Pinterest, surely you have heard this word thrown around in a few places lately. It’s the social network that’s on everyone’s radar since it is the fastest growing social network site of 2012 with over 10.4 million users, according to HubSpot. All this excitement over posting pictures on virtual bulletin boards seems crazy, doesn’t it? Does this frenzy relate to social commerce in any way? We think it may be one of your best levers to drive both user engagement and product sales.
Unlike other social sites, Pinterest is social and commerce at the same time. Users are engaged and want to purchase products they see pinned on the website, 21% of all Pinterest users are consumers, as stated by The Next Web website. I can think of at least 10 conversations that I’ve had this week alone where Pinterest was credited for an idea or a situation in which someone made a purchase. I’m guilty of getting lost in the “pinning” experience myself – don’t tell my boss! I’ll come clean; I’ve bought five things in the last month thanks to Pinterest.
The best thing that Pinterest has going for it is the huge visual presence, it’s not text heavy so it allows the products to showcase themselves. Those of us in e-commerce get that this is called “good merchandising” of a product. When a user posts a pin it is placed on a board that they have created. That board is then shown to every user that follows them. It also gets placed into the Pinterest database for all users to search. Oh yeah, it is free. Who wants free merchandising?
Over 80% of the pins result in repins, other users sharing a pin, according to RJ metrics. Once your product is pinned it has the potential to be viewed by millions of eyes, and this is growing. When someone engages with your product by clicking on the image they will be redirected to your website or Facebook store, increasing your traffic. Does this really happen? Pinterest drives more referral traffic to websites than Google+, YouTube and Linked combined, according to the Sharaholic blog.
Pinterest as a sharing site also allows your business to show the personality behind your brand and insight into the organization. For example, if your company sells kitchen supplies you could create boards for recipes, new kitchen gadgets, a shared board where users can post their recipes, or a video board of your company’s favorite cooking shows.
As a business owner, Pinterest is a social opportunity that should be taken advantage of by placing “Pin it” buttons on your website, any electronic communication tools you use with your products, as well as in your Facebook store. ShopTab has a “Pin it” feature that allows a potential customer in your Facebook store to pin your product to their Pinterest board.
By using the Pin-it feature in your Facebook shop the consumer will click the “Pin it” icon that is located with your product, that will then take them to a dialogue box that allows them to choose which board they want to place it on and the dialogue they want to share. In order to activated this feature, login to your admin panel and click on “Settings,” then “Customize and the buttons will appear on all product listings.
Pinterest looks like it is here to stay and the possibilities for this new social site are endless. The opportunity is ripe for your creativity and early on is showing dramatic results for many retailers. Take a look at our Pinterest boards. We’d love to know what you think.