Mobile revenue from Pinterest is exploding. According to research on Pinterest analytics carried out by the in-house data scientists here at Piqora, retailers & brands saw an increase of 224% in January 2014, compared to a year earlier.
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Since January, when fitness model and Instagram star Jen Selter was profiled by the New York Post, she’s passed 2.2 million followers on Instagram and the average number of likes on her photos has gone up 69% to an average of 140,540 in February. Other articles since then have called Selter, “The net’s best butt,” and “Instagram’s most famous butt.”
Jen Selter’s most liked photo on Instagram, 198K likes and 13K comments.
So we decided to take an analytical look at how a few hundred selfies launched a career that now includes sponsorships for a water brand, a gym equipment brand, and as a model for Shape magazine.
How Jen Selter Uses Hashtags
To date, Selter has posted 365 times on Instagram, beginning with a single post in March 2012. She wasn’t very active on the social network at the time, and only posted 4 more times in 2012. The first hashtags she used were, #yum and #foodporn in a post from November 2012.
It wasn’t until October 2013 that she tagged a post with the hashtag #Seltering. That hashtag has become her most frequently used, and is now being tagged on about 40 Instagram posts a day, that collectively receive over 21K impression, 4,400 likes, and 200 comments. If this from-the-back selfie photo style becomes part of the mainstream fitness zeitgeist, then you can expect those numbers to rise significantly.
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In Pinterest marketing news, Target announced today that they’re launching an exclusive collection of party-hosting products designed by some of Pinterest’s top pinners.
Design partnerships, or “diffusion lines” for well-known designers are nothing new for Target, but this is the first time the retailer has worked with influential pinners on Pinterest to design a collection of products.
Partnering with these influencers isn’t an experiment for Target. With a combined following 24+ million Pinterest users, this collection makes as much (or more!) sense for the retailer as the Philippe Starck, Zac Posen, and Michael Graves collections.
“We definitely see today’s top Pinners as expert curators of style and design. We think their unique point-of-view will resonate well with our guests who regularly rely on Pinterest for inspiration and ideas.” – Rick Gomez, SVP of Marketing, Target
So, if the 2nd largest retailer in the country thinks engaging with Pinterest influencers makes sense for their brand, then that’s a really good reason why it may make sense for your brand too.
How To Identify Influencers on Pinterest:
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Here’s what Pinterest’s new Acceptable Use Policy (AUP) means for your brand’s Pinterest marketing strategy: “Don’t buy and sell Pins or pay people per Pin, follow, etc.”
There’s a longer version, obviously, but that’s the main point. Influential pinners and brands can still work together on paid campaigns, you just can’t, “be compensated for each action on Pinterest.”
The short version of Pinterest’s updated AUP
There are a bunch of reasons for this change, which the folks at RWW and Mashable have discussed.
How To Do Pinterest Marketing Now
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Reporting Instagram analytics is a painful process for marketing agencies (and brands that have more than one Instagram profile). Instagram’s mobile app requires social media managers to log in, check followers, comments, and likes — then log out and repeat for each client’s (or sister brand’s) profile.
This process is clunky and wastes time. Not to mention all the potential issues with having a sticky note with 5 brands’ Instagram usernames and passwords on your monitor.
Introducing: Piqora’s Instagram Analytics For Multiple Profiles
Screenshot of Piqora’s support for multiple Instagram profiles.
Starting today, Piqora’s complete marketing suite for the visual web enables agencies and brands to manage multiple Instagram profiles from a single dashboard on the web.
What Piqora enables you to do now:
1. Get access to all Instagram profiles you’re responsible for with one click. No more logging in and out of the mobile app.
2. Compare Instagram metrics such as followers, comments and likes across multiple profiles.
3. Easily switch Instagram profiles and deep dive into top photos, top influencers and see top comments from within Piqora’s dashboard.
Need to add new clients? Launching a new brand? Easily add more profiles, by authorizing new Instagram accounts from your Piqora Dashboard. Dead simple.
Request a demo or email us — firstname.lastname@example.org — to see how Piqora’s complete marketing suite for visual, interest-based networks can help your brand track engagement and ROI from images, publish content efficiently, engage with influencers and advocates, and run contests & sweepstakes to grow your community on Pinterest, Instagram, and Tumblr.
Our web is changing
The web as we know it is going through a fundamental shift. What was a text-heavy web is now being dominated by image-based content. As more and more information is published every day, it’s only natural that consumers turn to visuals as a faster way to process and create content, find inspiration, and express taste. Consumers are also increasingly more mobile, and the form factor of touch devices lends itself to a very visual architecture. Mobile makes it easy for consumers to produce and process photos. The hardest thing to do on a tablet is type. The easiest thing to do on a tablet is to tap an image and scroll infinitely through a visual stream. Most of this visual activity is happening using mobile devices on visual networks such as Pinterest, Instagram, Tumblr and other niche networks such as Polyvore, WeHeartIt and Houzz.
Mass Marketing is dying
Mass marketing has worked thus far because there were limited channels to broadcast on for so many years (TV and print), and consumers had little choice — they couldn’t get away. TV viewership is down 50% since 2002 (Business Insider), while consumers spend more than 27% of total time online on social networking apps (Experian). As mass marketing channels lose audience to a growing number of niche, interest-focused social networks, marketers are losing connections to consumers.
Images will overtake text and UGC will surpass published content
Images are a revolutionary media type. They are easy to process, and now with mobile, they are easy to produce. This means normal consumers are writing on the web and becoming heavy producers and contributors of visual content. Web 1.0 was all about publishers creating websites. Web 2.0 was about bloggers writing short form articles. Now, the visual Web further democratizes content production with average internet users adding images prolifically. Pinterest, Instagram and Tumblr combined get more than 250 million images a day added by normal users. A subset of those images reference brands — and brands need to be monitoring them.
The Visual Web is here and happening. Instagram got 5 million photo uploads on Thanksgiving day. 300 million photos are uploaded on Facebook every day. Etsy gets 100,000 pins daily on Pinterest. The collaborative taste signals from Pinterest help retailers get an early window into what consumers and tastemakers want to buy. The Visual Web — where consumers are expressing taste and intent — is making it possible to know everything about your audience, fans and customers. It provides 360-degree intelligence about their product interests, category interests, brand interests, and competitor loyalty.
Enterprises are adopting The Visual Web
The visual wave is currently manifest in the rise of image and interest-based networks such as Pinterest, Instagram, Tumblr, and Weheartit but will gradually swallow online forums, Yahoo groups, and Q&A sites. In 5 years, we’ll see online forums evolving into interest-based apps accessed primarily on mobile devices. Image based communication will go beyond consumers. Enterprises will use their employees and workforce to source photos and make them a part of their growing archive of digital content. EGC (employee generated content) and UGC will become the primary ways enterprises will source image-based content at scale. Employees, empowered by their camera on the phone, will become publishers of content.
Images will impact many enterprise functions
B2C Marketing teams are the first ones to adopt visual networks as they sit closest to consumers and have to respond to the new imperative – reaching and engaging with a growing audience on these new visual networks. Sales and Customer Service teams will follow soon. Users on these visual networks are prospective leads and happy/unhappy customers. Someone who pins 100 couches from a brand’s website in a week is in the market for a couch. An unhappy traveler taking a photo of a line in front of Delta desk at an airport terminal needs to be responded to.
Visual networks are also public and interest-based which allows enterprises to conduct consumer and product research at scale. These networks offer leading indicators of what people like, giving brands the opportunity to understand their customers more fully. Visual networks are the new large-scale automated focus groups.
Photo networks also offer the opportunity to crowd-source images that reflect brand’s products and turn SEO oriented web pages into a visual display of authentic, social-imagery that leads consumers to purchase and share. Crowd-sourced images are emerging as a great way for brands to tell their stories in visual and inspiring ways.
Visual is bigger than social
Enterprises adopted digital, then social, and are now in the early stages of embracing visual. The visual shift is bigger and far-reaching than social. Unlike social enterprise, which is limited to marketing and customer service on social channels like Facebook and Twitter, Visual Enterprise will see its marketing, customer service, e-commerce, advertising, merchandizing and research teams re-center around images.
The visual Web is built on top of the social graph and accessed on mobile apps that are identity based — leading to a vast trove of targetable data. User Generated Images are growing exponentially and are yielding an unprecedented amount of data for customer intelligence. Brands now have to communicate with their consumers visually, listen on visual channels, and score their visual marketing efforts. Websites, online and social destinations are now beginning to blend visual UGC content along with catalog shots. The visual wave will seep through the enterprise – from marketing to other teams, and finally to employees — turning them into prolific photo producers.
Visual Web is a seismic shift
Images are as easy to produce as they are to consume. The visual web is a seismic shift that started with the consumer web, but enterprises are beginning to embrace the trend and will continue to do so as images continue to pervade every aspect of information creation and sharing. Images are changing the communication architecture of the internet and will impact the way brands interact with their audience, gather customer intelligence, compose web pages, generate consumer research and empower their employees to become contributors of visual content.
When we set out to redo the user experience of our Pinterest suite, our goal was to keep the things our customers love about Piqora, while making it even easier to access our powerful data. While we are changing a fair amount with this update, our hope is that the changes will make leveraging Piqora on a daily basis even more intuitive.
Pinterest ROI: Top Pins by Revenue Report
Unified Metrics and Reports
One of the main pain points we aimed to improve with the redesign was to make understanding your data easier. A big part of that was coupling high level metrics together with their associated reports. Our new unified report view fixes that. Each report now contains everything you would want to know about a particular metric aspect of your Pinterest presence. The high level metrics, graphs, and their associated reports are all time sliceable.
More Data In One Place
Pinterest Profile Data
Another experience we set out to improve was how you look at data related to a specific metric or report entry. Seeing derivatives of a report item often meant leaving a report altogether, losing your place and your context. For example, if you wanted to see the results of an increase in repin per pin ratio, or what pins on a particular board increased your overall board engagement, it often required looking at two or three separate reports. We have added two new features to improve this experience.
Reports containing boards and pinner data now allow you to see more information directly inline without leaving that report. Want to see the pins that make up a particular board, or the top pins from a promotion participant? Clicking on the report entry will display a drill down to provide you valuable information about that record, all within the context of the report.
The second improvement is in how we handle second-level metrics. In our previous metrics section, we had a lot of metrics that provided valuable information about trends, but did not provide a whole lot of context on how they were affecting your overall performance. To better understand where these metrics fit, we have now moved them into their respective reports to provide a clearer picture of what they are impacting. This should provide a lot more information about your metrics, without having to lose the context of what those trends are affecting.
Better Segmentation of Data
Another major change in our new UI is how we segment data. Previously, we separated data by its type: Pins, Pinners, Followers, and Boards. In our new user interface, we take a more source-focused approach to segmentation. By separating data into sections focused on Website, Profile, and ROI (for our customers who have hooked in GA, Omniture, or CoreMetrics), you can gain a better picture on how well various aspects of your Pinterest presence are doing.
One of the most powerful features of the Piqora platform is garnering information about competitor’s performance and strategies. We have made it even easier to see everything about a competitor – their metrics, top pins, top boards, and top users all in one place. This unified view removes the need to toggle through multiple pages to get a complete view of a brand or a competitor.
The new UI dramatically improves the way we show the competitors you are tracking, allowing you to easily sort them by any number of metrics without losing the context to how you compare with them. Clicking into an individual competitor now provides you with a time sliceable report of your competitors website and profile activity.
Pinterest Promotion Participants Report
Promotion reports have also moved over to our new unified view allowing you to see all the metrics and reports associated with your promotions in one spot. In addition, you can now more easily filter your participants by eligibility, as well as search for individual users right from within your reports.
Overall, we hope that these updates improve your experience working within Piqora, allowing you to spend more time leveraging the data to improve your presence around Pinterest.
Login to view the new Pinterest suite at piqora.com.
– Nicole & Brian, Piqora Customer Support & Engineering
Hashtags have emerged as a natural way for consumers to categorize their content and are the key to brand discoverability on Instagram, Tumblr, and Twitter. While Twitter and Tumblr have strong virality features such as retweet and reblog, Instagram has chosen not to build a “regram” feature as it emphasizes original content and creativity from its users. Given the absence of “regramming”, hashtags are really the only way a brand can get visibility beyond its followers and grow their community.
Hashtags are a prominent way to discover new photos on Instagram: Whether clicking on them in the feed or entering them into the search bar, hashtags are leading consumers to the content they are looking for. Clicking on a hashtag is tantamount to searching for a key phrase on Google.
With Instagram users’ apparent appetite for hashtags, and the number that users add being all over the map, just how many should brand marketers be using? The answer is not obvious, so we decided to dig into our data and crunch some numbers. We looked at 150,000 Instagram posts by 200 brands, and what we found makes it clear that marketers making optimal use of hashtags have a huge advantage.
One of our most important findings is that likes increase with hashtags and seven hashtags generate the most post likes. It appears that you can get away with adding up to eight, but there’s a huge drop off at nine. It’s possible that more than eight will be perceived as spam.
Brands Underutilizing Hashtags
Brands are severely underutilizing hashtags: nearly 30% of posts have no hashtags, while more than half average one or less. Adding just three can result in huge gains, but only 10% of brands are doing so, while just 4% are in the optimal range.
Adding Even Just a Few Hashtags Boosts Likes A Lot
By going from just 2 to 3 hashtags, brands can gain a 110% increase in likes on their Instagram posts, while adding 5 results in a 180% increase. So, 3 hashtags should be considered the bare minimum, but more is better.
Here are some specific recommendations to help you get most out of research and find success on Instagram.
1. Think & Act like Instagram users
Do your best to make your brand feel more native and less brand(y). Don’t just use your branded hashtag – it looks too promotional. Learn which hashtags your target audience is already using, especially influencers, and add them regularly to your posts so long as they are relevant. When selecting hashtags, think about what users want. Hashtags are like web links;they have to look interesting and relevant for users to click. Use natural keywords like #fitness and also try spicing it up (for e.g. #fitnessaddict). Avoid long hastags: they are difficult to read and don’t have mass appeal.
2. Make hashtags appropriate for your business vertical
Contextualizing things based on your business vertical is a great way to figure out the best hashtags to use. Here are a few quick examples. For e-commerce consider expanding your hashtags by using color names (#cutepink), product attributes (i.e. #rustic), and product category (i.e. #outdoorfurniture). For Fitness, consider category hashtags such as #yoga, #crossfit and result-oriented hashtags like #lookgood, #feelstrong etc. For Food, use hashtags that describe taste, cuisine, recipe etc. Again, emulate other Instagram users posting about your category.
3. Want to get discovered? Think SEO.
Getting your brand discovered on Instagram, and increasing likes and engagement on your posts, actually have a lot in common with getting found on Google. Luckily, Instagram SEO is much easier that Web SEO. Search Marketers who want to get found on Google are thinking about one thing: Am I using the keywords that my target audience is searching for? Users are effectively searching Instagram in the same way they search Google, but instead of punching keywords of interest into a search bar they click on hashtags they are interested in. As an Instagram SEO’er, your goal is to add relevant hashtags that your target audience is searching for. Be sure that some have broad appeal and are commonly used: those help you get incremental reach and visibility beyond your profile followers.
Download a detailed copy of the hashtag research at go.piqora.com/Dec2013InstagramStudyLP.html
Piqora, today shared the latest data available on Pinterest’s performance on Cyber Monday, Black Friday and during Thanksgiving in terms of site traffic and revenue/visit, after analyzing 400 brands on the network.
- Traffic from Pinterest remained unchanged on Cyber Monday, Black Friday and the Thanksgiving weekend. This is not surprising as people were in buying mode not in discovery mode.
- Revenue from Pinterest however was up by 2x over the Thanksgiving weekend and on Black Friday, and up by 3.6x on Cyber Monday (as compared to a 30-day average preceding Thanksgiving). This is very telling about the power of Pinterest in driving e-commerce transactions.
- Top tags and images on Pinterest were related to people pinning and buying boots and coats.
On Cyber Monday, people were more in ‘buying’ mode and less in ‘collecting or discovery’ mode. Pinterest is a discovery network — hence the overall clicks on pins and outbound traffic didn’t see any meaningful jump. But the shopping intent of those clicks was really high due to the Cyber Monday effect. And that resulted in 3.6x higher revenue from those visits on Cyber Monday (and 2x on Black Friday and over the Thanksgiving weekend).
This proves that people aren’t just pinning for the sake of pinning. They are pinning to buy and they are going to Pinterest to look for products to buy. Pinners pin before they buy and they click on their past pins when they are ready to buy them. A bulk of those purchases (from self pins) happen between the 2nd day – 4 weeks of pinning.
Retailers who had optimized their website for pinning before and during the month of November had their catalog on Pinner’s boards waiting to be bought. Both pinning actively as well as optimizing the website for pinning contributes towards higher share of a retailer’s catalog on Pinterest. The higher the share of pins, the more clicks and ultimately, more revenue. Read more about Pinterest’s viral loop here.
Retailers and brands who pinned actively in the weeks leading up to Cyber Monday would have seen the benefits. Pinterest pin’s have a very long half life of over 2.5 months. Brands should get active now to take full advantage of the holiday shopping season. Pinners pin before they buy! And right now revenue and traffic from Pinterest is essentially free.
The virality and the value of a pin is growing rapidly. Pinning is becoming a verb in our lives while Pinterest matures as a social commerce platform with more brands implementing Pin-It buttons on their sites and more pins leading to product pages where consumers can buy products. Pinterest’s mobile user base grew by 50% this year with 75% of the usage happening on mobile (according to AllThingsD).
Pinterest, we believe, is leading the convergence of mobile and visual networks. While there have been numerous surveys about Pinterest’s potential in e-commerce, Piqora has just finished the first scientific research to quantify the economic value of a pin. We analyzed 100s of brands on Pinterest between February 1-October 31, 2013.
Key findings from Piqora Research –
- Orders from Pinterest spike on Mondays – but in general are uniform through out the week. That could be due to users discovering a lot of products on the weekend and buying them on mondays after more research and consulting with their spouses.
For a more detailed copy of the report, email us at email@example.com. Stay tuned for a full holiday report slated to come out in Q1, 2014.