Monday, April 27th, 2015 | 5 min read
When Pinterest launched in March 2010, most of my tech friends shunned creating an account because they thought it would fail. We can’t always be right, right?
But boy were they wrong – in a big way.
It’s five years later, and according to comScore, Pinterest has captured the hearts of an estimated 79 million unique monthly users. Around 80% of them are female with an average household income of $100,000 (this is significant: women make an estimated 85% of consumer purchases).
That’s an audience with a lot of buying power, and they aren’t afraid to use it. According to AddShoppers, Pinterest drives more ecommerce revenue than any other social share, and, says Adweek, 38% of all active users bought something because they saw it on Pinterest.
Brands are well-aware of the benefits of a strong Pinterest presence, and many are already engaging on the platform.
Today, Pinterest announced its new Marketing Developer Partners (MDP) program, which allows a select group of companies to connect to the Pinterest Content Publishing API. Sprinklr is thrilled to be a launch partner for the program.
Sprinklr’s integration with the Pinterest Content Publishing API enhances brands’ ability to hear the voices of their customers and optimize content across all touchpoints.
They’ll be able to:
Streamline content publishing. Marketers are a busy breed, which is why we practically jump for joy whenever we’re told we can simplify something. With the new Pinterest Content Publishing API, marketers can now schedule and publish Pins (or boards) to Pinterest from Sprinklr – the same place they manage their other social channels. This offers huge amounts of saved time, plus the the benefit of planning.
Get a holistic view of strategic campaign planning. It’s now easier than ever to integrate Pinterest content into marketing campaign calendars, meaning that marketers can plan, launch, and measure cohesive experiences across every social touchpoint in one place.
Dive into analytics. Real-time Pinterest analytics will now display alongside other social data, meaning that Social Data Analysts and Community Managers can make comparisons across social platforms, monitor the success of pins and boards, and track real-time trends.
Says Natalie Kavanaugh, Social Media Analyst at Purina North America: “As we develop automated reports on our social interactions, having Pinterest data allows us to have all of our network information together and avoid having to source data from a string of different platforms and dashboards.”
Sprinklr’s analytics capabilities are uniquely powerful; for example, with the custom reporting feature marketers can build a Pinterest dashboard to see which types of Pins (aspirational, agency-developed, seasonal, and so forth) perform better at which times and with which types of audiences.
Nurture and grow their Pinterest community. Likes, repins, and comments on Pinterest are now displayed in real-time within Sprinklr, enabling community managers to participate in conversations and interact with brand advocates more easily.
Additionally, the ability to create rules will help marketers respond quickly to important changes within their Pinterest community; for example, an email alert can go out if any pins receive more than 50 repins or if a large influencer repins something.
We’re not the only ones who are excited about this launch. A number of our clients have told us that this is exactly what marketers need to really get the job done on Pinterest.
“Pinterest is an important channel for us,” said James Chong, Senior Manager of Social Customer Engagement at TOMS.
“Research has shown that shoppers on Pinterest spend between $140-$180 per order, compared to $80 and $60 orders on Facebook and Twitter, respectively. Pinterest’s announcement and the ability to integrate with the social management infrastructure we already have in place will help us optimize our social strategy on the platform and enable us to tell powerful visual stories that resonate with consumers.”
At its core, the Pinterest Content Publishing API provides the infrastructure brands need to create amazing experiences at scale for an incredibly valuable social audience. It’s now easier than ever to deliver more consistent and personalized experiences across your brand’s key social and web touchpoints by tapping into a holistic view of your customers’ online behavior.
About the Author: Chloe Mason Gray is the Blog Content Manager at Sprinklr. Her writing on marketing, travel, and career development has been published by Mashable, Forbes, KISSmetrics, Entrepreneur, The Daily Muse, the Human Parts Medium collection, and other sites across the web.