The image-sharing site Pinterest has experienced meteoric growth since its launch in February 2010. Pinterest’s user base grew from 1.6 million visitors in September 2011 to 11.1 million visitors in February 2012. Along the way, it became the fastest site to reach 10 million users. In February, it was announced that Pinterest drives more traffic to retail sites than Google+, YouTube and LinkedIn combined, and this week we learned that Pinterest drives more traffic to blogs than Twitter. When it comes to engagement, Pinterest is second only to Facebook — its users spend, on average, 89 minutes per month on the social network.
All of these statistics should be very encouraging for brands — there’s a very captive and engaged audience on Pinterest — but why, then, aren’t you seeing some of your favorite big brands on the site? We spoke to a handful of media agencies — the people who help brands develop their marketing strategies — about why Pinterest isn’t catching on with big consumer brands despite its status as a runaway success for smaller brands.