Offerpop has released Inspiration, a new social commerce product for Pinterest that allows brands to crowd-source Pinterest content from followers and build highly engaging boards that convert pinners into customers.
Inspiration taps into more than 70 million Pinterest users, who are highly coveted customers for brands; the platform drives 23 percent of all social commerce, with users averaging $200 in spending per order, more than twice the average of Facebook users, according to data released by Business Insider and RichRelevance.
"Social commerce is igniting business growth as consumer purchasing decisions are increasingly influenced by social media. Pinterest has established itself as a driving force in social commerce," said Prakash Mishra, co-founder and chief technology officer of Offerpop, in a statement. "With the launch of Inspiration, Offerpop is helping brands tap into this power to fuel product discovery, build community and deliver real business results."
With Inspiration, brands can encourage followers to nominate pins to be featured on branded boards. Brands have total moderation control and can decide what content is published to themed boards created using Inspiration. The product can also be published to a Facebook tab or a brand’s own Web site for greater reach.
Inspiration is fully optimized for mobile use. Brands can capture user data through a customizable form, including email contacts that can be used for cross-channel marketing. The product's real-time reporting allows brands to monitor and export campaign and consumer data. Sweepstakes or prizes can also be integrated into Inspiration campaigns to increase participation.
Health food company Attune Foods used Inspiration to attract and engage new followers on Pinterest and track campaign success.
"Inspiration helped us build our community through a focused campaign on Pinterest that not only provided opportunities for discovery and audience growth but then allowed for us to gauge the success of the endeavor through deep entrant analytics," said Annelies Zijderveld, online community manager at Attune Foods, in a statement.