Daily Buzz: Secrets of the Pinterest Elite

New reporting shows what the platform’s top users have in common—and how brands can leverage that data. Also: experiential marketing statistics to know.

Most people use Pinterest for fun, but it’s a prime channel for influencer marketing—which can generate 11 times the ROI of traditional advertising.

Last fall, Pinterest announced efforts to share API data with eight influencer marketing platforms in order to track and value influencer collaboration efforts more easily, the SEMrush blog notes. That has helped drill down what top accounts have in common.

The scoop? Many top Pinterest users established themselves early on, when the app used to recommend accounts to follow when new users signed up. Other top personal accounts have leveraged followings into lucrative corporate partnerships or full-time businesses. Most critical: Influencers succeed not on the volume of posts but on the quality and targeting of shared pins.

This is why reaching a Pinterest influencer to promote your own brand requires strategy. SEMrush notes that high-volume pinners might be easier to reach because of a need for more content. Selective pinners, however, may require paid outreach or a detailed pitch.

Regardless of their cadence, each targeted influencer should align with your objective: reaching new audiences or engaging existing customers. And because the top Pinterest accounts are focused on home decor, style, and food and drink, crafting related content around those ideas is more likely to resonate with a wider audience.

Why Marketers Love Live Events

Experiential marketing is key to building brand awareness and interactive engagement. The Q2 blog has gathered 40 essential statistics about the field that encompass everything from one-day pop-up bars to comprehensive tradeshows.

The practice is booming: One study found 63 percent of marketers plan on increasing the number of events they organize. Another report cited notes 40 percent of respondents will spend more on hosting events in the year ahead.

Other findings show that more than three quarters of marketers rely on experiential marketing, and that more than half of companies dedicate at least 20 percent of their marketing budget to events.

Other Links of Note

Sure, page views are great. But the quality of visitors matters more. Eric Lanke, CEO of the National Fluid Power Association, explains why associations should care about who’s coming to their websites.

Summer days might be lazy, but you can still maximize member engagement and marketing efforts. The Muster blog details four ways to do it.

Feeling stressed? Tell Alexa. CNN reports that Amazon is allegedly working on a voice-activated wrist wearable that can sense a user’s emotions.

(JuliaMag/iStock Unreleased/Getty Images Plus)

Kevin Joy

By Kevin Joy

Kevin Joy is a contributor to Associations Now. MORE

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