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What Pinterest’s New Brand Analytics Tool Means for Marketers

in Mobile Marketing, Social Media with tags , , , Both comments and trackbacks are closed.

Pinterest recently announced an overhaul of the platform’s brand page Analytics, offering marketers easy access to the performance of top content and boards. Unlike the previous version of analytics that focused solely on content consumers were pinning from the brand’s website, the new version offers metrics on top content pinned by the brand, as well an inside look into their follower’s interests and demographics. The new analytics tool opens up multiple opportunities for brands to optimize their content for better performance, and strategically plan for the future.

Access to Pin Performance
Known Pinterest best practices like including long, rich descriptions or vertical images, play a part in top content, but by comparing top pins and identifying trends, brands can expand their learnings and optimize for the future. With the inclusion of Pinterest profile analytics, brands are able to access how their content is performing for a custom date range by impressions, clicks, Likes and repins for top pins and top boards. Most marketers are familiar with using Likes and repins as the main key performance indicators for their content, but measuring impressions and clicks helps tell a richer story. Pinterest defines impressions as the number of times a pin from a brand’s profile has appeared on any feed.  Clicks also play an important role as they can help brands understand which pins drive the most traffic to their site, leading brands to form better opinions on how to organize site content and improve on the link backs.

Pinterest Analytics goes beyond specific date ranges to provide best performing pins at the “All-Time” level. Marketers may already be familiar with analyzing pins by repins, but the “Best-in-Search” and “Power Pins” features offer unique looks into content performance. “Power Pins” are identified as pins with a high mix of repins, clicks, etc. There is no doubt that Pinterest is a powerful search engine, as thirty-nine percent of Pinterest users are using the platform in place of traditional search engines.  In addition to good search practices like quality descriptions, links back to relevant content and Rich Pins, brands can now use the analytics “Best-in-Search” category to identify pins that are ranked highly in search and optimize them.

Understanding Your Audience
Analytics also enable businesses to understand the demographic makeup and interests of the Pinterest community as well as their specific fans. By exploring the Interests sections of the platform, brands can form content creation thought starters for other categories of content that their fans are interested in. Viewing your audience’s boards allows you further information about how users are pinning your content. For example, food brands can use “Interests” to keep an eye on when fans start pinning holiday content so that they may be among the first to display their own holiday recipes on the platform and increase their odds of higher content performance.

Marketers can also view other brands that their pinners are following to help inform on competitive analysis, or as a starting point for forming Pinterest partnerships with other brands and Influencers. Demographic information is also included to identify a follower’s country, language, metro location and gender specifics, and to provide a starting point for targeting content.

A Further Look at Mobile Use
With 75% of Pinterest activity occurring from mobile, understanding how your fans are using mobile to view your content and competitors is an important feature. The new Pinterest Analytics allow marketers to see how their content is performing and how consumers are accessing content based on device. Devices are broken down to Android phone/tablet, iPad, iPhone, Mobile Web and Web, which can help marketers tailor their content to device.

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While the Analytics update is a welcome one, there are still limitations. Brands looking for a more comprehensive view of how all of their pins are performing, not just their top pins, may still need to utilize an outside tool. As the channel continues to grow and evolve, it is becoming increasingly important for brands to understand what content is performing well with their followers and why. Overall, the Pinterest Analytics update is a big step forward in the sharing of Pinterest data, and something savvy marketers will utilize to continually evolve their strategy.

Cover photo via Mashable