Marketers are keen to know what content is popular on Pinterest,
since it gives them a window into consumers' ever-changing
For example, for marketing purposes, a retailer might want to
know that red is the most popular color of a particular style of
shirt. But in the past, it would have had to work with a startup
like Curalate or Pinfluencer that scrapes Pinterest data to get
analytical insight into its content's performance. Pinterest hasn't
yet opened up an API that would allow developers to build
applications on top of the service, and harvest the data.
Cat Lee, Pinterest's product manager for platform, said the idea
is to help brands with their content strategy. Now they can see
which pins are popular on a given day, for example, and highlight
those on their website to juice Pinterest sharing even further. She
acknowledged a continuing opportunity for startups that can do
custom integrations with brands, helping them map out the
connection between their Pinterest presence and sales, for example,
and execute contests and promotions on the platform.
"There will continue to be a need for the companies that provide
an even deeper level of services for businesses," she said.
Curalate's CEO Apu Gupta said he views a Pinterest analytics
product as a boon to small businesses instead of competition for
his company, which is focused on charging big companies for
Pinterest analytics. (Pinterest's own product is free.)
"Pinterest is driving material revenue to small brands, and they
don't have the means to afford some of the more robust solutions
that are available to enterprises," he said.
However, companies specializing in Pinterest measurement may
need to evolve their feature set to keep the business of big
brands. Hearst Digital was among the publishers beta-testing
Pinterest web analytics over the last weeks, and its director of
audience development and social media Ross Geisel said his team was
still on the fence about whether to keep working with a startup.
(Hearst has tested both Curalate and Pinfluencer.) There's
something to be said for getting data direct from the source, he
"The other services are scraping that content," he said. "So far
as the analytics trust factor, I feel more comfortable with the
numbers I'm getting from Pinterest."