Pinterest important metrics: What marketers need to know

Along with the traditional channels, it has become pertinent for brands to have a strong social media presence today. Social media has been offering greater opportunities for brands to create awareness, engage with their consumers, offer better customer experience by creating a two-way relationship.

Pinterest is one social media channel that has been playing a major role for any marketer for amplifying a brand’s footprint. The image sharing and social media service gives brands a lot of effective and handy tools so that they can easily monitor how their pins are performing.

In this article, online video intelligence and analytics platform Vidooly takes a look at what are the key metrics that marketers need to keep in mind.

Key metrics of Pinterest for any marketer:

• Impressions: How many times the pin is shown, the same people can see more than once.
• Total audience: Total number of unique views that your pins are generating. If the impression is high but total audience is low that means the same profiles are seeing your pins.
• Saves (repins): Defined by how many times your pin has been saved by someone. It means that users are seeing value in your content and higher the value, more the impression and audience.
• Engagements: This comprises how many times people have clicked on your posts. This also includes the ‘saves’ of your pins.
• Engaged audience: This is defined by how many people have actually engaged with your pins.
• This helps you understand how many people have clicked, commented, saved and reacted to your pins. In case the engagement rates are higher than your engaged audience, that will mean that you have kept people glued with your content. The stickiness of your content is high.
• Pin clicks: This metric tells you the percentage of your pins that are being clicked by people to see them up close. If the percentage is high then your audience is intrigued by your pins and find them more interesting and engage positively.
• Outbound clicks: Shows you the total number of clicks that has been generated through the URLs that you’ve shared along with your pins. This is a great metric if your goal is conversion. This also means that your call to actions is apt and your audience sees value in your content or company and would like to explore more.
• Followers driven: With this you can measure how many new followers have you won through a particular pin. If your goal is to increase your follower base, this is a very helpful metric to monitor. This also tells you how relevant your pins are to the audience.
• Other pins: This analytics metric gives you the data of pins created by people from your websites or other related accounts. This helps you directly connect with your community and understand which contents they find inspiring and important.
• Top pins: With this you can understand which all are your best performing pins. Basically, the pins that yield a high rate of engagements, saves, link clicks etc. For any marketer this information becomes a guiding principle in deciding what content to produce.
• Top boards: Similar to top pins, top boards give you the understanding of which boards are performing the best and depending on this, as a marketer, you can pin your relevant posts to those boards to increase traction further.

Audience Insights:

• The analysis would be incomplete if we don’t take audience insights into consideration. We can roughly segment the audience insights into demographic, geographic and interest. Let’s see how they can add value to a marketer.
• Demographic: You can measure the audience in terms of their age, gender, devices used, languages spoken and so on. With the information you can optimize your pins. If you have a more young audience you can create pins that speak their mind and resonate with their beliefs. If you see your major audience is using a particular device, you can make sure that your pins are responsive to that device in terms of dimensions. The demographic insights can actually map out your Pinterest strategy- targeting the right audience towards your pins.
• Geographic: This insight tells you where your audience is coming from. You can accordingly post pins that will engage more people from those particular areas. You can use location specific language- use pins for local offers, news, events and so on. In case your business objective is not meeting with the audience’s geography, you will need to course correct.
• Interests: With this insight you can pinpoint the different interest categories that the audience universe offers. If you find a specific category that is trending, you can find different interest segments and also find what is the affinity of the audience to engage with that content. Say if you find Electronics as a category is trending; you can also find various subsections like mobiles, tablets, home theatre, media, TV etc. under that category. Alongside, you can see what percentage of people actually engage with these sub categories. This gives you a predictive picture of your pins and lets you take better decisions as a marketer.

With so many ways to track the audience and analyse the campaigns, Pinterest is certainly going to help brands reach the next level, states Vidooly.