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After Facebook news-feed changes, publishers look hopefully to Pinterest

March 12, 2018 / digiday

Publishers casting about for new referral sources after Facebook decided it wants the news feed to be, ironically, less newsy are taking a fresh look at Pinterest. The big shift last year in terms of referral traffic was Facebook declining as a source of traffic for publishers while Google surpassed it. Pinterest, along with Instagram, grew as traffic sources as well, although from smaller bases. The online scrapbooking platform represented nearly 8 percent of publishers’ social traffic in the second half of 2017, up from 4.5 percent in the first half of 2016, according to Shareaholic. Claiming more than 200 million active monthly users, 8-year-old Pinterest falls somewhere between Flipboard and Twitter in the size of its user base. Its utility for people — often women — looking for home decor, fashion and menu ideas and the like makes it well suited to lifestyle publishers looking to get their content in front of new audiences (and advertisers looking to reach those ...