ELLE improves content discovery
ELLE has a rich archive of well-researched lifestyle, fashion, and beauty content, as well as a dedicated digital content team that produces new content daily, prioritizing what to showcase on the homepage, in newsletters and across the social web. Using Pinterest boards, ELLE can easily utilize evergreen content and share it daily with pinners, sending them back to Elle.com to discover even more. It also helps ELLE realize greater value from timeless stories.
Today, ELLE sees that certain content receives more than 70% of traffic from Pinterest, which is now the #1 referrer to some of the most popular categories on ELLE.com. Evergreen content—like beauty tips and how-to’s—are consistently winning a spot on the Most Repinned tab in Pinterest Web Analytics. For example, a Hair Care Tips pin is not only responsible for driving more than 23,000 page views and 2,500 repins in the past month, it has also been found in the top repins each day as far back as ELLE tracks.
Until Pinterest, people mainly discovered ELLE content through search. Today that discovery is happening on Pinterest where users can see more diverse content at a glance. Now it’s also easy for us to understand which topics are most interesting by browsing the Most Repinned or Most Clicked tabs on Pinterest Web Analytics.
An efficient way to learn what their audience wants
As a leader in all things style, ELLE maintains its edge by staying on top of its audience’s interests. ELLE gets real-time, qualitative feedback through Pinterest Web Analytics to analyze pins trending on ELLE.com. In addition, ELLE encourages pinners to create their own inspiration boards around focused topics, providing unique insights into what’s top-of-mind for users.
Over the holiday period, ELLE invited users to curate boards around their own ideas of holiday style using content from around the web. Users curated boards in keeping with themes highly consistent with the ELLE brand, but there were surprises too: some boards also included beautiful imagery of travel, décor, food, drink—even stationery. Based on these insights, ELLE is considering new content categories to appeal to the varied interests of their audience.
“Typical qualitative research studies can cost thousands of dollars, requiring months of effort and data that can be hard to consume. Pinterest has enabled ELLE to take the pulse of our audience quickly and easily. They can discover very actionable insights about their audience through a simple, visual deep dive into their interests.”
Suggestions from Elle
Using boards to tell inspiring, visual stories
Use analytics to learn what your customers want