[Guest Post] How to use Pinterest analytics to measure engagement and reach goals

Alexis Bonari writes for www.collegescholarships.org, an open database of college funding opportunities.

Pinterest released its own site analytics so that users can start to better understand the reach of their influence on the popular photo-bookmarking site. The analytics tool will now compete with third-party applications that had already been on the market in the absence of a proprietary tool.

Pinterest analytics measure the number of pins and pinners sharing content from your site, as well as the number of repins and repinners. You can also find the number of impressions, clicks, visitors and reach for those pins. You can then break down the data to specifically see your most recent pins, your most repinned pins and your most clicked pins. The data can be broken down by date range and exported.

The introduction of analytics provides a valuable tool for businesses who have come to see the site as a powerful asset for marketing. You can use the analytics to measure your user engagement and to reach your goals for your site, mostly by determining the type of content that your users most respond to and how. Here’s how you can use these analytics to help grow your business:

Determine the Best Time of Day to Share

Every social media network has its own peak times. With analytics, you can determine what these times are for Pinterest. By knowing the best times to share your pins, you can get more repins, clicks and follows — and, therefore, more exposure for your brand.

Though the analytics won’t tell you times for pins, you can test the data by limiting your new pins to certain periods of the day. You can then track those pins in your analytics to see which ones get more repins and clicks. By reviewing the data, you can then determine the best time to pin based on the ensuing repins and clicks.

Understand the Types of Posts that Go Viral

Every pin on Pinterest leads to a page on a website (or at least it should). When you are creating your pins, you shouldn’t just be sharing interesting images — you should be sharing interesting images that lead to useful and informative articles on your site.

By using the analytics, you can better understand which types of posts go viral: Tutorials, recipes, resource guides, and so on. You can also understand which types of information get the most interest. Your next step is simple: Once you know what kinds of posts go viral, make more of them and then watch your exposure soar.

Get Insights Into Photo v. Video

Photos aren’t the only visuals you can pin. You can also pin a still from a video. By looking through your analytics, you can see which type of post is more popular and gets more clicks, impressions and re-pins. Then, of course, you can start creating more content with the one that gets the most interaction.

Learn How You Can Tweak Your Site Design

If you are using Pinterest to its fullest potential, you are also encouraging users on your site to share your content on Pinterest. You can do this by including “Pin It” buttons at the bottom of your posts, including a call to action on your site, and including a profile badge on your sidebar. There are many other ways that you can promote your presence on the site or to encourage users to share your content.

The analytics can help you to understand which of this tools has been effective. Again, this is something that you will have to test yourself. For example, you can include the “Pin It” button at the bottom of your posts for a week, then switch to a floating sidebar with the “Pin It” button the next week. Look at your Pinterest analytics and see which week generated the most pins and engagement. Make tweaks to your site design as necessary.

Take advantage of the new Pinterest analytics to enhance your engagement on the site so you can get the most exposure for your brand and traffic for your site. Use these tips and explore other uses for the analytics so you can maximize the effectiveness of your marketing campaign.

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