Pinterest Adds Influencer Marketing Platforms, Grants Brands Access to Performance Data
Pinterest is expanding its reach into influencer marketing with the addition of a new segment for its Marketing Partners Program.
This segment includes eight third-party influencer marketing platforms: Open Influence, HYPR, Klear, AspireIQ, Mavrck, IZEA, Influence.co and Obvious.ly. The update is intended to help brands find and connect with more influencers on Pinterest, which can facilitate the building of brand exposure and reach.
“Starting today, we’re opening our content marketing API to third-party influencer marketing platforms to help brands and influencers collaborate more effectively and create exciting new things on Pinterest,” wrote Aaron Ru, a member of Pinterest’s business and corporate development team.
Not only does the new segment assist in connecting brands and influencers, it also offers performance metrics around influencer marketing campaigns, combating the well-known issues around measuring the ROI of such collaborations. The metrics available include monthly views, impressions, click-throughs and saves.
According to Lyle Stevens, co-founder and CEO of influencer platform Mavrck, the Pinterest partnership will prove to be invaluable for brands to understand how content creators drive engagement on the app. Stevens had this to say about the new segment:
“Real-time analytics about Pin engagements — including views, close-ups, and click-throughs — will help us to better understand Pinners’ abilities to drive customer behaviors for brands. We’ll also be able to view, via the Mavrck platform, how interactions with a piece of creator-generated content have affected downstream behaviors such as views, likes, and eventually purchases.”
Eric Lam, CEO of AspireIQ, believes that the increased accessibility to metrics will make a big difference in the development of brand strategy. “It’s never been harder for brands to capture consumers’ attention, making it even more important for brands to connect with consumers using the right message, at the right time, through the right channel,” said Lam. “We’re extremely excited about partnering with Pinterest as it provides our brands with yet another channel to engage with customers in a more meaningful and personalized way.”