07.16.15
L2’s latest Hair Care & Color study finds that even though 70% of brands are present on Pinterest, 37% of those brands haven’t posted new content in the past 90 days
But presence on the platform has benefits, especially for beauty, hair care, and apparel brands, notes L2, a member-based benchmarking and education firm that helps brands shape their digital roadmap. According to New York-based L2, Pinterest users who pin an item in those categories demonstrate a higher likelihood of purchase than other social media users, which makes up for its small community sizes (3,000 average).
According to L2, “rich” pins—those that include extra information like an app, movie, recipe, or pricing information—offer a way brands can forge a path from Pinterest to commerce. But only 12% of brands in the Hair Care Index use this new feature, according to L2.
But presence on the platform has benefits, especially for beauty, hair care, and apparel brands, notes L2, a member-based benchmarking and education firm that helps brands shape their digital roadmap. According to New York-based L2, Pinterest users who pin an item in those categories demonstrate a higher likelihood of purchase than other social media users, which makes up for its small community sizes (3,000 average).
According to L2, “rich” pins—those that include extra information like an app, movie, recipe, or pricing information—offer a way brands can forge a path from Pinterest to commerce. But only 12% of brands in the Hair Care Index use this new feature, according to L2.