Marketers who thought they were creating Pinspiring social media content for their Pinterest marketing campaigns might surprised to find out that more than 40 percent of moms in the United States get stressed out by the perfect images they see on the network, according to a survey from NBC’s the Today Show.
This insight might add a new angle to content creation best practices, requiring marketers to consider how their content may exasperate pain points rather than alleviate demands.
In response to the study, health club franchise Planet Fitness created the No Pintimidation campaign to provide Pinterest users with an outlet when they’re feeling overwhelmed by perfect images of food, decor and crafts. The brand’s page makes Pinterest-perfect content less unnerving by pasting in photos of cats, funny eyeglasses and other images. The company launched the Pinterest campaign to support its own “No Gymtimidation,” marketing message that establishes Judgment Free Zones in its facilities.
It’s wise for marketers to consider breaking trends as an opportunity to freshen up their social media marketing practices, especially on Pinterest where web content resonates longer with leads. Brafton previously reported that while Facebook posts and Tweets are quickly chased out of news feeds by real-time updates, Pins are resurfaced by users up to a month after initial posting. Therfore, capitalizing on a popular idea will not only generate a high volume of leads at the frontend, but continually drive interest in social content down the line.