Pinterest is one of the most dramatic social media success stories of the past several months, eclipsing the usually dominant Twitter and Facebook as the topic of marketing buzz.
And depending on the niche or demographics you target, it may well be a place you need to be.
Pinterest offers you the opportunity to build “social scrapbooks” or moodboards, each according to certain themes, from personal style, to home décor, to fitness inspirations and so on… your imagination is the only limit! Once you’ve created a board, you populate it with (usually linked) images using either the Pinterest mobile app, or a “pinmarklet” you install in your browser. You can also follow boards that other users create, and vice versa.
Though the service launched in 2008, it didn’t receive much attention until 2011, when the user base expanded dramatically over the space of a few months. According to the Wall Street Journal, the explosion in user numbers—a rapid ascent to 10 million monthly visitors—happened faster than Facebook, Twitter, or any other site tracked by ComScore.
In fact, The CMO Site shares that Compete recorded a 155 percent month-over-month growth for Pinterest traffic from January to February.
So, is it time to add Pinterest to your marketing mix? Here are a few key points for you to consider:
- Pinterest delivers an increasingly high amount of referral traffic. According to Marketing Pilgrim, Pinterest has moved past Twitter in terms of the amount of referral traffic it delivers. It’s also closing in on referral giant StumbleUpon.
- Pinterest users occupy a highly coveted demographic. Both Marketing Pilgrim and the WSJ state that Pinterest’s largest demographic is women between the ages of 25-44 , a group that savvy marketers recognize as the purchase decision makers in their homes. In addition, AdWeek covered a recent study by BlogHer which found that 44 percent of the women surveyed trust recommendations from fellow Pinterest users —that’s more than the trust levels for Facebook (33 percent) or Twitter (31 percent).
- Pinterest took off under the radar of social media pros. Pinterest became exceptionally popular first with people who aren’t considered social media “power users,” and that gives marketers a ripe new audience for their efforts.
- Pinterest is being used by top brands to engage with their markets. According to the same article from The CMO Site, brands from HGTV to Whole Foods to Mattel’s Barbie are experimenting with Pinterest boards, and they’re seeing success with building community and brand awareness.
- Pinterest is a new kind of “recommendation engine.” While Facebook and Twitter offer users the ability to add imagery to their posts, Pinterest is the first social media site to effectively combine visual content with outbound links as a “recommendation engine.” If the product you’re marketing is one with immediate visual appeal, you may well see success with the eyeballs at Pinterest.
While we’re just beginning to explore the possibilities Pinterest offers, there’s already plenty of evidence that it could be a powerful tool for brands and businesses. What has your team found? Are you already there? If so, please share what you’ve discovered. I’d love to hear how your marketing mojo has been impacted by the new social media platform on the block, Pinterest.