Friday, October 5, 2012

Etsy on Pinterest: Let's Be Friends

Homemade jewelry, vintage clothes, and one-of-a-kind artwork – these are just a few of the things that can be found on Etsy. Subsequently, these are just a few of the things that can be found on Etsy’s Pinterest account. Etsy is an e-commerce website. It’s a marketplace of community buyers and sellers. Through Pinterest, Etsy is also a friend. Etsy’s social media use renders it more than just a website. Here’s what they are doing right:

1. Pinning things they sell
Etsy pins products sold on their site. This is smart. I cannot count the number of times I’ve browsed Pinterest and thought, “Where can I buy that?” Etsy doesn’t make me guess. They place these pins on the appropriate boards. Then, they provide a price and a link. It doesn’t get much easier than that.

2. Pinning things they don’t sell
Pinterest is not a store. Companies that only pin their own products are boring and artificial. It is crucial that brands create a personality through social media. Pinterest allows companies to share things they love and start a conversation with users. Etsy takes advantage of this. They pin famous artwork, adorable animal photos, and inspirational quotes. They understand that Pinterest is a marketplace for ideas (and a few appropriately placed products), and they use the site to evoke passion and inspire joy in fellow pinners. They work to enhance the overall user experience, not only to enhance sales.

3. Employing guest pinners
Etsy invites merchants and bloggers to share a few of their favorite things on special “Guest Pinner” boards. This ensures variety in Etsy pins and exposes users to a multitude of Etsy products. Jennifer Hagler, blogger at A Merry Mishap and founder of AMM Jewelry, used the guest-pinning opportunity to share décor ideas and recipes -- as well as a few pieces from her collection on Etsy. She gave AMM Jewelry a personality and consequently expanded her market of buyers.

4. Keeping timeliness in mind
Etsy recently created a “Halloween” board. They brought this board into existence at the perfect time –- just early enough for consumers to buy costumes and decorations without hastily selecting the “Express Shipping” option and just late enough to avoid an “It’s way too early!” exit from the page. Knowing when to pin is just as important as knowing what to pin. 

5. Using informative, yet succinct, descriptions
I’ve seen it far too many times, the dreaded “So cute!” Pinterest caption. I haven’t, however, seen it on Etsy’s boards. Etsy mastered the art of pin description. They share enough information to keep the viewer informed yet don’t overshadow the pin with unnecessary adjectives and unwarranted descriptions.

In the game of Pinterest, Etsy is a winner. I commend them on their fun and functional online presence. Etsy on Pinterest is someone I want to be friends with and steal clothes from, not a pushy salesperson. Although, that doesn’t mean I haven't spent a full paycheck on the handmade purses and wall prints that I repinned from their account. Oops.

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