France at top of Pinterest wishlist – In 9th position on the list of Pinterest users by country with 550.000 users, Pinterest is still far behind the UK (2.1 million) and just behind Spain and The Netherlands. However, in 2013, Pinterest started to take a very close interest in the French market. (See also Pinteresting: Pinterest in numbers).
France is at the top of the Pinterest strategic development list. Last june Pinterest inaugurated its French version. Since then, French users have a French interface at their disposal, as well as country-specific content and profiles.
In parallel with the inauguration of the French Pinterest, a campaign to attract new users, entitled «Épingler c’est partager», was launched with the help of 300 French bloggers. All are specialised in the areas of interest that are most popular on Pinterest (fashion, home decoration, food…) and were invited to explain on their blogs what they love about Pinterest.
I joined in the fun by creating the group board #Epinglercpartager on my Pinterest page, where I invited some of the participating bloggers to pin their favourite pins. Take a look at the board, and especially the blogs, that contain lots of great ideas!
Last September, Stéphanie Tramicheck, was appointed Country Manager for Pinterest in France. Her mission is to improve the “French” look and feel of the site, as well as helping French brands and stores to develop their commercial activity on Pinterest, especially in the luxury and fashion industry.
Luxury brands have already started to grasp the potential of the network and are investing time and effort in developing their Pinterest presence. Dior, L’Occitane, Fauchon, Relais & Châteaux, Lacoste, Peugeot, Air France, Citroën are amongst some of the pioneers.
E-commerce is a key component of the Pinterest business model. One of the major e-commerce players, Rakuten (PriceMinister) injected $100 million in 2012. Attracting e-tailers in France is one of the challenges ahead for Stéphanie Tramicheck, as a former Director General of e-commerce site Etsy France she is well-equipped to take on this challenge.
She holds regular conferences to explain how Pinterest can be used to promote business. In an interview with Le Nouvel Observateur, Stéphanie Tramicheck explains that tools are made available to help businesses optimise Pinterest:
“… we offer many tools to companies that are present on Pinterest to help them analyse how their products are perceived. In the United States, Vaseline has discovered new uses for its products by finding that the pinners placed their images on boards dedicated to running, but also on baby care boards”.
Currently, when I mention Pinterest to anyone, here in France, they have rarely heard of it, except for those who are very active on social media. I am convinced that this will change very rapidly over the next few months. Assuming that the EU trademark issue will be rapidly resolved, we are likely to witness exponential Pinterest growth in France and other European countries in 2014. I am very curious to find out how the French Pinterest story unfolds this year!
This article is also available in: French