With Pinterest being one of the most popular curators of content, it's no surprise that a single pin can pay big dividends to a website over time. Pinterest pins deliver two site visits and six pageviews on average, plus more than 10 re-pins – and this is can continue for several months, according to data from social analytics company Piqora.
"Half of site visits take place 3.5 months after the first pinning, while half of orders take place 2.5 months after the pinning," TechCrunch reported. Piqora CEO Sharad Verma said this is due to the fact that good pins are "frozen in time" and signify "a product worth buying."
But can you monetize that? Piqora says yes. In its research, Piqora came to the conclusion that the value of a pin on average amounts to 78 cents in sales. And it's not just ecommerce that benefits, with value extending to other types of publishers as well, the report said.
But that doesn't mean all brands are equal when it comes to their share of Pinterest ROI.
"Martha Stewart was getting 10x more traffic last year from Pinterest than from Facebook," Verma said. "So obviously there are cases where a publisher or retailer in a visual space like food, fashion or home decor is very likely to be getting way over two site visits."
With new features being released all the time on Pinterest, and its growing quest to monetize its business model, the future looks bright for Pinterest. In fact, if Verma speculated that it's likely Pinterest will evolve to become the "Google of the visual Web."
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!