Etsy Most Pinned Brand on Pinterest and What That Means for Marketers
According to a RJMetrics study Etsy is the most pinned brand on the popular visual bulletin board site Pinterest. Everything that gets put up on Pinterest or any other social discovery or bulletin board site leads back to a specific domain. In this study, RJMetrics extracted the top-level domains from a random sample of around 1 million pins and found some interesting information. All said and done, there were over 100,000 distinct source domains so there is a huge breadth of content. No one source dominated with Etsy grabbing the largest percentage of pins with 3%, followed by Google links pointing to image search (which is really images that should be attributed to other sources, but that’s another story) with just under 3%, Flickr with 2.5% and then Tumblr at 1.1%.
This phenomenon of visual bulletin boards is not isolated to Pinterest either, in an article by AGBeat, a startup founded at the same time as Pinterest called 20Blinks, was compared as well as covered here earlier this year. The similarities would make you think that 20Blinks is just a Pinterest clone, but that wouldn’t be entirely accurate since they were both started at about the same time and on opposite ends of the world as 20Blinks was founded in Amsterdam and Pinterest in Palo Alto, CA. Both have similar themes but their niches are different due to geographic, psychographic and demographic reasons.
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The bottom line for marketers, is these sites represent a tremendous opportunity to gain authentic insight into their target audience, to see the world through their customers’ eyes. By posting their favorite images, video clips and audio snippets on these sites, users reveal the essence of their personality—what makes them tick—to create a truly unique online identity. Beyond the typical demographics and numbers-game of audience analytics, these more intimate glimpses of user profiles uncover subjective nuances that might otherwise go unnoticed by pure demographic analysis.