Pinterest Passes Twitter in Referrals

    March 9, 2012
    Mike Tuttle
    Comments are off for this post.

According to a report published this week by Shareaholic, social image-sharing site, Pinterest, has driven more referral traffic in the month of February, 2011 than Twitter did, and it is quickly gaining on Bing for referral traffic.

Shareaholic aggregated data from more than 200,000 publishers to compile the report.

There are a couple of points of interest to these numbers. First of all, Twitter has more than 100 million active registered users. Pinterest has only 11.7 million. And, it is worth noting that Pinterest is still invite-only and that their mobile app still stinks (and yes, I have deleted it and reinstalled; yes, I do have the latest iOS).

So, in all the guessing about why Pinterest is doing so well, let’s toss out a couple of theories.

1) It’s the design concept.

That certainly seems to be what some people are thinking. The “masonry” layout has been picked up by several other sites, all pining their hopes on catching the Pinterest wave.

2) It’s caught a strong, heretofore-underserved niche in the women’s market.

It certainly is true that Pinterest gets a huge chunk of its business from women. And, the powers-that-be at Pinterest aren’t doing a thing to dissuade that notion. Why would they?

3) It’s rolling like a snowball because people like me keep pushing it.

It is the media darling, that’s for sure. By all rights, an invite-only, badly-apped, female-centric site would not normally do as well as this is.

Maybe it’s all of the above. If Pinterest survives the copyright controversy blowback they are getting, they could make some serious money. How they would do that is till anybody’s guess. Apparently, including theirs.

  • Mimi

    You forgot to mention that images are more compelling than text. Whereas twitter uses text as the primary context setter, Pinterest uses images to drive engagement with text as a secondary means of setting the context of the links. It doesn’t seem far fetched that users, especially women who particularly enjoy aspirational images, would be more likely to click on those links than on twitter links.

  • http://www.avionskikarti.mk/ avionski karti

    This is great example that people are lazy. They like more to watch photos than read text…

  • http://deborahapeters.com Deborah Peters

    I came upon pinterest a few weeks ago, love the visual aspect. I think that’s why it’s gaining such momentum, there’s something to see, instantly and it’s 1 click away