When it comes to pushing publishers’ numbers up, Pinterest is slowly but surely making its presence known alongside Facebook and Twitter.
Digiday reports that the social media site has provided Hearst properties – especially sites with a predominantly female readership – with five to 10 percent of their visitors, while also surprising publishers with big boosts of traffic.
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“For example, [the] Cosmopolitan story ’18 Signs You’re With the Man You Should Marry,’ which saw a disproportionately high amount of Pinterest referral traffic,” John McDermott writes. “It was pinned 2,300 times, nearly four times greater than its number of tweets (800). That number was dwarfed by the astronomical number of Facebook shares (more than 424,000) the listicle received. Cosmopolitan saw its number of Pinterest referrals increase 650 percent year to year … and Esquire’s jumped 200 percent, apparently popular with the men on Pinterest crowd.”
While Hearst hadn’t even included Pinterest as part of its social media strategy, it soon caught on that the upstart site is a “natural fit” for its health and beauty content. Its format also extends the shelf life of articles, providing a visual platform.
To read more about how Pinterest is helping publishers like Hearst, visit Digiday.
