Although everyone's latest social media darling experienced a slight drop in growth
this past March, Pinterest was recently announced
as the third most popular social network, behind Facebook and Twitter.
Also, despite the recent decline, ComScore reported
that Pinterest became the fastest independent site in history to hit 10 million monthly unique visitors in the United States (article via TechCrunch). Combine that with reports showing Pinterest accounting for 3.6% of referral traffic in the month of January
(.01% behind Twitter), and it's becoming clearer that Pinterest is here to stay.
As marketers, there are a few key principles to internalize as we launch our brands' Pinterest identities.
Folks don't log onto the site to find out what' s new with a product or get the scoop on a company's announcements--Facebook and Twitter are much more capable of conveying that. They simply use Pinterest to look at things; specifically, things they like, want, or relate to. For businesses, this requires a different sort of content--you can't expect to reach anyone with the usual marketing messaging.
The author of the Bailey Apartments study writes:
"Selling is overdone. Telling a story and sharing experiences isn't. It is contextual content. And it is proving to be the king of showing the human element in digital relationships."