09.01.15
Is it enough to just have a Pinterest page? Or do brands need to be actively pinning too?
L2, a member-based benchmarking and education firm that helps brands shape their digital roadmap, contends that while 70% of brands are present on Pinterest, 37% of those brands haven’t posted new content in the past 90 days. The data came from the group’s latest Hair Care & Color study.
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).
Pins 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.
L2, a member-based benchmarking and education firm that helps brands shape their digital roadmap, contends that while 70% of brands are present on Pinterest, 37% of those brands haven’t posted new content in the past 90 days. The data came from the group’s latest Hair Care & Color study.
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).
Pins 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.