Social media giants like Twitter and Facebook have become successful advertising platforms, but neither has done well as a place to shop — presumably because people don’t want to leave the chatter to go buy something. The story is shaping up to be different with Pinterest.
The social scrapbooking site, which lets users create “boards” of their favorite pictures, is already driving large amounts of visitors to e-commerce sites, and has recently become the primary driver to one of America’s best known retailers.
According to SimilarWeb, an Israeli analytics firm, 58 percent of social traffic to Martha Stewart’s website came from Pinterest in the last six months, compared to 23 percent from Facebook. The Pinterest traffic amounted to 6.5% of the 5 million visits Martha receives every month.
SimilarWeb added that AllRecipes.com was another site where Pinterest referrals had surpassed Facebook.
The Martha Stewart numbers are yet another indication of how Pinterest is poised to become a business behemoth, by selling its new “promoted Pins” or by simply taking an affiliates’ cut when a retailer makes a sale.
For retailers, Pinterest’s marketing potential is already obvious. Companies are already leaking Black Friday ads to Pinterest and, as Venture Beat reported in May, cosmetics maker Sephora said its Pinterest followers spend 15 times more than one from Facebook.
All of this likely explains why Pinterest is receiving waves of investment, even as the site receives relatively little attention in the media compared to other social media sites. (The lack of media hype may be due to Pinterest’s quiet PR strategy or, possibly, because the tech press is mostly male, and few guys are on Pinterest).
Finally, it’s interesting to see who else is getting traffic from Pinterest. Facebook is at the top (suggesting the relationship between the companies may be symbiotic more than competitive), but it’s also worth noting names like Etsy and BuzzFeed, both of which could cash in if they get the e-commerce thing right.
Here’s the list of the top 12. This figures were provided to me by Daniel Buchuk, who is SimilarWeb’s Head of Brand and Strategy.
- Facebook.com 14.7%
- Pinimg.com 9.1%
- Twitter.com 3.9%
- Etsy.com 3.9%
- Buzzfeed.com 2.4%
- Flickr.com 1.9%
- YouTube.com 1.7%
- Tumblr.com 1.5%
- Behance.net 1.4%
- Google.com 1.2%
- Fitsugar.com 0.7%
- Marthastewart.com 0.7%