Pinterest has started the launch of a new Application Programming Interface tool, and is restricting access to a select group of social media management tools: Ahalogy, Buffer, Curalate, Expion, Newscred, Percolate, Shoutlet, Spredfast, Sprinklr and Tailwind. Brands using these tools will be able to schedule and collect data from Pinterest posts more seamlessly. Two-thirds of Pinterest content originates from brands and business, and easier posting could help improve consistency in posts – and perhaps lead to ad dollars.
However, an L2 study of social platforms reveals that brands have scaled back presence on Pinterest in the past year as consumers are less invested. As shown in this graph from L2’s Intelligence Report: Social Platforms, engagement rate per post was at a standstill between 2013 and 2014 while increasing on all other platforms. Engagement per post declined 65% year on year.
In the Home Care category, however, brand presence on Pinterest is growing even though widespread adoption is distant. Perhaps, better measurement and posting tools can encourage Home Care brands to be more active on the platform as they have had success with Pinterest campaigns and partnerships.