Image-sharing social network Pinterest has been exploding in the past couple of months. Its daily traffic grew 4,000 percent between June and December. (Yes, that’s three zeroes.) Shareaholic published data this month indicating that Pinterest accounts for an incredible amount of referral traffic.
For those unfamiliar, Pinterest works as a crowdsourced glossy magazine, which has won it a strong following of fashionistas, wedding planners, home decorators, bakers and crafters. A huge amount of content shared originates on e-commerce and branded sites, with the day’s hottest Pinterest posts being “repinned” thousands of times.
As a result, the fledgling social network has been getting a fair amount of attention from publishers, retailers and brands hoping to gain visibility and connect with the Pinterest community. Organizations from fashion houses to art museums are adding Pinterest accounts to their social media portfolios, posting visual content which they hope will catch interest and lead traffic back to their websites.
So, to help sites take advantage of the Pinterest phenomenon, we’ve added the ability for users to easily “Pin” images via the Gigya Share Bar. By doing so, businesses empower their audience to share and curate site images, in turn driving referral traffic from Pinterest. A number of Gigya clients are already taking advantage of this new feature, including iVillage.com (NBC Universal), which features a Pinterest button across all content pages on the Gigya Share Bar.
Similar to the Facebook “Like” button, the “Pin It” button makes it easy for users to share crafty ideas, inspiration and recipes with fellow Pinterest followers. We’ll be watching Pinterest with interest as it continues to gain traction on the web and present new opportunities for businesses. One thing is for sure: Pinterest’s wave of popularity is too large for businesses to ignore.
By Victor White