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Whole Foods engage consumers on Pinterest with non-food related content
Whole Foods show that understanding the interests of consumers in the social communities they use can help brands consolidate their online presence and position themselves as a partner in everyday life rather than just shopping.
The growing social network Pinterest offers a visual and fun way for users to organise and share content, with a strong appeal to female consumers who make up 80% of members, making it ideal for brands to reach more consumers. Supermarket chain Whole Foods was one of the first companies to join Pinterest. The retailer engages followers with various boards such as “Food Tips and Tricks”, “Great Garden Recipes”, as well as non food-related themes such as culture or beauty.
Whole Foods have successfully built a large community size in comparison to other retailers with over 80K followers. Perhaps surprisingly, our analysis shows that some of the most popular boards are the ones which aren’t related to food or cooking. 42% of engagement comes from boards which relate to topics like culture, beauty or ecology. This shows the importance for marketers to understand the interests of a community beyond the brand itself and offer valuable information which isn't directly linked to their products.
Whole Foods have successfully built a large community on Pinterest:
- Whole Foods have attracted significantly more Pinterest followers than their competitors: By being an early adopter of Pinterest and by posting about a broader range of topics other than cooking, Whole Foods has built a strong follower base
Whole Foods engage Pinterest users with non-food related boards:
- 42% of engagement with Whole Foods boards happens on non food-related topics: By analysing the number of followers for each board, we are able to show that themes such as interior decor, culture and beauty drive further engagement within the Whole Foods community. We recommend that marketers also post about topics which are in line with their brand, but not directly related to their products, to help position themselves as a partner for the consumer in every day life