We’ve written a lot about the implications of Pinterest for journalism: Five news organizations to follow, 10 more organizations to follow, five ways journalists can use it and Pinterest tips for writers. But as a news organization, it’s hard to justify pouring additional resources into a new tool without any idea of the impact or reach. It’s also an important part of getting adoption in the newsroom — if you want your features writers to post food and travel ideas to Pinterest, you have to motivate them by showing how much more engagement or traffic it could bring.
This is where Pinerly comes in. The new tool — still in beta at the moment — lets you create “campaigns” around pins that track views and clickthroughs on pins you create. I have a beta account right now and have been experimenting. Here are the highlights.
Create campaigns on Pinerly: Instead of posting your pins directly to Pinterest, you first publish a campaign to Pinerly, where you define the image, link, description and tags. The interface looks very similar to the interface you’d see on Pinterest. When you choose an image to upload from your computer, you get to set a click-through URL to wherever you want. When you’re done, you send your campaign to Pinterest as a pin. Then you can start tracking analytics.
Add your own effects before publishing: Following the Instagram craze like so many others have done, Pinerly lets you edit and add filters to your images before you publish your campaign to Pinterest. (Note: You can also do this to images when you upload using Pinterest’s mobile app).
Track your analytics: After publishing your campaign to Pinterest, you get an analtyics dashboard that shows you monthly and weekly stats and top campaigns. On the pin-by-pin level, you can see your clicks, likes, pins and total reach. (Screenshots below are parse; I just activated my beta account so my data is super limited).
Make money from your visual content: Pinerly claims to help you get money from your visuals by pairing it with interesting content. You have to add yourself to the publishers directory, pick sponsored content to share, then you embed it on your site or post it to your channels and get paid. I’m less interested in this aspect because it feels like a prettier form of link baiting, but you can decide for yourself. Both publishers and advertisers can be involved in the ad network.
What do you think? Will you be using Pinerly?
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