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Das visuelle Du: Pinterest

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01.05.2012

Stilvorlieben und Gefühle durch Bildpostings miteinander zu teilen – das kennen wir von Picture-Bloggern auf Tumblr.com oder Soup.io. Diese Plattformen werden von UserInnen dafür geschätzt, die “echte” Persönlichkeit des Posters / der Posterin zu offenbaren. Nach dem Abebben des Hypes um das graphisch personalisierbare Myspace füllen diese Services die Lücke für all jene, denen Facebook zu direkt personenbezogen und Twitter zu textlastig ist. Pinterest reiht sich als neuestes Mitglied dazu, aber irgendwie doch nicht. Ja, es dreht sich auch hier alles um Bilder, aber es ist erwachsener als die genannten Picture-Blogs und bietet Raum für eine qualitätsbewusste Community.

Alle, die gerne im Web browsend Inspiration zu verschiedensten Themen sammeln, bekommen mit Pinterest eine Möglichkeit ein Online-Bilderbuch ihrer Lieblingsfundstücke zu bauen – und dieses zu kategorisieren und zu sharen.
Die Plattform wird vor allem für Inspiration in den Bereichen Mode, Interior, DIY, Backen, Hochzeitsinspiration und Design im Allgemeinen benutzt.
Auch wenn man sich gegen die Vorurteile über Frauen wehren mag: Ja, ich weiß, was Sie gerade denken, und ja, es stimmt tatsächlich:. Pinterest wird zum Großteil von Frauen benutzt. (je nach Quelle: 60% bis 97%) Der Altersdurchschnitt liegt dabei zwischen 25 und 34, das mittlere Haushalts-Jahreseinkommen über 75.000€. (Quelle:comScoreinfographic by Modea)

Ein Pinterest-Profil besteht aus verschiedenen Boards, die der User / die Userin selbst anlegen und kategorisieren kann. Innerhalb der Boards werden “Pins”, also Bilder gesammelt. Das Ganze ist also als Analogie einer virtuellen Kork-Pinnwand zu verstehen. Die Pins können geliked oder aber auch selbst weitergepinnt werden. Auch eigene Bilder können hochgeladen und gepinnt werden. Die Community und die eigene „Inspiration-Wall“ entstehen durch das Folgen anderer UserInnen oder konkret einzelner Boards.

Marken auf Pinterest

Viele Pins drehen sich um Produkte, die der User / die Userin inspirierend oder interessant findet. Da ist es natürlich nicht weit her geholt, wenn man als Marke in dieser Community präsent sein möchte. Um die Euphorie noch größer zu machen: Man kann einem Pin sogar ein Preisschildchen verpassen. Aber Vorsicht: Pins mit Preis-Tags, die von Marken gepostet werden, haben laut Pinreach-Studie eine sehr viel geringere Chance, repinned zu werden.

Die Präsenz einer Marke auf der Plattform bedeutet automatisch, den UserInnen ein sehr konkretes Bild des Unternehmens mitzugeben. Viele Marken-Boards visualisieren die besten der Corporate-Eigenschaften und werden dadurch sehr sympathisch. Wie? Es war Ihnen wahrscheinlich schon vorher klar: es reicht jedenfalls nicht, einfach nur Produktbilder zu posten und darauf zu warten, dass sie sich wie ein Lauffeuer verbreiten.
Beispiele? Haben wir:

Etsy
Falls Sie Etsy noch nicht kennen: Es ist quasi ein Online-Shop für DIY-Produkte von Menschen aus der ganzen Welt. Einer Community aus Künstlern und Kreativen wird hier ein Rahmen geboten, in dem sie ihre Produkte in kleinen Stückzahlen verkaufen können. Durch ähnlichen Fokus (DIY, Hochzeitsaccessoires,..) passt Pinterest perfekt zu Etsy. Aber was zählt, ist auch die Strategie: So postet Etsy immer wieder Produkte, die zum Verkauf stehen, aber hauptsächlich wird rund um den DIY-Lifestyle gepinnt. Einrichtungsideen, Rezepte, Mode – die Bilder wirken stets authentisch und passen ins “Big Picture” rund um die Plattform.

Home Away
Auf homeaway.co.uk lassen sich Urlaube abseits von Hotels in privaten Unterkünften organisieren. Man kann auf der Plattform sein eigenes Apartment für Urlauber zur Verfügung stellen oder den eigenen Urlaub in der Wohnung eines Anderen planen.

Die Pinterest-Boards des Unternehmens verbinden die Themen Interior Design und Reisen auf eine sehr mondäne und sympathische Art.

Sony Electronics
Geeky Tech-Pins postet Sony Electronics. Mit Boards wie zum Beispiel “Sony Art“ und “Rooms We’d Love to Live In”  zeigt das Unternehmen eine gelungene Kombination von Markenbezug und Communityverständnis.

Das große “but..” von Pinterest

Auf Inspiration folgt Zweifel. Bilder, die auf Pinterest veröffentlicht werden haben irgendwo einen Urheber. Auch wenn unser schon etwas angestaubte Urheberrecht vom Web generell immer öfter “hingebogen” wird: eine unerlaubte Veröffentlichung von geschütztem Material ist nicht legal. Pinterest selbst gibt auch nach Überarbeitung ihrer Nutzungsbedingungen diese Verantwortung logischerweise an den Nutzer ab. Wie die Community damit umgeht ist eine andere Sache, denn der Sinn und Zweck der Plattform ist es nunmal, Inspiration aus dem Web zu pinnen.
Dazu muss gesagt werden, dass viele Plattformen die als Urheber oder Rechteverwalter der gepinnten Bilder zeichnen mit dieser Veröffentlichung einverstanden sind. Grund ist der Backtraffic auf ihre Seiten und die Neukundengewinnung. Diese Vorteile gelten für die “kleineren Fische” nur in begrenztem Ausmaß. Für Photographen und Graphiker (die oft nicht ausreichend in den Credits vermerkt werden) ist das ungeregelte Pinnen auf Pinterest nach wie vor ein Problem. Anmerkung: Auch der Verweis auf den Urheber macht das Ganze leider nicht legaler.
Nachdem das Urheberrecht weder hierzulande noch in den USA (Fair Use?) eine letztgültig “richtige” Antwort geben kann, bleibt wohl abzuwarten, wann und ob sich die Gerichtshöfe dieser Welt dieser Frage stellen müssen. Statements von Anwälten gibt es bereits einige: Itai Maytal, Kirsten Kowalski 1 & 2

Als Marke sollte man diesen Aspekt wohl lieber nicht aus den Augen verlieren und sich dementsprechend vor dem Pinnen rechtlich absichern. Auch ohne das Verletzen von Urheberrechten lassen sich schöne Pinterest-Boards zusammenstellen. Gute Voraussetzungen dafür haben beispielsweise Plattformen wie Etsy oder Homeaway: Ihre UserInnen laden selbst Bilder ihrer Produkte / Apartments auf der entsprechenden Plattform hoch, dem Unternehmen ist die Benutzung für Promotionzwecke dann erlaubt. Der Content, der abseits davon gepinnt wird muss natürlich dennoch vom Urheber freigegeben werden.

Fazit

Pinterest ist momentan das am schnellsten wachsende Portal und hat einiges zu bieten – für Marken sowie für seine UserInnen.
Mit der richtigen Strategie kann das Markenbild hier auf kreative Weise vermenschlicht werden. Die doch sehr spezielle Zielgruppe macht Pinterest dabei für einige sehr, für viele vielleicht weniger interessant.

Vervollständigen und verinnerlichen Sie folgenden Satz:
“Wenn ich ein Pin wäre,…”

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Melanie Massinger
Melanie Massinger

Melanie ist Graphik- und Interaktionsdesignerin. Sie hat eine Vorliebe für Bücher & Geschichten und ist durch und durch Katzenmensch.

MEHR VON DIESEM AUTOR

Melanie ist Graphik- und Interaktionsdesignerin. Sie hat eine Vorliebe für Bücher & Geschichten und ist durch und durch Katzenmensch.

MEHR VON DIESEM AUTOR