Mark “Zuck-Dawg” Zuckerberg preached about the proliferation of sharing on the internet in his F8 address in 2011. According to Zuckerberg’s Law, the amount of stuff that people share doubles every year. That seems pretty crazy and it has led to more and more companies flocking to Facebook, Twitter and YouTube. What if there was a site though that existed totally on sharing. If you’re thinking that Reddit and StumbleUpon have been around forever, you’re right. But, what if there was a site that existed strictly in the sharing realm that had a continuous stream of new and popular multimedia shares? Well, as I mentioned months ago in my Sites to Watch: Pinterest article, there is such a site.
The new rush for companies and advertisers has been to find a way to use Pinterest. It provides a unique opportunity for marketers and companies to connect with women in order to drive traffic and purchases. Here is everything that you need to know about Pinterest.
Pinterest is for Women
No matter what opportunities exist for expansion, the fact is that Pinterest is STILL site that is dominated by women. According to statistics, Pinterest’s user base is 80% women. That could be because the most prevalent areas to share are weddings, interior decorating, fashion and fitness; areas that women tend to be very interested in. Another interesting note is that boring states seem to be more involved in Pinterest. (It’s about time the Midwest led the charge for something.) States like Oklahoma and Utah have the most Pinners. If you want the full demographic breakdown for Pinterest, check out the article from Ignite Social Media.
There is opportunity for men to join and Pinterest seems to be working on cultivating a men’s area of the site. However, the numbers are not there yet to justify a company with a male-dominated customer base to make a heavy spend. Still, keeping this format in mind will be greatly beneficial when designing plans going forward.
Pinterest Drives Traffic
Despite being a straight picture feed on the boards, Pinterest drives traffic to the source site. According to our friends at Mashable and a Shareaholic study, Pinterest drives more traffic than Google+, LinkedIn and YouTube combined. That’s right. Furthermore, the study showed that Twitter barely edged out Pinterest; by 0.01% of referral traffic to be exact.
This can most likely be attributed to a few things. Firstly, Pinterest was designed specifically to drive traffic. People share a link that is meant to be followed. When some people look at the Pinterest wall, they see pictures. As an SEOcial Specialist, I see a page full of links. Think of Pinterest as a fun, ever-updating directory that users flock to. On Twitter and LinkedIn, there is either a constant stream that lives strictly chronologically or not enough time on site to drive any marketable traffic. Pinterest users aka ‘Pinners’ spend hours on the site both dedicated and passively surfing.
What can you take from this stat? Format links so that they are interesting in a single picture. If you run a fashion or crafts website, that is simple. If you run a service website, you may have to get a little creative. Try meme-style photos that can engage interest and evoke an emotional response.
Pinterest API is Coming; Pinterest Buttons Exist
Not many API’s have been more highly anticipated than the Pinterest API. While there is obviously areas of opportunity, the lack of a public API has made Pinterest hard to integrate into various other mediums.
Still, if you have the infrastructure and product, I would suggest adding Pinterest buttons to your social media arsenal. Get the Pin It and Follow Me on Pinterest buttons straight from the source today. If your site caters to women, fashionistas, the to-be-wed, teachers or parents; you’re already behind by not integrating these buttons. Google+ buttons help search engine rankings. Facebook buttons boost sharing. Pinterest buttons boost traffic!
I have inserted the Pin It button to this post just to see how it works. I predict a high bounce rate but a traffic boost. I’ll let you know how it works.
Pinterest is Social
Much in the same way that people misuse Twitter as a soapbox to shout on, there is a bad way to engage Pinners. Like any other social media site, engagement is key. People need to know that there is a soul behind your pins. It will take a little time to set up a foundation for pinning. You need to build your boards, find similar pinners, follow their boards and tag when appropriate. Pinterest is not just a feed site. It is a social media site and should be treated as such.
Stay tuned for more Pinterest updates and an extensive “How To Pin” from me. Ever since Klout decided that I was influential on Pinterest, I have taken up the mantle to help others better understand and use this innovative service.
February 15, 2012 | Categories: Mobile, Social Media | Tags: Need to Know, Pinterest, Referral Traffic, Search Traffic, SEO, Social Media, Women | Comments Off on What You Need to Know About Pinterest