Pinterest - what is it? Social network Pinterest. "Pinterest" Russian

In Russia, the social network Pinterest is gaining popularity. What is it - a promising online tool for business or more a portal of a new format for entertainment?

Briefly about the new social project

Pinterest ("Pinterest" - Russian versionwriting) - a site (often positioning itself as a social network), where users can upload photos and share them. It is executed in the form of a cork board, on which it is convenient to create collections of images, to distribute them according to subjects (interests, places, hobbies, etc.). Users can watch the boards of other network members, and also use a virtual pointed button to attach photos and images to the camera. You can put "like".

The creators of Pinterest believe that this siteIt will be able to unite people by exchanging ideas and sources of inspiration. The project was created by American Ben Zilberman, managed by the firm Cold Brew Labs, receives funding from a group of businessmen and inventors. Now Pinterest is considered one of the most dynamically developing social services in the world. There is a version of Pinterest in Russian.

Practice of use

Pinterest users have widefunctionality of the site. The interface allows you to load images, save them, sort, manage other video files. The main tool is pointed electronic "buttons" (pins), through which photos and pictures can be attached to the virtual "board" on the clerical style. The latter, as a rule, are divided into different subjects, and media content is organized into several categories. Other users can, therefore, find photos that reflect their interests and passions.

The main page of Pinterest is called pin feed,where changes are displayed on the boards to which the user is subscribed. There are "recommended" social networking pages where there is a high probability of placing content interesting to the participant viewing it. There are mobile applications Pinterest for iPhone and Android.

Nuances of registration

For a long time the project was in the status ofbeta, and register in the social network could only be on personal invitations to Pinterest. The registration instruction was simple. However, there were no quantitative restrictions in this respect - the user could ask any friend with an account to send an invitation. When a future user received it, he could create his account, and then configure it when the registration is completed. Pinterest could import existing profiles from Facebook and Twitter.

In the future, the user was in the sectiondefinition of interests. There he indicated what pictures he would prefer to see. Then a personified "cork" board was created. It could be integrated with Facebook and Twitter. However, in 2012 Pinterest opened itself up to users completely. The need for mailing invitations disappeared. The registration and account setup sequence described above has been preserved. As soon as Pinterest was able to create profiles for everyone, the number of users increased many times. If, for example, in the middle of 2011 the project had about 1 million accounts, then in a year - more than 20 million.

Commercial significance

Sotsset Pinterest quickly turned into aA popular marketing tool that leading brands have begun to use. Among them - online clothing stores. Pinterest - a site that has become for them a promotion tool. These businesses are traditionally active in harnessing the power of social networks. They have accounts in Pinterest along with profiles in Instagram, Facebook and other social networks. Very actively using "Pinterest" firms specializing in travel. In particular, some services for buying air tickets actively use photo management capabilities for their socially significant projects. Among the active "players" Pinterest - some Russian media. Especially in this direction some glamorous magazines have succeeded, which is understandable - their main content is a photo, which Pustest allows to manage in a comfortable mode.

There are accounts in Pinterest from the publishing houses,owners of well-known blogs. For them, go to your favorite address by dialing "www.pinterest", and updating media content has become commonplace. Digital-agencies also try to keep up with the opportunities of this social network. There are examples of the use of "Pinterest" and for businesses operating in the real sector.

Ways to promote content

There are several effective methods of promotioncustom (as an option, branded) content in Pinterest. One option is to post actual holiday content, which will most likely be of interest to most users, since holidays and weekends will concern everyone. Together with photos and videos on the holiday theme, you can carry out a "product placement" (placing items with the brand logo) or embed direct advertising messages into the content. Another option is to optimize the internal search system and Pinterest recommendations, so to speak, "local" SEO. This work with keywords describing content, cataloging with their photos, various infographics. Correct search engine optimization will help content to be "in sight" with other users.

The next promotion tool is integrationPinterest with other social networks. The main functions related to this direction are laid down in the social network by default, we must only actively use this opportunity. Another useful advice marketers - you need to place unique images. According to some experts, about 80% of photos and pictures in Pinterest are copies of others. The account will look more attractive with a lot of unique content.

Can I make money on Pinterest?

Some Pinterest users have learnedearn on using your account. Among the bright examples - the creators of the startup Pinbooster - a platform that can pay social network participants for the distribution of advertising messages from different brands. This way of earning - basically not a new one, it was already used at the start of the startup on the basis of other social networks, especially - on Twitter. The creators of Pinbooster admitted that they picked up the idea exactly in "Twitter" and then decided to apply it to Pinterest. The startup works with advertisers, businesses and agencies, makes them proposals for segmenting users by various criteria (number of contacts, geographical location, etc.). Any Pinterest user can earn with a startup. Pinbooster can show its online employee how much he will receive for the publication of advertising content.

History of creation

One of the founders of Pinterest - Ben Zilberman ofIowa State. His parents are doctors, and he decided to continue the family business by enrolling in the medical college. However, the professional way of the American lay in the other direction. Ben was fond of reading the portal on innovation TechCrunch, was interested in technology and soon began to work on web development in Google. He was especially inspired by the work with photos, and he, having found like-minded people, created a start-up Pinterest, which was launched in 2009. At first the project office was at home with Ben Zilberman. The creator of the new social network himself sent out new invitations to users. At first, many social network lovers were sure that the Internet is not interesting for Pinterest, that this is not quite a promising project. But over time, the startup still found a global recognition. The concept of collecting pictures and sharing them has appealed to many Internet users. An important role in the popularization of Pinterest was played by the Times magazine, in which an article about the project was published, as well as a message that Pinterest is in the listing of the top 50 best sites of 2011.

Lecture hall

The largest audience of social networks Pinterest - women. They are about 70% of the total number of users. The age of most account holders is 25-40 years. The primacy of ladies is quite understandable, because photos are carriers of fashion trends, and simply pleasing to the eye kinds of clothes, household items, novelties of design. The fact that women - the main audience of Pinterest, is used by various businesses that promote their products and services with the help of images, designed to meet the demand from the ladies. Pinterest is notable for the giant leaps in audience growth: from several hundred thousand users in the early years to 50 million by the end of 2013. Such an impressive dynamics of traffic increase, some experts attribute to the fact that the appearance of the project coincided with the active period of the spread of mobile devices, primarily tablets. With the help of them, the photo was often more convenient to look at than on a personal computer. Indirectly confirms this theory statistics provided by the social network itself - about half of Pinterest users log into accounts with the iPad.

Pinterest in Russia

Russian users do not yet experiencePinterest of such expressed interest, as do regulars of the Internet in foreign countries. And this, despite the emergence of social network analogues (the most famous is Pinme.ru, which received investments from the well-known Fastlane Ventures foundation). For many Russians, the name of the social network is very new, they do not know about Pinterest, what kind of project is it at all? According to TNS marketing company estimates, the Russian audience of the social network in November 2013 was about 513 thousand users (although some experts assume that these figures do not include users of mobile applications). Top managers of Pinterest in an interview with Russian media, however, noted that Russian user experience can be important for the company.

According to representatives of the American social network,Russians are interested in the cuisines of the world, like to travel, learn new things about other countries, try to follow trends in fashion and design. These habits of Russians can be well combined with the opportunities of social network "Pinterest", which accumulates a lot of samples of visual content. There is a version of the Pinterest site in Russian.

Reasons for popularity

Experts identify several main reasonsglobal success of Pinterest. First, it is a visualization. It is achieved through visualization in the form of a virtual "board" and the convenience of viewing collections of photographs and pictures. In "Pinterest" there is almost no text content, and users can concentrate on viewing one type of media. Secondly, Pinterest has a high marketing potential. Brand promotion specialists quickly realized that "Pinterest" in many cases can be more effective than other social networks, since a significant part of people are easier and more comfortable to perceive images, rather than text. Thirdly, Pinterest allows the user to feel like a collector.

There are fans of collecting stamps, coins, and the likeenthusiasm quickly passed into digital form, thanks to the capabilities of the American social network. The growth of the not so high popularity of the project in Russia can be facilitated by the fact that the version of Pinterest appeared in Russian.

Forecasts for development

Experts believe that Pinterest has taken a sustaineda niche in the global "online ecosystem" from the point of view of business - the social network created a balance between watching fashion and as such shopping. Some experts estimate that Pinterest users spend more than those who have accounts on Facebook, and this fact speaks about the great advertising potential of the site. According to the forecasts of marketers, brands will tend to work with Pinterest directly and use this social network as a distribution channel. As a result, part of the functions performed by retailers, will take over the social network Pinterest. The end user will use the functionality of the site to purchase goods. It is also important that businesses decide for themselves: Pinterest - what is it? A marketing tool or a convenient channel for communication? It is possible, experts admit, Pinterest will create a separate product for online trading. The main problem in this direction, marketers believe, can be the practical implementation of the targeting of promotional offers.