Pinterest bolsters influencer marketing through extension of content marketing API

Anne Freier

In Mobile Advertising. September 20, 2018

Pinterest has rolled out its content marketing API to third-party influencer marketing platforms in an effort to bolster influencer associations with brands across the network.

The addition essentially means that brands can more easily identify influencers on Pinterest who create authentic content. Similarly, influencers are able to connect with brands through the platform.

To begin with, the influencer marketing programme includes eight partners – AspireIQ, HYPR, Influence.co, IZAEA, Klear, Mavrck, Obvious.ly, and Open Influence. Partners have integrated the API into their platforms, which allows businesses to view key statistics such as followers, impression counts, click-through rates and monthly views.

“Real-time analytics will help us to better understand influencers’ abilities to drive customer behaviours for brands,” said Lyle Stevens, co-founder and CEO of Mavrck. “This will prove invaluable to brands looking to select and activate influencer partnerships on Pinterest.”

According to research by Linqia, 92% of marketers who partner with influencers find the tactic generally effective.