News Byte: Tailwind Intros Targeting Innovation for Pinterest

Share this content:
Tailwind pins a targeting tool.
Tailwind pins a targeting tool.

Tailwind this week introduced the literally named Targeting Discovery Tool for Pinterest, which it claims is the first analytical instrument for marketers on social network that uses image analysis and not pixel or text matching to ferret out targeted content.

"Say you're Walmart and you want to locate who's influential in jeans," says Tailwind CEO and co-founder Danny Maloney. "With this tool, you can identify images of jeans being posted on Pinterest and identify influencers who might have an audience reach of 20 million people. Up till now, you'd just be able to identify if someone entered the word 'jeans,' but Pinterest is a visual medium."

Tailwind's tool allows users to see all content related to a campaign in one place, including pins made directly from a brand's website, repins from their profile, and recent pins on topics related to their business. According to the company, it can also be used to do thorough Pinterest brand analysis comparable to Twitter listening and monitoring tools.

Maloney, a Google and AOL alumnus whose company currently creates tools exclusively for use with Pinterest, contends that the photo-pinning network offers a wider scope of prospects to marketers than does Facebook or Twitter. "They're based on who someone knows. Pinterest is based more on the interest graph than the social graph," Maloney says. "It opens marketers up to communities of users."

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above