Features

What You’re Going to Need to Know About Pinterest

Written on
Feb 20, 2012 
Author
Silvina Moschini  |

ADOTAS – Talking about an online social network where users share interests undoubtedly sounds kind of redundant nowadays. But it is true that the great success of Pinterest shows that surfers apparently have a need that still hasn’t been adequately satisfied by the web’s most popular social networks.

This social network, based on its capacity to share images and content available on the web in a practical and simple way, has just been singled out by the specialist media site TechCrunch as the best new startup of 2011, and it’s threatening to become the new shining star of the social networks. Even so, its co-founder, Ben Silberman, doesn’t want to talk about the figures that show the growth of the platform, and prefers to underline its design and capacity to unite people according to their interests as the reason for its success.

An image is still worth a thousand words

The new web that has its finger on the pulse of the evolution of social media is a platform that consists mainly of links and images, an eminently visual tool with an emphasis on photography. What does the name mean? Share your interests. Ben Silberman says, “Pinterest is a site that connects people who are passionate about the same things. In the same way that people use Facebook are excited to connect with people they care about, people on Pinterest are excited to be inspired by people with similar tastes.”

Returning to the images, the idea of Pinterest is very simple. The site is a kind of virtual pinboard, where users pin an image, a product or content that interests them.Then it’s published on a kind of online-advert noticeboard and can be seen by other users. The user can pin web content or repin what other Pinterest users have already shared so that it forms part of their own interests. “It’s like storing favorites on your computer, but in a public way,” explains one fan of the new platform. There are no walls, no friends, or anything remotely similar. Images and interests are shared revealing a common link between two people, without the need to leave a message, although you can if you want.

With a simple glance at the home screens of different users one can find out about their passions and interests and recognise people who have the same tastes as us. The new platform’s public is mainly female. This is what TechCrunch says, citing that 59 percent of Pinterest users are women between the ages of 25 and 44, mainly arts and design professionals. According to the online-traffic measuring site Alexa, Pinterest occupies the number 26 spot on the list of most-visited sites in the United States, and number 126 in the world.

The value is in the generation of traffic

It is true that Pinterest has become more than just a relevant site for the recommendation of services, businesses and small companies. Its simplicity and user-friendliness are undoubtedly factors that favor its rapid rise and adoption. But the real value of Pinterest lies in its demonstrated capacity to send traffic to other websites. According to a recent study by the company Shareaholic, in July 2011, 0.17 percent of internet traffic came from links shared by Pinterest. By January 2012, the figure had risen to a surprising 3.6 percent, a volume that exceeds the total traffic redirected by sites such as Google+, Linkedin, MySpace and Tumbir combined.

To all this has to be added the fact that Pinterest is so far an invitation-only site to which you can only have access if you receive an invitation from another user, which means its expansion potential still hasn’t reached its peak. Of course, the platform has already attracted the attention of the big brands that see the tool as a powerful way of marketing their goods and services. The idea of selecting content, filtering, organizing and sharing it online with a click takes online viralization to its maximum simplicity. Pinterest has already won the Crunchie Award for Best New Startup of 2011, and clearly its recent expansion appears to be beginning. If it manages to consolidate its growth and continues to be an effective tool for sending visitors to other websites, it’s possible that it could convert itself into an essential platform for any online marketing and communication strategy.





Silvina Moschini is founder and CEO of social media agency Intuic. She is a former senior corporate executive with significant experience in one of the largest and most successful companies in the world. Prior to becoming an entrepreneur, Silvina was vice president of corporate communications at Visa International, where she was in charge of developing the public relations strategy aimed at further positioning Visa as one of the most globally valued brands.

Silvina joined Visa from Patagon.com, the Internet branch of the Santander Central Hispano Group, one of the world’s largest banks as vice president of corporate communications. Before working for Patagon, Silvina was the public relations manager for Compaq Computer Corporation Latin America, where she created the Public Relations Department and supervised the implementation of the communications strategy in the region. After a year, she was promoted to international public relations manager to lead Compaq’s PR efforts in international markets, including Asia Pacific, Europe, the Middle East, Africa, Japan and Latin America.

Silvina has a BS in public relations from UADE (Buenos Aires, Argentina), a degree in marketing from New York University (NYU) and a master’s degree in public relations from the University of Houston in Texas. She has also taken graduate courses in web communications and social media program at the Libera Università di Lingue e Comunicazione (IULM) as well as at the Università Commerciale Luigi Bocconi, both in Milan, Italy.

As an expert in Internet and social media topics, Silvina is frequently consulted by CNN Español, NTN 24 and other major networks. Her columns are featured in top publications such as CIO Magazine Latin America, the Miami Herald and more.

Reader Comments.

Leave a Comment

Add a comment

No Tags
Article Sponsor

More Features