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The (F)Utility Of Pinterest EngagementFebruary 4, 2013 by Brand Algorithms
A. Pinterest, The Social Media PlatformPinterest is a visuals-focused social networking site that allows users to share photographs, videos, and other visual content among themselves. Pinterest describes itself as an online pinboard, and the site is organized, Facebook-style, as pages (each user owning a page); with a page consisting of boards (the equivalent of photo-albums or video collections), each created around a theme; and each board consisting of visual items (the equivalent of photographs, videos, visuals, etc.), referred to as pins.
Users can pin visuals from anywhere on or outside the web, to their boards; repin images, that interest them, from other pages/boards; and like or comment on pins on other user pages/boards. Users can follow other users (pages) and boards, as well as be followed by other users. The thematic focus of a board means that each board needs to be carefully curated by the user, with themes ranging from products to lifestyles to hobbies to concepts.
Why has Pinterest been in the news, in the recent past? Well, for one, the site has seen phenomenal growth over the last 18 months, in terms of registered users. It is difficult to get reliable user statistics with respect to Pinterest, but the site Pinterestinsider puts the total number of Pinterest users at over 100 Million, showing a 2700+% growth since May 2011. A more reliable metric to go by, for a brand owner, would be the monthly active users, and the figure most commentators agree on is 25 Million for the month of January 2013. The following infographic reveals the key originating countries for the 25 Million users:
The second reason for the keen interest in Pinterest, among brand owners and marketers, is the unique user profile Pinterest boasts: close to 80% of the users are women; with over 50% in the age group 25-44, with a relatively high level of disposable income; and, average time spent on the site being six times that of the average Facebook user. Finally, Pinterest users show greater purchase intent and action: 25% of the users have purchased items seen on Pinterest, and Pinterest users are twice as likely to make a purchase as Facebook users.
B. Who is Succeeding on PinterestHere are some interesting statistics on what's happening on Pinterest, compiled by Repinly:
Followers are one metric, but not the only. The following infographic from PinLeague highlights the success of lesser known brands in fostering a higher level of engagement, despite a moderate, relatively speaking, following:
C. What Not To Do on PinterestIt is still early days for Pinterest, in India, to arrive at a to-do list, for any brand seeking to execute an activation and engagement programme. Going by the experience of brands in the West, however, there is a list of not-to-do's that brand owners and marketers would do well to run through, before embarking on the programme:
Authored by: Sam Oommen Thomas
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