The ever popular Pinterest is on the rise, not only in the USA but it is now becoming more prevalent in other countries too. It currently drives more web traffic to other sites than Google+ , LinkedIn, and YouTube combined (Goodson, S, The Rise and Rise of Pinterest and Our Love of Digital Curation, 2012), to the site and it has 12 million + unique monthly visits (Oakcreektail.com, The New Pinomenon: The Rise of Pinterest 2012). In the UK I think we are only just scratching the surface with it and we will start to use it more as Pinterest continues to grow.
For those of us who once would have kept a scrap book of all our favourite cuttings from magazines and other findings, Pinterest is the online version. Unsurprisingly, after reading the description, its main users are women. 68% of Pinterest users are women according to Internet tracking firm ComScore (Ortuaty, Barbara, Pinterest Use Is On The Rise: Heres everything you need to know about the internets new darling, 2012) Men now have their own version of Pinterest called manteresting. Manteresting allows men to use a nail it tool to nail items to their boards instead of pinning.
Pinterest and eCommerce?
Pinterest has now launched Pinterest For Business, which suggests it is going the same route as Facebook with ads and tools. In the future there could be more paid tools like we see on Facebook, which would increase brand awareness further. It will be interesting to see how Pinterest for business grows and develops. Will they learn anything from the Facebook business route?
Pinterests visual aesthetics quickly engages the user with your brand, by creating a pin board for your business, displaying a selection of your products and re-pinning other relevant products that promote your brand personality, what you stand for and what you are about.
The graph above from Pinterest Dominating Social Media in eCommerce by Ryan Neil, shows that 43% of Pinterest users use it to associate with retails or brands with which they identify with, whilst 67% of users like to use it to keep up with the latest trends. It is clear from the chart how these differ with Facebook and how users look to Pinterest to engage with brands. (Neal, R. Pinterest Dominating Social Media in eCommerce 2012)
By following the Pinterest etiquette of re-pinning, building themes and categories of relevant products, allows the Pinterest community to increase whilst creating a huge potential for cross-marketing. There are several steps that can be taken to cross-market your business online with Pinterest such as:
Adding the Pinterest social networking icon to your product detail pages can heighten awareness of your products and your brand online
Increase in traffic as users share on Pinterest others will view the product information, which can increase traffic to your website
Think about adding Pinterest to your social media strategy tell users on other social networks about your presence on Pinterest
Engage with others on Pinterest by creating or partaking in discussions
Email campaigns highlight your Pinterest presence on your email campaigns
What makes Pinterest so popular to both individuals and businesses is partly down to how we like to collect and view beautiful things. By pinning our favourite picture or products to our pin boards we are telling the world a bit about ourselves. Pinterest appeals not only because of the visual impact the site has, but because it fits in with our busy modern lifestyles where we can quickly glance at something we like visually and tell our friends about the things we like.
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