According to Zappos Labs, all that stuff about Pinterest driving outrageous sales volume is no longer accurate. In fact, they say that, while Pinterest users are far more likely to share content, that shared content drives significantly less revenue than shared content on Facebook and Twitter…
Bad news for this blogger, who recently published a bestselling Pinterest book on Kindle.
Initially at least, Pinterest was notable for its ability to actually drive sales. Actually, Pinterest was offered up as the example of how to monetize social media, a theory that was backed up with some pretty amazing numbers.
However, as Pinterest’s user-base exploded from January to June — and competing marketers took the social platform by storm — that revenue-driving power of Pinterest has been highly diluted.
It’s not an entirely bad thing… it just means that Pinterest is growing up. It was a traffic bonanza for a few months, but now the competition is much greater and the novelty has worn off. Honestly, we couldn’t really expect Pinterest to keep outpacing Facebook in terms of revenue-per-click forever.
Think about it like this: People don’t click on advertisements on Facebook very often (as FB data has shown). The same is true with Twitter. However, when they do click on something advertising or product related, they’re probably fairly qualified and interested — which translates to higher EPCs (Earnings Per Click). FYI, Twitter crushed FB and Pinterest in revenue per order…
But that data is somewhat skewed because of what Pinterest does. The thing that makes Pinterest so powerful is the fact that people view and share product photos all day, every day… which dilutes their EPCs and even their average order values, because the vast majority of users clicking through have no real buying intent.