Pinterest is boosting its marketing offers with a new tool that lets brands publish content and ads to the social scrapbooking site more easily.
The new ‘marketing developers program’ launches with a range of partner companies including Ahalogy, Buffer, Curalate, Expion, Newscred, Percolate, Shoutlet, Spredfast, Sprinklr and Tailwind.
The firms can now publish content directly to Pinterest on behalf of their clients, which are often marketers and media companies.
They help brands like Kraft and Procter & Gamble post to Twitter, Facebook, Pinterest and other channels. That means everything from scheduling posts to search engine optimization. Without them, brands’ social media managers would have to log into ten to twelve different accounts.
The partners will tap into Pinterest using an “application programming interface,” or API.
Pinterest has been testing the program over the last few months and seen that pins posted through its partners’ tools have received stronger-than-average repin rates, according to Jyri Kidwell, Pinterest’s head of marketing developer partnership.
“The goal is to help businesses have tools where they can scale, optimize and manage their content on Pinterest, whether it’s organic or paid,” Mr. Kidwell said. “But a likely scenario is that they’ll promote things that are getting good engagement, organic to paid.”