L.L. Bean and Anthropologie show that on Pinterest it’s not size that matters
At the end of 2012, fashion retailer L.L. Bean boasted the most Pinterest followers of all the top US retail fashion brands – over four million. This means its page is one to follow says PinLeague, the company that compiled the data.
However, despite its massive army of fans, L.L. Bean is overshadowed by other retailers when it comes to engagement. Both Anthropologie and Urban Outfitters saw over 15 times the organic brand mentions, with the former yielding an impressive 99% engagement rate (and almost 70% of its pins generating more than 100 repins).
Anthropologie’s most-pinned image – a snowy picture of Copenhagen – has considerably fewer likes than L.L. Bean’s ‘Bat Cat’ (600 compared to 2,900), but on the Pinterest playing field it’s pins that mean points, not likes or comments, a la Facebook.
The secret? Visually appealing, pinnable items on their websites and – crucially – the inclusion of ‘pin it’ buttons on photos. This has netted Anthropologie an 86% growth in Q4, compared to L.L. Bean’s 53%.
The infographic below illustrates once again that size doesn’t matter, it’s what you do with it that counts: