5 ways Whole Foods builds awareness on Pinterest

The supermarket chain hasn’t just created a few boards and posted a few pictures. It collaborates with other brands, creates content, and pulls in people who wouldn’t otherwise pay attention.

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From December 2011 to January 2012, unique visitors to Pinterest grew 155 percent. It’s got more monthly usage than Google+, Twitter, and LinkedIn combined. People spend an average of 77 minutes there, compared with 10 on Facebook.

Even with all those people spending a lot of time there, just jumping on and pinning pictures won’t create a vibrant community of followers and collaborators. You’ve got to do things systematically, Bepko offered, as he shared some key points that have made Whole Foods’ Pinterest efforts such a success.

1. Community building

Over the past year and a half—Whole Foods joined Pinterest in mid-2011—the brand has looked for ways to tie social media into some of its video series. Bepko specifically pointed out one series on urban farming and another about do-it-yourself projects using household items. Neither series focused specifically on the Whole Foods brand; each aimed to tie Whole Foods to a certain type of food culture.

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