Get the picture--how retailers are making use of Pinterest and Instagram

We’re all familiar with Facebook and Twitter and increasingly more retailers are dabbling with mobile apps to communicate with consumers “on-the-go”. But there are two relatively new kids on the block, at least as far as retail is concerned, and they are Pinterest and Instagram.

Pinterest bills itself as an “online pinboard” allowing users to browse images and “like” or “repin” them, they can also comment on other’s pins and pin items of interest to their boards from other websites. Pinterest has been a hit with investors, raising $27 million in its latest funding round this past October, reportedly valuing the start-up at $200 million.

It now seems to be gathering interest with retailers too. Etsy, the US-based handmade and vintage items marketplace has installed the Pin-It button on its site, while the US “Canvas” arm of apparel cataloguer Lands’ End launched a series of initiatives on Pinterest just before Christmas. To tap into the visual, style-conscious Pinterest audience, Lands’ End launched a contest called Lands’ End Canvas Pin It to Win It. 

“Lands’ End Canvas is continually looking for new communication channels and opportunities to introduce customers to the brand, as well as engage with our current customers in unique and exciting ways,” says Michele Casper, director of public relations at Lands’ End Canvas, adding, “Pinterest is the intersection of style and social and is a natural, visual platform to showcase the lifestyle and relevant appeal of Lands’ End Canvas.” The competition was publicised on its other social-media channels, including Facebook.

In January, Boticca.com, an online marketplace for jewellery, bags and accessories added the “Pin It” button to its website, allowing users, including UK customers, to easily share pieces on Pinterest. According to Boticca’s chief operating officer and cofounder Avid Larizadeh, “Pinterest users are creative, seek inspiration and look for beautiful and unique designs, which is exactly what Boticca designers offer. It therefore made sense to create an easy way for Pinterest users and Boticca designers to interact.” For Boticca, Pinterest is another way to reach out to consumers, “We always aim to provide our designers with the latest tools to help them spread their work and grow their business,” says Larizadeh.

A picture’s worth a thousand words
Continuing the theme of visual social media is Instagram, a free photo-sharing app enabling users to take photos, apply filters and share them via their Instagram feed or through other social networks. Despite its limitations—the app is currently only available for iPhone users—it has some 15 million users and received $7 million in series A funding in early 2011.

Social-savvy retailers have been quick to recognise Instagram’s powers to connect with their audience. Apparel etailers Asos and Net-a-Porter are leading the way so far with 24,746 and 23,550 followers respectively. Luxury retailer Harrods (5,667 followers), apparel cataloguer Boden (205 followers) and skate and streetwear retailer Route One (137 followers) are also active on the platform.

Now what?
Instagram and Pinterest could be an indication of where social media is heading. Indeed, Facebook’s recent redesign to the timeline layout puts more emphasis on the visual than text-based. On the other hand, it could all be just a fad—a social media bubble about to burst.

But in the meantime, the appetite from consumers is there and as the Net-a-Porter and Asos Instagram stats show, there is a market for retailers to share more image-based content.