A new online buying trend is emerging, and Pinterest is clearly the biggest winner.

A recent article by readwrite noted that according to a new survey, Pinterest has surpassed Facebook as the number one sales platform in social media.

The real winner of the survey is Pinterest, which has actually surpassed Facebook, at least when it comes to e-commerce sharing. Basically, if something is being shared from a retail site, there’s a higher chance that content will end up on Pinterest instead of Facebook, with Pinterest grabbing 41% of the ecommerce traffic to Facebook’s 37%.

This is easy to understand.

While I am not convinced that all products are suited for Pinterest sales, it’s clear that the rich visual structure of Pinterest allows patrons and customers the opportunity to examine your product.

Will every business find a happy home there?

I doubt services sales will ever do better there than on Facebook. The Pinterest platform encourages users to share their found images and attached websites, but makes it harder for them to interact in most other ways.

That makes it easier to manage your campaigns there, but stops customers from sharing vital success stories.

If your product relies on visual inspection to close a sale, it’s likely Pinterest will be the best online marketplace for you. If you need customer reviews for services to close a deal, Yelp is probably the marketplace winner for you.

As Facebook wanes in importance and participation with younger shoppers, it’s much more likely that they will migrate to Google Plus as a means of sharing. What that will do to that business networking Google platform we can only imagine.

If anyone doubts how quickly a social media platform demographic can change, I need only remind you of myspace. At one time a major power in social media, now it’s relegated mostly to music industry and insider activity.

If you haven’t gotten on board with Pinterest yet, here are a few helpful items from our blog, to get you started.

From our article “Pinterest Etiquette”:

5 Basic Rules of Pinning

  1. Never post more than five pins at a time to a group board. You are more likely to annoy pinners with flooding, than attract them. After five pins to a board, expect to be blocked or reported.
  2. Keep your boards neat. Always make sure the right pins go on the right board. Off topic pins are another way to lose followers fast.
  3. Remember to comment when you pin from a website. People like knowing they are following a person with similar interests. Not stating why you liked the image or link will reduce the responses, repins and likes you get.
  4. Follow boards, not people. This reduces “clutter” in your feed. It also saves you time. If you follow an individual, you will automatically be enrolled on all of their future boards as well.
  5. Make sure your pins link to the original site that posted it. Businesses don’t mind if you use their image so long as pinners can link back to them if they enjoy their message, product, or graphic.

Remember moderation when in doubt. It’s better to be cautious. Above and beyond all, never give someone a negative impression of you.

From our article Pinterest group board management essentials:

Group Board Management Essentials

  • Send invites out once a week.
  • Clean up your pending invites list. If they haven’t agreed within a week, they are either a casual user, or they are simply not interested.
  • Avoid “private curators”. IF you are looking for “experts” to contribute to your board and you find a page or board with MANY pins but few followers, it’s likely that this person uses Pinterest as a personal online file system. While these Pinterest users make great followers for your boards, they may feel that an invite is invasive. That’s a quick way to lose a fan and prolific repinner.
  • Ask contributors to be aware of Pinterest Etiquette. We have a great article on the topic if you need to read up on it.
  • Read through your board daily to make sure you don’t have spammers, off topic pins or a pin that may be a breach of Pinterest’s ToS.
  • Click through one of the pins of each pinner on occasion to make sure they aren’t linking back to a phishing site.
  • Pin one or two value content pins to the boards daily to the verified page of the managing board. Be honest.
  • Avoid being invasive or spammy by pinning too much of your site volume . Most avid Pinterest users are sophisticated enough to understand you are asking for consideration, not hard selling them. IF the value is there, it’s fine. You need either content OR quality image for these. There are no shortcuts here. If you don’t have unique quality content, it’s best that you find other content to pin from non competitive businesses that have on topic content.

We look forward to your contributions in our vibrant online discussions. You can find us on FacebookTwitterGoogle Plus and Pinterest.

BJC Branding
26 Elm Street, Suite 4
Quincy, MA  02169
(910) 227-9227

Jake Burns