A report from eMarketer suggests that businesses are looking to diversify their social media marketing campaigns.

A report from eMarketer found that social media marketing campaigns are no longer dedicated solely to Facebook, Twitter and other major networks. Businesses are turning burgeoning social platforms to leverage their growing popularity among specific demographics.

The study shows that unique traffic to Pinterest has grown rapidly, with 11.7 million users heading to the website in January. This represents massive growth from May 2010, when 400,000 users went to the website. The photo-heavy social network has become especially popular among women, who use it to share different forms of web content.

Moreover, Tumblr’s year-over-year growth has provided great motivation for companies to use the website as part of their social media marketing strategy. Like Pinterest, Tumblr is heavy on visual content, with users sharing photos among other things. Businesses use the platform to appeal to a younger, more web-savvy audience.

According to eMarketer, Tumblr has been especially popular among media companies and fashion brands. As such, businesses with news content marketing campaigns can use the engaging platform to share images, which can link back to a primary website to boost traffic.

Visual content is especially important for businesses looking to boost SEO and overall engagement. Brafton recently reported that a new Google image search feature, which allows users to preview related image searches, will place a large focus on photo metadata that drives SEO.

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.