Pearson: how Pinterest can work for publishers

Pearson: how Pinterest can work for publishers

Pinterest is a visual discovery tool focused on the future, making it ideal for publishers, the company’s marketing manager Zoe Pearson told delegates at today's Bookseller Marketing and Publicity Conference.

“There are a lot of common misconceptions about what Pinterest is. We’re not a social network, not a photo sharing website, we’re a visual tool,” she said. “If you go in and type in what you’re looking for, you will find visuals”.

"Pinners" (users of Pinterest) create boards around times of year, or life events, so publishers could benefit from this by, for example, creating content around the idea of summer holidays to market their "summer reads" titles. 

“Unlike Facebook, which is about what the user did in the past, or Twitter, which is focused on the present, Pinterest is about the future. This makes it ideal for publishers because books are something people buy to keep and read in the future.”

As an example, Pearson referenced the Happy Foodie pinterest board, run by Random House. The creator of the board taps into seasonal moments, making boards based around Easter and Christmas food, but also collaborative boards, for example co-creating boards with cooks the Hemsley sisters.

She also said the longer content stays on the site the more searchable and popular it becomes.

“If you create a Christmas board this year it will be relevant next year, and the more times it is pinned by users the more searchable it is,” she said.

Other tips from Pearson included adding text to pictures (users want to know the context behind an image) and remembering that Pinterest users don’t care where content comes from. If a pin drives them to something, that’s useful content, she said.

Finally, even if publishers don’t have time to set up Pinterest boards themselves, they can add a Pinterest widget to their website, which allows other people to share their content, she added.