There has been extra buzz lately around this social media rival Pinterest. It is still picking up in popularity and certainly isn't as mainstream in the U.K. market as Facebook or even Google+ although it does appear to be a growing threat. So what is Pinterest and why is it gaining so much interest?According to an article on The Drum website, Pinterest is a social media site that is ranking third in popularity (measured by visits) in the U.S. behind Facebook and Twitter. In this market Google+ is ranking 6th and certainly does not appear to have as much social traffic.
Pinterest is a digital corkboard that enables you to 'pin' items that you like to both other people's interest boards or those you create yourself, sharing these items with others. Pinterest is user-driven and is shaped by peoples likes; its strength is in visuals and symbolism as the key point for sharing. Tags are at the heart of Pinterest, while the more 'pins' a Pinterest site or user gains, the higher their ranking.
Advertisers and brands are also seeing value in this site and are following their consumers into this social media space. Recently, U.K. car insurance comparison provider confused.com launched a safe driving competition-based campaign on Pinterest. For confused.com Pinterest was an ideal site, a place where their target audience hangout and which enables them to pin images to win, the mechanic behind the competition.
In an interesting look into Pinterest and Google+ in the Australian market, David Murton compares the two sites and their relevance for marketers in an article here. While Google+ has a larger user base, Pinterest is ranking more highly in engagement and time spent on the site. Interestingly, it is also stated here that Pinterest globally boasts an 80% female user base. The conclusions to be drawn of course are to understand your audience and choose the sites and channels most relevant to them and effective to achieving your business goals.
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