Case Study: WhoScored.com + Pinterest
WhoScored.com, the market-leading football statistics website, has joined the growing number of brands taking to Pinterest.
Pinterest is a photo-sharing platform that enables users to catalogue images into sections or galleries and share these pinboards across their social media communities. Personal Pinterest users typically look through galleries and ‘re-pin’ images that catch their attention onto their own pinboards. Brands, however, are utilising pinterest to catalogue their visual content – with WhoScored in particular finding Pinterest as the perfect platform to showcase infographics.
Unlike WhoScored’s website, which accompanies infographics with detailed statistical analyses; browsing through this content is a more fluid process.
Pinterest launched in 2010 and has since grown to 15% usage among all internet users. That figure of 15% is higher than the same statistic for Tumblr (6%). This is particularly insightful since brands such as Adidas Football are using the content syndication abilities of Tumblr as part of their social media approach. The focus within Pinterest placed on the static image (making it a perfect match for the WhoScored infographic) as opposed to .GIFs, videos, audio or other content types available on Tumblr. Therefore with Pinterest, the purpose is clear: to syndicate its market-leading statistical data in the form of infographics.
Pinterest has a traffic-referral rate of 1.05%, which is higher than Twitter (0.82%).
A potential caveat may be recent studies suggesting that women are five times more likely than men to use Pinterest on a regular basis. However, the growth of male users is on the rise and the data doesn’t account for the number of users likely to visit a WhoScored’s Pinterest board to browse their content rather than necessarily actively using the platform itself.
The clamour for brands to syndicate their content on Pinterest is now facilitated by analytics for business accounts provided by Pinterest itself. The analytics platform tracks pin impressions, reach and most re-pinned posts among other metrics. Furthermore, Pinterest offers full integration with other platforms such as Facebook, thus a brand’s Facebook page can display pinboards using the native app.
How could Pinterest work for you?
WhoScored.com operates with the fixed remit to catalogue its detailed infographic series. On the other hand, different brands are using the platform to engage fans.
Run competitions: apparel companies such as Lands’ End have used this to make Pinterest users familiar with their brand and products.
Showcase products: people are openly using Pinterest to create shopping lists. Adidas SLVR has taken advantage of this by displaying a board full of new products.
Promote lifestyle: Coca Cola‘s pinboards promote a ‘lifestyle’ which they hope the audience will relate to and buy into the brand. They have even set up country-specific Pinterest accounts to this end.
Customer interaction: Pinterest can even now be used as a form of focus group, using Pinterest’s unique format assess what is popular and how users identify with a brand.