View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

Study: Guardian has most Pinterest followers but Mail Online has most pins

By Andrew Pugh

A new study into how national newspaper websites use the social networking site Pinterest has found that The Guardian has the most followers but Mail Online has received by far the highest number of ‘pins’.

A study of 13 national daily newspapers by search and social analytics company Searchmetrics found links to web pages from Mail Online have been shared, or ‘pinned’, the most (1,963,999), followed by the Telegraph.co.uk (429,137). Guardian.co.uk was in third place with a total of 329,720 pins.

A study of the weekly data found that Mail Online also generates the most average pins per week (163,574 ), followed by Telegraph.co.uk (42,476 ) and Guardian.co.uk (32,174 ).

The most pinned page identified in the Searchmetrics study of the newspaper sites was a feature on how to make a baby’s swaddle blanket (53,638 pins) from Guardian.co.uk.

The second most-popular pin was a Mail Online article about the Duchess of Cambridge in a teal dress gown at the London Olympic Gala concert (52,813pins), followed by another Mail feature on how to get thin thighs in 30 days (45,811pins).

Eight of the 13 national newspaper sites surveyed (see table below) were found to have at least one official Pinterest page to which they are pinning their own content (it is not necessary for a newspaper site to have a Pinterest page to enable other users to share their content on the site).

Content from our partners
Cannes Lions: The world's best creativity all in one place
L'Equipe signs content syndication deal with The Content Exchange
Journalism can be relentless: But overworking could be fatal

The five papers without a presence were The Sun, Daily Record, Scotsman, The Herald, and the Daily Star.  

The most common subjects featured on the newspapers’ Pinterest sites were front pages, recipes and pages from style and fashion sections. 

Marcus Tober, founder of Searchmetrics, said: “Pinterest has the power to put publishers’ content in front of new people and drive traffic back to their sites. 

“While it’s relatively new, Pinterest is one of the fastest growing social sites – increasing its share of all visits to social sites in the UK by 1489 per cent since last year.

“The site has over 10 million registered users and in the USA high profile news sites such as the Wall Street Journal and Time are among those that are successfully using it. Our research has identified some of the early winners in the UK.”

Pinterest activity of UK national newspaper web sites (data collated week ending 12 October 2012)  

Newspaper site

Pinterest page      

Followers

Total pins

Average Pins per week 

1) Dailymail.co.uk

https://pinterest.com/dailymail/

322

1,963,999

163,574

2) Telegraph.co.uk

https://pinterest.com/telegraphsport/

1,502

429,137

42,476

3) Guardian.co.uk

https://pinterest.com/theguardian/

2258

329,720

32,174

4) TheSun.co.uk

Not found

n/a

62,908

5,659

5) Mirror.co.uk

https://pinterest.com/mirror3am/

114

28,027

2,198

6) Independent.co.uk

https://pinterest.com/theindynews/

829

16,588

1,668

7) TheTimes.co.uk

https://pinterest.com/tolsport/

18

2,204

286

8) FT.com

https://pinterest.com/financialtimes/

309

1,288

115

9) DailyRecord.co.uk

Not found

n/a

632

46

10) Scotsman.com

Not found

n/a

313

38

11) Express.co.uk

https://pinterest.com/dailyexpress/

36

214

25

12) HeraldScotland.com

Not found

n/a

55

4

13) DailyStar.co.uk

Not found

n/a

4

1

 

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network