Piqora, formerly known as Pinfluencer, is expanding its social media analytics service beyond Pinterest to include Instagram and Tumblr. AMC and Crate & Barrel are brands that have been beta-testing the engagement stats platform while 360i will employ Piqora's new tools for the digital shop's aims.
The algorithm-based system lets marketers see the following information from Instagram and Tumblr's images-heavy platforms:
- post-by-post engagement
- how often their brands are mentioned
- hashtag data
- influential users mentioning the brand
- real-time audience reach
- competitors' engagement rates
- aggregated audience interests
For Instagram's recently launched video feature, marketers can get stats for top videos from their profile, top videos that are tagged with a brand's hashtags and a list of video contributors and their influencer rank.
Sharad Verma, Piqora CEO, said his analytics platform also gathers viral data for brands that otherwise slip through the cracks. While Facebook remains a walled garden, Verma said, open social channels like Pinterest, Instagram and Tumblr allow for cross-pollination of brand-related content that otherwise goes unnoticed.
"We've found about 11 percent of pins on Pinterest, for instance, originate on Tumblr," he explained. "So it's really all about the aggregated reach brands can expect to get from their content."
Moving forward, expect a vendor-based land grab in the analytics space for emerging channels like Instagram and Tumblr to ramp up in the coming weeks. Last fall, Union Metrics unveiled a Tumblr data platform while Nitrogram recently debuted subscription packages for Instagram analytics.