Pinterest’s popularity with the ladies has also made it popular with the lifestyle magazines. Better Homes and Gardens has invited Pinterest users to create a ‘My Better Homes and Gardens Dream Home’ board to compete for $5,000 in cash prizes in a “Pin & Win” contest.
Home decor is currently one of the most popular categories on Pinterest. With 10 million users and counting, magazines like Elle Decor and Country Living have already started pinning.
BHG.com is filled with eye candy for readers to grab from the site and share, which is one of the reasons why the magazine has adopted Pinterest as an additional platform for its content. Gayle Butler, Meredith National Media Group EVP and Better Homes and Gardens editor-in-chief told Folio that on Pinterest, “Consumers invite you in to their interests, and to me that is really exciting and it creates a new interaction with the consumer and we can see what excites the them as well.”
Since they started using Pinterest, the magazine editors have created almost 60 boards with themes like “Statement-making Furniture” and a recipe board called “Bringin’ Home the Bacon.” Each of the pinned items includes a brief caption and a link to BHG.com. The boards have about 25,000 followers and there are more than 2 million total followers of BHG’s Pinterest handle.
Where appropriate, the pins are mixed in with an invitation to enter the “Pin & Win” contest. The readers are then redirected to the BHG Facebook page, where they fill out a form. Each board must include at least 10 pictures from BHG.com. There have been 490 entries since the contest’s launch on Wednesday, March 7, and Butler said the readers’ contributions are seeing some traction.
“As a visual brand where imagery and ideas are so central to what we do we are extremely excited about Pinterest,” said Butler. “This is a tremendous compliment.”