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Pinterest Pins Pay Big Dividends for Brands, Says Piqora

  |  November 21, 2013   |  Comments

Data coming from social analytics company Piqora said a single pin pays dividends to brands over time - up to several months after it was originally pinned - with the average pin being worth 78 cents in sales for all types of publishers.

With Pinterest being one of the most popular curators of content, it's no surprise that a single pin can pay big dividends to a website over time. Pinterest pins deliver two site visits and six page views on average, plus more than 10 re-pins – and this is can continue for several months, according to data from social analytics company Piqora.

"Half of site visits take place three and a half months after the first pinning, while half of orders take place two and a half months after the pinning," TechCrunch reported. Piqora chief executive Sharad Verma said this is due to the fact that good pins are "frozen in time" and signify "a product worth buying."

But can you monetize that? Piqora says yes. In its research, Piqora came to the conclusion that the value of a pin on average amounts to 78 cents in sales. And it's not just ecommerce that benefits, with value extending to other types of publishers as well, the report said. 

But that doesn't mean all brands are equal when it comes to their share of Pinterest ROI. 

"Martha Stewart was getting 10x more traffic last year from Pinterest than from Facebook," Verma said. "So obviously there are cases where a publisher or retailer in a visual space like food, fashion or home decor is very likely to be getting way over two site visits."

 martha-stewart-pinterest

With new features being released all the time on Pinterest, and its growing quest to monetize its business model, the future looks bright for Pinterest. In fact, if Verma speculated that it's likely Pinterest will evolve to become the "Google of the visual Web."

This article was originally published on Search Engine Watch.

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ABOUT THE AUTHOR

Jessica Lee

Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.

Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.

Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.

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