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How to Leverage Pinterest for Your Business: Tips from Pinfluencer's CEO
By: Christine Geraci
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It’s no secret that Pinterest is making a concerted effort to woo businesses that want to capitalize on its tremendous power as a traffic-driver. Makes perfect sense, right? With Pinterest success stories like Etsy’s, it’s hard not to want to jump on the Pinterest bandwagon.
 
So once a business gets on Pinterest, how does it make sure its strategy is working? With a Pinterest analytics tool, most likely. And one of the newest Pinterest analytics tools to join the ranks is Pinfluencer.
 
Conceived in February of 2012, Pinfluencer aims to help businesses optimize their product distribution by mining for data on key analytics such as pins per day, top pins by revenue, revenue per pin, site visits per pin, etc. Pinfluencer also allows clients to see how they stack up against their competition and run contests — and the company is working on a content management platform that allows companies to collaborate on content before it’s pinned.  
 
In September, Mashable named Pinfluencer one of six Pinterest analytics tools for turbo-charging influence.
 
I recently had the opportunity to speak with Sharad Verma, CEO and co-founder of Pinfluencer, and got some of his thoughts and observations on what it takes for a business to truly be successful on the newest online social network frontier.
 
Here are some key takeaways from the conversation to help kickstart any Pinterest strategic brainstorms brewing out there:
 
First thing's first: The size of the image matters. As you may have guessed, teeny tiny images don’t do well.
 
A face in the picture matters. Photos of people do really well.
 
The time at which the product is pinned REALLY matters. One of the data streams Pinfluencer tracks is the time at which your pinners are most engaged. “If you’re pinning when your followers aren’t online, by the time they come back again, those pins are buried,” Verma said.
 
You want to make the “Popular” section. The more likes and comments a pin gets, the more likely it will make the Popular category. That’s a really, really good thing.
 
Collage pins do REALLY well on Pinterest. So well, in fact, that Verma said Pinfluencer is actually brainstorming a way to give its clients the ability to compose “master pins” from their boards to showcase on their pages. Here’s an interesting tidbit: Verma said that Polyvore, a website that allows visitors to make outfit “collages” that ultimately blow up many a Pinterest feed, has actually deprioritized collages on its site; thus, collage pins from that site aren’t getting the same repin traction they once did.
 
Repins and followers are equally important, because they create a cycle of engagement. “You need a critical mass of high-quality, highly engaged followers you see your pins often and repin those pins,” Verma said.” The more followers, the more repins, which results in a cycle of even more followers and more repins.”
 
Pinfluencer is making email marketing a priority. Verma said the company is brainstorming with some of its larger brand clients on email marketing strategies for their top pins, a la, "here are our top pins on Pinterest — and here are some coupons to go with them.” This will be interesting to watch.

And there you have it. Thank you to Sharad Verma for the opportunity to share his thoughts!


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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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