Pinfluencer, a promotional and analytics platform for Pinterest, announced “breakthrough success metrics” for the 50 brands that have participated in the private beta since October. Participants had up to a 255 percent increase in participation. This new platform is significant for content marketers considering running contests and sweepstakes, as well as those looking for better traffic and ROI through social than they are getting through Facebook.
The promotional platform, launched in October, lets brands run branded sweepstakes and contests, while providing a more-thorough-than-typical analytics suite which includes ROI tracking and third party integration.
Among the 50 beta participants were Jetsetter, Gilt, MarthaStewart and Wayfair. Participation increased 156 percent on the platform across all brands participating in beta, with pins per day increasing 125 percent. Wayfair reported a 255 percent increase in participants, with eligible participants showing a 32 percent lift. Wayfair’s web traffic referred from Pinterest increased 27 percent during the period. Jonathan Goldmann, Head of Social at Jetsetter.com, said a scavenger hunt Jetsetter ran resulted in a 2,400 percent increase in pins per day, for about 4,000 pins and repins.
“Pinterest contests are fun and creative,” Sharad Verma, CEO and co-founder of Pinfluencer told VentureBeat’s John Koeslier. “They’re very open-ended, not forcing you to do something you wouldn’t want to do.” He calls Pinterest contests “better than Facebook,” which he calls “really about conversation and brand awareness.”
“Every pin has a traffic and sales driving potential,” said Verma.
Pinterest traffic can convert 50 percent better than all other traffic, including web, according to Koeslier — even without Pinfluencer. With Pinfluencer’s trackable ROI, and each pin worth $0.46 in revenue in October for its retail customers, the increased traffic and sales through social will be a boon for weary social marketers who must justify their own positions partly through revenue and hard data.
Pinterest contest types include “create a board,” “scavenger hunt,” “repin to a board,” and “Pin to Win,” and can be hosted on Facebook or on the brand’s website.
Pinterest is proving to be dangerous competition for Facebook, and will be the next step for many content marketers looking for branded content sources.
Image: Photos Public Domain
Category: Social Media