Companies around the world are using various social networks to promote their businesses and market their products. Although, one of the lesser known social networks among businesses is Pinterest, it has carved out a valuable niche for itself. At first glance this network seems to be all about home décor, food, and fashion. How can it be relevant for business?
Pinterest has an active user base of 70 million members, this creates a great opportunity for businesses that want to drive traffic and new sales to their websites. Especially for lifestyle brands Pinterest is great fit as it is a scrapbooking network that focuses mainly on lifestyle. Because of this other companies might be skeptical to use Pinterest due to its limited marketing capabilities. This is unfortunate because there are a lot of ways Pinterest can help a business increase traffic to its website. Pinterest can connect users directly to the website of a business. Thousands of eCommerce sites now cite Pinterest as one of their top referrers for traffic to their websites. Data show that Pinterest drives more Web traffic than any other social network.
Pinterest is used as an online shopping catalog with 70% of people using it to get ideas on what to buy online. An industry study found that the orders coming from Pinterest increased by 79% from last year. In addition, a survey carried out by SocialMouths found that Pinterest generates trust among consumers. They trust the information provided on Pinterest more than on Facebook or Twitter. Also, the users of Pinterest are twice as likely to engage with brands they support than users of Facebook. This can provide more opportunities for brands to market their products and get fans clicking onto their websites.
Pinterest is a perfect social network to reach a female audience. 80% of Pinterest users are women. The average user is 25-45 years old and 50% have children. If a brand is focusing on this consumer segment than Pinterest should be its most important social network. Also, if businesses feel they have exhausted other social networks, such as Facebook and Twitter, Pinterest is a great opportunity for reaching new audiences. Pinterest pins last on average three and a half months. That is 1600 times longer than Facebook where a post could last for just 90 minutes. This does not mean that the posts disappears, they just are not shown in the user’s newsfeed. With Pinterest businesses can drive traffic to their websites for weeks after they create a post.
Most importantly, Pinterest is extremely easy to use for companies. The process to create pin boards and populate them with images is not complicated and businesses can start directing traffic to their websites straightaway. Pinterest also offers helpful analytics tools that businesses can take advantage of when marketing their products. These tools provide insight into which pins are performing best and how much traffic they are generating to the website. 80% of the pins on Pinterest have been repined from someone else therefore, Pinterest does all the hard work and generates traffic to the website without businesses having to work hard for it.
A new “Buy Pin” is coming soon that will let users purchase products without leaving Pinterest, using a credit card or Apple Pay. This will create the possibility for consumers to buy a product directly as they see it on Pinterest without the extra clicks of visiting the website. This can generate a lot more sales for businesses. Therefore, in the future Pinterest will businesses’ number one network for generating traffic as the opportunities this network provides are greater than may seem in the first place. What do you think?
As you might have heard in the past few weeks Twitter is considering removing the 140-character limit. Currently, Twitter is creating a new product that will enable users to share tweets with an unlimited amount of characters. But what does this mean for the future of twitter? There are various characteristics that separate Twitter from other social networks but the 140-character limit has always been the most important trademark of Twitter. Twitter has been under scrutiny about this for years and many have argued that Twitter should expand the limit. But now that this might actually happen, will the users see blocks of text on their timelines? Or will it be a separate blog-type of service? This change will certainly have an impact on marketers who use Twitter to connect to consumers. Due to the longer content that will crop up almost immediately after the change, marketers will have to spend more time writing the body of tweet. This could create a shift on Twitter from many, small tweets throughout the day to fewer, longer tweets because marketers will not want to deplete their own time and resources and alienate consumers who may unfollow if they feel bombarded with content.
Lifting the limit might seem like a good thing, however, will Twitter be able to differentiate itself from other social networks after this implementation? This change could be detrimental to the unique community of writers and creatives who have found a home on the platform. The inconvenience of the 140-character limit has forced Twitter users and marketers to become better writers and salespeople. These parameters have taught Twitter users to develop their own unique style and flow. The only downside to the limit is that there is not much room for nuance. Twitter user must create a thread of tweets in order to show a progression of thought. However, this separation actually allows followers to process information much more seamlessly. After practicing marketers can learn to use the limit to their advantage with more precise and to the point content, as the most successful Twitter users manage to be both poignant and witty in bite-sized portions.
Not only is Twitter a platform where ideas are exchanged constantly but it is also a platform that turns minorities into targets of harassment by trolls. If Twitter is strongly considering lifting the 140-character limit ban, it must first put in place stricter anti-harassment regulations. Without the character limit trolls will be given more freedom to attack. This can cause the number of Twitter users to decline while Twitter is desperate to find new ways to attract users to the product.
Twitter wants to improve its appeal to the mainstream social media users, who do not know how to interact on a 140-character landscape. Removing the 140-character limit is a way to achieve that and will provide new readers of marketers’ content. However, the question arises whether or not this would actually increase Twitter’s audience. Twitter’s 140-character limit has force innovation in language and art, and created a platform perfectly tailored to facilitate instant interaction and community building. Instead of eliminating the characteristics that make Twitter unique among its competitors and the power these innovations have, Twitter should focus on making it secure for users and use this opportunity to improve this innovation and differentiate even more. Do not mess with what is not broken. Or do you think otherwise?
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