The Middle Man:
Like bloggers, pinners are being approached for commercial projects, so the logical assumption is that pinners would get representation—like bloggers–to help manage their image and projects. Both pinners we spoke to declined to discuss representation issues at all.
We were tipped off about Science, a new company (founded in part by a former MySpace CEO) which is an incubator that funds and advises new start-ups. Apparently they have an interest in pinners and bloggers, too. But they’re keeping it all pretty close to the vest. So much so that Kyla Brennan, a Science rep who agreed to speak to us, wouldn’t even reveal what her title at the company is. (We’ll assume they’re more transparent and open with their clients.) However, we did get her to share some general insight.
“[Pinterest]’s a huge opportunity for both sides. For brands we found that it’s really incredibly effective for driving traffic and brand awareness,” she said. “And for the pinners I think that there’s a lot of earning potential.” But at that point she clammed up about exactly how pinners and brands can work together and about any current deals they may or may not have in the works.
Karen Robinovitz of Digital Brand Architects, who reps a number of bloggers, gave us her take on the Pinterest phenomenon, echoing the same sentiments. “I do think that pinners are becoming the apple of brands’ eyes because it’s been proven to drive traffic and it’s really appealing,” she told us. “Some of the bloggers we represent are the most coveted pinners—[they’ll] pin something and it will have thousands of repins within minutes.”
And a big caveat here to note is that the most successful pinners usually have other successful platforms, too. Brennan agreed, saying, “Our network does go across multiple platforms. It’s always great if you can find someone who has a presence on more than one platform.” As Robinovitz put it, “You can’t build a marketing strategy with one platform.”
The trouble with transparency…