THE SOCIAL MEDIA MARKETING WEAPON OF CHOICE FOR THE DISCERNING DESIGN BRAND:
A healthy part of our digital marketing work involves creating and/or publishing engaging content on our clients’ social media platforms. While we always advocate for the use of Twitter, Facebook, LinkedIn and Instagram in order to reach out to a wider and varied audience, there’s one platform that could potentially do a lot of good to an interior design brand: Pinterest.
The image search engine doubling down as a social network was launched at a time when text updates dominated social media. Now in its fifth year, the image-centric platform soared to the top. After just two years on the market, Pinterest became the third most popular social network in the US, right behind Facebook and Twitter. The “new kid in town” wasn’t done there, though!
Pinterest has consistently grown into a marketing powerhouse, and it now offers a fabulous set of features – Rich Pins, profile pages, enhanced search and Promoted Pins. The latter remain effective in engagement even long after the campaign is over, for example. On top of that, Pinterest is now ready to offer a new set of statistics – as the times swiftly change online, so do Pinterest and its audience.
With well over 100 million active users (source: Pinterest Blog) and 93% of Pinners (both male and female) engaged in shopping online over the course of just six months (source: Pinterest for Business), this popular discovery, sharing and storage tool has become a powerful weapon of choice for brands looking to boost their sales and popularity.
The demographic has changed as well, with one third of all Pinterest sign-ups coming from men – as opposed to the initial 71% fascia occupied by women a couple of years ago (source: TechCrunch). Pinterest’s accessibility also makes it incredibly powerful as a social media marketing tool – 75% of Pinterest usage actually takes place on mobile devices.
Most importantly, the exposure you get on Pinterest is not only valuable to your efforts of conquering social media networks, it also covers search engines – ultimately, Pinterest is an image search service and it gets along very well with Google. The number of people who see your pins is greater than your number of followers.
Consumers use Pinterest in order to discover, save and do things that inspire them – but be aware that while anything they save is for their personal use, everything they repin actually spreads out to their own followers, who are also looking to discover things from people with similar interests. This makes Pinterest incredibly powerful for interior design brands.
A majority of designers first look at Pinterest for inspiration – the visual plethora of objects, colours and textures is the starting point of many great projects. Shoppers, on the other hand, are hungry for stimulating images and mood boards for different projects – new home, refurbishing, redecorating a room or the entire apartment, decorating the office or revamping a commercial venue are just a few of the occasions on which a user might jump from Pinterest to the purchase page of a design brand.
That being said, we’ve decided to have a thorough look at mood boards, how they’re done and what their impact is on Pinterest users and consumers. Designers enjoy pinning mood boards on a frequent basis, reaching out to millions – there’s always someone looking for inspiration and resources. And this is where we’ve seen many design brands fail.
People want to see the practical application of a piece of furniture or lighting. Bare pins of objects on white backgrounds can only do so much to drive traffic onto the website. But collate that object into a realistic environment, an actual setting with colour options and accompanying elements, and the visual impact will quadruple.
As human beings with a shortening attention span, we are drawn to powerful images. Mood boards can be excellent tools for design brands looking to capture that attention. And they are just so relevant to interior design!
Essentially, a ‘mood board’ is a collage made up of images and other materials you find on the web. On a general note, Pinterest allows you to create mood boards, by browsing and saving images to specific boards. We’ve done our own mood boards with colour themes, and we have found them to be incredibly inspiring to our audience – and we’re not interior designers. Imagine what we could do if we were!
Individual mood boards are also prone to manic repining on Pinterest. If you’re a furniture or lighting designer and manufacturer, try putting together a mood board collage in a single image – a colour theme using some of your products, for example. Then share it on Pinterest with a relevant caption that appeals to search engines and watch as the number of views and repins just soars. If you post images straight from your website, it’s even better, as you can effectively generate more traffic.
We’ve scoured Pinterest for some noteworthy examples of really good mood boards from designers and stylists, to give you an idea of what you could be doing, if you’re not doing it already. Each image that we’ve discovered is basically a page from the ‘catalogue of ideas’ that is Pinterest – and it’s what shoppers look at when they’re looking to purchase new furniture or lights.
Studio David Thulstrup has turned the Pinterest mood board into a work of art. Each week, the studio creates a set-up of moods with their choice of materials – their designers use these in the actual interior projects; other designers get inspired and influenced by the studio’s selections; and discerning homeowners also find inspiration and insight on interior decors. It’s a win-win for all parties involved!
The materials are carefully hand-picked, laid out and photographed with clear artistic direction – each mood board is a unique image.
So, you can do it ‘old school’ a.k.a. the ‘David Thulstrup’ way, or you can use image editing software such as Photoshop, Illustrator or the lighter Canva to create virtual collages to set a mood, decorate a room or inspire your audience to make a new purchase from your catalogue. The option is yours.
Have a look at more mood boards in the slide show below, and see how different designers and stylists use them for Pinterest.
Mood board for ‘Copper Desert’ tones & materials by Carona Cecil Textiles (Image Courtesy: Carolina Cecil Textiles / Pinterest)
Mood board on ‘Springtime Whites’ by Georgie St Clair (Image Courtesy: Georgie St Clair / Pinterest)
Mood board by Happy Interior Blog (Image Courtesy: Happy Interior Blog / Pinterest)
Mood board for black and white bathroom options by Maison Valentina (Image Courtesy: Maison Valentina / Pinterest)
Pink coral & grey mood board on Polyvore (Image Courtesy: Polyvore / Pinterest)
‘Quintessentially Urban’ mood board by Rebecca Lacey (Image Courtesy: Rebecca Lacey / Pinterest)
Mood board on new materials for a Copenhagen apartment by Studio David Thulstrup (Image Courtesy: Studio David Thulstrup / Pinterest)
Kelly Wearstler’s Rhapsody on mood board by Sukio Design (Image Courtesy: Sukio Design / Pinterest)
Pale pink & lilac mood board by The Aestate (Image Courtesy: The Aestate / Pinterest)
Master bedroom mood board by The Art of Bespoke (Image Courtesy: The Art of Bespoke / Master Bedroom)
Moody Monday’ mood board by The Creativity Exchange (Image Courtesy: The Creativity Exchange / Pinterest)
Mood board by The Rug Company (Image Courtesy: The Rug Company / Pinterest)
White textures mood board by VosgesParis Blog (Image Courtesy: VosgesParis / Pinterest)
According to interiors stylist Jeska Hearne, mood boards are not just artsy and beautiful and aesthetic, they also serve a very practical purpose which Pinterest users recognise. If your profession and/or products belong to the world of interiors and you’re not exploiting Pinterest to its full capabilities, then you need to get on it. Fast!
Coshamie is a London-based boutique digital marketing agency that works exclusively with interior design and contemporary art brands, with a focus on great strategies – individually designed to grow brands and fit budgets. Our #EspressoBlog mirrors our commitment to, knowledge of and passion towards design and art. To find out more, have a look at our services or one of our case studies.