When it comes to Pinterest, most of the agency panelists view the image-centric social network as still being more of an experimental platform. While Pinterest has rolled out some
lightweight analytics tools, Mark Evans, managing director of social, at Mindshare, suggested the company has to do more work in that vein for agencies to pitch Pinterest to clients. Pretty pictures
aren’t enough to get buy in from marketers.
Liz Dennebaum, social media director, EPIX, said brands don’t necessarily need to have a direct presence on Pinterest
to take advantage of its popularity. They can turn to influencers on the site to promote their products and services instead of building a page and followers from scratch. Sharad Verma, CEO and
founder of Pinterest analytics specialist Piquora, formerly Pinfluencer, however, pointed to the platform’s value in driving purchases.
He said Pinterest has revenue
per visit of $1.50 compared to 90 cents for Facebook. He attributed its higher sales rate to consumers selecting a particular image and then clicking through to a Web site to buy the product.
“That’s a very, very qualified click,” he said.