Piqora: Research shows that 75% of Pinterest visits are made by mobile devices, and the value of image marketing has increased by 25%

In the social networking market, image-based platforms such as Instagram and Pinterest are becoming increasingly popular among netizens. A recent third-party research report shows that the revenue and brand referral traffic generated by each image (i.e. a Pin) on Pinterest are rising, and three-quarters of the site's visits already come from mobile devices.

Piqora, a market research company that has been paying close attention to Pinterest, found that Pinterest's mobile visits have soared by 50% this year, and 75% of the traffic comes from mobile devices (this data does not come from Pinterest officials, but from traffic analysis of corporate brand accounts).

Currently, Pinterest has become an important platform for companies or brands to conduct "image marketing", where manufacturers can post pictures and interact with consumer fans. Piqora's research found that compared with the fourth quarter of last year, the revenue return generated by each photo posted by brand users increased by 25%.

Statistics show that each picture on Pinterest (including fans re-pinning on their own homepages) can bring 2 user visits and 6 web page traffic to the corporate website, and each picture can get 10 fan re-posts. The fan forwarding rate is higher than Twitter.

The research company also found an interesting pattern in image marketing on Pinterest, that is, fans can still interact with the website for a long time after the first posting. For example, half of the visits to corporate websites through Pinterest occurred three and a half months after the first posting, and half of the fan product orders occurred two and a half months after the first posting.

Researchers pointed out that compared with platforms such as Facebook and Twitter, Pinterest obviously has better "memory". Good product pictures can be solidified in Pinterest and obtain good feedback and marketing effects over a longer period of time.

According to analysis, the difference between Pinterest and Facebook and Twitter in marketing actually comes from the information organization structure of social networks. On Facebook and Twitter, all social information is organized in the form of a certain user's information flow, and netizens' browsing and discovery process is more focused on a certain user. However, on Pinterest, there is no obvious information flow feature, and users can jump and switch between different sections and different image categories at any time, which can increase the image browsing rate and marketing effect.

At the end of October, Pinterest raised $225 million in its latest round of financing, and its current valuation has climbed to $3.8 billion, which is five times the price Instagram paid to Facebook. Pinterest currently has more than 50 million active users, and the site is now planning to expand its products to more overseas markets outside the United States.