“Visual Web” is a common phrase among those who are serious about winning the Internet. The so-called Visual Web is the next generation of web pages, sites like Pinterest and Instagram. Users love these sites for of their gorgeous, stunning visual esthetic and appearance -- not for their searchable, informative text. Words may have won Web 2.0, but images and carefully-optimized beauty are capturing the mobile generation -- and creating a new set of best practices for the emerging Visual Web.
Why is this important? Because there's serious money to be made by businesses, marketers and advertisers who stay ahead of the shift from a text-based Internet to the Visual Web.
"We think Pinterest is the Google of the Visual Web," says Sharad Verma, CEO of Piqora (formerly Pinfluencer), a firm that has helped brands like Orbitz and Steve Madden maximize their marketing ROI using Pinterest. At an ad:tech SF session on monetizing with social media, Mr. Verma added, "Pinterest is really a collection of visual hyperlinks. They're really attractive links."
Piqora monetizes the daylights out of your Pinterest investment by analyzing the daylights out of Pinterest traffic patterns. (Pins per day, repins per day, revenue per pin and I could go on forever with the metrics they track.)
Perhaps you're intrigued by the graphic up top depicting a larger-sized bag of money beneath the Pinterest logo as compared to the Facebook and Twitter logos. That's not some propaganda from Pinterest's PR department. That's a slide entitled 'Pinterest Sales Conversions' showing how some agile Pinterest marketing can convert substantially more revenue per average order value than Facebook or Twitter.
The name of the game on Pinterest is getting your brand "repined," or getting Pinners to promote and endorse your products on the Pinterest platform. A full 80 percent of Pinterest pins are repins -- compared to just 1.4 percent of Twitter tweets being retweets.
Maximizing your users' Pinterest experience will inherently create more repins -- and revenue, particularly in the tablet sector. Tablet users spend 20 percent more time on retail sites and have a 30 percent higher conversion rate. You're either serious about monetizing that gap or you're being left behind.
Mr. Verma recommends treating your brand's photos as "digital mannequins" and getting Pinterest direct-link buttons up on your website, like, yesterday. While he's a master of Pinterest, Mr. Verma advises, "The place to start is your own website."
This article is part of Allvoices’ series on ad:tech, the largest, longest-running digital marketing and technology event. Check out allvoices.com/adtech for more of Allvoices’ ad:tech coverage. This series is supported by ad:tech.