Pinboard-style social photo sharing website Pinterest is enjoying strong momentum, with users in the UK having nearly doubled to 1.288 million after opening to everyone, without request or invitation requirements, in August. The platform offers an excellent chance for brands to push traffic back to online retail websites, but in order to ensure they are reaping the rewards they must learn to use the channel differently from other social media platforms, Marketing Week reports.
Data from Experian Hitwise recently showed that Pinterest’s market share in the UK ballooned 1,489% between July 2011 and July 2012, with the average British user staying nine minutes on the site per session.
The most impressive feature of the social media start-up for businesses is its referral traffic that can help brands reliably measure value. Earlier in 2012, marketing performance specialist Convertro said that Pinterest is the fastest growing traffic source, rising into the ranks of Facebook in terms of brands’ revenue growth. The site sends about 10% of its visitors to an e-commerce platform, thus ensuring a sound level of direct brand engagement.
Pinterest and photo sharing app Instagram are becoming the most widely used social sites on the Internet on a global scale as they allow brands to reach consumers in a highly visual and engaging manner, and this is how they make a difference on the social commerce scene. The platform’s great visual content could also fit charity foundations, helping them draw supporters to promote campaigns and secure funding for their initiatives.