Glamour’s Pinterest referrals grew more than 6x in 2016, making Pinterest their second source for social traffic.
Published by Condé Nast France, Glamour is a women’s magazine and website covering what matters now in fashion, make-up and pop culture. Since Glamour mainly monetise their website with ads to the French market, they focus on growing their local audience and spreading content to the right people.
Glamour knew that Pinterest had doubled their French audience in the past year, and that French Pinners save more than 2 million Pins every day. Glamour saw an opportunity to use Pinterest tools to step up their traffic game. They were already active on the platform but decided to run a campaign specifically geared towards visibility and referrals.
The team’s main goals were to boost online traffic to Glamour's site and to find inspiration for future content. They were also interested in driving new sources of traffic to their digital edition, diversifying away from depending on Google and Facebook as their main sources for traffic.
“Growing our traffic is a priority, and Pinterest was one of the most appropriate and efficient platforms to fulfill that goal.”
Glamour’s editorial team and Pinterest collaborated to grow referral traffic to their website. Combining their own content with Pinterest tools such as the Save button and Rich Pins, Glamour were able to extend their content on Pinterest. Rich Pins helped Glamour provide more context about an idea, because more information displays directly on the Pin. The Save button made it easier for Glamour’s readers to save Pins directly to their own boards, straight from Glamour’s site. That makes ideas spread further: the more people save a Pin, the better for business.
One way Glamour maximized virality was by populating their boards with relevant and engaging content that was likely to be saved. Glamour editors worked directly with Pinterest’s Paris team to get recommendations on popular topics and local trends. Occasionally, they even used Pinterest as inspiration for editorial content, basing articles on emerging Pinterest trends.
Glamour encouraged editors to save curated content every day with a focus on evergreen topics from glamourparis.com. They only saved breaking news or celebrity updates if there was a clear fashion angle. Beautiful images accompanying relevant content topics such as fashion, beauty, cooking and DIY proved to generate traffic consistently over time.
Glamour sees Pinterest more as a search platform rather than a conventional social network, so they take a more curated approach to using it. They work hard to make their content keyword friendly and primarily save evergreen content from their website, as opposed to breaking news or celebrity gossip. By tailoring their content to Pinterest, Glamour saw a 6x increase in referral traffic in 2016, making Pinterest the second largest source for social traffic.
After Glamour used key Pinterest tools and tactics, the platform now represents up to 7% of the global referral traffic for Glamour. Glamour says this proves that investing in Pinterest has been worthwhile and has long-term benefits.
“It's great to see that Pinterest is where our audience goes for inspirational content about fashion, beauty and home decor.”