bubble Burst?

Now the hype has died down, are brands still making the most of Pinterest?

A few months back, the blogosphere was so tightly packed with tales of Pinterest, there wasn’t enough room to swing the proverbial cat. Since then, we’ve all had a little time to cool down and reflect, and we’re not so sure this pinning thing is going to pose a long-term threat to the big boys.

Granted, social networks are hardly elitist by nature. But the fact that Pinterest requires you to be invited 'unto its domain' is sure to partly undermine the inclusivity that we link to the ‘social brand’. Then again, does this approach make PInterest more exclusive and - dare we say - exotic, than its all-inclusive rivals? If so, how could this affect the way brands and readers interact?

Unlike on Facebook or Twitter, where bashing out a dose of semi-corporate goodness is quickly becoming an art form, we’re not sure there’s a good way to ‘Pin’ something well. A nice picture could just as easily go viral via the usual suspects than on Pinterest, so why the extra channel? And if it’s not nice enough, why bother pinning it?

Perhaps the best way for brands to use Pinterest is to simply get creative. Unbound by character limits, users are free to enjoy the glorious serendipity provided by Pinterest. Who knows which Pinboards you’ll stumble across? Peugeot have certainly raised the bar with their interactive jigsaw puzzle. So is there a case for “build it, and they will come”?

There are clearly pros and cons when it comes to Pinterest. They may not bring forth the revolutions like its predecessors have, and longevity could prove to be an issue. But for now, it seems to be where the highly engaged consumers are, so it may also need to be where the brands are.

Posted by Idealogy