No social network puts a person’s desires, goals, and personal taste on display quite like Pinterest. The virtual pinboard shares virtually no demographic information with the outside world, but in many ways, its contents are just as revealing as Facebook’s.
Pinfluencer is an analysis tool that tracks a website’s content on Pinterest. Founded in 2012, the company recently raised $1.4 million from Baseline Ventures and Freestyle Capital. Its newest offering, Pinner360, shows companies who their top pinners really are by showing them what they like.
Much like Twitter, Pinterest allows people to follow others without requiring permission or a follow back. Although pinning is more about finding images than finding people, users can still discover new things through others who have similar tastes. Pinfluencer shows which of a company’s top pinners have the most — and most engaged — followers.
Most people will need to work up to streamlining their contacts. Because many Pinterest users initially joined through Facebook, they start out by following their friends, who may or may not share their interests.
When users log in, Pinterest scatters the newest pins from their contacts across the homepage in no particular order. For this reason, the most important feature on Pinterest right now is the search bar. Pinners can find what they’re looking for by choosing a category from the pull-down menu or by typing in a keyword.
Pinfluencer can tell companies when is the best time to pin new images to reach people as they’re logging in. It can also show which boards are doing well and which pins have the most traction, giving each pin an engagement score of up to 100 points.
Pinfluencer can also track a company’s competitors to see what its followers are pinning from other sites. Companies can learn a lot by this, not only to see where they stand, but also for getting ideas on what to include on their boards.
Website owners will find that much of their content enters Pinterest straight from their websites, and not necessarily from their own “pin it” buttons. Pinterest users will simply copy and paste a link and add it to their boards. But the activity is harder to track, which is why Pinfluencer and other tools have popped up to fill in the gap by showing all the activity associated with a company’s website.
Pinfluencer also hooks up to Google Analytics to show how many clicks a URL gets per pin. If the goal is to direct traffic back to an e-commerce site or even a publication, a direct pin from a user is as good as a repin from a profile page.