The marketing mania of Pinterest has waned a bit the past several weeks, but that’s hasn’t stopped consumers from visiting the site (see Compete.com chart below) or brands seeking ways to participate on the social pinboard site.
But if we’ve learned anything from social media – in whatever form it comes (visual or otherwise) – it is that you can’t effectively manage participation if you can’t measure it (and you sure as heck can’t monetize it either).
Enter Curalate, a newly launched service that enables brands to discover, track, and yes, even measure the sharing that is occurring on visual platforms like Pinterest. Curalate aims to reveal a brand's true Pinterest presence by understanding the activities coming from a brand website as well as from their Pinterest page. The platform, which offers a free trial, goes quite a bit deeper, however – something that its 150+ brands starting with the service at launch were likely drawn towards. Curalate also offers a way to consolidate the conversations that are occurring on Pinterest, helping brands engage with their brand-endorsing pinners more effectively.
"Before brands put serious money towards a new social network, they need to be able to measure and monitor their brand engagement," said Apu Gupta, Curalate's CEO and co-founder. "Today's launch, and the 150+ brands and agencies we've signed up, show just how important it is for brands to make sense of and benefit from today's socially curated sites."
As you can see in the chart from Compete.com below, Pinterest keeps growing. Will it continue? And will platforms such as Curalate increase participation from brands?
"The emergence -- and popularity -- of sites such as Pinterest, Instagram, Fancy and Wanelo show us the power and universal appeal of communicating through images, not just text," said Patrick Chung, partner at NEA – who just led a $750,000 financing round for Curalate (along with First Round Capital and MentorTech Ventures. "These sites give brands the ability to identify and understand the products people care about right now so that brands can dynamically adapt their e-commerce strategies to target the products that are top of the mind -- for each individual mind."