The Rise of Pinterest as a Shopping (Not Social) Site



“Pinterest is not a social media network,” insists Anna Bennett, a well-known Pinterest expert. Of course, the online platform, whose users “pin” links and images to virtual bulletin boards, has social elements—users can share and comment on pins, and follow and be followed by others.  But Bennett means that almost no one goes to Pinterest to chat with pals or catch up on news. They go to shop. It’s a distinction brands should take to heart, says Bennett, who teaches Pinterest Marketing for Business on her website, WhiteGloveSocialMedia.com. “On Pinterest, you don’t have to force people to shop.” Silicon Valley venture capital titan Mary Meeker’s KPCB Internet Trends report—one of the business world’s most anticipated annual summaries—backs up that assertion. Meeker’s 2016 report says that 55 percent of Pinterest users find and shop for products on
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