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Three Ways to Use Pinterest and Instagram to Build Stronger Consumer Relationships

by Apu Gupta  |  
September 4, 2013

Social media conversations are shifting from text to pictures, making images the new language of fan engagement. Consumers are talking about the products they want and the products they buy. Practically every phone has a camera, so snapping a quick shot of the shirt you're trying on in a dressing room, or sharing a panoramic image of your brand-new kitchen, is easier than ever.

This transition is taking place for one simple reason: Images drive an emotional reaction with an immediacy that no other medium offers. This conversation is happening across all social media platforms, and if brands aren't part of that conversation, they are missing out on a huge opportunity to interact with their most engaged customers.

These customers are sharing more than 350 million images per day on Facebook, Tumblr, Pinterest, and Instagram. How can you harness this engagement to build stronger relationships with fans? Here are three easy ways to help deepen the bond between you and your customers.

Get creative

Social media platforms allow you to deviate from your normal brand messaging—in a good way! Brands are used to producing professionally orchestrated copy and creative. Authenticity, however, includes flaws. Your Pinterest and Instagram accounts give you a great opportunity to humanize your brand by providing fans insights into the real and more casual you.

Creating a lifestyle board on Pinterest is a great way to give customers a glimpse behind the scenes. Everyone daydreams, and this is a chance for you to make your product part of what people think about around 3 PM—right when your fans' minds start to wander.

Jetsetter, a company that offers exclusive travel deals to its members, has a board called "Bucket List," which features travel-related goals. These pins range from walking across the Great Wall of China to dining at an underwater restaurant in the Maldives.

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Apu Gupta is a co-founder and the CEO of Curalate, a marketing and analytics platform for the visual Web, including Pinterest and Instagram.

LinkedIn: Apu Gupta

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  • by Ashley Wed Sep 4, 2013 via web

    Thank you for this post. I really enjoyed it. The creativity that social media affords brands is incredible!

  • by Sarah Bauer Wed Sep 4, 2013 via web

    Anything that takes a consumer 'behind-the-scenes' in an exciting, visual way, is going to create a valuable connection to the brand. That's why I love your suggestions for showcasing the details of a brainstorming sesh; it personalizes the experience and pulls users in closer to an intimate, "exclusive" environment.
    Great post, thanks!

  • by Gracious Store Fri Sep 13, 2013 via web

    You are absolutely correct! Images are now the new words used in communication. People have very short attention span, so they can hardly read texts again they prefer to interact with pictures and marketers have to be in the position to respond to the preferences of their customers and prospects

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