ASOS named number 1 retailer on Pinterest in run up to Christmas

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A new report from the data experts at Searchmetrics has revealed that online fashion retailer ASOS has beaten off tough competition from rivals such as John Lewis and Amazon to have the highest amount of web content shared on Pinterest.

In the four weeks to 22 November, ASOS boasted an impressive average of 1728 pins per week, with Amazon coming in at second (1,233) and John Lewis clinching third place (791).

10 top British retailers were surveyed, with New Look (602), Next (525), Debenhams (333), M&S (267), Argos (256), Tesco (206) and B&Q (4) also being placed.

It’s thought that the reason behind its massive success on the social media photo-sharing site is due to ASOS not having an overwhelmingly promotional edge to all of the pictures it posts, which can often irritate young consumers.

Marcus Tober, chief technology officer and founder of Searchmetrics, explains further: “ASOS seems to really ‘get’ Pinterest and social networking. It’s not just about pushing your own content but being social and trying to share content that your followers on Pinterest might find useful or entertaining – even if it doesn’t produce a sale for you. Perhaps that’s one of the reasons why ASOS is doing so well on Pinterest.”

Campaign Live reports that in the two years that Searchmetrics has been collecting the data, ASOS has reportedly received a massive 160,958 pins on the social network, with Amazon far behind at 90,357 and Debenhams with 89,577.