Pinterest May Look Sweet and Innocent, but It’s a Serious Traffic Driver


Pinterest—the visual-heavy darling of social media now drives more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.   

The data just released from Shareaholic, a social plugin service that mines data from 200,000 publishers and reaches 250 million monthly unique visitors collectively, shows Facebook in the lead driving 10 percent of overall traffic to publishers in September, far exceeding all other social networks, with Pinterest second at 3.68 percent—three times more than Twitter.

The four-year-old ‘virtual pinboard’ is aggressively pursuing a path of global expansion with a 66 percent year-over-year traffic increase as evidenced by a new partnership with international broadband provider Telefónica ensuring a new Pinterest widget will be pre-loaded on Android phones sold by the telecom company in Europe and Latin America to the provider’s 316 million-strong customer base.[more]

“Interests are global, which is why we want Pinterest to be available wherever people want to find ideas for the everyday projects in their lives and get inspired for the future,” said Don Faul, Head of Operations, Pinterest.”Telefonica is one of the world’s most advanced communications companies, and together we can provide a one-of-a-kind mobile experience to new and existing pinners around the globe.”

The widget is a virtual Pinterest feed, streaming content from the home page and can also be downloaded from the Google Play store “in the coming weeks,” but is not available to users in the US. Pinterest’s other recent international initiatives include a French version of the site.

Last month, Pinterest launched Promoted Pins similar to Sponsored Posts on Facebook, as well as Article Pins to leverage its more than 5 million daily pins from brands like BuzzFeed, giving them the ability to include headlines, authors, story descriptions and links to the source from the pin itself. 

“Pinterest is so different than the other social platforms,” said Ross Geisel, director audience development and social media at Hearst Magazines Digital Media. “Twitter is about recency and Facebook just sort of altered its algorithm to allow that older stuff to bubble back up. But Pinterest is really about seeing things we haven’t thought of in a while that bubble back up and drive traffic back to the site. You rediscover content over time.” 

And many brands are finding unique ways to utilize the network. Sephora has a robust following, while retail brand Nordstrom displays its “top-pinned” items prominently in-store. Macy’s is also giving its followers a sneak peek of its planned Black Friday promotions on the site. 


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