Retailers show that festive boards are the key to Pinterest success this Christmas
It sounds utterly obvious, of course, but Searchmetrics’ study of the UK’s top ten retailers in the run up to Christmas really does show that, cheesy as they may be, Pinterest boards tying products to holiday cheer are playing a critical role in content sharing and engagement figures, with ASOS, John Lewis and Debenhams coming out on top.
At the time of the study, over 80,000 links to content on ASOS.com had been pinned by Pinterest users, followed by 45,157 for Johnlewis.com and 27,067 for Debenhams.com. Boards tend to focus on gift ideas, parties and entertainment, as well as generic holiday themes such as Santa and snowmen.
All of the top ten retailers have their own Pinterest profiles, but interestingly, not all have pin buttons on their sites. However, this seems to have made little difference to levels of content sharing; Debenhams, for example, has no pin button and only 375 Pinterest followers. Similarly, retail giant Amazon has just 45 followers, but still places fifth on the table, with over 20,000 product pins on the site.
Marcus Tober, founder and CTO of Searchmetrics, said: “The power of Pinterest is that it acts as a virtual shop window for retailers, enabling people to share pictures of the latest fashions and seasonal products with their friends. And we’re seeing some retailers starting to get creative by running festive themed boards and promotions.”
Using inspirational visuals at this time of year (a time of anticipation and aspirational living) will ensure a transient consumer need is satiated. So, as Pinterest’s entire MO lies in aesthetics, ignoring this platform will no doubt prove to be a huge mistake.