How can you predict what people want to buy before they buy it? Look at what they’re pinning. Pinboards have become the new hope chest – shared publicly. Jewelry designers and retailers are examining what we post on Pinterest with rabid interest. Our boards are not only wish lists and style statements but indicators of market demand.
A company called Tailwind (originally known as PinLeague) invented software to track and analyze pins in various product categories. You can download their app for free or subscribe to monthly reports on what’s trending, starting at $29 a month. Some 11,000 brands do just that – and a few Fortune 500 companies shell out serious money for customized reports.
Danny Maloney, founder and CEO of Tailwind, tells me Pinterest is distinct from other social media in that it’s less about connecting in real time and more about social bookmarking. “Using inspiration boards is about planning life events, making shopping lists,” he says. “That’s why Pinterest is so powerful for designers and retailers. You can actually identify someone who might want something before they’ve purchased it – and that’s a marketer’s dream, right?”
I asked Maloney what’s trending in jewelry and he had his team run it through their software and send me images that received more than 500 pins in the last month. So, what is creating the biggest buzz on Pinterest?
Engagement rings with vintage flair
Cushion cuts, diamond surrounds, and ultra-feminine sparkle like this one by Ken & Dana Design of NYC…
This engagement ring of pale champagne-pink sapphire set in rose gold received so much attention on Etsy, it was sold by the time Tailwind sent me the results. Power of Pinterest?
The return to soft, feminine Deco-style rings fits nicely with the trend for layering delicate gold chains on neck and wrists, exemplified by this lovely image of Tiklari bracelets from the fashion blog, Oh Mai Darling.
Colorful bib necklaces
Statement necklaces are creating major buzz at the awards shows this year, including the Lorraine Schwartz turquoise bib Sofia Vergara wore to the Golden Globes.
So it’s no surprise to see colorful, chunky necklaces making the rounds on Pinterest – from acrylic baubles at Nordstrom to turquoise bibs.
Analyzing consumer demand from pins is an interesting development. I think it’s important to remember, though, that images are getting pinned, not just products. This is why bloggers like those featured here – who know how to capture compelling shots of fashion and jewelry on the body – create so much buzz on Pinterest, Instagram, Facebook, and other visual social media.
It’s also why it’s crucial for those peddling jewelry online to post really good photos. In many cases, when you click through to the actual product, you find other images of the same product that are not getting pinned. Shooting jewelry is an art in itself and if you’re willing to work at it, you can learn to do it yourself. If you want an idea of the kind of photographs that go viral, look for clues in the pins on this page.