Australian Brand Interest in PINterest

Whilst Facebook is anticipated to reach its billionth member in 2012, it seems Pinterest is stealing the limelight. And despite the fact that Pinterest usage is unlikely to rival Facebook visitation at least in the foreseeable future, its growth cannot be ignored.

A social media fairytale

According to ComScore, Pinterest traffic reached a high of 11.7 million unique visitors in January 2012 – up from 400,000 less than 12 months ago – making it the fastest growing website to reach 10 million visitors in history. What is however most extraordinary about this growth however is that Pinterest is still at the “invitation only” phase.

But the darling networks success doesn’t end there. According to Shareaholic, in February 2012, it was announced that Pinterest drove more traffic to retail sites than Google+, YouTube and LinkedIn combined, and Pinterest also drives more traffic to blogs than Twitter.

But whilst the Pinterest phenomenon has caught on globally, are Aussies showing the same enthusiasm towards Pinterest? The answer is definitely a resounding YES, with Nielsen reporting a surge in Pinterest’s unique audience numbers in Australia, from 140,000 in December to 360,000 in January.

What is of PINterest?

With up to 80% of Pinterest users female – there is little surprise that the most popular content being pinned is related to all things girly. According to analysis from RJMetrics globally, the most popular broad categories of content being pinned are;
• Home (17.9%)
• Arts & Crafts (12.4%)
• Style & fashion (11.7%)

Pinterest Category Interest

However the analysis also revealed the content category achieving the highest levels of repins is Food.

Pinterest Repins By Category

Brand Interest

Globally the number of brands flocking to Pinterest over the past few months has begun to snowball and it seems Australian brands are beginning to dip their toes in the water.

Tourism Australia in PinterestTourism Australia

In recent years Tourism Australia (TA), has been one of the first brands to experiment and successful leverage key digital channels – particularly within the social sphere. Thus it would come as little surprise that TA is one of the first brands to trial Pinterest in Australia.

According to an article published on Mumbrella, TA’s strategy is “the same as our wider social media strategy – to inspire people to share their experiences and advocate Australia, with the ultimate aim of encouraging more people to visit.”
At the time of preparing this article, TA has 31 pinboards and 840 pins as well as over 400 followers.

Kikki.K

Kikki K Pinterest MarketingKikki.K has also shown interest in the new virtual pinboard site and as a result has integrated the “follow” and “pin it” badges within its site to encourage people to share / pin its latest stationary. A quick search on Pinterest shows that the brand is definitely doing something right with many Kikki.k products already pinned by users. In addition to date Kikki.K has established a following of over 750 followers and boasts 22 pinboards and 581 items pinned.

Other Australian brands which seem to be experimenting with Pinterest at the time of writing include Amnesty Australia, and Triple J – Obviously it is early days when it comes to Pinterest thus it will take some time for brands to master Pinterest. But based on referral data and the sheer growth – it is probably safe to say that brands may need to start to consider if Pinterest is relevant to their social strategy as first mover advantage is key.

Video: Pinterest Marketing Tips for Brands

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