Pinfluence: The Discovery of a Brand Comparison Tool for Pinterest

I have written an update for this post with more information. Come check out, why you shouldn’t use this product.

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If you are like me you have been looking for a way to collect Pinterest Analytics. Pinterest is a great site, and could be very useful for some of my clients, and I am sure yours. However, with the lack of ability to cheaply and reliably collect Pinterest Analytics I have been reluctant  to utilize and integrate this platform into a client’s greater online marketing strategy.

Pinfluence’s Metrics for Pinterest
In my quest to find a reliable Pinterest metrics collection platform I stumbled upon Pinfluence, a  new platform that looks like a cross between EdgeRank Checker Pro and Facebook ads, just for Pinterest.

The issue is the Pinfluence site only teases you with the promise of metrics reports, it never tells you what is in it, how they collect it, or even a screenshot of what it looks like. I was so intrigued I spent 30 minutes scouring the Internet for some more info and unfortunately found bupkis.

On my last final sweep of the Pinfluence site, I did however discover a brand comparison tool that I think will suffice for high level comparisons much like Compete.com does for website traffic.

Pinfluence’s Brand Comparison Tool
Let’s me honest, the likelihood that Pinfluence’s Brand comparison tool remains free for long is probably quite slim, but while you can I highly recommend taking advantage of it.

The Brand Comparison tool provides you with some wonderful metrics such as the number of:

  • pins
  • re-pins
  • comments
  • likes
  • boards
  • profiles

The nice thing, as you can see from the screenshot on the right, is that Pinfluence provides you with raw numbers as well as pretty bar charts and pie graphs illustrating those numbers.

This tool has some very useful purposes  much like Compete.com does for website traffic. By providing you with some basic information on how many boards a company has, or how many pins/re-pins they have you are able to create a ballpark assessment of the company’s footprint on Pinterest. Just like Compete.com provides you with a ballpark figure of how much traffic a website gets per month, Pinfluence’s Brand Comparison tool provides you with a ballpark understanding of how large an influence a company has, or how popular content relating to them is.


Drawbacks to Pinfluence’s Brand Comparison Tool
As with all free tools there are some drawbacks to using it. Luckily these drawbacks aren’t around the ability to use the tool, but around interpreting the information it provides. Below is a list of what I believe are the major drawbacks and why.

  • Time
    • There is zero mention of what date range these metrics came from. Is this a week’s worth of pins and re-pins? Or is it of all time? Without that information it’s impossible to draw any real conclusions about the popularity of a brand.
    • In the screenshot above I compared Coke to Pepsi. Coke had 500 pins and Pepsi had 390. If this was of all time, you would conclude neither brand was very popular on Pinterest. However, if the time frame was just a week, you would have the exact opposite conclusion.
  • Content Naming
    • This brand comparison is between “Coca Cola” and “Pepsi.” However, if I change the keywords I use to “Coke” or “Coca-Cola” or “Pepsi Cola” the results I am given are all completely different.
  • Content Ownership
    • Since the keywords matter in returning results, I am forced to question  where the content is pulled from. Meaning, does it pull results for all content labelled with “Coca Cola” regardless of who owns the Pinterest board it resides on? My guess is yes, it’s an aggregate of all content labelled with “Coca Cola” simply because the metrics change with the keywords.
    • If this assumption is true, then these metrics take on a completely different meaning.  Instead of getting a clear picture around how popular a brand’s self-published content is, you are instead getting a clear picture of the popularity of the brand in general on the platform. That is a very large distinction.

The key is in understanding what information is being provided. Once you know that, you can use the information in the correct way.

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