Pinterest Rivals Twitter in Referral Traffic

To those of you who lead “the Pinteresting life,” you’ve contributed to a phenomenon that is certainly putting its clicks where the hype is. By that I mean, Pinterest is a two-year old cultural sensation that is borderline causing dependency among its users and the rabid audiences they’re developed. This rapid fire network has pinned itself to a rocket with estimated unique viewership ascending 429% from September to December 2011…and I’m not even sure if the sky’s the limit here.

For those who are unfamiliar with the fledgling community, Pinterest is a effective marriage of social bookmarking and visual curation with an extremely fervent user base. Essentially, people create a series of pinboards for areas of interest where they pin relevant snapshots with commentary to serve as both a reminder for later reference and also as a tour guide for visitors to learn more about each object.

Many consumer brands are also experimenting with Pinterest, using pinboards to present complementary products, ideas, and imagery to inspire consumers to visualize and remix new possibilities. From fashion to interior design and home to retail to entertainment, brands are using Pinterest to thoughtfully assemble a curated lifestyle. And, they’re packaged for the social and mobile web and optimized for driving actions as part Facebook’s new frictionless sharing ecosystem.

Some initial brands to watch include:

- Whole Foods
- Martha Stewart
- Better Homes and Garden
- Real Simple
- west elm
- Bergdorf Goodman
- Today Show
- Travel Channel
- HGTV
- Nordstrom
- Gap
- Birchbox
- AMD

In addition to soaring traffic, Pinterest is also rising as a bona fide referrer of notable Web traffic. According to a new report published by Shareaholic, Pinterest drove greater traffic than LinkedIn, Google Plus, Reddit, and Youtube…combined. Additionally, Pinterest was just .01% shy of tying Twitter for the 4th spot and .02% behind Google, which currently sits in 3rd place.

It should be noted, that Facebook is clearly the dominant player here, accounting for 26.4% of all referring traffic with StumbleUpon sitting far behind, but firmly in second position.

No report can be fully appreciated at face value. The data as packaged is extremely flattering. Shareaholic based its findings on the aggregated data from over 200,000 publishers that reach 260 million + unique monthly visitors. Publishers using Shareaholic are not reflective of worldwide internet web trends or everyday activity, but they do provide a relevant snapshot of the digital lifestyle within the social web.

What’s most remarkable is that Pinterest is still an invitation-only network. This of course lends to its desirability and mystique. Certainly, as anticipation builds coupled with creative and compelling use cases that continue to emerge, Pinterest shows only signs of remaining #pinteresting and relevant to visualized + curated storytelling and driving meaningful clicks for some time to come.

So what are your thoughts? What do you love about Pinterest? Are you a brand finding success or looking for guidance? Share your stories, experiences and questions below…

Connect with me: Twitter | LinkedIn | Facebook | Google+ | Pinterest

Order The End of Business as Usual today…

Share
  • http://twitter.com/restreitinho Roberto Estreitinho

    What I love about Pinterest is how I can create an inspiration dashboard with little to no barriers for sharing. Two clicks and you’re done. Also, the pin it button helps a lot to this “frictionless” dynamic, which makes it one of my top of mind inspiration sources and sharing platforms.

    Regarding the high traffic… I think it’s about the images. If an image is worth a thousand words, Pinterest has understood that better than anyone else. And retailers better step up their graphic imagery if they want to remain valuable there (ex: if you sell cakes, make sure you have gorgeous pics of them).

  • http://twitter.com/davidbcrowley David Crowley

    Thanks for the post. I’d been hearing the buzz about Pinterest; hearing a fellow food blogger talk about getting 4,000 repins on a recipe photo got me to sign up! After just a week or so, starting to see it in traffic reports. Thinking about setting up an account for my nonprofit, but for now, have a board “social capital” dedicated to our work. I am at 
    http://pinterest.com/davidbcrowley/

  • http://osakabentures.com/english-2/saulfleischman/ Saul Fleischman

    Pinterest
    is leading me think deeper about the images I use in blog posts. After
    all, while Digg, Reddit and StumbleUpon all allow us to review and vote
    up web pages (blog posts included), in Pinterest, any submission is
    based on an image (you choose which one) within the blog post. Read: if
    your blog post’s images are are plain-vanilla as mine have been, you
    could be well-connected and Pinterest Boarded; no one’s looking at or
    re-pinning your stuff – because they are looking not at the blog text,
    but rather, just one of the images that you pinned from it.

    • http://www.briansolis.com/ briansolis

       Great comment and excellent observation. Have at least one image that really grabs attention or matches the headline to visually tell the story without text. I’ve tried to master this over the years, and while not easy, it’s fun and effective.

    • http://osakabentures.com/english-2/saulfleischman/ Saul Fleischman

      Thanks, Brian. What’s more, while I am certain that I have added images and videos in the same manner, sometimes Pinterest cannot sense them; for example, perhaps you noticed my last article – also appeared at SMTODAY: Pinterest cannot take the images from that.  A fluke…?  I’ll tolerate those :-)  On the other hand, to those boldly stating that Pinterest has taken the glory from StumbleUpon, I say it has not.  G.Analytics Referral Pageviews tells me otherwise.

  • Pingback: Very Pinteresting… « aperc

  • Pingback: Tuesday, February 7 | Duncan/Day Advertising

  • Pingback: Pinterest: The crack cocaine of digital consumption and sharing | bitstrategist :: thoughts about 1s and 0s

  • Pingback: Six Ways Politicians Can Use Pinterest | Publicyte

  • Pingback: Pinterest may just be of interest | Energise 2-0

  • Cweins

    Thank you for sharing! There certainly is a
    lot of buzz around Pinterest lately. I personally love the site and find it
    refreshingly unique compared to some other social media/networking sites.  I find it fascinating that an
    invitation-only network can experience that kind of growth in such a short
    period of time.

    I am currently taking an ethics in
    communication course, and we recently discussed whether or not Pinterest is a
    site that promotes dialogue among users. There was some debate of whether or
    not the site actually does promote meaningful
    dialogue. In an article written by Carl Botan (1997), he states that “From the
    dialogical perspective practitioners would begin from the assumption that
    target publics have interpretations of the world that are as varied and valid
    as the client’s interpretations. They would assume that the real goal is not
    reducing publics to the service of the client through instrumental mastery but
    joining with the publics in the process of negotiating new mutual understanding.”

    You mentioned that “Many consumer brands are also experimenting with Pinterest,
    using pinboards to present complementary products, ideas, and imagery to
    inspire consumers to visualize and remix new possibilities. From fashion to
    interior design and home to retail to entertainment, brands are using Pinterest
    to thoughtfully assemble a curated lifestyle.” Out of curiosity, is there any
    specific brand or industry that you think might not benefit from Pinterest?

     

    Reference:

    Botan, C. (1997).
    Ethics in strategic communication campaigns: The case for a new approach to
    public relations. The Journal of Business
    Communication, 34(2), 188-202.

     

    Caitlin Weins

    Drury University
    Graduate Student

     

  • Pingback: Pinterest as Free Market Research | iTAX – tax news

  • Pingback: Pinterest as Free Market Research | Art of Strategy

  • Pingback: Pinterest as Free Market Research | SNID- Master in Social Network Influence Design

  • Pingback: That’s Pinteresting – Textifying

  • Pingback: Pinterest as Free Market Research - Grant McCracken - Harvard Business Review

  • Pingback: Pinterest’s PR Positives and Copyright Calamities | Texas Tells

  • Pingback: Pinterest as Free Market Research « mediabyjasmine

  • Antje Wilsch

    We sent this to Ben. The comments are good too – all things that Pinterest NEEDS to fix in 2012 (and they have the $ and staff to do so).

  • http://www.apptha.com/pinterest-clone-for-joomla Pinterest clone

    Fantastic!!! I like Pinterest so much..i’m here to glad from a part of pinterest…

  • Pingback: Small Business Success Stories: Built for Man | SAIL Blog

  • http://www.socialmediamarketingmall.com/twitter-followers Twitter Follower

    For me it is not quite a surprise for Pinterest to have a boost on its traffic rate. I found it as a very friendly user interface which attracts not only the people who are commonly aware to this kind of social media stuff but also to some people who are new in the virtual world (we must admit they still exist). Not forgetting to mention its simple looking design that is very calm to the eye. 

  • Pingback: Top CYL4G Tweets in February 2012 | Change Your Life for Good (CYL4G)

  • Pingback: How to Use Pinterest to Drive More Traffic to Your Blog « Buy Facebook Fans,Twitter Followers,YouTube Views,Google Plus Votes

  • Pingback: How to Use Pinterest to Drive More Traffic to Your Blog | Network With Joe

  • Pingback: How to Use Pinterest to Drive More Traffic to Your Blog | Kingmaker Global

  • Pingback: How to Use Pinterest to Drive More Traffic to Your Blog | Seo Spar

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Contact Brian

RECENT TWEETS

FLICKR FEED

  • Brian Solis - Why
  • Brian Solis - Manipulate or inspire
  • Brian Solis - listen
  • Brian Solis - The Embrace

ARCHIVE