The Daily Mail and Telegraph are leading the way when it comes to social networking site, Pinterest.
In a study of 13 UK national papers, links from dailymail.co.uk were found to have been shared or ‘pinned’ by Pinterest users the most (1,963,999 pins), with telegraph.co.uk links attracting 429,137 pins. The Guardian was found to have the most followers to its official Pinterest page, but came third when it came to pins with a total of 329,720.
Marcus Tober, founder and CTO of Searchmetrics, who carried out the research, commented: “Pinterest has the power to put publishers’ content in front of new people and drive traffic back to their sites.
“While it’s relatively new, Pinterest is one of the fastest growing social sites - increasing its share of all visits to social sites in the UK by 1489 per cent since last year. The site has over 10 million registered users and in the USA high profile news sites such as the Wall Street Journal and Time are among those that are successfully using it.”
Weekly data from Searchmetrics, shows that dailymail.co.uk also generates the most average pins per week (163,574), followed by telegraph.co.uk and guardian.co.uk with 42,476 and 32,174 respectively.
Searchmetrics found the most pinned page from the newspapers’ sites was a feature on how to make a baby’s swaddle blanket from guardian.co.uk with 53,638 pins. Second and third place both came from dailymail.co.uk with an article and photograph of the Duchess of Cambridge in a teal gown at the London Olympic Gala concert (52,813 pins) and with 45,811 pins an article on how to get thin thighs in 30 days.
Eight of the 13 newspaper sites studied were found to have one official Pinterest page for pinning their own content. Some newspapers had several Pinterest pages, including ones for individual journalists and sections of the newspapers. Common topics for newspapers’’ Pinterest boards were ‘Front Pages’, recipes and pages from ‘Style’ and ‘Fashion’ sections.
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