Reports from internet traffic monitors highlight why Pinterest is drawing so much attention and it isn’t just a matter of traffic growth. Traffic matters, of course, and for social networks traffic growth is incredibly important.
By Gary Angel, president at Semphonic
But what makes Pinterest special as a social platform is the degree to which it runs counter to the “island” mentality most social networks create. Bottom line, Facebook and Twitter are happiest when you’re on Facebook and Twitter. And most social experiences are like that.
They grow and flourish by creating an inward looking community.
Pinterest, on the other hand, is driving huge amounts of referral traffic. Relative to its size, it is driving far more outbound traffic than platforms like Twitter or Facebook ever have, making Pinterest of special interest to eCommerce businesses. Unlike Facebook or Twitter, Pinterest feels like you can be monetise it.
For the right kind of enterprise, the advantages of Pinterest as a marketing platform are obvious.
If you have interesting or unusual products that appeal to the Pinterest demographics, you have a real shot at high marketing ROI. Like any social channel, it takes a significant investment. But compared to Facebook or Twitter the ease of fitting Pinterest into a product-based ecommerce strategy is striking.
But while that ease of third party monetisation is sure to attract a healthy enterprise community – a community that will itself boost Pinterest traffic significantly – it doesn’t necessarily solve Pinterest’s own monetisation challenges.
With eyeballs comes revenue; but revenue per eyeball will be critically dependent on Pinterest’s ability to behaviourally profile its audience in an interesting fashion and find new ways to monetise the pass-off to the enterprise.
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