As Pinterest celebrates its fourth birthday, the platform has firmly cemented itself within the social media matrix of many large brands. The site, which was born of the vision to facilitate discovery and inspiration around user interests, now ranks just behind Facebook and LinkedIn with 21 percent of online adults signed up for the social scrapbooking service. Among this growing audience, 87 percent are women, driving the greatest activity in home, arts and crafts, and style/fashion categories; but this activity extends beyond pinning. A new study from Piqora on mobile activity on the site revealed, "Mobile users are buying more and buying more expensive products." The ROI of marketing investment in the site is developing and, as such, so is Pinterest's user experience to facilitate further growth. Brands savvy to this marketing potential are leveraging the site to generate creative and engaging experiences for consumers.
Leading the charge with innovative user experiences are many CPG, fashion, and retail brands, particularly those that stand to benefit from the e-commerce traffic that Pinterest helps to generate. However, exploration and success is not limited to these categories -- here are just some of the highlights from brands starting to experiment on this emerging marketing channel.