Pinterest - Colonizing the Web's Inspiration Platform

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Since its launch in March 2010, Pinterest has grown faster than any other social network in the US, including Facebook and Twitter. Now with nearly 50 million users worldwide, the site has nurtured a devoted and highly engaged user base. People a...

Transcript of Pinterest - Colonizing the Web's Inspiration Platform

1 Pinterest

July 2013

Colonizing the Webs insPiRAtion PlAtfoRm

2anner ads are passing away without so much as a eulogy. Good riddance. The clickthrough rates on banners have been abysmal since the beginning of the internet. Pinterest is here now, offering a similar aesthetic an image, some text, and the chance to click through but to a far more engaged audience. The platform is already attracting huge numbers of users, approaching 50 million around the world, and reached 10 million monthly unique visitors faster than any independent site in history. People are going to Pinterest for the sole purpose of being inspired. Theyre seeking visual stimuli, and willingly clicking on the things they find interesting. Visual marketing on Pinterest fits the context, and the behavior everyone on the platform is familiar with. Since any product-related content is identical to non-marketing content, the rates of sharing and clicking through on brand posts are just as high as non-branded content.

And it doesnt stop at clicks. Pinterest is a conversion machine. Sephora has reported that customers who follow the brands Pinterest page spend 15 times more on Sephora products than the average Sephora Facebook fan*. So the user base may be smaller than other networks, but they certainly pull their weight.

Welcome to the world of opt-in advertising

*Source: http://www.digiday.com/brands/5-brands-winning-at-pinterest/

3ts important to understand exactly how the user experiences Pinterest in order to understand how people will find your brand page. Users will most often navigate to your brands boards through re-pins from other users, by actively searching for related content, or by scrolling through the related content on another board (i.e. People who pinned this also pinned). These illustrations demonstrate how a user sees Pinterest, and how the typical pathways to brand discovery look. Note the emphasis on related content, which helps keep users engaged with a steady stream of targeted pins.

The Pinterest user experience is designed to favor discovery and sharing.

4The home screen displays recent imagery from any Pinterest accounts or boards that the user has followed.

As you can see, Pins have a standard width, but the height can vary.

What does a users Pinterest space look like?

5What are the methods of discovering new content?

Users are also offered related boards to browse beneath every pin.

Aside from scrolling through her personal feed of followed content, the user can discover content

one of three ways. The first is a simple keyword search on the home screen, pictured above.

Lastly, just below the related boards on any pin are the suggested pins a huge board of content pinned by users who also interacted

with the page.

6When viewing a board or individual pin, you may repin, like, visit the linked website, send to another Pinterest

user or share via Facebook, Twitter or embedding.

When repinning, the user can add a personal caption, which replaces the caption of the original user when the pin is

displayed on the new users board. The website behind the image always remains when an image is repinned.

How do users interact with content and repin back to their own boards?

7efining yourself through social activity is a big part of any social network, whether that means 140 characters on Twitter or a square photograph of your homemade chili on Instagram. On Pinterest, the way for users to build their digital personalities is by curating boards of products and imagery that they want, or want to be associated with. This is where the inspiration comes in users spend their time looking at and interacting with items that move them in some way. They aspire to have or to be associated with the things they pin.

If a user has been inspired by a pin featuring a product, then its safe to say the hard work of convincing a customer that they want that product is already done. It should come as no surprise that on average Pinterest traffic spent 60% more money on discovered items than did traffic coming from Facebook. Pinterest traffic converted to a sale 22% more than Facebook traffic.*

Pinterest traffic converted to a sale 22% more than Facebook traffic

*http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~ocDRhX0aiZbHQy

8Top 5 Motivations For Using Pinterest

1. A source for creative ideas 76%

2.Exposes me to new things 69%3.Provides ideas for specific occasions (e.g., wedding, holidays, etc.) 67%4.Helps me to organize things in my life that I am passionate about 57%5.Is a form of entertainment for me 50%

91. A source for creative ideas 76%

2.Exposes me to new things 69%3.Provides ideas for specific occasions (e.g., wedding, holidays, etc.) 67%4.Helps me to organize things in my life that I am passionate about 57%5.Is a form of entertainment for me 50%

Facebook

Of note: excluding Twitter, women felt stronger than men about nearly all motivations across the social media properties.

The motivations of Pinterest users are quite different from other social sharing sites.

Twitter

Instagram

1. An effective way of sharing information because most people I know are on the site 76%

2. Allows me to connect with people who I wouldnt normally be in touch with 76%

1. Can follow celebrities/public figures who I may not know in person 60%

2. Provides quick updates 51%

1. Ability to upload pictures I take 67%

2. A way to appreciate good photos/photography 62%

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2Mhome

Categories with the most repins

1.7Mrecipes

695Kfood

458Kwedding

392Kfashion

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57% of Pinterest users interact with

food related content

THE #1 CATEGORY OF CONTENT

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s of May 2013, 93% of all U.S. Pinterest users are female*. However, that isnt to say that the platform itself cant hold a male audience. In fact, reports in 2012 showed that Pinterest users in the U.K. are actually predominantly male, and brands like Mashable and Jetsetter that index well with both male a female audiences host some of the most popular boards on the site. But at least for now, Pinterest is dominated by women.

Attitudes toward brands are much more favorable on Pinterest, where 43% of people say they prefer to associate with retailers or brands, vs. just 24% on Facebook.

The demographics of Pinterest users are as unique as the interface.

http://mashable.com/2013/05/08/pinterest-most-popular-brand-boards/

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48.7Mnumbers of users globally

47.5%of users are married

4.75Mpeople follow L.L. Beans Woodland Creatures board, which is nearly 10% of total users

21-3037%

31-4023% 41-50

16%+5017%-20

11%

58/100of the top brands have an active Pinterest account

U.S monthly unique visitors faster than any independent site in history!

Pinterest hit

10 million

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60%

40%

Online consumers that have found an item theyve bought or wanted to buy

Pinterest referrals spend

70% more money

than visitors referred from non-social channels

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93% of Pinterest users are WOMEN

while

50% of Pinterest users

have CHILDREN

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Great branded content comes from brands who understand why their product matters

n order to make a brand page into a Pinterest destination for users, the key is to host the type of content that has drawn users to the platform in the first place. Ideas and inspiration are the currency of Pinterest, so think about how your brand can offer that type of content. You dont need to dilute your brands lifestyle message at all, just understand what that lifestyle message looks like as a series of pins. The platform rewards brands who can successfully compartmentalize their message into visually stimulating suggestions for how users can achieve that lifestyle.

Highlight the moments when your brand really matters to people. This should help your products seamlessly integrate into your Pins.

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Whats working for brands so far?here are a few recurring themes in the top boards on Pinterest, and they tend to align with the sites female-skewing user base.

The following are a few examples of content thats getting attention on the platform.

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DIY

Recipes and small DIY projects are a huge draw for the inspiration-

seeking crowd.

Etsy has earned about 250,000 repins from their Yum! Recipes to

Share board.

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There is only so much furniture that fits in one house, but theres no limit

to the space on a Pinterest board.

Lowes has been extremely successful in this category as well with their Time to Shine board, pairing imagery of chic outdoor living spaces with

suggestions or useful product information.

Lifestyle imagery

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L.L. Bean claimed cute with their Woodland Creatures board

Jetsetters Daily Moment of Zen is a one-stop shop for beautiful and

exotic vacation settings.

Inspirational and emotional scenes These two boards are also the Top 2 most followed boards on Pinterest.

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The rest of the Top 5 most followed boards

Nordstrom Garden Wedding Ideas: 4,199,549

Everyday Health Joy Bauer: 3,761,427

Lowes Build It!: 3,549,154

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Top 4 most repinned boards on Pinterest

Better Homes a