In the last few months, Facebook, Tumblr, and other social media sites of the likes have all taken a back seat in popularity to the new kid on the block: Pinterest. In fact, not only does the site attract an average of 11 million visits per week, but in January of this year, it officially became the fastest standalone site to reach 10 million unique visitors—not too shabby considering it launched its beta version in March 2010 (by comparison, the same feat took Facebook 852 days!)
What is Pinterest, exactly? According to the company’s website, Pinterest is a virtual pinboard that “let’s you organize and share all the beautiful things you find on the web.” With options built into the site that let you “repin” others’ items, subscribe to peoples’ or companies’ boards, and comment on specific pins, it is no wonder why the interactive site is attracting so many people. It’s also attracting companies at an alarming rate, putting to rest the notion that this site is just another internet fad.
So should your brand invest in Pinterest? Here are a few reasons you might consider it:
- Little investment is required. Pinterest has made it extremely easy to connect and brand your account by allowing users to connect using either their Facebook or Twitter accounts. Assuming your company has a solid following on either/both site(s) (if not, check out our Social Media Topic Center), Pinterest will simultaneously push your activity to your other account and allow you to engage with your fans and followers on another level.
- It’s Facebook – for brands and products. Think about Pinterest like this: if Facebook organizes a consumer’s social graph, Pinterest represents their aspirational graph – products they’d like to buy, recipes they’d love to cook, colors they’d love to paint their living room. A user’s Pinterest stream represents unadulterated desire – uncomplicated by all the social dynamics of Facebook. An agile marketing organization can take trends in pins and create products designed to capture the demand.
- Pinterest drives traffic to your actual website. The site is an enormous driver of traffic, particularly if your products are well-designed. The detailed pictures and unique pins act as customer testimony for products and services – a kind of social proof – and appeal to users’ emotions, which are serious drivers in purchase decisions.
- Pinterest users have the power. According to Mashable’s 13 ‘Pinteresting’ Facts about Pinterest Users, 28% of the site’s users have an annual income of over $100,000. Additionally, 68.2% of users are women—and as reported by the National Federation of Independent Business (NFIB), women make up 70% of all online purchases.