So here it is, confession time. Up until recently I dismissed Pinterest from my social media sphere, both personally and professionally. There wasn't really a definitive reason for my behaviour either. I guess the only excuse I have is that I couldn't see it's influence beyond looking for inspiration when it comes to home or wedding planning. But boy, have I been wrong!
I'll admit, entering the realm of prospective house buying was the reason for me setting up my account this summer, but even though house buying was my pathway into Pinterest, it is by no means the only reason for me staying engaged and active months later.
What I had not really appreciated prior to my Pinterest awakening (I suspect many others out there as well) is the ability to hop scotch my way through many different themes, boards and content creators to find inspiration from unsuspecting places. It has the scroll-ability that Instagram boasts, but also a much easier way of facilitating discovery as the content is far more evergreen than on other social platforms.
Pinterest announced last month, unsurprisingly if my awakening is common among users, that it now has more than 250 million monthly users, more than half of which are outside the USA.
It is the platform's most recent development for influencer marketing, however, that has really caught my eye. The tech giant has, for the first time, expanded its content marketing API to third-party influencer marketing platforms (like Klear, influence.co and OpenInfluence, among others). What this means is that those brands with bigger budgets can work with these new official Marketing Partners to access monthly views, followers, impressions, click-through rates and saves for pins - essentially offering a much more transparent operating practice.
Aside from the benefits that this will offer brands working with the third-party platforms who have now been welcomed in as Pinterest Marketing Partners, this tells a new story of influence for the social channel as well. The announcement is a stake in the ground for Pinterest, showcasing just how influential some creators really are through the platform and highlighting that it should not be ignored by brands looking to reach new audiences online. Pinterest is a serious player and perhaps its about time that we considered it as such.
“The data [in the new API] updates within two hours of the pin being created, but we see the real value is created over much longer. That’s part of the value. We love that about Pinterest. It’s a question of making sure everyone understands that and see that [content is] evergreen,”