Pinterest is making it easier for marketers to track how branded content is performing on the visual discovery platform with the rollout of a new metrics icon, which will break down the important engagement numbers for each post.
Brands are increasingly eager to attain robust measurement transparency for digital ads posted across the Internet, and the new tool will, in theory, enable them to determine just how well content is performing on Pinterest so that they can manage and optimise messages for current and upcoming campaigns more effectively.
Marketers on Pinterest with business accounts will be able to access the new metrics by logging onto the platform and clicking on an icon overlaid on each separate Pin. This action will pull up a range of stats, including the total number of impressions, the number of times that users have viewed a close-up of the Pin and the number of times that it has been saved.Pinterest’s unique posting requirements pose different creative challenges for marketers compared to other social sites, as they are required to provide an overview of any products featured in a post, add links and package the post in a way that allows users to save it and access it at a later date.
It also recommends that marketers add text overlays, include a range of products in a single Pin and publish posts tailored for mobile. While rival platforms such as Instagram and Snapchat are often focused on ephemeral content, Pinterest prefers advertisers to pay particular attention to longevity in order to boost engagement.
“The longer your Pin is on Pinterest, the more impressions and engagements you’ll get,” Pinterest’s Product Manager of Monetisation, Vivian Chow, said in an official blog post. “With these stats, you’ll get a better sense of how your numbers stack up over time so you can evaluate the true effectiveness of your content.”
Pinterest has made notable changes to its ad setup during the last 12 months after adding cost-per-impression bidding and video ads. It also launched ads for its visual search tools earlier this month. The latest changes are again designed to support its long-term, slow and steady approach for ad measurement.