Lately it’s been hard to go a day without reading about how Pinterest, the social platform that lets members curate content related to things they like, is the new Twitter: a tool that consumers are adopting and that marketers had better learn to use too.
But exactly what’s in Pinterest for marketers? What can they benefit from by participating in the platform, and why should they devote some of their all-too-scarce social media bandwidth (time, personnel and created content) to a platform that most had never heard of six months ago?
In a word, traffic. According to research done by sharing solution provider Shareaholic on some 200,000 web sites, the Pinterest platform drove 3.6% of referral traffic in the month of January 2012. That’s a greater referral performance than the traffic from YouTube, Google + and LinkedIn for that month, as well as being a respectable increase over the 2.5% of traffic that Pinterest referred just the month before. By comparison, Shareaholic found, Pinterest drove only .17% of Web referral traffic last July.
Web metrics firm comScore also ranked Pinterest fourth in visits among social networks for the week ending February 25, 2012.