3 statistici interesante despre Pinterest

The English version of this article is here.

In august 2014, Pinterest a lansat Analytics pentru conturile de business. Prin aceasta miscare, reteaua sociala face pasi mici catre monetizare prin advertising.

"Avem sute de mii de companii pe Pinterest care incearca sa ajunga la mai multi oameni si sa interactioneze cu actualii si potentialii lor clienti", spunea intr-un interviu Jason Costa, Product Manager la Pinterest  "Lansam Analytics pentru a-i ajuta sa inteleaga mai bine cum functioneaza startegia lor de publishing pe Pinterest, cine este publicul lor si cum arata acest public".

Pana la acel moment, majoritatea informatiilor despre utilizatori veneau din diverse studii si platforme de monitorizare sociala.


Iata cateva cifre despre Pinterest:

1. Useri

• Pinterest avea 70 milioane de useri la nivel mondial la finalul lui 2013. In SUA exista peste 12 milioane de conturi, in timp ce in UK exista peste 200 000 de conturi active.
• 80% dintre useri sunt femei si ele publica 92% dintre pins (RJ Metrics, 2014)
• Probabilitatea ca femeile utilizatoare Pinterest sa fi cumparat un produs electronic in ultimele 6 luni este cu 33% mai mare dacat pe alte retele sociale. 
• In Europa, reteaua sociala este mai putin populara decat in SUA

2. Engagement.

• In al patrulea trimestru din 2013, Pinterest devina al treilea mediu de sharing din lume dupa Facebook si Linkedin, depasind e-mailul.
• In termeni de trafic, Pinterest a devenit a treia retea sociala in SUA
• Userii de pe Pinterest sunt mai activi seara si prefera sa interactioneze cu imagini legate de fashion, parenting si mancare.

3. Branduri.

• La nivel mondial, cele mai populare domenii pe Pinterest sunt:

Etsy.com

Urbanoutfitters.com

Williams-sonoma.com

• 25% din brandurile din Fortune 100 au conturi pe aceasta retea sociala.

• In Romania, pentru anul 2013, topul brandurilor prezente pe Pinterest arata cam asa:

• Conform sutdiului facut de Repinly, cele mai populare domenii sunt Foods&Drinks (11.9% pinuri), urmat de DIY (9.2%) si Decoratiuni interioare (5.9%).

• Motivele pentru care userii spun ca folosesc aceasta retea sociala sunt extrem de interesante si un bun indiciu al potentialului de business al acestei platforme.

• Sony a obtinut in 2013 de 2.5 ori mai mult trafic din Pinterest decat din Twitter. Userii au apasat de 10 ori mai des butonul Pin-it decat pe cel Tweet this.

Un rezumat extrem de interesnat al cifrelor de pe Pinterest si al semnificatiei lor pentru business-urile prezente acolo l-am gasit in acest infografic de pe Kissmetrics:

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3 interesting Pinterest statistics

In August 2014, Pinterest  launched  Analytics for business accounts. With this move, the social network made small steps towards monetization.

“We have hundreds of thousands of businesses everyday on Pinterest who are trying to reach more people and connect both with their existing user base and to new potential customers,” Pinterest Product Manager Jason Costa told Marketing Land in  a phone interview. “We are releasing this analytics product in the spirit of helping them get a closer understanding of how their publishing strategy is going on Pinterest, who is their audience and what does that audience profile look like.”

Untill then, most user information came from various studies and social monitoring platforms.

Here are some key figures on Pinterest:

1. Users

• Pinterest had 70 million users worldwide by the end of 2013. In the US there are over 12 million accounts, while in the UK there are over 200,000 active accounts.
• 80% of users are women and 92% of the pins are published by them (RJ Metrics, 2014)
• The probability that women using Pinterest  have bought an electronic product in the last 6 months is 33% higher than the women using other social networks.
• In Europe, the social network is less popular than in the US

2. Engagement.

• In the fourth quarter of 2013 Pinterest moved in the third position as a sharing environment after Facebook and Linkedin, surpassing email.
• In terms of traffic, Pinterest has become the third social network in the US.
• Users are more active on Pinterest in the evening and prefer to interact with images related to fashion, parenting and food.

3. Brands.

• Worldwide, the most popular domains on Pinterest are:

Etsy.com

Urbanoutfitters.com

Williams-sonoma.com

• 25% of Fortune 100 brands have an account on the social network.
• In Romania, for 2013, the top brands present on Pinterest are:

• According a Repinly study, the most popular areas are Foods & Drinks (11.9% pins), followed by DIY (9.2%) and Decorations (5.9%).
• The reasons why users say they are active on the social network are extremely interesting and a good indication of the business potential of this platform:

• Sony brought in 2013 2.5 times more traffic on their website through Pinterest than through Twitter. Users have pressed the "Pin It"  button 10 times more often than the "Tweet this" button.

A review of the most relevant Pinterest statistics for businesses I found in this infographic from Kissmetrics:

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Fashion campaign ads: Made for print or digital?

Textul in romana este aici.

An article from the Business of Fashion showed an interesting phenomena happening lately in the world of fashion: the fashion ads seem to be created for digital rather than for print.

Instagram, once a niche platform, became an extremely active social network with over 75 million users. Brands such as Chanel (@ChanelOfficial) have 2.4 million followers, more than the exposure brought  by Elle, Vougue and InStyle combined.

It-Models such as Cara Delevigne, Kendall Jenner or Gigi Hadid are worth far more than their images. They are adding to a campaign millions of followers and fans on social networks.

An Instagram post on Cara's account reaches 9.1 million people. The images from her photo shooting for John Hardy were seen for the first time by fans on Instagram.

Cara Delevigne pentru linia de bijuterii John Hardy

Kendall Jenner has over 17 million followers on Instagram and the announcement of her becoming new face of Estee Lauder  received over 1 million likes. It is said that the announcement itself, made on Kendall account, was a true promotional campaign for the brand.

The Calvin Klein Campaign featuring Justin Bieber brought 3.6 million followers for the brand's Twitter account. The campaign was launched on the 6th of January and the hashtag #mycalvins was mentioned more than 1.85 million times, almost 5 times more than Kim Kardashian's attempt to #breaktheinternet.

This kind of campaigns do not aim only to the public of glossy magazines. Their main target audience is on the internet, stalking their favorite celebrities, instead of looking forward to the next issue of Vogue.

The Calvin Klein campaign had this tremendous success because of the marketing strategy behind it. While other celebrities, such as Lady Gaga or Taylor Swift, in spite of a comparable legion of followers, failed to create the same awareness for the brands they worked with, Calvin Klein managed to turn its campaign viral using clever teasing ads and capitalizing on both Bieber's fans and detractors.

Even if all the ads are launched both in print and digital, there are some parts of the campaigns that are best suited for digital. Behind the scenes images are posted on the brands Instagram accounts and support teasing campaigns.

Kate Moss si Cara Delevigne behind the scenes for My Burberry

Glossy magazines are joining the trend, posting exclusive pictures from their photo shoots to promote their next issue.

The image of Jennifer Lawrence's shooting with celebrity photographer Patrick Demarchelier posted on Vanity Fair's Instagram account gathered over 15 000 likes in less than a day.

Jennifer Lawrence for Vanity Fair

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3 Fashion Campaigns on Pinterest

Versiunea in limba romana este aici

With the meteoric rise of Pinterest lately, it's no surprise that brands have begun to use it in order to increase the popularity of their products. But beyond the usual brand pages and boards of products, some recent campaigns have proved themselves highly creative and innovative.

Here are some examples:

1. Guess: Pin it to win it.

There are certainly a lot of competitions with themes like "Pin it to win it" on Pinterest. Ideas such as "Create a board using the minimum x of our products" have become popular  because this is a simple method to convince users to use images from your site, generating awareness and traffic. However, while approximately 30% of Facebook users are participating in various brand competitions , only 9% of those on Pinterest do.

The question is, how can  a competition be designed so that it attracts more users on Pinterest?

Everyone loves sweepstakes in which we can easily enroll, but on Pinterest it's all about creativity and personal vision. Therefore, creative competitions are more appealing to the particular types of users that are found on Pinterest. If we add multiple chances of winning, and  famous people in the role of the jury, the competition gets really interesting.

Guess  has successfully used this recipe within the "Color me inspired." competition. Users were asked to create a board using one of the three colors of the new Guess collection. To win clothes from the new collection, participants were asked to select 5 outfits in the chosen color and a Guess promotional image. Moreover, asking participants to entitle Board "Guess my color inspiration", the brand has transformed those boards into virtual campaigns.

Each color has been selected one winner. The jury consisted of famous fashion bloggers.

2. Oscar de la Renta: The Birdes Collection.

There is no surprise that many Pinterest campaigns target future brides, as this group of users is present on the network in  large numbers and is extremely active.

Oscar de la Renta chose to reveal on Pinterest exclusive pictures from his new collection of wedding dresses. The images were posted during the fashion runway show. Images from backstage, details of makeup and hairstyles were intertwined with pictures of runway models presenting the new collection,thus giving users access virtual backstage and recreating the atmosphere at the fashion show.

Through the platform, Oscar de la Renta was able to show the collection to a much broader category of potential buyers and offer users exclusive content that can be easily shared.

  3. Harrods: Street Party Window Inspiration

The famous London department store decided to use the platform to promote a special event in the life of the city, the Queen's Jubilee, and invited users to participate by creating designs for its shop windows. The winning concept was to be used to create the window for the Jubilee.

Harrods used for this campaign a mix of social platforms, achieving engagement on Pinterest, Twitter and Facebook.

The steps for entering the competition were:

1. Users must create a board with the theme of the event. Harrods published its own board to inspire participants. All boards, were to be entitled "Street Party Harrods Window".
2. Participants must then tweet a link to their board @Harrods and add the hashtag #HarrodsWindowsHarrodsofLondon.

3. The store would choose three finalist boards, post them on the brand's Facebook page and asks fans to vote winner whose concept will be used to create the showcase.

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3 campanii de Fashion pe Pinterest

The English version is here.


Odata cu ascensiunea meteorica a retelei Pinterest din ultima vreme, nu e de mirare ca brandurile au inceput sa il foloseasca pentru a creste popularitatea produselor lor. Dar dincolo de obisnuitele pagini de brand si board-urile cu produse, unele campanii recente s-au dovedit extrem de creative si inovative.

Iata cateva exemple mai jos:

1. Guess: Pin it to win it.

Exista cu siguranta o multitudine de concursuri de tip "Pin it to win it" pe Pinterest. Idei precum "Creeaza un board folosind minimum x dintre produsele noastre" a devenit un model popular pentru ca este o metoda simpla de a incuraja userii sa foloseasca imagini din site-ul tau, generand awareness si trafic. Totusi, in timp ce aproximativ 30% dintre userii de pe Facebook participa la diverse concursuri de brand, doar 9% dintre cei de pe Pinterest o fac.

Intrebarea este, cum poate fi conceput un astfel de concurs, astfel incat sa atraga mai multi utilizatori de pe Pinterest? Tuturor ne plac tombolele in care ne putem inscrie usor, insa pe Pinterest este vorba de creativitate si viziune proprie.  De aceea, concursurile creative sunt mai atragatoare pentru tipologiile de useri care se gasesc pe Pinterest. Daca se adauga si sanse mari de castig, precum si un juriu format din nume importante, concursul devine cu adevarat interesant.

Brandul Guess a folosit cu succes aceasta reteta in cadrul campaniei "Color me inspired".  Utilizatorii erau rugati sa creeze un boadr folosind una dintre cele 3 culori ale noii colectii Guess. Pentru a putea castiga haine din noua colectie, participantii trebuiau sa selecteze 5 obiecte vestimentare in culoarea aleasa si o imagine promotionala Guess. Mai mult, cerand participantilor sa isi intituleze boardul "Guess my color inspiration", brandul a transformat acele boarduri in campanii virtuale.

Pentru fiecare culoare a fost selectat cate un castigator. Juriul a fost format din  cunoscuti bloggeri de fashion.


2. Oscar de la Renta: Colectie pentru mirese.

Nu este nici o surpriza faptul ca multe campanii Pinterest targeteaza viitoarele mirese, prezente in numar mare pe aceasta retea si  extrem de active. 

Oscar de la Renta a ales Pinterest pentru a dezvalui in premiera imagini cu noua sa colectie de rochii de mireasa iar imaginile erau postate in timpul prezentarii de moda. Imagini din backstage, detalii ale machiajului sau coafurilor erau impletite cu imagini ale modeleor din noua colectie, oferind userilor acces virtual in spatele scenei si recreand pentru ei atmosfera de la prezentarea de moda.

Prin intermediul platformei, Oscar de la Renta si-a putut prezenta colectia unei categorii mult mai largi de potentiale cumparatoare si a oferit userilor content in exclusivitate care putea fi usor distribuit mai departe.



  3. Harrods: Vitrina aniversara

Celebrul magazin londonez a decis sa utilizeze platforma pentru a promova un eveniment deosebit din viata metropolei, Jubileul Reginei, si a invitat userii sa participe, creand designuri pentru vitrinele magazinului. Conceptul castigator urma sa fie folosit pentru a crea vitrina Harrods cu ocazia Jubileului.

Harrods a folosit pentru aceasta campanie un mix de platforme sociale, obtinand engagement pe Pinterest, Twitter si Facebook.

Pasii pentru de participare au fost:

1. Crearea unui board cu tema evenimentului. Harrods a publicat un board propriu pentru a inspira participantii. Toate boardurile trebuiau intitulate "Harrods Street Party Window".

2. Participantii trebuiau apoi sa posteze pe Twitter un link catre boardul lor, mentionand contul oficial @HarrodsofLondon si sa adauge hashtagul #HarrodsWindows.

3. Magazinul alege 3 board-uri finaliste, le posteaza pe pagina de Facebook a brandului si le cere fanilor sa voteze castigatorul al carui concept va fi folosit pentru crearea vitrinei.

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