Influencer agency Obviously has partnered with Pinterest to elevate branding potential and extend the reach of content creators. Influencer marketing platform Mavrck has also announced new capabilities for influencer collaboration on Pinterest.
Obviously is a launch partner for Pinterest’s influencer marketing program and it, along with Mavrck, will become a Pinterest Marketing Partner under the Content Marketing specialty. The partnership opens doors for influencers in branding their content creation and expands marketing efforts to a larger audience through social platform Pinterest’s established user base of 250 million-plus monthly active users.
With Obviously’s expertise in sourcing, managing, and focusing influencer efforts to specific client needs, Pinterest looks to help creatives reach new business opportunities. With its innovative technology and full-service agency, Obviously states that it has the operations and data capabilities reach the Pinterest community and offer a more lucrative marketing model.
In a new step for the platform, Pinterest is now working with influencer marketing agencies and platforms to effectively onboard influencers and streamline the process of sharing creative content. Through its partnership with Obviously and integration with the influencer platform, data insights, and performance metrics, Obviously claims that Pinterest has positioned itself to become a hub of influencer content with amplified click-through and sales prospects.
David Temple, head of content and creator products at Pinterest stated: “We’re always looking for ways to help businesses extend their reach on Pinterest. We’re excited to make it easier for brands to discover and collaborate with influencers, as well as track their performance on third party platforms. Creators are essential to Pinterest and we’re thrilled to provide additional tools and resources for them to leverage as they build relationships with businesses.”
Mae Karwowski, chief executive officer and founder of Obviously added: “We’re excited to launch this partnership with Pinterest, which is an excellent platform for influencers to create and showcase their content. Now for the first time, we’ll be able to deliver exact metrics and a clear picture of ROI for businesses who want to step into this space.”
Added Lyle Stevens, co-founder and chief executive officer at Mavrck: “Pinterest’s new API enables us to look more deeply and accurately into Pinners’ behaviors, as well as the responses from people who interact with the content that those Pinners create. Additionally, real-time analytics about Pin engagements - including views, close-ups, and click-throughs - will help us to better understand Pinners’ abilities to drive customer behaviors for brands. We’ll also be able to view, via the Mavrck platform, how interactions with a piece of creator-generated content have affected downstream behaviors such as views, likes, and eventually purchases. This will prove to be invaluable to brands looking to select and activate content creators on Pinterest.”