Given that Pinterest is now the 4th largest Social Media platform by user-base, you would expect brands to take it seriously…well not quite as we have dug out some examples of poorly set-up and managed Pinterest accounts. You will be surprised how some well known brands are not making the most of this Social Scrapbook. Our previous blog post: 5 Ways Brands Can Stand Out On Pinterest & Gain Followership showcased examples of well set-up Pinterest boards.
So without further ado, here is our list of 12 ‘business-to-consumer (B2C) brand’ Pinterest boards that need some social media TLC:
#1 Waitrose doesn’t have enough Boards
Waitrose’s Pinterest page is so bland considering it is an upmarket chain of British supermarkets. Although they do have specifically targeted boards such as Halloween and Christmas, they have only pinned 247 times! This really limits how far the brand is likely to spread on Pinterest. Compared to their main website (which has not even been verified on Pinterest!) it does not replicate the high quality and trusted produce which they are renowned for. Compared to our previous article Tesco showed initiative with their creative variety of boards for a number of their products.
#2 Fatface has limited pins
Like Waitrose, Fat Face’s Pinterest page has been slow to take off, with the reasons being obvious: they have yet to verify their website and only seem to be pinning to 4 boards – shocking! With such a wide variety of clothes on offer and excellent photography, it seems a shame they are not making full use of Pinterest in the same way they are on their main site. Fashion as we all know is a top category on Pinterest, structuring boards to cater for each type of clothing on offer for Men, Women and Kids would be a great way to improve their page: e.g They could have a Pin Board specifically for ‘Coats and Jackets’, ‘by Season’ and ‘by Collection’ .
#3 Clarks Shoes have boring covers
Finally some more boards to show on Clarks Shoes Pinterest Account! However, not all the covers shown are inspiring to viewers. Their “SS13 preview board“ only has one pin: a dull looking set of shoes on a shoe-rack! Pinterest is driven by unique pictures and this one unfortunately does not cut it. Having said that, the Pin Board Fan pics! demonstrates a brilliant use of Pinterest, by linking images provided by customers (via twitter) wearing their shoes.
#4 The Body Shop shows an untidy layout
For an internationally renowned brand, The Body Shop’s Pinterest board has only 641 followers, which seems disappointing. One of their boards actually has celebrity endorsement: The Leona Lewis for The Body Shop Board but with only 9 pins appears limited. Their main website on the other hand is neatly organised and quite easy to get around. Wouldn’t you think that their Pinterest Boards should adopt the same consistency?
Make up and beauty products are highly popular on Pinterest and you would expect this brand to thrive from it, by contributing to community boards related to their values and products.
Bobbi Brown, another cosmetic brand on Pinterest has 14,585 followers. They make use of community boards, have verified their website and have ensured a clutter-free layout. It’s easy for potential customers to navigate their way around and enjoy a neat and consistent array of striking images.
#5 Hotel Chocolat needs more eye candy
If you have ever been in one of their shops or visited their website you will no doubt have had a luxury, up market chocolatier experience. Their Pinterest Page does not quite have the same feel. Although their pictures look nice (as usual), they only have 13 Boards which might explain why they only have 337 followers. The use of sharing their content to other communities who love chocolate would work a treat as well as avoiding white backgrounds on Board Covers.
#6 Zizzi Ristorante lacks activity
For a Fresh Italian Food Restaurant, Zizzi Ristorante’s Pinterest page has a disappointing lack of activity with only 5 pinned images! Their Twitter account on the other hand is very active with 10,745 followers, so why are they not using visual appeal of Pinterest to drive in their marketing message as a fresh Italian food restaurant? There is a disappointing lack of photography here. Their main website is also very well laid out with striking imagery and great user experience. It really is a shame seeing such a weak Pinterest account. Food a hugely popular category on Pinterest and so there really is no excuse!
#7 Nike Football is too bland
It is a massive disappointment that this is all Nike Football have to show on their Pinterest page! With such a well structured website that fully engages with viewers, you would think that their Pinterest page would work equally as well for them and make use of their broad range of products on offer, spread across a wider range of categories. All the captions are unimaginative such as Country specific Kits e.g ‘Brazil Kits’ which does not inspire people to view the content. Let’s see some more categories, products, videos and customer interaction on your page Nike Football.
#8 Abercrombie & Fitch is incomplete
This American retailer focuses on casual wear for consumers aged 18 to 22 and has over 300 stores in the United States alone, with a rapid expansion internationally. In addition it operates three offshoot brands: Abercrombie kids, Hollister Co., and Gilly Hicks. Their Pinterest Accounts all have a considerably high followering but the content could be broadened, considering that they are such well-known fashion label.
Their pins are limited (242) and do not cover anywhere near the amount of clothes they have on offer. Their board names are often to long to read. It really looks like a rushed job.
Abercrombie Kids doesn’t have any pin boards at the moment but Hollister Co. and Gilly Hicks mimic A&F with similar basic content. None of these pages are verified as Official brand pages which could be a factor to why they are not getting as much traction as brands like Estée Lauder who adopt a well laid out page with indiviual sections covering all of their products. They have ensured eye catching cover photos have been used and have pinned 969 times to date allowing much more brand coverage through re-pinning. They also follow more than just other affiliated brand pages.
#9 Debenhams don’t use relevant covers
Being a major high street retailer founded in the eighteenth century as a single store in London that has now grown to 165 branches across the UK, you would expect content from all areas of their store and website to be replicated on their Pinterest account. Their Pinterest only has a few pins in each board and the organisation is limited: its all over the place!
Harrod’s Pinterest account shows an ideal retail setup:
- Eye catching photography
- Has a mix of well named Pin Boards
- Integrates Instagram
- Have verified their website
- Gives their exact location
- A unique touch: all the boards tell a different story
#10 McDonalds needs to place more important boards at the top!
McDonalds is the world’s largest fast food restaurant chain, serving around 68 million customers daily in 119 countries. Their Pinterest isn’t the worst we have seen, but it should certainly be aiming higher seeing putting this into account! There should be more pictures of the actual food for a start and a sort around so that more important boards get more of a feature. They do make use of video streaming which is good though!
#11 Bacardi looks more like a Lifestyle page than for Cocktails
On first glance, it looks like someone’s personal Pinterest page. Surely you would think their Pinterest page would focus on Cocktails in varied ways? No, instead it is more lifestyle with a Cocktail or two thrown in. The whole point is to spread related products or a theme for the company which is why they are struggling to get much traction from re-pins and comments. Their cocktail pins are getting gaining a bit of traction and so hopefully they would pick up on this!
#12 Carphone Warehouse has left boards empty
What makes it worse is that the empty space should display current ‘Deals and Offers’. With everyone always on the look out for the best ‘Deals’, it is shocking to see no pictures!
Bonus: Phones4U…All Community Boards?!? Come ON!
Here’s a bonus image from Phones4u’s Pinterest:
There is only one category that isn’t a community board named ‘Smartphone Accessories’. I would have thought that it would make more sense to prioritise displaying boards for different brands of phones, gadgets, accessories, videos and perhaps stores!
By showing you what not to do, I hope I have shed some light on how to improve your Pinterest account! Do not hesitate to get in touch with us if you’d like some help with organising and managing your Pinterest accounts.