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.
There is a “scoreboard” of sorts showing how many boards and followers you have overall, as well as followers of only certain boards and repins of your pins. The site also allows you to glean from others what they are interested in. You can start to “listen” to what your potential audience thinks is interesting by viewing what they select to pin.
You don’t follow people as much as you follow things, ideas, topics on Pinterest. You can repin something someone else has posted and this can open the door to a conversation. They can do the same with your pins and you are alerted via email when someone does this and it shows under that image on your board. This is an enormous help when you are trying to figure out what to post, what boards to create, what resonates most? While Facebook is about people and brands, Pinterest is about things and interests. You can only post images or video and some comments and tags in text on your boards.
I only recently started using it for the Joffrey project I am working on, which is why all of my boards are devoted to that. Looking at them gives a good idea on the kind of thing you could use it for on your production. In my workshop presentations, I talk about posting regularly on your social channels and not just information directly about your film, but also about the interests of your audience; those who would be a fan of your film and of yourself as an artist. I am using the boards to show Joffrey history through pictures and videos; the ballets they created, the ballets they revived, their alumni dancers, Robert Joffrey through the years as well as photos of the merchandise available to buy through our site. It’s a balance of audience interest and promotion for the film.
I noticed Ted Hope is using his boards to express his personal interests, things and people he admires and wants to draw more attention to, his artistic accomplishments and resources he uses that he thinks would be helpful to his connections. All of these things help in attracting an audience both to his films, but also to his professional life as a producer. His personal tastes are reflected in all of his boards and none are devoted to posting family vacations! The point being, we can get to know Ted as a professional person without his having to reveal too much private information.
Other artists in the indie film space currently starting to use Pinterest are writer/director James Gunn; transmedia educator/artist Christy Dena who uses her boards to showcase ideas about narrative, interactive and game design ideas she has discovered; filmmaker Erik Proulx has created boards that show his advertising and design background and what he finds inspirational for this. You may remember his short film Lemonade about those who were laid off, particularly in the advertising industry, and found inspiration to reinvent their lives completely.
I think Erik into these inspirational, motivational, life changing stories which is why he is making another film calledLemonade. Detroit about a city that is reinventing itself. Filmmaker Gary King uses his boards to show his inspirations, showcase actors and actresses he loves and his career accomplishments. Film blog Film School Rejects uses their boards to keep readers updated on this year’s Oscar contenders, interesting movie posters their readers might like and films they are watching.
Pinterest is just getting started, so don’t be alarmed that you have missed the boat. You still have first-mover advantage here. You must join by invitation only, but those invitations aren’t difficult to obtain. You can request one on their site.
As with any social network, you should be using Pinterest to directly connect with audience on a personal level, not as a one way promotional channel. Use creative ways to showcase your personal identity and vision and use it as a magnet to attract those most interested in what you, as an artist, have to say. You will find your audience is much more willing to stay with you across projects when you are mindful of their interests. Show us your style, the way you see the world, the way you tell a story, not just “buy my DVD.” Contribute something of value to the community, and they will keep coming back.
Populate your boards before you start trying to add followers. As with any new endeavor online, you need some interesting content first. You wouldn’t promote a website that only has a landing page that says coming soon, so start by thinking through what you want to say about yourself and your work, who are you trying to attract (this could be different types of audiences, which is fine), and analyzing visuals you can use from your own assets. Also, the account can have more than one contributor, which is good for sharing the responsibility of board maintenance with your marketing team.
As with anything you do online, track referral traffic coming to your site via Pinterest. If you use Google Analytics, you can find out how to do this here.
And while Pinterest is dead easy, here’s a tutorial for those who like them.
Sheri Candler is an inbound marketing strategist for independent films. Currently, she is working with Hybrid Cinema to release the documentary film “Joffrey: Mavericks of American Dance,” a history of the Joffrey Ballet. She can be reached on Facebook, on Twitter and on Google Plus.