Pinners, rejoice! Not only can a pin drive sales (an average of 78 cents per pin!) but can also drive pageviews. A good pin will have longevity thanks to the layout of the site – rather than the waterfall view of the Facebook or Twitter feed, the Pinterest platform allows users to navigate the site to search for what that pinner wants. It’s personable, pulchritudinous, and pretty simple to use. The platform is also bringing new businesses to light, such as Piqora, an analytics service specifically for image-based platforms (think Pinterest, and Tumblr). The company did an encapsulated study on 1,000 brands during a six-month period prior to Q4 2013, and determined that “…Pinterest was maturing as a social commerce platform, as more brands began to add “Pin It” buttons to websites, and introduce more Pins that led back to product pages.” This is good news – it speaks to pins’ longevity as well as the platform’s ripeness for growth.
According to TechCrunch, Pinterest pins deliver 2 site visits and 6 pageviews, on average, and more than 10 re-pins. That’s more viral than Twitter, the company notes, where posts are only retweeted 1.4% of the time. Due to the visual nature of the site, it’s ideal for lifestyle or retail brands that have learned the value of a good layout and easy payment platform integration.
Some retailers are ahead of the curve in the pin-to-monetize gameplan. Take J.Crew, for example. The preppy-turned-luxury brand revealed its fall catalog on Pinterest, becoming one of the first brands to do so. Instead of ordering via catalog, J.Crew pioneered calling the company and chatting with one of their Very Personal Stylists to help you put your look together. This shift marks a trend in linking pinning to purchasing, which was previously a bit of a wild goose chase to find the product that was pinned. Piqora CEO Verma uses Martha Stewart as an example: “Martha Stewart was getting 10x more traffic last year from Pinterest than from Facebook” – and if you have a look at Martha’s Pinterest Page, you’ll see why. Everything is beautifully laid out and organized, but I’d expect nothing less from Martha.
If brands get smart and think a bit ahead of the holiday curve, they have the potential to maximize holiday spending! A strong layout and good marketing plan can go a long way, but it’s important to utilize the power of social media when it’ll work for your brand.
Questions? Hit us up at www.socialincite.com.au
Social Incite Team