Pinterest sits at the top of the “tier two” social platforms for many marketers. That means beyond the most important or “tier one” social networks like Facebook and Twitter where brands know they need to win, Pinterest leads the next pack. If you are a brand with a significant ecommerce business, then Pinterest likely peeks into that “tier one.”
“Pinterest traffic has doubled since May 2012, making it the 4th largest source of traffic after Google, direct traffic, and Facebook.” (Factbrowser.com)
The Data of Desire
Millions of images are pinned there (32mm as of April 2012). So here’s the cool thing, all this consumer-generated pinning reflects a database of the objects we desire. Remember that John Battelle coined the expression “database of intentions” in relation to search and Google, specifically (he wrote this blog post in 2003!).
Well, we speculated that Pinterest serves an interesting and similar purpose concerning what people desire and may even buy. We are all pinning what fascinates us and what we want. The act of “pinning” blends bookmarking, wish-listing and social shopping into one new behavior.
So we asked the great guys at Curalate to take a look at the social data inside Pinterest to reveal the underlying patterns. If you don’t already know Curalate, you should. They are tackling the idea of how brands can thoughtfully and strategically build their presence and relationships via the ‘visual web’.
Pinterest Data of Desire for the 2012 Holiday Season
- In 2012 Pinterest unique visitors grew by 1047%
- 80% of the top 10 retail brands feature a PinIt! Button
- Target is the most shared brand on Pinterest followed by Ikea
- The number 1 pinned (and desired) product on Pinterest is the KitchenAid 5-quart Artisan Design Mixer
- The number 10 pinned (and desired) product on Pinterest is the Big Joe Bean Bag Chair