Pinterest is now allowing DMOs to market like never before. There are 40 states on Pinterest already with over 14,000 followers. This is a social media platform dominated by beautiful pictures with the majority of users being female (who are the travel decision makers in the household). What more could a travel marketer ask for?
How about a way to keep track of how well that Pinterest account is doing? Who is actually seeing these pins? What are people looking at when they’re on Pinterest?
PinReach, Pinerly and Curalate are the superheroes of Pinterest analytics coming to the rescue. Let’s take a look at what these services offer the business user of Pinterest.
On a universal scale, PinReach can be utilized to see what pins are trending, what users are trending, the most popular pins and which user has the highest reach.
On a personal scale, Pinreach tracks a user’s pins, repins, likes, liked, followers, following, comments, boards and community boards (boards who have multiple contributors). PinReach takes this data and assigns the user a score between 0 and 100. Jane Wang, the most influential user on Pinterest has a PinReach score of 83.
The geniuses behind Pinreach won’t release the formula for calculating the Pinreach score, but advise users that “liking content yourself will do less for your score than when others like your items, as actions made by other members on your account carry much more relevance to your social influence than what you do yourself.”
- Updates every 24 hours and has manual update button for when you’re being impatient
- Shows changes since last update
- Easily keep up with trends on Pinterest with trending buttons
- Tracks all data
- Free service
- Easy download of graphics to PNG, JPEG, PDF and SVG for overall analytics (not boards)
- Unable to view analytics for all boards (still a very new service)
- Unable to click pins, likes, comments, etc. to see which pins have likes, comments, etc.
- Does not track click-through
Pinerly is the next analytics tool. It tracks all campaigns that are pinned through Pinerly. Pinerly shows the user’s followers, following, likes, pins and boards, but does not go into detail like Pinreach does (PinReach shows which are the most pinned pins, which board has most repins, etc.). Pinerly tracks click-throughs on each pin that is pinned through Pinerly. Once a pin is pinned through Pinerly, Pinerly will track how many click-throughs, likes and repins it gets over time. It will also show the pin’s reach, description, what it is linked to and which account it is posted to. A big advantage of Pinerly is that it tracks engagement. No other service, at this point, tracks Pinterest click-throughs.
Pinerly also suggests popular pins to pin and other users to follow. Other Pinterest users can be browsed by categories such as Random, Design, Cuisine, Photography, Fashion, etc. Individual pins can be browsed by similar categories as well.
The biggest advantage to Pinerly is a feature that is not available yet. Coming soon, users will be able to schedule pins. After using Pinerly to determine when the best time to pin is, users will be able to schedule their pins to deploy at peak traffic times.
- Tracks click-through
- Suggests popular pins and pinners
- Schedule pins (coming soon)
- Does not track existing pins, only those pinned through Pinerly
- Does not show or track comments
- No easy download of analytics
Curalate is a Pinterest analytics tool, which allows a user to track all existing pins and boards, as well as all new content being pinned. Curalate shows followers, pins, repins, likes and comments, as well as account interactions. Curalate totals the number of repins, likes and comments on a user’s board to get the number for Account Interactions. Though it shows all these, Curalate does not allow the user to click on, for example, “likes” and see all pins that have been liked.
Curalate allows users to see the statistic for each board they have. The statistics for each pin can be organized by repins, likes, comments, impressions and date posted. This makes it simple to see which pins in each board are doing best. For each board, Curalate also shows board followers and interactions within each board. The user can also view all pins and sort them by date posted, repins, likes, comments and impressions.
The biggest advantage of Curalate is that in one button, the user can download the information to an Excel spreadsheet.
- Able to sort pins by repins, likes, comments, impressions and date posted
- Easy download into Excel spreadsheet
- Shows impressions
- Paid service
- Unable to click “likes” to see all liked pins, etc.
- Does not track click-through
If one of these three tools doesn’t do it for you, here are more Pinterest analytic tools out there. This is just the beginning. These tools will get better and better, while new tools will come into play. Regardless of which you choose, get out there and start pinning new content. There’s always room on Pinterest for more sandy beaches, breathtaking sunsets, misty mountains and I think I need another ridiculous pool on my IWishMyHouseLookedLikeThis board.