By: Kevin Poulter & Alicia Toye
The users of pinterest are known as “pinners” on the digital platform. Pinterest allows users to visually share their interests and discover new hobbies by ‘pinning’ images or videos to their own boards. Pinners can save pins from other users’ boards, as well as upload their own pins either from the internet or their own pictures. These boards can be categorized by users themselves, based on what they are interested in. Boards tend to follow a common theme, such as travel, cooking, sports, etc. Pinterest wants to help its users discover the things they truly enjoy and motivate them to participate in these activities. The founders of Pinterest want Pinterest to become the world’s largest discovery engine.
We’ll introduce Pinterest Analytics, a way for users to observe how pinners engage with content from their site or ‘pins’ from their profile. Pinterest Analytics only works for business accounts. A user can easily convert their personal account into a business account, or simply create a new one. Using analytics, pinners can see how things are trending over time, how changes to their pinning strategy have affected their activity on the site, and if there are seasonal trends leading to more traffic on their profile. Users can also filter and sort their analytics in an effort to get a more detailed look. These filters include viewing data for a particular time period or viewing analytics for different devices. Users can even export data to compare trends regarding metrics such as repins, clicks, and impressions. Pinterest Analytics are categorized into 3 different areas: profile analytics, audience analytics, and website analytics.
Profile analytics has a section where users can look at data that was collected over the last 30 days. With Pinterest, pins may not be discovered a while after they are added. Therefore, users may need to wait a while before they are able to see the full impact of their pins. In the case of Buzzfeed, it was discovered that much of their traffic came from content published more than two months prior. There are three main metrics that Pinterest analytics are derived from: repins, clicks, and impressions. Repins indicate that people find a user’s content interesting enough to save it or share it. Clicks indicate people wanting to learn more about or take action on a user’s content. If people are actively looking for a user’s content, it is indicated by impressions. Analytics provides the top 50 pins, following these metrics, in the last 30 days and the report is based on the data collected from the beginning of a user’s account. Pinterest Analytics presents this information in the form of tables and graphs for users, to help breakdown the information.
In the profile analytics section of Pinterest, there are also tables that indicate the top 50 boards within the past 30 days that users are viewing pins from and saving pins to. These analytics show the pinner’s journey, which breaks down the state-of-mind that pinners tend to be in when exploring Pinterest. These states-of-mind follow a pattern that begins with a ‘just looking’ state-of-mind. Pinners then move into a ‘maybe I could’ state of mind, followed by a ‘narrowing it down’ state-of-mind, and ending in a state-of-mind of ‘I know what I want’. If users learn to understand these states-of-mind, then they can add pins that help pinners along this journey. This is why it is imperative to post product-focused and aspirational pins, but that still relate to the business.
The All-Time report, in profile analytics, is another feature of Pinterest analytics. This feature involves metrics like All-Time most repinned pins, power pins, and best in search. These metrics provide insight into the content that a user’s audience is most interested in, pins with the All-Time highest engagement, and the pins that are ranked the most high in searches. Not only does Pinterest analytics provide users with all of the useful information previously mentioned, but it also provides ways for users to improve each of the metrics it uses to analyze their profiles and sharpen their pins.
The next category of Pinterest Analytics is website analytics. Website analytics allows users to see how the content from their website is doing on Pinterest, by showing data regarding pins that link back to the user’s website. Website analytics can also be filtered by clicks, impressions, re-pins and all-time top pins. Website analytics, much like profile analytics, shows top pins from the previous 30 days representing the most popular pins from a user’s website. The purpose of this feature is to aid users in deciding what pins and boards to add to their profile and what users should feature on their website. In addition to the top pins, website analytics also provides the top boards from the past 30 days. The top boards feature can help users to understand how pinners are organizing the content from a user’s website. Pinners can use boards that either they created themselves, or boards that the user has created, with pins that link back to the user’s website.
Unique to the website analytics category, of Pinterest, is the Original Pins section. This section provides a report showing the number of unique pins that are created from a user’s website on a daily basis. User’s can use this section to see the most recently created unique pins, understand how much unique content on Pinterest is coming from their site, and the latest pinning trends from the user’s website. In order to best utilize this section of analytics, users should consider how easy it is for viewers to pin from their website and if viewers can pin from the user’s mobile site. Users should also take into account whether or not their viewers actually know they are on Pinterest and how active they are on Pinterest. An important factor to these considerations is the Pin It button.
The Pin It button is beneficial to the success of a website through Pinterest and website analytics, as well. By adding the official Pin It button to their website, users will receive a snapshot view of how the button is driving traffic back to their website. The viewer’s activity (i.e. Pins, clicks, impressions) is shown in two separate graphs. The first graph provides data based on a single day and the second graph provides information based on the previous seven days. The data will exhibit how many times pins that were created by a user’s website are repinned, how many impressions they received, and how many times the repins led viewers back to the site. Similarly to profile analytics, website analytics also has an All-Time section which shows the complete history of the user’s business account on Pinterest. This history includes most repinned pins, best in search and Power Pins. This section for website analytics is meant to provide insight into bigger content trends across a user’s pins.
The last category of Pinterest analytics is audience analytics. On Pinterest, a user’s audience is defined as anyone who has seen at least one of their Pins. Engaged pinners, on the other hand, refers to anyone who has liked, repinned, sent or clicked on one of the user’s Pins. Audience analytics revolves around demographics and interests. Demographic data is based on content from the previous thirty days and is important because it let’s users know where their audience is coming from, what languages they speak and what gender they identify with. All of these factors can help a user better target their content. There is also a metro detail, which is currently only available in the United States.
Audience analytics largely regards the interests of a user’s audience. Under the interests section users will get a look at the most popular categories that the user’s followers show interest in and a collection of boards from the user’s audience that contain the user’s pins. Users will also be able to see other business accounts that their audience interacts with. The purpose of analyzing these areas is to provide the user with ideas about the kind of content in which their audience likes, how they think about the user’s brand, and to see how the user’s audience organizes the user’s pins. Additionally, users will see how their audience reacts to their pins, find inspiration on how to organize their boards and website, as well as learn who else their audience is interested in. Learning who else a user’s audience is interested in is important because it gives the user an idea of other things that appeal to their followers. This can help a user figure out what kind of pins they would like to create in the future.
Pinterest Analytics looks bright and has a great deal of potential for future businesses. It not only offers users a way to see how people interact with their pins, but is a way to gain more insight into their website. Pinterest Analytics provides users with monthly reports and data that are easy to analyze and show how effective a user’s pins are to the company. With Pinterest being a social media platform used more heavily by females, Pinterest Analytics would be ideal for apparel brands. The fact that Pinterest offers a direct link from the pin to the product for purchasing shows the company how well and effective online purchasing is on Pinterest. Another ideal business category for Pinterest Analytics would be food establishments. Users with businesses relating to food can pin recipes, new dishes, and photos of the restaurants. By using Pinterest Analytics the user can see how much traffic their page is experiencing from both Pinterest and their business’ personal site. Pinterest Analytics has the potential to give businesses a head start in the future of online marketing.