In many ways, working with an influencer on Pinterest is very different from marketing on other social media channels. Thus, any brand contemplating influencer marketing for Pinterest will need to change their mindset on how to go about it.
For a start, Pinterest is predominantly visual. Admittedly so are Instagram and Snapchat, but Pinterest looks at things from a different perspective. There are no social feeds, as such. Also, Pinterest is more like a search engine, in many ways, than a social media channel. People search for “boards” depicting images on topics of their choice and then follow those boards they like. Here’s Ben Silbermann, Pinterest’s CEO and co-founder, describing it to investors back in March of 2010:
It's a tool that helps people share and discover the things they love. People join Pinterest to create these collections through pinboards, and to follow collections created by their friends.
In some ways, …