Piqora announced today that it will now add data from Tumblr and Instagram to its main draw, a Pinterest analytics and marketing suite.
The tool will hit the market with launch partners including AMC, Crate & Barrel, and 360i, the social media agency behind Oreo’s award-winning Super Bowl tweet.
Originally called Pinfluencer, Piqora was one of the first companies to offer Pinterest insights before Pinterest launched an analytics tool of its own. Its other customers include Sephora, Zappos, Etsy, Z Gallerie, Orbitz, and Steve Madden.
Using an image recognition-based algorithm, Piqora can surface brand-related hashtags, images, and links from the three top visual networks, where keywords aren’t enough. Hashtag-tracking technology is especially important on Instagram, where Piqora says brands have seven times more hashtags than they have followers.
Marketers can also use Piqora’s dashboard to identify influential users and relevant across all three visual platforms simultaneously. This could be especially helpful in tracking viral content on Yahoo-owned Tumblr, where 91 percent of all blogs are re-blogs and where 11 percent of Pinterest pins originate.
“The public and visual nature of these networks is opening up substantial big-data opportunities for companies like Piqora, who mine this interest graph and turn it into intent for marketers,” said Piqora CEO Sharad Verma in a statement. “Brands are being talked about whether or not they have already joined these visual networks officially. This constitutes a vast opportunity for brand managers to get deep insights about their audience and content and promote hashtags and content to acquire audience and turn them into customers.”