The key here is that the platform is aspirational<\/i>. Users log on to find inspiration for what they want to do or buy, and incorporate those tips and ideas into their daily lives. From major construction projects to ideas for healthy Halloween snacks for my daughter\u2019s preschool, Pinterest is my go-to destination when I\u2019m not quite sure how to get started.<\/p>\n
With 320 million monthly active users, collectively pinning 200 billion items across 4 billion boards<\/a> to date, brands are challenged to think like a customer when developing their own strategy. While the platform is relatively low maintenance in terms of audience engagement, brands must make a significant investment up front to develop visual content worth pinning<\/a>. The goal is to earn the user\u2019s attention in the midst of their search, and maximize Pinterest\u2019s growing ecommerce<\/a> technology so customers can \u201cshop the pin.\u201d<\/p>\n Pinterest encourages brands whose target audiences are on the platform to join the party<\/a>. With alcohol on our minds after the release of our Top Alcohol Brands on Social Media Report<\/a>, let\u2019s look at how the following popular spirits are optimizing Pinterest, getting ahead of their competitors, and enjoying peak platform performance.<\/p>\n The original party spirit. According to the brand\u2019s website, all you need to know is that it tastes delicious. And that it mixes with everything. Captain\u2019s honor.<\/i>\u00a0<\/strong><\/p>\n The Pinterest Stats<\/b><\/p>\n Why It\u2019s Pinworthy<\/b><\/p>\n Brunch is always a good idea, and Captain Morgan certainly knows that philosophy is widely embraced by their target demographic: 18-34 year old drinkers<\/a>. Since this age range is mostly comprised of millennials, the Captain must appeal to the generation considered to be frivolous spenders and avocado toast-eaters (Disclaimer: As a millennial myself, I apologize for the harsh stereotype\u2026 to be honest, I\u2019m not even sure I agree with it).<\/p>\n Nevertheless, with multiple boards dedicated to various drink concoctions, the \u201cBrunch\u201d board stands out.<\/p>\n By serving up recipe suggestions to pair with the popular mid-morning meal, the brand hopes customers will turn to rum instead of settling for a standard bloody mary or basic mimosa. Best of all, as more people are taking a DIY approach<\/a> to the brunch trend (gathering and cooking at home instead of going out to a restaurant) drink recipes are even more in demand.<\/p>\n The Brunch board, in conjunction with other recipes creatively and categorically packaged, illustrates how Captain Morgan uses Pinterest to keep their brand top of mind among the millennial population.<\/p>\n Blended Canadian whisky: Expertly blended, patiently aged.\u00a0<\/i><\/p>\n The Pinterest Stats<\/b><\/p>\n Why It\u2019s Pinworthy<\/b><\/p>\n Out of all the spirits, Crown Royal holds the reins as a Pinterest marketing powerhouse. Like the name suggests, Crown Royal was first created in 1939 as a gift for the King and Queen of England. Since this spirit is actually fit for a King, the brand embodies characteristics of sophistication and glamour, striking the right tone of voice on social media to match.<\/p>\n To maintain that true-to-brand voice and brand reputation, Crown Royal creates boards featuring suggestions to elevate the ordinary. In particular, one creative board includes tips to upgrade the standard tailgate party<\/a>. (I\u2019m not sure Will and Kate would attend such a party, but let\u2019s just go with it, shall we?)<\/p>\n Tailgating with beer cans? Pish posh! Who do you think Crown Royal\u2019s customers are, peasants?! Crown Royal reminds sports fans that they can properly enjoy game day with a \u201chot toddy tailgate\u201d or \u201cregal cider\u201d in hand. For a spirit that isn\u2019t necessarily chosen for day drinking, this is a strategic way for Crown Royal to earn its spot in the sun for this classic American pastime.<\/p>\n The Pinterest boards are as smooooth\u2026 as Tennessee Whiskey (just ask <\/i>Chris Stapleton<\/i><\/a>).\u00a0<\/i><\/p>\n The Pinterest Stats<\/b><\/p>\n Why It\u2019s Pinworthy<\/b><\/p>\n Many people choose to imbibe on special occasions, whether it\u2019s for a birthday, or just because it\u2019s a normal Tuesday night (no judgment here). If you need a reason to drink, it\u2019s fun to invent occasions to mix up a cocktail or two. Jack Daniel\u2019s is here to give Pinterest mixologists endless inspiration and justifiable reasons to sidle up to the bar.<\/p>\n That\u2019s why during basketball season, Jack Daniel\u2019s created a lineup of specialty cocktail recipes so fans can get their game face on. The strategy is a good one, building on the excitement already swirling about customers\u2019 favorite teams by infusing some good old fashioned spirit. Best of all, as people gather together to watch their team dominate on the court, hosts are always on the hunt for good signature cocktails to offer their guests. Jack Daniel\u2019s happily supplies creative recipes for any the perfect occasion.<\/p>\n Bringing a little extra sparkle to Pinterest one #StylishShot at a time.<\/i><\/p>\n The Pinterest Stats<\/b><\/p>\n Why It\u2019s Pinworthy<\/b><\/p>\n Bailey\u2019s turns to Pinterest to remind users that their product can be used in pretty much any food or drink recipe one can possibly conceive. No matter if poured straight up as a chilled martini, added as a secret ingredient to kick up a specialty dessert a notch, or combined with a cup of coffee for a flavorful boost, Bailey\u2019s has nearly 40 boards demonstrating they are THE go-to spirit for any occasion.<\/p>\n While it\u2019s no surprise that the majority of their boards are dedicated to recipes, they also promote from a slightly different content angle: Fashion and beauty<\/a>. Fashion and beauty are among the most popular categories searched for on the platform, likely because 70% of Pinterest users are women<\/a>.<\/p>\n Keeping these demographics in mind, Bailey\u2019s creates packaged content so that their brand appears in the search results for these popular terms. That way, when users are drawn to the board to pin a gorgeous dress or cool manicure inspiration, they\u2019ll also see content associated with the spirit associated with the pins. This approach markets the brand as synonymous with fashion, beauty and a lifestyle that many people desire. To keep tabs on the campaign, Bailey\u2019s uses the hashtag, #StylishShot.<\/p>\n This ultra-smooth spirit with a classic taste is the most awarded name in vodka.\u00a0<\/i><\/p>\n The Pinterest Stats<\/b><\/p>\n Why It\u2019s Pinworthy<\/b><\/p>\n Internet memes are always in high demand. When social media content is extra funny and relatable to the masses, it\u2019s almost guaranteed to spread like wildfire. In Smirnoff\u2019s case, they know the power of a solid meme. That\u2019s why they created \u201cSmirnoff Socials\u201d pins, which are hilariously crafted social media shareables designed to give folks a laugh.<\/p>\n \u201cHappy hour: the one thing everyone in the office can agree on.\u201d Smirnoff keeps the joke as the leading \u201chero\u201d of the meme, choosing to subtly include \u201cSmirnoff\u201d in small print on the illustrated figure\u2019s Smirnoff bottle instead of putting a large brand stamp across the piece. When the meme is shared, presumably across multiple social channels, it plants a seed so that viewers will be more likely to think of Smirnoff the next time they log off and head off to enjoy what may be the happiest hour of their long day.<\/p>\n Don\u2019t mock this nonalcoholic beverage till you try it. Bai brings great taste and better-for-you ingredients together at last.<\/i><\/p>\n The Pinterest Stats<\/b><\/p>\n Why It\u2019s Pinworthy<\/b><\/p>\n Millennials have sparked a sober revolution<\/a>, and businesses are taking notice. If it seems like sobriety is trending, it\u2019s because it is. In fact, the number of alcohol drinkers in the world has decreased by nearly 5 percent since 2000, according to the World Health Organization<\/a>. In order to meet customer demands, sober bars<\/a> and other businesses are popping up in major cities, appealing to those leading a sober lifestyle, as well as the sober curious.<\/p>\n While Bai is a non-alcoholic beverage, they often create and promote cocktail recipes that combine alcohol with their product. However, they also run a board dedicated to \u201cmocktail\u201d recipes, also known as fun drinks without alcohol.<\/p>\n Given the recent surge of sobriety popularity, online search queries for non-alcoholic beverages is on the rise too. It\u2019s very smart for Bai to represent its product as a sober alternative to the other mixed drinks they share with their audiences. As more people pin mocktail recipes, Bai will enjoy more brand exposure within that niche market.<\/p>\n It should be noted that the metric to watch on Pinterest is the number of saves, which is totally different than like- and comment-heavy Facebook, Instagram, and Twitter. Looking at the data in this custom dashboard, although Bai is the new kid on the block with room to grow on the platform, their engagement rate actually outpaces the giant brands in this list. This is indicative of a bright future in Bai\u2019s pinning long game.<\/p>\n It must be noted that alcohol brands still have considerable opportunities for growth on Pinterest, especially when compared to content by retail giants on the platform, like Target<\/a> and Kroger<\/a>. Recipes are great, but there are bigger opportunities to explore. For example, I\u2019d love to see more travel inspiration incorporated, especially given the global footprint of many of these brands.<\/p>\n The spirits can take notes from VinePair<\/a>, a digital media company \u201cdelivering accessible, entertaining, and inspiring content about drinks and the experiences you have with a glass in hand.\u201d With 50.5K followers and more than 3 million monthly viewers, VinePair<\/a> shares \u201cdelightful drops of drinking knowledge\u201d on boards about travel guides, alcohol infographics and education, booze in the news, music and more. VinePair has a clear advantage over a single alcohol company because they can talk about unlimited brands and products instead of only a small batch of spirits. That being said, there is still room for the alcohol companies to bring some bigger ideas to the table.<\/p>\nThe Pinterest Marketing Cocktail Menu<\/b><\/h2>\n
Captain Morgan<\/b><\/a><\/h3>\n
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![\"Captain](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Screen-Shot-2019-12-12-at-7.21.09-PM-700x326.png\")
<\/p>\n![\"Pinterest](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Captain-Morgan-700x480.png\")
<\/p>\nCrown Royal<\/b><\/a><\/h3>\n
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![\"Crown](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Screen-Shot-2019-12-12-at-7.26.59-PM-700x328.png\")
<\/p>\n![\"Crown](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Crown-Royal-Pinterest-700x470.png\")
<\/p>\nJack Daniel\u2019s Tennessee Whiskey<\/b><\/a><\/h3>\n
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![\"Pinterest](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Screen-Shot-2019-12-13-at-7.23.42-AM-700x146.png\")
<\/p>\nBailey\u2019s Irish Cream<\/b><\/a><\/h3>\n
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![\"Bailey's](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Screen-Shot-2019-12-13-at-2.03.52-PM-700x401.png\")
<\/p>\nSmirnoff<\/b><\/a><\/h3>\n
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![\"Pin](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Screen-Shot-2019-12-12-at-9.06.04-PM-700x339.png\")
<\/p>\nBai<\/b><\/a><\/h3>\n
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![\"Bai's](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Screen-Shot-2019-12-13-at-8.42.15-PM-700x256.png\")
<\/p>\n![\"Graph](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Screen-Shot-2020-01-16-at-12.13.04-PM-700x555.png\")
<\/p>\nAn Observation<\/b><\/h2>\n
![\"VinePair's](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/01\/Vinepair-700x325.png\")
<\/p>\nWrapping it up<\/h2>\n