Facebook and Pinterest square off in e-commerce

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Social media startup Pinterest is competing against the world’s largest social network Facebook for a slice of the lucrative online shopping industry, according to research by software company Adobe.

Facebook was responsible for nearly 75 per cent of all social referrals to retail sites during Cyber Monday on 26 November, while Pinterest drove 15 per cent of the referrals, revealed Adobe’s study. The study analysed data from over 500 customers who utilise the company’s Marketing Cloud technology.

Despite this big gap, the growth of retail referrals on Facebook remained flat compared to last year, while that of Pinterest soared by 100 per cent. Interestingly, the figures for Facebook and Pinterest only comprised two per cent of all the online visits, meaning there’s still plenty of room for growth, revealed Adobe’s Digital Index.

Only big retailers who have either a national or global presence are eligible to participate in Facebook’s Gift feature, whereas small bloggers can open a Pinterest business account.

Teresa Caro, Vice President of Social Marketing of marketing agency Engauge, said that Pinterest is an outstanding platform for holiday marketing especially if your target market comprises Pinterest enthusiasts.

Because Pinterest enthusiasts are showing great interest in their hobbies and areas of interest, they spend a lot of time collecting information about the things they want this Christmas. In turn, this transforms the boards at Pinterest into shopping tools, added Caro.

Furthermore, brands can utilise the Secret Board feature on Pinterest for yuletide promotions. They can pin content from influencers and partners, then reveal the boards at a moment of their choosing.

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