Pinterest is one of the fastest growing social networks and one of the leading social newworks in America. It offers brands a great platform from which to drive high levels of traffic back to e-commerce sites. How brands use the site will need to change from how they are used to using other social networks – simply recreating Facebook content isn’t going to work. The worth Pinterest can offer brands in terms of traffic is key to how brands will measure its value. The jewellery brand Swarovski has been a Pinterest user since it was invite-only site. They say it offers “freedom unlike any there social media platform”. While it has no analytics on the site’s performance as a selling channel, it is convinced of the opportunity to link directly to e-commerce. By using Pinterest to run a bridal promotion, it increased followers from 20,000 to 500,000 in just a few months.
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