Time to understand social media and empowered consumers.
Ready to find out how the new business environment impacts you?

Polyvore: The Biggest Site You’ve Never Heard Of (Until Now)

Today’s guest post comes from Laura Owens, the online marketing coordinator for Maggie Bags. Maggie Bags is a great company based in Knoxville, Tennessee. They make bags out of seat belt webbing, a good portion of which is reclaimed seat belt material. In fact, they’ve saved millions of yards of seat belt webbing from going to landfills so they’re eco-conscious while making really unique products too.

Maggie Bags is a client of mine and last year Laura introduced me to a website I’d never heard of before called Polyvore. You probably haven’t heard of it either but it’s growing like crazy…kind of like the buzz around Pinterest before Pinterest went full-on mainstream. I asked Laura to give all of us an introduction to Polyvore and she provided a great overview for the uninitiated.

You know those outfits you see on Pinterest and you think, “Oh I love those shoes” or “I’d wear that”? Ever wonder where those come from? Polyvore. So what is Polyvore? Here’s how they explain it:

Polyvore is the web’s largest fashion community site, where users are empowered to discover their style and set trends around the world. With over 20 million monthly unique visitors, Polyvore’s global community has created over 44 million sets that are shared across the web.

Polyvore members are overwhelmingly female. On Polyvore, these members can shop affiliated retailers, create sets (outfits), and browse other members’ creations. Members can also “clip” to Polvyore, which is almost identical to pinning for Pinterest. Here are some Polyvore definitions to help you navigate your way through this social platform:

  • Set – A set is a singular creation. Typically an outfit is a set. Sets are public.
  • Follow – You can follow other members on Polyvore (similar to adding friends on Facebook).
  • Followers – These are other Polyvore members who follow you. Your Polyvore peeps!
  • Like – Polyvore uses the heart symbol and “like” as an action to like a set created by any other member of Polyvore. You don’t have to be following someone to like their sets or vice versa.
  • Set Views – This is a tally of how many times a particular set has been viewed by other Polyvore members.
  • Items – Also called “My Items”, these are products/images you have either clipped to Polyvore or have saved to your items while browsing Polyvore.
  • Groups – Groups can be started by any member and then moderated by more than one member. Some groups can be joined by clicking the “join” button and some groups send out invitations to join.

The Business Case For Polyvore
For marketers, Polyvore could be considered a perfect place to market almost any tangible product. It is a creative haven and community of diverse styles. As a social media marketer for handbags, I’ve used Polyvore to engage our audience in multiple ways. First, I create sets everyday that feature our handbags. I then repurpose this content by pinning each set to Pinterest, as well as picking one set from the day to post to Facebook and Google+. By far the highest Facebook engagement we see is on these posts. Here is an example of a set I’ve created using Maggie Bags.

Building An Audience With Polyvore
We’ve also used two other methods on Polyvore to build an audience and produce engagement with our products. We were approached by one of the Polyvore members with a large following (almost 40,000 followers) to create sets using our handbags – three sets a day for five days, for a nominal fee.

She is also the moderator of one of the groups on Polyvore and offered to run a contest for us within her group for an additional fee. Both of these tactics drove a large amount of traffic to our website.

Fashion and beauty products are a given, but there are other retailers using it in inventive ways. Check out this contest that Samsung launched on Polyvore to kick-off the launch of a new product.

Even when we’re not running contests or having someone else creating sets for us, we consistently see Polyvore as one of our top referral sites in Google analytics. Polyvore gives us a method to gain brand exposure, engage with potential and existing customers, and show creative ways to accessorize with our handbags.

I bet your wheels are turning now! In what ways will your business use Polyvore?

Laura is the online marketing coordinator for Maggie Bags, which creates handbags and accessories from seat belt webbing. She writes blog posts for Maggie Bags as well as posts for companies who rely on social media marketing.

This entry was posted in Guest Post, Tips and tagged , , , . Bookmark the permalink.