Following Facebook’s footsteps, Pinterest is now turning to brand advertising for revenues. To help businesses establish a more valuable presence on Pinterest, the social networking site has launched Marketing Developer Partners (MDP), a programme that helps businesses optimise and scale their Pinterest marketing and improves Pinterest for its users.
The MDP is made up of a limited, carefully selected group of developer partners who meet the needs of existing businesses on Pinterest and align with their core value of putting Pinners first. “We’re committed to helping these developers build custom tools and services on our APIs so businesses can use Pinterest more effectively,” said Pinterest in a statement.
“Our first official partners are using our Content Publishing API to make it easier to create, schedule and publish Pins and boards. They are Ahalogy, Buffer, Curalate, Expion, Newscred, Percolate, Shoutlet, Spredfast, Sprinklr and Tailwind.
“The social networking site is working with a limited set of developers and a handful of advertisers to build and test a Pinterest ads API that helps businesses use Promoted Pins at scale. We’re encouraged by the results so far and look forward to opening this specialty to more developers and advertisers in the coming months,” the statement added.
According to market reports, two-thirds of the content that people post to Pinterest is originally from businesses, like product images from a retailer's site. But it hasn't been that easy for brands themselves to post that content, let alone pay to promote those organic posts as ads on Pinterest. Pinterest is now trying to make both efforts easier.
“We are excited to work with these Marketing Developer Partners and to support businesses on Pinterest. We also think it’s important that our Pinners have the best possible experience on Pinterest and continue to see high quality Pins, so we’re going to keep our MDP standards high as the programme expands in the future,” said the company.