Pinterest and Tumblr have seen increases in their user bases in 2012, as more consumers enjoy the visually focused social platforms.

According to, both Pinterest and Tumblr’s users bases are growing, and visitors spend more time on these sites than ever before. The data that has seen steady growth in 2012, topping off at more than 21 million unique visitors in July, while Tumblr reached nearly 23 million in the month. For companies looking to diversify their social media marketing presences, these sites offer a new visual dimension for their strategies, especially those hoping to reach younger adult audiences.

As the sites appeal to broaden their audiences, users’ average times on site have varied heavily. Throughout 2012, Pinterest has ranged from more than 13 minutes to its current position of slightly higher than 11 minutes per visit. Tumblr, on the other hand, has been more steady, remaining between 11 and 12 minutes since January.

These sites can be especially useful distribution channels for B2C companies hoping to include more visual content in their social strategies. Both focus heavily on sharing visual content. Posting images of products and services or others from a business can result in more visibility for brands. Moreover, consistent growth on the sites could make them more attractive options for these companies.

Pinterest’s greatest benefit for brands is the traffic it drives for companies active on the platform. Brafton recently highlighted data from Shareaholic that found Pinterest yielded more clicks to client sites than both Bing and Yahoo.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.