The social media site Pinterest is gaining momentum in the Midwest, not only with users but with companies using the site to brand themselves.

Haim Mano, associate professor of marketing at the University of Missouri–St. Louis, was quoted in Sunday’s St. Louis Post-Dispatch discussing Pinterest and how companies should be careful not to use it just to promote products.

“The younger generation are very savvy in understanding and realizing when this is a promotion created by a company or when it’s something that is consumer-generated,” Mano told the Post.