Pinterest as a top traffic driver.
You might have read our ‘Ultimate brand advocacy at Pinterest‘ blog by our Creative Director last year. Well we like to think that we’re pretty good at spotting the next big trends so we’re very pleased to hear that there’s a lot of agreement about Pinterest.
In particular the value of pinning fans to digital retailers. For those of you who aren’t yet pinning, Pinterest is a social media site where users collect and share images, from wedding planning to recipe sharing Pinterest is about making connections through the things you find interesting. By installing the ‘Pin it’ bookmarklet users can pin items from the web to their pin board as they browse. As others browse your pin board they may click on items they like which will take them to the original pinned page – potentially the page of an online retailer.
While data on the social network’s conversion rates is limited at the moment it’s worth noting that for several US clothing retailers Pinterest proved to be a top five referrer in the latter part of 2011, with traffic rising 389% from July to December. The latest news on Pinterest is that they’ve made all the links on pins “no-follow”, meaning that they no longer contribute SEO value. This far from means they have no value at all though. Pinterest isn’t simply about creating pin boards for ones self, as a reference or collection. The focus is very much on sharing the things you love, with followers and the public.
By being included in collections of images brands gain exposure to an audience they might otherwise miss. For example, I follow some people for their delicious recipe pins, but they also have some beautiful fashion pins that have led me to retail sites I might never have found otherwise. As a result I’ll also re-pin links to these great sites, increasing the coverage for the brand by adding my followers to those who’ve viewed the pin. There’s certainly also room for brands to pin boards of their own, either as an interesting way to present new collections or as a way to make connections with other brands that fit their customers lifestyle.
(Here’s a rather lovely example of a B&B directory showcasing their properties: http://pinterest.com/bnblovers/).
The key here is to make use of Pinterest’s best feature, connection through common interest, (in the same way that one of Twitter’s best assets is it’s real-time immediacy).
(We’ve found some basic tips for brands here, http://www.location3.com/how-brands-can-use-pinterest).
This is definitely a watch-this-space social network.
Why not request an invite and have a look yourself. You can start with our board!