1. Pinterest is a destination for inspiring content.

The majority of Pinterest users engage with inspiring content on the site. Like cooking recipes, fashion, design, feel good mantras, interior design, scrapbooking ideas, organization ideas, et al. Users go to the site to feel inspired and look at pretty or interesting images. Also, they want to share what inspires them by posting or re-pinning images. Pinterest’s About Page states, “People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.” If the Obama Pinterest page can provide this type of content, it might inspire a political identity for pinners or recapture lost supporters.

2. Large volume of female users

Business insider reported that approximately 95% of Pinterest users are female. The female vote will be crucial in this election, especially after the birth control/abortion conversations in the Republican primaries. Women want to express their opinions, inspirations and lifestyle choices and Pinterest provides this environment. Also, based on this social network women are influenced by images and their peers. So, approaching women in this vulnerable environment might help to swing voters in Obama’s direction.

3. Lighter fare content will bring positive feelings towards the first family.

            The Obama page will feature five lifestyle related boards. This content could bring positive feelings towards the President, the first family and the administration. For instance, the Obama family chili recipe is pinned on one of the boards. Also, Michelle and her daughter’s fashion will be featured on another board. It allows users (supporters) to engage with the first family on a new and closer level. The first family is extremely cut off from society and normally we only see them through the media’s looking glass. The Pinterest page is a tool to skip that medium. Pinner’s will be able to re-pin images of Obama cupcakes and have the recipe to back them. Or, order and wear Obama paraphernalia purchased through the e-commerce section of the page.

4. Staff can closely control content

One of the best marketing aspects of social media is that brand managers can control the content put out in their network. Unlike Facebook and Twitter, Pinterest provides an opportunity to create an image-based identity, instead of just conversations. All images are approved by the campaign staff and curated for specific audiences or purposes. While the success of the Pinterest page for the campaign is undecided, placing positive and inspiring content will help to build campaign awareness and identity for the President.

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