Asos beats Amazon and John Lewis in Pinterest Christmas battle

Asos has beaten Amazon and John Lewis to the top spot for the most shared content on Pinterest in the lead up to Christmas, according to a study by digital marketing firm Searchmetrics.

Asos: beats Amazon and John Lewis in Pinterest Christmas battle
Asos: beats Amazon and John Lewis in Pinterest Christmas battle

A study of the UK’s 10 biggest retail sites found that content from Asos was shared an average of 1,728 times on Pinterest in the four weeks to 22 November, followed by with 1,233 shares and John Lewis with 791 shares.

The worst performers were B&Q and Tesco, with B&Q coming bottom of the pile with an average of just four shares a week, according to the research.

Despite Amazon having the second-largest amount of shared content, the Pinterest page only had 81 followers at the time of the research.

The page appears to be inactive with no content uploaded to the virtual "boards" that have been created, but despite that people are still sharing Amazon's vast range of products on Pinterest.

Retailer Average pins per week Total pins Pinterest Followers
Asos 1,728 160,958 48,043
Amazon 1,233 90,375 81
John Lewis 791 88,858 3,937
New Look 602 48,188 5,447
Next 525 41,452 6,406
Debenhams 333 89,577 2,632
Marks and Spencer 267 16,063 8,909
Argos 256 10,481 1,628
Tesco 206 7,931 2,187
B&Q 4 782 2,233

Asos’s 48,000 followers dwarves its next nearest competitor Marks & Spencer, which has five times fewer followers with its standing at 8,909 on 22 November.

Marcus Tober, chief technology officer and founder of Searchmetrics, said: "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."

Over the two years Searchmetrics has been collecting the data, Asos has recorded a total of 160,958 pins on the social network, compared to Amazon’s 90,357 and Debenham’s 89,577.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published