Posted: May 28th, 2013
Piqora recently studied the traffic generation potential of pins as they age. In other words we looked at the half life of a pin as well as the long tail age of a pin.
What we found was:
- 40% of the clicks happen within the first day.
- 70% of the clicks happen within first 2 days.
- Remaining 30% clicks come all the way through 30 days and beyond
Content on networks like facebook and twitter is very ephemeral. Users glance at the feed and bounce when the feed reaches posts that they have seen before. Facebook can be a very in and out experience for a lot of users.
Pinterest is on the other hand is a network where users are searching for inspiration. It’s a task driven network. Users are looking for ideas, curating their boards, expressing taste and looking for ways to improve their life. That makes Pinterest as much as navigation and search driven network as it is a social feed driven network. This search and navigation behavior on Pinterest leads to old pins showing up in search results and driving traffic to your site.
Users coming from old pins are just as important as users clicking through on new pins and you need to make sure that if the old pins are out of stock or point to 404 pages, you create compelling landing experiences to better retain your old pin traffic. Piqora recently built a product called Gallery is designed just for that. Email us at firstname.lastname@example.org to get a demo.
Posted: May 28th, 2013
We recently tracked the Pinterest Virality of 200 brands who have connected their Google Analytics, Omniture or Coremetrics with their Piqora account. Piqora measures Pinterest virality as Repin/Pin ratio for the Pins that originate from the website and profile boards of these brands.
Average Repin/Pin ratio in Q4, 2012 was 0.21
Average Repin/Pin ratio in Q1, 2013 was 0.3
That’s a 42.8% jump in virality and it shows that as Pinterest user base grows (some estimates say that there are now ~70 million users on Pinterest), the engagement continues to trend upward. This phenomenon is rare in the growth of any online network. Generally engagement declines with the audience size.
What this means for you as a marketer is to pay a lot of attention of this hyper-engaged visually driven community of users on Pinterest. Engagement on Pinterest is Intent. Repinning a product is an act of acquiring the product virtually and represents latent shopping intent. Engagement on Pinterest is also Reach. Higher network virality leads to much higher amplification of your content and brand message on Pinterest.
Posted: May 25th, 2013
Visual Web is a collection of interest based networks that are emerging as havens for visual discovery of products. On visual networks like Pinterest, Polyvore, Houzz, Tumblr — the best of web is getting collected in a very visual way and is coming to users in their visual feeds. Visual Feeds is the current and the future of e-commerce discovery.
Visual networks make web browsing extremely efficient. Users can see a lot of products easily and judge whether they want to click through making the outbound clicks from these networks very qualified. At scale this shifts the time-spent on web pages away to visual feeds as the users will come to the immersive experience of the feed if the web page didn’t have what they were looking for. This shift in time-spent will decrease the reach and efficacy of display ads for e-commerce.
Visual Feeds will gradually replace sub-optimal IAB display ads as the way for an e-commerce brand to attract shoppers to its website. These visual networks have their own native advertising formats — Promoted posts on Facebook, Promoted Tweets, Promoted Tumbles etc and brands would augment their owned media from organic curation with paid native media on these platforms to enhance visibility on these user feeds.
Native Ads are successful as they offer a great UX and flip advertising on its head; while traditional display ads are designed brand-first, native ads are designed audience and network first. Successful native ads are about designer content marketing built with the channel and audience behavior on that channel in mind.
Native Visual Feed Ads offer earned media amplification (unlike their IAB counterparts), self-selected intent targeting and necessitate the rise of Visual Feed Ad Exchanges to act as the layer on top of native advertising formats of multiple visual networks and enable brands to buy native media on these visual feed networks.
The social-mobile shift continues to deepen with 61% of the users now accessing the networks over mobile. This number is expected to rise to 88% by 2017 according to emarketer. Visual content is the most engaging and performing form on the social-mobile web. Traditional display ads are least effective in this visual-social-mobile environment and are giving way to Native Feed Ads as the primary way for these mobile focussed visual networks to monetize and enable brands to target users based on their self-selection and curation behavior.
Posted: May 25th, 2013
So you have created your Pinterest profile, added a few boards, filled those boards with some pins, have got a few followers and are now wondering how to ratchet up the engagement on your boards, how to grow your followers, pins and repins. Here are 4 things you may not have thought of:
- New Boards: Don’t stop with just 5 boards. Keep creating new boards around interesting themes until you find the topics that appeal to your audience. Keep the board names creative. Learn from pinterest.com/modcloth. Use Piqora’s dashboard to check the best performing boards of yours and your competitors.
- Follow 70/30 rule: 70% of the pins from your own website and 30% of content from other pinners. Make sure that this 30% is still content your brand is about. This principle is really about ensuring creativity and maintaining visual appeal of your pins and boards. Find best sources for visual stunning images and make them a part of your boards. That will scale your board’s followership and reach into Pinterest. Next time you add a website pin to that board, you can expect a ton of repins and clicks.
- Follow your Pinners: Your pinners are your biggest advocates, organically curating content from your website. Follow them and you’ll get them to follow back and grow your audience. You can find a list of your most active pinners on Piqora dashboard.
- Create Community Boards: Invite your followers to contribute on your community boards. This the ultimate expression of a brand’s acknowledgment of brand advocacy. Inviting your followers to co-curate content will help your board get a massive reach within Pinterest. Next time you pin something on that board, watch as the repins come in.
- Pin 10-30 pins every day: Pin regularly and stay on top of your follower minds. Feed on pinterest can move very quickly and most successful brands pin 10-30 pins every day to sustain the visibility on user feeds. There is a direct correlation between volume of pinning and engagement. More pins is more opportunity to get repins and followers through those repins. Remember these need not be your pins — find the best content pin and keep the volume between 10 and 30 a day for best results.
Pinterest is about discovery of taste and inspiration. Humans have taste in many areas of life – fashion, food, travel, art. Brands can too. Humanize your brand with Pinterest. Make sure your content is aligned with helping pinners find things they love.
Posted: May 23rd, 2013
Pinterest made its pins a lot more info rich, imparting those static images some more actionable context. The feature is called “Rich Pins” (or “useful pins” for the end users) and these pinned images now can contain a host of more information right from the originating image site, such as product price and in-stock availability or ingredient listings for recipes.
Pinterest crawlers pull this structured data in real-time from your open schema tags on your web page. You can read more about how to get product price and inventory on your pins at http://business.pinterest.com/rich-pins/. Once you have added the meta-tags, make sure that correct price and in-stock status is appearing on the pins by testing on the validator.
If you have pins that have been previously pinned to Pinterest, those images can be converted to rich pins retroactively once you have included the meta tag information on the originating pages.
Rich pins have a strong call to action on where to buy the pin in the form of “See this on REI”. This can drive more qualified and higher purchase intent traffic to your site while reducing the bounce rate. You can monitor how rich pins impact your traffic volume and the ROI from Pinterest on your Piqora dashboard.
At Piqora we believe that Pinterest is the new e-commerce central and rich pins are certainly a strong step in adding more purchasers in the social e-commerce funnel.
Posted: May 23rd, 2013
Internet is seeing the first wave of maturing image and interest based social networks. Pinterest, Tumblr, Instagram, Polyvore, Houzz, and Wanelo. The web of 1995 was a replication of magazine pages online. The web of 2013 is information appearing on dynamic, personalized, visual streams of social networks, consumed on ubiquitous devices.
These interest based networks are about taste, intent, personalized content discovery and exhibit following similar characteristics:
- They are public — which means anyone call follow anyone and subscribe to their taste.
- Content consumption is happening on the self-selected visual feeds that are populated via curation activity of followers
- Actions on the content create virality and amplification. For e.g. Re-pinning and Re-blogging – are the primary ways in which the content spreads through Pinterest and Tumblr
- Granular interest based followership of boards offered by networks like Pinterest.
- Collections as the primary way for users to express and curate. Pinterest boards, Ideabooks of Houzz and Sets on Polyvore.
And this is just the beginning. Mobile devices and cameras are unleashing even more creativity and content creation. SnapGuide let’s users build step by step guides. Vine from twitter allows users to create short videos. Creativity, collection, curation is now available to anyone with an idea and a mobile device .
Today’s consumer is collecting and curating image based content, self-selecting people they want to follow and consume from. This opens up vast opportunities for marketers to comprehensively understand their audience and interact with them at much more granular and relevant level.
Posted: May 23rd, 2013
Monetate published its latest E-commerce Quarterly where it studied 500 million online shopping sessions. You can download the report here.
The report says that that in the first quarter of 2013, 55.18% of site traffic that stemmed from social networks came from Facebook. That’s down from 62.45% in the fourth quarter of 2012. By comparison, Pinterest—which launched about three years ago—accounted for 24.96% of site traffic from social networks, up from 17.51%. The rest came from such sources as Twitter and LinkedIn.
According to Monetate Report, Pinterest also topped in the Average Order Values for shoppers coming to e-commerce sites from social networks. Monetate says those shoppers spend $80.54 per order when coming from Pinterest, compared with $71.26 for Facebook and $70.17 for Twitter.
Pinterest also has a 75% bounce rate compared to 90% for Facebook, according to BloomReach. When it comes to driving actual sales, on average, Pinterest results in $1.50 in revenue per visit, compared to $1.15 for text-based search and a mere 90 cents for Facebook.
Brands around the globe have flocked to Pinterest not only to create a presence, but to curate boards that showcase their company’s products and services. People are drawn to immersive merchandising, a trend that creates thematic categories that drive audience interaction and conversation around a brand’s content. For example, ZGallerie used Pinterest as a way to create boards around different design elements including geometric prints and colors like aquamarine and lemon that are expected to trend this coming season. With right Pinterest analytics platform, merchandising can now be optimized with product images that are popular and trending on visual platforms.
Posted: January 30th, 2013
On Tuesday January 29th, we hosted a webinar to discuss Best practices in Pinterest Promotions, just in time for the Valentine’s Day Holiday. On the webinar, our Head of Customer Success, Alex Littlewood, presented ways for marketers to:
- Harness the financial power of the #3 US spending holiday by driving Pinterest activity and e-commerce.
- Launch a promotion in 3 days, with the best possible user experience for participants.
- Save hours in management and tracking of participants using our best-in-Class promotions tracking technology.
Posted: January 27th, 2013
Pinterest is gradually rolling out ‘News’ feature. The Activity tab is going to be phased out and replaced with the ‘News’ tab. The feature is designed to boost content discovery. It will show the boards into which pins are going — allowing users to easily discover new boards and also perhaps increase reciprocal following.
Brands and marketers are looking for ways to scale audience on pinterest, boost following and generate engagement. The advent of ‘News’ feature can dramatically board discovery for brands that employ repinning as their engagement strategy. A great way to increase the number of high quality followers on Pinterest is to engage pinterest users that are already pinning a lot from your website (pinfluencer dashboard provides that report). Now with the “News” feature this repinning will increase the visibility of brand’s boards on the News tab of Pinterest users, resulting in more followers and increased number of repins of their board content driving traffic, sales and product awareness.
Of course, it is not yet clear if pinterest users discover content by going to their profile page. Our experience suggests that majority of pin discovery happens on user’s feed and category pages. Of course, Pinterest can embed ‘News’ content into the weekly email causing brand’s boards to shop in user’s inbox. That would be amazing, isn’t it! The diagram below sums it up. You can read more about this on Mashable.
Posted: January 16th, 2013
On Tuesday January 15th, we hosted a webinar to announce the results of our industry survey about Pinterest Marketing. We received responses from ~200 marketers from brands ranging across a broad scope of industries and verticals (watch the webinar to learn who). On the webinar, our Head of Customer Success, Alex Littlewood, revealed results such as:
- All ~200 brands are seeing growth in traffic from Pinterest ranging from steady to massive growth.
- The frequency a brand Pins correlates to increasing web traffic, and the law of diminishing returns applies.
- Promotions are key to driving results in Pinterest.