Hi, I’m Ted Karczewski – welcome to this week’s content and coffee with Brafton. We’ll look at how social media marketing is getting more Pinteresting by the day. Watch the video, and read our full recap below.
Everyone knows that Pinterest has caught the attention of the American public, inspiring their purchasing decisions and allowing them to showcase personal interests. It makes sense, then, that the network would introduce its own content analytics interface to give brands insights into what motivates their unique audiences.
Brands with verified websites can access Pinterest’s analytics interface to see how many followers have pinned content from their web pages, impressions per post and referral traffic from Pinterest. Also, the analytics will highlight top posts and recent pins.
These metrics help brands understand more about their target audience. When users pin content and comment on select posts, marketers can glean certain social cues from their online interactions. For example, a health and fitness brand can see which of its customers engage with outdoorsy product images compared to those who prefer indoor activities. The metrics help brands create campaigns that resonate with segmented audiences, pushing each prospect further along the sales cycle.
At Brafton, we’re extremely excited for the new Pinterest Web Analytics tool – it will help our clients make the most of the digital pinboard site. But we want to know how you, the viewers, feel about the new resource – do you think it’ll help brands drive qualified traffic back to their websites? Let us know in the comments section below!