Pinterest is continue to lay the groundwork to become the next big social powerhouse for the TV industry. The platform recently launched a show on FYI and now the visual social network is rolling out brand new analytics. Spredfast, the social media company that recently launched Spark is one of Pinterest’s launch partners. “We’re working with a small, carefully selected group of marketing technology (“MarTech”) developers to offer Pinterest business insights,” Pinterest API Engineers Steve Cohen and Thomas Sha said in a blog post. We spoke with Spredfast’s Chief Strategy Officer, Jesse Redniss about the implications this partnership has for social TV. Read more
Last week, AdAge reported that Pinterest has “more than a dozen marketers set to run campaigns with three- to six-month commitments, including Kraft, General Mills, Ziploc, Nestle, Lululemon,Gap, ABC Family and Expedia.”
Many have wondered aloud how and when Pinterest would begin to monetize. For social TV marketers, there are even more questions; mainly, how to use the platform to engage audiences when Facebook, Twitter, and Tumblr can seemingly reach an engaged audience more quickly.
Among the committed brands set to run campaigns with Pinterest, ABC Family stood out as the only TV network.
“We’ll be experimenting with several different kinds of pins ranging from photo-based images to text-based images, given the popularity of inspiring quotes on the platform, and we’ll be targeting our pins across several different categories,” Danielle Mullin, Vice President of Marketing for ABC Family told Lost Remote. “Overall, our strategy is to test and learn, with the goal of providing Pinterest users with new ways to engage with our brand in a way that is seamless to the organic experience they cherish.”
On Twitter, ‘Pretty Little Liars’ is the most-tweeted about scripted series on TV and the show now accounts for three of the top five most-tweeted telecasts on record. On Pinterest, the show has 104,000 followers and is the #1 scripted show on the social network. According to Mullin, ‘Pretty Little Liars’ Pinterest strategy includes “pinning style recaps featuring the fashion from the show, in addition to content such as red carpet photos, behind-the-scenes photos & sneak peek content. We also live pin during each new episode to ensure we’re delivering moment-by-moment details around Aria’s shoes or the latest cute couple.” Read more
FYI, A+E Networks’ new cable network that “embraces an adventurous, personalized and non-prescriptive approach to peoples’ taste, space, look, story and more,” just announced a major partnership with Pinterest, a social platform that TV brands and advertisers have been trying to work with more closely as the company matures. The partnership will be for FYI’s new original series, “Were Moving In.” Here’s the description of the show:
No matter how long two people have known each other, the challenge of moving in together and designing their space will always be tricky. While it’s a universal experience, blending styles, tastes and needs can be a daunting task. Each episode of “We’re Moving In” (w.t.) will focus on new subjects – from newly married couples, to roommates, to blended families – in the throes of moving in together for the first time. Utilizing Pinterest for planning and as a source of inspiration for ideas, these newly housemates will make the “important” decisions like picking the perfect paint color to remodeling the kitchen, to deciding which couch stays and which one goes.
The network is working closely with the visual social network and “is among the first to integrate creative direction from Pinterest, and will offer audience engagement beyond the linear viewing experience.” Read more