How Understanding the Price-Oriented Shopper on Pinterest can Humanize Your Brand
Pinterest, a visual discovery tool to find ideas for projects and interests, is one such opportunity for brand-consumer engagement and understanding. By fully utilizing a social medium that is literally dedicated to creativity and personal voice, brands will be able to connect with current millennial users on a personal level and attract potential consumers.
The Target Audience
Many millennial Pinterest users consider themselves DIYers, meaning they enjoy 'Do-It-Yourself' projects. This is a target audience in itself. These folks are crafty, creative, thoughtful, and mindful of expense. They aren't trying to look 'cheap' in any way; they just enjoy the process and sentimental value of adding personal touch. They put in a little bit of extra work in order to achieve the best possible outcome, creating a memento that derives personality as well as the pride of a job well done. Millennial DIY users will gain confidence in a brand through Pinterest engagement, thus partaking in conversations and amplifying product sales as well as overall awareness. Pinterest users spend on average 89 minutes at a time on the site, compared to the 21 minutes on Twitter and 8 minutes on Facebook (IDG Research). By targeting this millennial DIY audience via Pinterest, creative ideas will not only be shared and discovered, but brand engagement and activation will be boosted significantly.
How to Successfully Target Using Pinterest
Millennial users want to engage with brands that are fun, personable, and up to date with current trends, not stiff and seemingly inhuman or behind on the times. A humanized page layout and voice will allow consumers to interact with a brand as if it were a friend. The projects these DIYers take on are individualized and original. This bargain aspect is where travel brands can utilize Pinterest in order to target the DIY demographic. DIYers aren't always looking for a bargain, but the best possible personalized choice never hurts. Brands can take advantage of this concept by removing the 'shame' in searching for the best bargain. Adding DIY projects to the brand's Pinterest board will allow millennial consumers (both current and potential) to see that the brand recognizes and engages in similar activities and holds similar interests. Promoting individuality through creative projects and ideas enables millennials to see that the brand has a personal voice and isn't afraid to show it. The humanization of a brand lets users see that they can relate to the brand on a personal level, which produces a higher likelihood of purchase as well as an overall increase in brand awareness.
Being conscious of and improving brand health is immensely important; just as a person is conscious of healthy choices and maintenance, a brand needs to be aware of its surroundings while prioritizing its wellbeing. Millennials come in all shapes and sizes, so to speak; so targeting individuals through creative and personalized means allows millennials to see that a brand can be human, too. Integrating a personalized feel into the marketing and execution of vacation packages could attract DIY attention. Instead of buying travel packages, DIY consumers might prefer to mix and match the flights, hotels, and activities of their trip. DIYers look to discover the 'best' of everything: the best airline paired with the best accommodations. This trip personalization could allow consumers to mix and match flights, hotels, and transportation, or even give consumers the ability to pose a price to the seller to take into consideration in order to create this personalized trip. DIYers want to see originality and creativity in the way a brand functions and sees itself, similar to how DIY millennials see their own personal projects. A hotel stay can be bought easily at full price, or can be a more personalized and boutique-feel experience by putting in a tad bit more effort for the best possible outcome.
Connecting with millennial consumers on the personal and creative level adds an air of confidence to the brand itself, but also to the consumer when deciding whether or not to choose the hotel. Humanizing a brand allows millennials to see a professional brand in a new light. Users will not only see themselves in the brand, but will also see a relatable and personable friend within the brand, with whom they can connect, interact, and share experiences. Pinterest gives brands the unusual opportunity to not only focus solely on marketing and branding, but to have a little fun and get creative with their audiences. Adding this originality to a brand's style and voice will attract the plethora of creative millennial users who admire individuality and take pride in being original. Taking risks in marketing can be challenging, but engaging an audience that prides themselves on originality and being different can be beneficial. By targeting this creative and mindful millennial demographic on Pinterest, users will engage with the brand through continued awareness and stylized engagement.
Revisit our site next week to understand how millennial Twitter users utilize the medium to post opinions and reviews.