A pair of influencer marketing platforms have teamed up with Pinterest to expand influencer efforts and collaborations on the platform.
Marketing firm Obviously has joined forces with the entertainment site to work on a program to benefit content creators. Alongside that, influencer platform Mavrck is now also a Pinterest marketing partner.
The collaborations will give creators an opportunity to share their content on Pinterest and tap in to the platform's userbase of 250 million monthly users.
Creators on Pinterest can also utilise the expertise of Obviously's company also. The platform can help small businesses refine their marketing in order to reach more potential customers and fans.
Perfect fit
Pinterest's new affinity for influencer marketing platforms comes as no suprise; its a perfect platform to promote creative content and the company wants to simplify that process for influencers.
“We’re always looking for ways to help businesses extend their reach on Pinterest," said Pinterest head of content and creator products David Temple.
"We’re excited to make it easier for brands to discover and collaborate with influencers, as well as track their performance on third party platforms. Creators are essential to Pinterest and we’re thrilled to provide additional tools and resources for them to leverage as they build relationships with businesses.”
Obviously founder Mae Karwowski added: “We’re excited to launch this partnership with Pinterest, which is an excellent platform for influencers to create and showcase their content. Now for the first time, we’ll be able to deliver exact metrics and a clear picture of ROI for businesses who want to step into this space.”
Mavrck co-founder Lyle Stevens also said: “Pinterest’s new API enables us to look more deeply and accurately into Pinners’ behaviors, as well as the responses from people who interact with the content that those Pinners create. Additionally, 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. This will prove to be invaluable to brands looking to select and activate content creators on Pinterest.”
