Amazon dominates on Pinterest this holiday season

Amazon.com is the most popular U.S. online retail site when it comes to having Web content shared on Pinterest in the run up to Christmas 2013.



In a study of 10 top US retail sites, images and pages from Amazon.com are being shared most frequently on Pinterest, with Walmart and Apple taking second and third positions, respectively. According to a study conducted by digital marketing software and services specialist Searchmetrics, content from Amazon.com currently generates 16,360 pins per week, Walmart generates 5,778 pins per week and Apple generates 3,871.



Because Pinterest — which in three years has racked up 70 million users — can act as a virtual shop window for retailers, enabling people to share images and videos of products they like, retailers are finding ways to leverage their visibility on the site to drive sales. Pinned content acts as a powerful recommendation from people’s connections on the site. Moreover, the site drives traffic back to specific product pages on retailers’ sites because each pin links back to the original Web page where the content can be found.



Many retailers have already flocked to the hot social media outlet and set up festive boards and promotions to generate interest in their products in the Christmas run up. Walmart has set up 10 separate holiday boards, covering entertaining, baking, gifts, dressing the tree and festive decorating. These include pins of festive content from other sites, including recipes and makeup tips from shoppers’ own blogs, as well as products available for purchase from its e-commerce site.



“Pinterest provides a powerful way of sharing content that increases engagement and helps retail brands develop closer relationships with their customers. While Amazon.com leads the way due to its strong online presence, retailers such as QVC seem to be investing heavily in using Pinterest to connect with consumers,” explained Marcus Tober, CTO and founder of Searchmetrics.



“Successful use of Pinterest is not just about pushing your own content but being social and trying to share content that your followers on Pinterest might find useful or entertaining — even if it doesn’t produce a sale for you,” added Tober. “Walmart seems to be particularly good at this, explaining why it has gained a significant number of followers on the social network. We’re also seeing retailers starting to get creative by running festive themed Pinterest boards and promotions linking their Pinterest with their other promotional activity such as band sponsorship as well coordinating with their other social channels.”