Taking Advantage of Pinterest Analytics Will Enable Brands to Work Strategically and Maximise Consum

Following this week’s roll-out of web analytics on social image sharing platform Pinterest, integrated PR, SEO and social media agency Punch Communications is advising brands to quickly familiarise themselves with the tool in order to manage content more strategically, therefore increasing consumer engagement and reach.

The free analytics tool not only allows brands to better understand which images are engaging consumers, but also the users who are entering into digital conversations with the brand, either by pinning images directly from a website, or repinning through Pinterest. Tactically, a business can now analyse post impressions and referral traffic, consequently tailoring content to improve performance. Such insight means all activity, including the time of day posts are published, can be more strategic than ever and, importantly, return on investment can be evidenced.

Influential Pinterest users can also be identified, meaning brands can target those people who are brand ambassadors for reward or for direct integration into campaigns. Paired with the platform’s recent redesign, which is expected to roll out to all users over the coming weeks, as well as updates to its mobile applications, Pinterest is emerging as a social network that is committed to providing its consumer and brand users with valuable features and functionality.

Additionally, adding URLs to uploaded pins will generate a more effective data set in the analytics tool, maximise traffic referrals to appropriate website content and support social search campaigns.

Pete Goold, managing director of integrated search, social and PR agency Punch Communications, commented: "Being able to identify the number of items pinned from your website, post impressions and reach is a hugely beneficial for brands and Pinterest is now able to seriously compete with other social media sites that already provide similar insights. Businesses wanting to develop relationships with consumers through engaging imagery must now quickly understand how to take advantage of the analytics data in order to tailor content and campaigns to target individuals.

"The other significant benefit to Pinterest is its relationship to a search engine optimisation campaign, both in terms of linkbuilding and a referral source. Consumer brands that have been so far unwilling to commit resource to Pinterest would be wise to re-evaluate, now that the platform can be utilised in a much more strategic way."

To access Pinterest Analytics, users must provide a website. Once verified, via the inclusion of meta tag or a html document to the website, the link to the tool will be found in the updated menu in Pinterest.

For more information on Punch’s services, which combine techniques more often provided separately by social media, PR and SEO agencies, please visit www.punchcomms.com or call 01858 411 600.

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Contact - Keredy Andrews - 0044 1858 411 600 - info@punchcomms.com