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Q&A: Women’s Health editor dishes on why they love Pinterest

The newest trend in the social media arena is Pinterest, and its rise to fame has been swift. Facebook and Twitter posts from Pinterest users gushing over their latest “pin” are increasingly common, while even the media industry is taking note. Magazines, in particular, seem to have embraced this visually-based social media platform. According to Folio Magazine, Health magazine has taken a recent interest in pinning, while Better Homes and Gardens has almost 60 different boards associated with the magazine’s assortment of editorial categories. inVocus spoke with Women’s Health online editor Naomi Piercey on why they use Pinterest, its growing popularity and its editorial benefits.

KMM: Why did you first get involved using Pinterest for Women’s Health?

Naomi Piercey: We launched a Women’s Health Pinterest page to help promote our best content in a new fun way and to connect with new users who we think would enjoy our stories and tools. Our online editors were using Pinterest already and brought the platform to our attention. Within days Women’s Health had a brand page and were pinning! We love testing out new social platforms and thanks to Pinterest’s largely female audience and highly visual elements, we hoped it would be a good fit. We were right!

KMM: How long have you been using it?

NP: Women’s Health created the brand page last summer (2011) and have seen tremendous growth since we began pinning.

KMM: How does it benefit the magazine?

NP: By pinning items we think Women’s Health readers will be interested in, we hope to reach a new audience, increase our overall brand awareness, and maybe get a little traffic along the way.

KMM: Do you feel it helps engage your audience more? How so?

NP: Simply speaking, we want to be where our users are. Since the world has fallen in love with Pinterest and has been discovering all sorts of beautiful and useful pins, we figured we could seamlessly promote our own great content as well.  Specifically, our expert fitness and nutrition content lends itself to visual sharing and book marking. And even though we have more than 10 expertly-curated boards, the Women’s Health Pinterest page can’t take all the credit. Much of our Pinterest traffic comes from pins our site users have captured and shared on their own.

KMM: In what ways is it different from other social media platforms?

NP: Other social media platforms (like Twitter or Facebook or Stumble Upon) rely on text to share links and content, whereas Pinterest has tapped into a highly popular visual sharing trend where users can curate their own inspiration boards, but also save content they want to access later by pinning an image instead of copying and pasting a link.

KMM: Why do you think Pinterest is becoming so popular?

NP: Firstly, besides being an inspiration tool, Pinterest is a great way to bookmark content in a visual and organized way. Also, because users are smart about how they tag pins and boards, Pinterest has become an efficient search tool for images. Especially compared with the Google image search results, Pinterest’s manual tagging and categorization allows for a better selection. Finally, people love to share. Everyone wants to be a tastemaker and with Pinterest’s digital corkboards, users can share their discoveries with their network in the hopes of influencing their social circles.

— Katrina M. Mendolera

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