Pinterest will be a topic of interest for publishers until we see exactly where the social network is headed. Copyright issues have some publishers wondering about the legality of pinning content all over the website. But what about those publishers focusing heavily on their own content, which they own the rights to.
For some publishers, like the Wall Street Journal, pinning pull quotes has proven effective. Can this strategy work for your publication?
Recently I started thinking about some of the information publishers need to know about Pinterest. For instance, did you know Pinterest influence purchases? Although items cannot be directly bought off Pinterest, they can link to online stores. According to an article from Chicago Tribune’s TribU, 21% of users have purchased a product after seeing it on Pinterest.
Users are also spending a significant amount of time on the social network: an hour and a half per month.
[text_ad]
An article from Mashable discussed pins with and without price tags associated with them. According to the article, Pinreach and Joshua Yang, an MBA candidate from Harvard Business School, conducted the survey. The results showed that pins with price tags and pins without received similar engagement as they were both repined, on average, between 5.4 and 5.5 times. Pins with price tags receive slightly more likes than pins without, 1.4 to 1.1 respectively.
However, when brands would include prices in pins, the results dropped significantly. One major group-buying site averaged online 0.2 repins when using price tags, where they normally average 1.8 repins on pins without a price tag.
Publishers, be careful with incorporating price tags in your pins. You will likely see a major decrease in repins.
Finally, if you are looking for tasteful ways publishers are using Pinterest to drive traffic, take a look at this article from Amanda MacArthur.
