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Pinterest Referral Traffic Wins with Only a Tiny Percentage of the Pie



Unless you’ve been living under a rock, or you’re a man, you’ve probably been on Pinterest a few times in the past week.

The social photo sharing site has taken off in ways no one ever imagined to the point where large corporations are now carving out their own space on the network. But is it good for marketers? New numbers from Shareaholic suggest it could be so, depending on how you look at the picture.

Shareaholic has been comparing the referral traffic from the top sites for the past six months. In February, Pinterest’s share of the referral’s topped those from Twitter. Jump ahead to June and Pinterest eats up the shares from Twitter, StumbleUpon, Bing and Google referral traffic.

Here’s the crazy part. Even at it’s height, Pinterest’s referral traffic share percentage was only 1.19%. Yes, all this glee and arm waving is for 1.19% of the pie. That’s like a paper-thin sliver, just crumbs on the plate. So big deal, right?

Well, it is a big deal for this reason; the top referral provider is Google Organic with 46.80%. That’s nearly half the pie. Facebook claims 5.65%. Everyone after that, StumbleUpon, Bing, Yahoo, Twitter, all fall under to 2.0 mark. This means that the vast majority of all referral traffic is coming from two sources which is like putting all your eggs in one basket. (And yes, I’m mixing my metaphors, but there are eggs in pie so. . . )

What makes Pinterest of in-ter-est, is that it represents the best option out of the remaining small cluster. And who knows where it will go from here. It’s not going to beat Facebook, but it could continue to grow into a healthy social-system marketers with a very visual product. It’s already there for some, getting there for others, but it still not where it needs to be in terms of monetization and navigation.

You do have to give them credit for the climb though. Check out this graphic from Shareaholic:

 

Look at Pinterest just shooting for the stars and look at StumbleUpon, stumbling badly. Yikes.

What do you think about Pinterest’s popularity? Is it still just a novelty or can they hold their place at the top?