This article was originally published on February 23, 2012 by Amber Dalley, Ballihoo. To read the original article visit:
There’s a new player on the social networking field. But this time there’s no feed, no timeline, no updates to be seen. Instead, users share images via their personal “pin boards.”
Pinterest, the free online scrapbook, has seen phenomenal success in its short lifespan. And companies with an e-commerce presence are quickly jumping on the bandwagon.
- The site attracted more than 11 million unique visitors last month, according to comScore data via Techcrunch. This is more than double the 4.9 million who visited the site in November. Said comScore analyst Andrew Lipsman, “I haven’t seen another stand-alone site that has reached 10 million visitors faster.”
- RJMetrics, a business intelligence software company that analyzed data from about 1 million pins, determined that Pinterest engages its users twice as much as Twitter did at its age.
Many of us at Balihoo have jumped on board Pinterest (no pun intended), finding inspiration for our parties, our dream weddings and our DIY projects. Invites are highly sought after, and once one is received, the newbie quickly joins the hordes of pin-crazed women (97% of users are female, according to AppData and Facebook’s advertising tool).
So what does this mean for marketers? These insights are huge for national brands, specifically retailers. According to a recent Wall Street Journal article, Lands’ End Canvas recently added a widget to its product pages, making it easier for browsers to immediately repost images of the looks they like to their Pinterest profiles. Also mentioned is Warby Parker Inc., an eyewear brand that has seen a quadrupling of its website visitors via Pinterest—in the last four months alone. eModeration provides a comprehensive list of over 100 brands currently on the site, including Benjamin Moore Paint, General Electric, Southwest Airlines and Major League Baseball.
The task for brands, now, is to gauge how successful such a platform would be for their specific marketing strategy. It remains to be seen what big names will jump on the Pinterest bandwagon, how they will use it to increase bottom-line profits, and, ultimately, what means they will use to measure results.
For those brands interested in experimenting right away with Pinterest, a recent eBook published by eModeration gives some good ideas for getting started. First, it’s crucial to optimize “brand content to be appealing to the growing network of participants” (think utilizing the “PinIt” button, watermarking images, etc.) and second, to engage as an active brand curator—and this means providing a regular flow of content.
One thing is for sure: Pinterest is yet another reminder of the ever-evolving digital space and the need for marketers to watch for new and developing technologies therein. We at Balihoo are certainly keeping our eyes—er, pins—on this visual bookmarking site.
We want to know: Is your brand evaluating Pinterest? Do you see any practical application for your specific marketing efforts?