Pinterest opens API to give brands more insights on influencer campaigns

• Pinterest is expanding its Marketing Partners program to include third-party influencer marketing platforms, starting with eight third-party solutions.

• The selected influencer platforms will gain access to Pinterest’s content marketing API to see performance data around influencer campaigns.

• Marketers will be able to identify and connect with influencers that best represent their brands, as well as track performance metrics for influencer marketing campaigns.

Pinterest is launching a new segment for its Marketing Partners program with the addition of eight influencer marketing platforms: Open Influence, HYPR, Klear, AspireIQ, Mavrck, IZEA, Influence.co and Obvious.ly. This latest expansion into influencer marketing will make it possible for brands to find and connect with influencers on Pinterest who can help build brand exposure and reach.

“Starting today, we’re opening our content marketing API to third-party influencer marketing platforms to help brands and influencers collaborate more effectively and create exciting new things on Pinterest,” wrote Aaron Ru, a member of Pinterest’s business and corporate development team.

Pinterest’s influencer marketing platform partners will be able to connect brands to influencers and offer their clients performance metrics around influencer marketing campaigns, delivering insight into monthly views, impressions, click-throughs and saves.

Lyle Stevens, co-founder and CEO of influencer platform Mavrck, says the Pinterest partnership will prove to be invaluable for brands to understand how content creators drive engagement on the app.

“Real-time analytics about Pin engagements — including views, close-ups, and click-throughs — will help us to better understand Pinners’ abilities to drive customer behaviors for brands. We’ll also be able to view, via the Mavrck platform, how interactions with a piece of creator-generated content have affected downstream behaviors such as views, likes, and eventually purchases,” says Stevens.

AspireIQ CEO Eric Lam also released a statement on his company’s new partnership with Pinterest.

“It’s never been harder for brands to capture consumers’ attention, making it even more important for brands to connect with consumers using the right message, at the right time, through the right channel,” said Lam. “We’re extremely excited about partnering with Pinterest as it provides our brands with yet another channel to engage with customers in a more meaningful and personalized way.”