A total of 160,958 links to content on Asos had been pinned to the site in the survey carried out on November 22, according to a study by Searchmetrics. Amazon.co.uk had received a total of 90,375 and was closely followed by Debenhams with 89,577.
'Asos seems to really 'get' Pinterest and social networking. It's not just about pushing your own content but being social and trying to share content that your followers might find useful or entertaining - even if it doesn't produce a sale for you,' explained Marcus Tober, CTO and founder of Searchmetrics.
'Perhaps that’s one of the reasons why ASOS is doing so well on Pinterest,' said Tober,' whose firm collects weekly data including an analysis of links shared on Pinterest and other social networks as part of its search and social analytics software.
The site said John Lewis was third when it came to tracking the number of pins per week (791) behind Asos (1,728) and Amazon (1,233).
'We’re seeing retailers starting to get creative by running festive themed Pinterest boards and promotions linking their Pinterest with their other promotional activity such as ads and charity sponsorship as well co-ordinating with their other social channels,' added Tober.
 |
| Pinterest's Top Ten UK Retailers, According to Searchmetrics |
'Perhaps that’s one of the reasons why ASOS is doing so well on Pinterest,' said Tober,' whose firm collects weekly data including an analysis of links shared on Pinterest and other social networks as part of its search and social analytics software.
The site said John Lewis was third when it came to tracking the number of pins per week (791) behind Asos (1,728) and Amazon (1,233).
Pinterest is three years old and reported to have 70 million users. The social networking site lets users collect pictures, articles and other visual information from their own sources or around the internet and onto virtual pin boards which they can share with their friends and followers on the site.
But Searchmetrics said: 'It can act as a virtual shop window for retailers, enabling people to share images and videos of products they like. This creates multiple advantages which work together to positively impact retail sales. Pinterest introduces consumers to retail products they may not be aware of; pinned content acts as a powerful recommendation from people’s connections on the site; and the site drives traffic back to specific product pages on retailers sites because each pin links back to the original web page where the content can be found.'
But Searchmetrics said: 'It can act as a virtual shop window for retailers, enabling people to share images and videos of products they like. This creates multiple advantages which work together to positively impact retail sales. Pinterest introduces consumers to retail products they may not be aware of; pinned content acts as a powerful recommendation from people’s connections on the site; and the site drives traffic back to specific product pages on retailers sites because each pin links back to the original web page where the content can be found.'
All of the Top 10 retailers studied were found to have set up their own official Pinterest pages. Although Searchmetrics said the Amazon UK page appears to be inactive with no content uploaded to its virtual boards.
Asos's page has achieved over 48,000 Pinterest followers, five times greater than the nearest other retailer Next.co.uk with just over 9,000.
Many retailers have also set up festive Pinterest boards and promotions to generate interest in their products in the Christmas run up. Asos.com, has set up a board for the holidays which includes pins of festive content from other sites, including seasonal images such as stills from classic Christmas movies, as well as promoting stock from its own site.
Debenhams has a number of festive Pinterest boards including festive food gifts, gifts for kids and gifts for him and her boards while John Lewis features a The Bear and The Hare board featuring stills and products themed around its bear and hare Christmas TV advert.
For the second year running Argos is promoting its Argos Toy Exchange board to help raise money for Children’s charity Barnardo's. Tesco has uploaded a number of festive ‘how to’ youtube videos on its 'How To Guides' Pinterest board, including video guides demonstrating 'How to dress the perfect Christmas tree' and 'How to disguise a gift's shape'.
'We’re seeing retailers starting to get creative by running festive themed Pinterest boards and promotions linking their Pinterest with their other promotional activity such as ads and charity sponsorship as well co-ordinating with their other social channels,' added Tober.
The single most pinned piece of content of all the sites in the study was a purple bed linen set from the Kylie Minogue at Home collection on the Debenhams web site, which had attracted 82,357 pins. Other highly pinned content included a Road Trip fashion look which was uploaded to the looks pages - where shoppers can upload their favourite looks and trends - on the Asos web site (51,588 pins) and a guide to men’s tailoring infographic on Next.co.uk (17,493 pins). Tesco’s top pinned pages tended to be recipes such as this Beef Wellington Recipe.
'When we looked at the most pinned content from the retail sites, we found that they often have one or two pieces of content which seem to have 'gone viral' and been pinned and re-pinned over and over as more Pinterest users have discovered them - sometimes over many months. But this is the exception. In general most of the content from most retailers' sites is pinned fewer than a hundred times,' added Tober.
 |
| Kylie's Purple Bed Linen From Debenhams Is A Favourite On Pinterest |
No comments:
Post a Comment