58 THE POWER OF VISUAL STORYTELLING According to a study by Shareaholic, the site now drives more referral traffic than Google+, YouTube, and LinkedIn combined.23 Although it is most known for photographs, you can also pin images such as infographics, cartoons, artwork, or short, visual quotes. You can add videos, too, which many companies use to give short tutorials or how-to style guidance. Pinterest’s slick, clean look is dominated by images and videos. When you go to a user’s profile, you see his or her themed boards, all beautifully arranged. Each board may contain many pins, and these can be com- mented on and liked, but the text is definitely secondary to the images. “Pinterest Is Worth $2 Billion Because Its 25 Million Users Are Rich, 24 Female, and Like to Spend.” This headline from Business Insider sums up what the savvy marketer knows already: one of the most sought-af- ter consumer groups, women, particularly householders, are spending an increasing amount of time on Pinterest, and they are using it as a venue for their online shopping. Brands who don’t have a presence on the site are losing out, both in terms of sales and in terms of potential new cus- tomer demographics. Although it’s known for being the site of choice for the lifestyle and fashion industries, Pinterest can help all industries find new audiences and connect with their fans through images. The U.S. Army, for instance, has a hugely popular page with boards that feature Army values, families, veterans, history—and, of course, Army style! It’s all about translation: finding ways to appeal to Pinterest users, even if you don’t think your brand is a natural fit for the site. Digital news mag- azine Mashable’s site has one of the largest followings on Pinterest with almost 1.5 million fans, despite the fact that the brand doesn’t fall into any of the more usual fashion or style categories (http://www.pinterest .com/mashable). It does, however, feature pinboards for “The Modern Kitchen,” “Nerdy Desserts,” and “Fashion Meets Digital.” There is a lit- tle bit of something for everyone with boards like “Gorgeous Instagram Photos,” “Pets Gone Digital,” “3D Printing Creations,” “Women in Tech,” and “Web Humor.” The digital news magazine has done a great job hitting