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It used to be that a week wouldn’t pass without one of us writing a Pinterest-related post.
In the last few months though we’ve barely covered the ‘visual discovery platform’. It’s not because interest has waned, in fact Pinterest currently has 70m users and the platform drives an unprecedented amount of traffic to retail sites.
It’s just because the best practice guidelines for brands to succeed on Pinterest haven’t really changed.
As an example, for a second year in a row ASOS is the most popular UK online retail site when it comes to having its content shared on Pinterest, according to Searchmetrics.
Content from ASOS generates an average 7,202 pins a week, which is nearly five times more than Amazon (1,620 pins) and almost seven times more than John Lewis (1,096 pins).
This is an incredible win and clearly shows that having a presence on Pinterest is just as vital as ever.
So what accounts for ASOS’s success?
Back in December 2013, ASOS had 49,458 followers (which was up from around 8,000 18 months prior).
Here’s how the ASOS Pinterest page looks now...
ASOS has seen a massive follower growth in the last year, with 220,784 users. Although the retailer only maintains a comparatively small number of boards compared to other brands, each one is meticulously curated, with each board containing on average 100-200 pins.
ASOS has also made a point of adding its own brand name to each board to help drive search traffic to the page.
Not only that, it also thematically links each board with the <3s symbol (that means ‘loves’ right? Not spilt ice cream cone) which means that ASOS has to think more creatively about naming its boards.
For instance here is 'ASOS <3s Wrapping Up', which is much more interesting then calling it 'Clothes for Winter'.
It’s a thoroughly well-stocked board, that has five different trusted curators pinning images to it. This means users get to see a huge variety of fashion from various different sources to keep things updated and interesting.
The team at ASOS regularly pins and repins images from other sites and blogs, showing a desire to provide a deeper consumer experience by going beyond self-publicising.
Brands that repin third-party content attract more followers than those who simply link back to their own ecommerce sites. The key is to remain relevant but also entertaining, useful or have a keen eye for visuals that your users find attractive.
There is also the standard ‘bread and butter’ of Pinterest here:
Inspirational quotes board.
And of course... uh... this...
All the types of content that Pinterest users generally respond to.
However the key thing that ASOS practices, which is also vital for any retailer wishing to drive traffic to its ecommerce store, is that it’s enabled 'Rich Pins’.
Meaning that any product image contains information on price and availability.
This also links directly to the relevant product landing page.
For information on this, check out our post on how to use Rich Pins.