Pinterest is accelerating its development in France - Le Figaro

Pinterest pin wants France to his list of conquests. Eight months after starting to translate its pages in French, the American social network officially announced Tuesday its launch in the country. Now all the French site users will be offered a French interface and content and profiles in relation to France. “We want to create a typically French community,” says Figaro Matt Crystal, head of internationalization Pinterest.

Pinterest, the choice of France is not a coincidence. The Social Network, created in 2009 and strong growth in the United States, to create collections of objects that can be enjoyed on the Internet, gathered in personal pages. His audience is mostly female and very focused on the fashion, luxury or kitchen. “All that is very French is Pinterest!” Exclaims Matt Crystal.

Approaching the French brands

Beyond the cultural aspect, it is also of interest to the French brand American startups. Some of them, including the cosmetics giant L’Oreal, already use the social network to promote their products. Many online retailers have also integrated buttons “Pin it!”, Which allow to easily add their products to Pinterest pages. But for now, there is no question of commercial partnership. “If some brands have adopted early Pinterest, it is because they saw the benefits,” says Matt Crystal.

social network, which has raised $ 200 million earlier this year, is valued $ 2.5 billion. If he has the interest of brands to build its future business model and finally monetize its content, it does not show up in a hurry with the idea of ??making money. “We want to work with brands in the future, said Matt Crystal, but for now our priority is internationalization.”

campaign with bloggers

To accompany the launch in France, Pinterest has planned to hire a community manager and development manager. For now, the business is conducted from the United States. For two weeks, a small U.S. team moved temporarily to Paris to launch the communication campaign entitled “Pin is sharing.” For this purpose, Pinterest has partnered with 300 bloggers already used the social network. After meeting with the delegation of San Francisco, they will be asked to explain why their own website they like Pinterest. The goal: to find new users through the hearing of these blogs. The site also hosts an evening in Paris on Tuesday as the highlight of his campaign, he has invited bloggers and media partners.

strategy of word-of-mouth has already been proven in the United States. The French, however, did not wait to see the inauguration site. Pinterest attracted a little over a million unique visitors in April, according to figures from Médiamétrie twice a year ago.

Britain – where a similar campaign has been launched – and France, Pinterest also plans to focus on Asia. The position of “country manager” for Japan is currently open on the site. With a stated ambition, “build a community of pioneers around the world.”