Pinterest 101Pinterest.com/DeependDate: 8 June 2012
Contents 1. What Is Pinterest? 2. The Stats 3. Pinterest & Ecommerce 4. Brands on Pinterest
What Is Pinterest? • Pinterest is a social network where users can ‘Pin’ images and organise their Pins on themed Boards eg ‘For My Home’ or ‘My Style.’ • Pinterest is used to visually express individuality, as an inspirational visual reference for projects, as a wishlist of items for potential purchase, and for sharing ideas best expressed in images. • Pinners can follow their Facebook friends and Gmail contacts, search users to follow, and search Pins and Boards by keyword. • Images can be pinned from the web using the Pinterest Bookmarklet browser plugin, re- Pinned from another user, or uploaded from a user’s computer or phone.
Where Is Pinterest? • Pinterest.com is accessible as a website and mobile site, and there is a Pinterest iPhone App which has been downloaded ~250,000 times. • Pinterest is integrated with Facebook and Twitter to enable users to easily share Pins on other social networks. • Pinterest has a Facebook Timeline App which automatically shares recent Pins and Followed Boards on users’ Facebook profiles. • Website owners can add a “Pin It” button to their webpage to allow users to add the content to Pinterest.
Pinterest By Numbers – Growth & Time Spent • Pinterest launched just over 2 years ago and has experienced a dramatic uptake. • In January 2012 it became the fastest site in history to break through the 10 million unique visitor mark. • In Australia, 470,000 unique users visited the site in April 2012, up 120,000 from March 2012. • Average time per visit is over 14 minutes. • Food and Drink is the most popular topic on Pinterest, making up 1/3 of all Pins.
Pinterest By Numbers – Australian Users • Pinterest globally tends to skew female – roughly 70/30 split. In Australia the genders are almost evenly distributed, with slightly more men using it than women. • 35-54 is the most populous age bracket, accounting for 62% of Australian users. • Users are far more likely to be tertiary educated than not. • Australian Pinners appear to be stylish, tech-savvy, and interested in design. The top audience interests (based on web browsing habits – Google Ad Planner, March 2012) are: • Fashion design & collections • Web stats and analytics • SEO & SEM • Graphic design • Blogging
The Ecommerce Opportunity • Pinterest is projected to account for 40% of all social media driven purchases by end Q2 2012. • Pinterest outdoes YouTube and Google+ and is on par with Twitter in directing referral traffic, accounting for 3.6% of all referrals. • Amazon & eBay have added ‘Pin It’ buttons to their share options. • Shoppers referred by Pinterest are 10% more likely to make a purchase than users referred from other social networks and spend 10% more on average. • Pinterest allows Pinners to add price tags to Pins and includes a Gifts stream, searchable by price.
Brands on Pinterest • Peujeot Panama Jigsaw – arranged Boards onto ads that could be read left to right and created a jigsaw puzzle where users had to find missing Pins and create their own board to complete the puzzle. • Honda Pintermission – rewarded active Pinners for taking the day off and doing the activities they had planned. Prizes awarded if they shared the results on Pinterest. • Sephora Colour Wash – users asked to create Boards and pin 5 images featuring their favourite colour.
Brands on Pinterest • Kleenex Pin To Make A Difference – capture, compile and share sustainable household tips and wisdom about sustainable domestic practices. • Harrods Diamond Jubilee Street Party – Pinners invited to create mood boards and the winner’s will be used as inspiration for a store window display. • Kotex Personalised Gifts – Inspiration Day campaign where 50 personalised gifts were sent to 50 users based on their Pins.