Brands such as Real Simple, L.L. Bean and Whole Foods have been dabbling in Pinterest, using the site to seed images across the Web and to drive traffic to branded websites. That's part of "the rise of the visual Web," some experts say, with digital platforms such as Facebook and Instagram putting an increasing emphasis on photo-sharing and other visual tools. "Brands are scrambling and trying to figure it out. They know it's going to be big, but they don't necessarily know the best way to use it," says comScore's Andrew Lipsman.