Pinterest Launches “Marketing Developer Partners” Program

Pinterest today announced a partnership with marketing technology companies to give businesses more tools and services for marketing on Pinterest.

Called Marketing Developer Partners, this is Pinterest’s first official program to give API access to companies offering social media management platforms to brands and businesses. Facebook and Twitter both have similar programs to help coordinate third-party integration, which makes this a natural move for Pinterest as it continues make a case to be a serious alternative for marketers’ dollars.

Pinterest has selected 10 partners — Ahalogy, Buffer, Curalate, Expion, Newscred, Percolate, Shoutlet, Spredfast, Sprinklr and Tailwind — to launch the program, giving them access to the company’s content publishing API. Some — including Pinterest specialist Tailwind — already had beta access to the API but all now are offering their customers tools to manage Pinterest along with other networks.

“These platforms help businesses scale and optimize their presence in marketing,” Jyri Kidwell, Pinterest head of marketing developer partnerships, told Marketing Land. “So now we want them to be able to scale and optimize their marketing on Pinterest.”

The features available on the platforms will be familiar to anyone who has used social management platforms, including the ability to publish or schedule Pins to publish later, optimizing to help predict best times of day or days of week to publish and content tagging to help understand how categories are performing. Testing has produced strong results, Kidwell said; Kraft is using Ahalogy and Dove and Hellmann’s are using Percolate and all are producing a higher volume of Pins and engagement.

“Over this test period we have published millions of pins through these partners,” Kidwell said, “and we are seeing stronger than average repin rates.”

Pinterest also announced today that it’s giving test access to the ads API with several technology partners and brands. The company isn’t releasing details about features or participants but the general concept is the same content publishing API, except for Promoted Pins.

Read more about today’s launch on Pinterest’s business blog.

About The Author

Martin Beck

Martin Beck was Third Door Media's Social Media Reporter from March 2014 through December 2015.