You may have heard of the latest social media phenomenon Pinterest.
Started in March 2010, Pinterest allows its users to create and share theme-based image collections.
According to the site, Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find interesting.”
Pinterest’s Hockey Stick Moment
Pinterest has grown to over 7.21 million registered users as of December 2011. This is phenomenal growth considering it had only 190,000 registered users as of June. And more importantly, it’s 11 million weekly visits drove greater traffic to websites than LinkedIn, Google Plus, Reddit, and Youtube — combined.
Right now, Pinterest is popular among women who share images of fashion, home decor, recipes and food. Many claim a serious addiction to it.
But Pinterest is about much more than women’s apparel. It’s popularity represents a watershed moment in how we discover new products and services.
Call it social discovery.
The Shift From Search to Social
When we search for a product on Google, we have to know what we’re searching for. We have to signal our intent to the search engine. Put your query in, get instant results (and ads).
And since we already know what we’re looking for, we’re well on our way to buying the product already.
In marketing parlance, these people are known as bottom of the funnel buyers.
It’s social product discovery and it may just replace advertising someday.
Will Mad Men Hate Pinterest?
Advertising’s primary purpose in life is to raise awareness of new products in the consumer’s mind. The 30-second television commercial has been the ultimate top-of-the-funnel demand generation machine for decades. And I guess you could call the Google Display network and Facebook Advertising the modern day equivalent.
But let’s face it. We hate the intrusive nature of advertising. We tolerate it, but we ignore it as much as we can.
Enter Pinterest, the first real player in the social discovery movement.
Just login and and start discovering. You can follow the whole person or just just one of their boards. You can repin other people’s stuff on your board and you can get email notifications when others do the same for you.
It’s much more visual than Google + or Facebook. You can easily view and interact with all the items on someones’s board. You don’t have to worry about missing something because it’s already scrolled past your NewsFeed.
Bottom line, Pinterest makes it easy and fun to discover new products. And that might be the key to replacing the tired old 30 second commercial.
Let us know if you need an invite to Pinterest. Just put your email into the comments below and we’ll send you one ASAP!