Pinterest is taking the social world by storm. It’s the tenth most visited social website, and it currently receives more than 11 million hits a week. But with a user base that’s over 80% female, the biggest benefactors of Pinterest’s glossy image-sharing interface are companies where most of its customers are women.
It’s no surprise then that women’s magazines are seeing serious potential in Pinterest. Over the last couple of months alone, these businesses are seeing Pinterest become a top traffic driver to their websites.
Lifestyle, Cooking, and Home Decor Reign Supreme
Pinterest became the top social referrer for both MarthaStewartWeddings.com and MarthaStewart.com last month, sending more traffic to both websites than Facebook and Twitter combined. Also, the image-sharing website was the 9th largest traffic source for both Elle Decor and House Beautiful last month, both of which have seen triple-digit percentage increases in referrals over the last six months. Pinterest is also the 4th largest source of traffic for CountryLiving and is among the top 10 referral sites for SELF magazine.
Even online-only businesses are benefiting: Pinterest recently passed Yahoo! to become the number four referral source to MyRecipes.com, accounting for roughly 6% of traffic in January.
In some cases, companies are also adding pin buttons to their sites, reminding readers to save their content to Pinterest. For example, Martha Stewart Weddings recently added a pin button to its social toolbar. And a couple weeks ago, luxury cooking retailer Williams-Sonoma started including a link to their Pinterest site in the footer of their emails.
Turning Referrals into Dollars
Pinterest certainly has the potential to turn referrals into subscribers and users into customers, meaning that the image-sharing website could become even more central to their marketing efforts in the future. If you want to reach female customers, then this website might be the way to “pin” them down and engage in a meaningful way.