The addition of Business Insights to Pinterest will allow marketers to better determine which of their pins are really driving traffic and which of their boards are getting the most engagement.
One of the challenges many marketers have faced with Pinterest is the lack of insight into its followers' habits. However, Pinterest's most recent evolution has marketers perking up around the globe, as a new initiative will integrate marketing technology software to allow businesses to analyze their Pinterest activity.
The purpose of Pinterest's new feature is to assist businesses using the platform in better engaging with pinners. Now, brands will be able to better determine:
Additionally, Pinterest is adding enhancements to their API, which will help provide further insight. The new features aim to facilitate businesses engagement with consumers by allowing brands to see which of their pins are actually driving traffic and which are being re-pinned most often.
Does this eliminate the need for Pinterest Analytics? The simple answer is no. Although Pinterest doesn't currently offer conversion tracking as part of their analytics, the company is committed to continuing to build value into their free tool.
At this time Pinterest is working with a select group of technology providers, including Salesforce (Exact Target Marketing Cloud), HootSuite, Spredfast, Percolate, Piqora, Curalate, and Tailwind. While some of these companies may have been providing some basic insights for businesses before, it was accomplished by utilizing scraping technologies instead of working alongside Pinterest as they will now.
In the same way that Facebook insights help guide strategy, Pinterest campaigns will soon become much more formulaic and rely less on guesswork. Businesses will be able to better generate organic exposure after learning the habits and statistics of pinners at large.
The Wall Street Journal speculates that Pinterest is aiming to provide marketers with a means to track and measure their success now, in hopes that they will be more likely to pay for advertising once it becomes available to all businesses in the future (a small portion of companies are already testing Pinterest's paid ads, or Promoted Pins).
Pinterest didn't provide any specific details about their roadmap for releasing business insights, but they did share the following teasers:
How does Pinterest's addition of Business Insights affect your social strategy? If you haven't utilized Pinterest as part of your digital marketing strategy in the past, is it largely because you couldn't gather information, or is it just not a fit for your audience?
Ashley Zeckman is the director of strategy and development for Gruen Agency, a Minneapolis-based digital marketing agency. She is responsible for the digital marketing strategy for the organization, which includes branding, search engine optimization, social media, content marketing, and PR.
Prior to joining Gruen Agency, Ashley was the director of marketing and client relations for Benovate, a population health management company. Ashley also held the position of marketing manager for TopRank Online Marketing, a digital marketing agency. Her areas of expertise include content marketing, social media marketing, communications, client relations, integrated marketing, marketing strategy, SEO, digital PR, blogging, B2B and B2C marketing, customer segmentation, and social media strategy.
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