Top Pinterest users pin from tablets, not phones or computers, so make sure your tablet site doesn’t suck
HelloSociety calls itself a “Pinterest agency.” And while that may sound a little weird, like having a “Twitter coach,” the company has something on its side that most of the other so-called social media mavens, ninjas, and gurus don’t: data.
The Science-Inc. company’s latest set of analytics, released to PandoDaily, reveals that Pinterest’s most-followed users (averaging 800,000 followers apiece) prefer to pin from tablets. 58% surveyed by HelloSociety said they did the majority of pinning from a tablet, followed by mobile (30%), and then a desktop/notebook (12%). OK so what does that mean for ecommerce companies, media companies and anyone else who wants to spread content to the site’s 30 million monthly visitors?
In short, make sure your tablet site doesn’t suck. That way these power users will have no problem finding your most pinnable products. And even more importantly, make sure your tablet site doesn’t suck when it comes to making purchases. HelloSociety CEO Kyla Brennan says that while consumers are extremely happy using a tablet to research, browse, and price hunt, they get frustrated by the purchasing experience.
Alright, but just because someone is a “top pinner” does that make them (and I shudder to use this word) an “influencer”? As in, will they actually influence users to give you and your brand money/patronage over others? Well, it’s complicated. On one hand, when users follow through on a purchase they first saw on social media, the average order value is $179.36 on Pinterest versus $80.22 on Facebook, according to data collected by Fast Company. But not everyone is enthused about the power of the pin. A contradictory study from New York-based ecommerce analytics firm Jirafe shows that getting Pinterest users to open their wallet at all is a challenge. “There’s so much excitement around Pinterest and a lot less analysis of data,” Amit Shah, Jirafe’s CEO, told Forbes. “ What we see is that Pinterest drives traffic, not revenue.”
If that’s true, then could the real benefactors of Pinterest’s insane traffic potential be media companies, not ecommerce companies? At a talk earlier this week, Buzzfeed co-founder Jonah Peretti revealed that Pinterest now sends as much traffic to the site as Twitter.
But Buzzfeed is a very visual site, creating content that is perfect for Pinterest’s platform. So I asked Brennan what other, less eye-popping, companies can do better to drive traffic (and dollars) to their site on Pinterest, and she says the strategy is different for every company. For example, a store like the Pottery Barn can simply post images of its products because, hey, stuff at Pottery Barn looks nice and is thus pinnable. But if you’re a hardware store, for example, “Don’t post images of screws,” she advices. Instead post something cool you can build with those screws. “Think along the lines of the people who are logging in to Pinterest.”