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by Sheri Candler
March 27, 2012 2:59 PM
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How Your Film Can Put Pinterest to Work

We're big fans of the Tribeca Institute's Future of Film blog and editor Chris Dorr has kindly agreed to let us republish some of our favorite posts. This one's by marketing strategist Sheri Candler, who makes a compelling argument as to why indie filmmakers need to pay attention to Pinterest.

Is Pinterest just another social networking site or is it the wave of the future?

I know, collective groan: "Yet another social network to keep up with?" Seems like there is a new one born every minute, and many of them fail to get off the ground. But here is why Pinterest might be a site you should consider using for your production.

• In just one month (December 2011-January 2012), Pinterest saw traffic increase over 155%, and over the last 6 months, traffic increased by 4000%. As of this month, they had over 11 million unique visitors to the site and over 10 million registered users from all over the world.

• Statistics show Pinterest drives more referral traffic on the Web than Google+, YouTube, Redditand LinkedIn combined. The beauty of pinning photos/videos is they link back to websites, thus driving traffic. They are no follow links, so it doesn't help with SEO, but any link that drives traffic to a site is good for awareness and conversion.

• Mainly, the site now attracts women in the age range 25-44 who love fashion, home decorating and family related products. As it gains more of a following, this is bound to change. Still, if that is a target demographic for your film...

• Activities are based on images so rather than having to write a lot, you can simply post photo collections and they don't even have to be your own photos! I think this is the highly attractive thing about Pinterest; in fact, I am hearing about Pinterest addiction. Users typically spend 11 minutes on the site each visit. User scanning pictures is a lot more enjoyable than scanning status updates onFacebook clearly. Plus there is no EdgeRank to deal with. Once someone decides to follow your boards, they continually see new additions you make in their stream whenever they log in.

• The key for users doesn't seem to be gaining followers, but gaining repins meaning they want to have people think what they pin is cool (or hot, or whatever). They strive to be INFLUENCERS and that is exactly the people you want to find and connect with. Because people can follow boards they find interesting, it is possible to have many more followers on your boards than you do on your account profile.

• It integrates with your other social accounts like Facebook and Twitter and hopefully Google Plus is coming. There are embed badge widgets you can install on your website to integrate all of your social channels. Word of caution, at the moment the site only connects to Facebook PROFILES -- not business or professional pages, so you probably shouldn’t opt to sign in with Facebook if you are using this for your film, just sign in with your email and don’t connect to Facebook. If you want to tie Pinterest to your Twitter account, make sure it is the one you use for your film and when G+ comes online, make sure you have signed up using a gmail account for the production, not for your personal gmail account. However, other users can sign in with their social accounts and things they pin show up in their Facebook or Twitter stream, very handy for word of mouth to be spread about you and your film.

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6 Comments

  • Alex Backstrom | March 30, 2012 1:52 PMReply

    I think it's great, now I have a good place to show of my productions without making it feel like an ad, and in the meantime let others know what inspires me. All social media tools are great if you know how to use them. A picture speaks more than a thousand words.

  • jeff | March 28, 2012 5:37 PMReply

    "Statistics show Pinterest drives more referral traffic on the Web than Google+, YouTube, Redditand LinkedIn combined. "

    While widely reported, this is not true. 4 out of 5 Dentist prefer Pinterest too.

  • viola | March 28, 2012 1:48 PMReply

    HAROLD PINTERest will turn over in his grave. Can't you see what's happening. They're all connected. You have to manage so many networking sites when they're all one giant monopoly feuling all you personal info to business. We'll end up with 24/7 pop up ads. Google is connnected to so many. I googled an image and it took me straight to the site where I can buy it. No such thing as info anymore. Just buy buy buy.

  • bguest | March 27, 2012 6:02 PMReply

    Really? Seriously? Are people reading indiewire this clueless? Who makes a film of real quality and skips the top American festivals where a solid debut will get tons of free coverage from film bloggers? Who ditches all that to post photos on a silly new website? Really?

  • Dj Nomore | March 27, 2012 3:26 PMReply

    If you are not good at marketing, it don't matter whatever social media you pick, you will suck ! Just because Pinterest is getting more traffic, doesn't mean they are not on Facebook everyday. Pinterest is trend statement. Facebook has fueled my career as a filmmaker, i'll hold on to my bird while you scramble around in the bush !

  • Armak | March 27, 2012 3:10 PMReply

    Still completely dispinterested.