Once overlooked, Pinterest has been going from strength to strength in the social stratosphere. For travel, beauty, and fashion brands, it offers the perfect opportunity to showcase products or experiences, and now they’re looking to improve their influencer offering.
Pinterest have realised influencers are becoming more and more active on the platform and brands are looking to utilise them, however, due to the niche communities, they were more challenging to find. This looks set to change with the launch of their content marketing API being made available to third-party marketing influencer platforms. The integrated platform will start running with eight third-party influencer marketing partners, with plans to add more in the future. On the platform, brands using Pinterest will now have the option to sort influencers by category and compare their key stats, for instance, unique viewers, impressions and engagement per pin.
Pinterest are looking forward to seeing this functionality improve the platform for both brands and creators. With over 250 million people using Pinterest every month, there are plenty of opportunities for influencers to reach consumers so let’s hope this update makes it easier for them to do so. It should improve revenue for Pinterest, making brands more likely to pay for campaigns.