Curalate wants to take the confusion out of Pinterest with a better brand management system

CuralatePinterest has take the social sphere by storm, further fueling our digital-visual obsession and spawning a series of knock-offs. And it’s also inspired the pants off of third party developers. The company has had its hands full keeping up with copyright concerns and spam problems, so outside parties have plenty of room to flex their creative muscles.

Perhaps the most promising area of development is that of Pinterest analytics. The platform is a true marketing powerhouse, and tools for measuring engagement and effectiveness are beginning to surface — the most sophisticated of them possibly being just-launched Curalate.

The site has been quietly working away at refining the way companies and brands can use Pinterest for marketing for the better part of a year. “It’s pretty sophisticated on the back-end, so it took several months to build,” CEO and co-founder Apu Gupta tells me. “During the last couple of months we have very selectively been reaching out to brands and agencies to work with us on shaping the product and researching how they are using it and how they intend to engage with consumers.”

Welcome to CuralateThere’s been a lot of research to do: Pinterest is a beast of a different nature, and this has made it a formidable challenge for brands. “When you look at social media generally on Facebook and Twitter, the conversations are happening with text — with hashtags or the “at” sign,” says Gupta. “This makes them easy to find.”

“When you get to visual platforms, the conversations are mostly happening with visuals. No one says ‘I love this sweater and it’s from J. Crew.’ They just say ‘I love this sweater,’ so traditional tools won’t find it.” Luckily, Curalate will.

Google Analytics

Gupta also points out that traditional applications aren’t able to understand followers as well. “The types of things we share are amount of engagement, times you’ve been pinned and repinned, who is pinning this stuff, what do they like most. If you’re a retailer, there might be a pair of shoes that people are actively pinning and repinning and you find out that’s the number one thing that people like and you know you need to put that on your homepage.”

CompetitionGupta says Curlalate will make clear what have up to this point been assumptions. Part of this is thanks to its image recognition technology. These sophisticated algorithms can do what mere mortals simply can’t — or don’t want to. “If you want to know how many times a sweater was repinned, you’d have to count manually,” says Gupta. “We have a technique that plays the matching game for you and tell you how many times something showed up.”

While the system might sound complicated, Gupta says it’s been engineered so that users won’t have to spend more than 15 minutes a day looking at the user-end dashboard. The subscriptions start at $19 a month, moving on up to $49, and $99 (at launch, there will be a special limited discount: $9, $39, and $79/month). A few Pinterest analytic tools have launched in recent months, but none of them have quite the back-end and funding that Curalate does: the site launches with some $750,000 in initial funding. 

I had to ask Gupta if he thought Pinterest had missed the boat here by keeping its API to itself and generally ignoring users’ request for more features. “I think Pinterest is kind of going through a similar thing that Twitter went through when they were growing explosively and I really think they are focusing on the right thing,” he says. “You have to make sure the wheels stay on the bus before you do other things. Scaling is where they’re focusing.”

And while they are doing that, Curalate’s going to jump on top of this hole in the market. “What we do is give brands insights into what theyre fans are doing and what the brand is doing and we’re the only one that can give you both sides.”

Smart Home

Frigidaire goes for ‘wow’ factor with new Gallery ranges, fridges, and more

Electrolux's Frigidaire brand is going all out at KBIS 2019. The appliance manufacturer's introductions this year include new ranges with gas, electric, or induction heating; a new refrigerator; and a new dishwasher in its Gallery line.
Computing

Like to be brand loyal? These tech titans make some of our favorite laptops

If you want to buy your next laptop based around a specific brand, it helps to know which the best brands of laptops are. This list will give you a good grounding in the most reliable, quality laptop manufacturers today.
Mobile

First phone specs reveal premium is the path for Vivo spinoff Iqoo

A new smartphone brand has launched. It's called Iqoo, and it's a sub-brand of Vivo, the Chinese device manufacturer owned by BBK Electronics. Excitingly, details about its first phone are slowly being released.
Deals

Walmart drops prices on Roomba Robot Vacuums for Presidents’ Day

Spring cleaning is just around the corner, and Walmart has already begun dropping prices on Roomba, Shark, and Eufy robot vacuums. For a limited time, you can save as much as $150 on a brand-new iRobot Roomba.
Social Media

Periscope tool adds guests to feeds so streamers can become talk show hosts

Periscope users can now invite viewers to chime into the conversation with more than just the comment tool. By enabling the option to add guests, livestreamers can add guests to the conversation, in audio format only.
Photography

Crouching, climbing, and creeping, the perfect Instagram shot knows no bounds

Just how far will you go for the perfect Instagram? A recent survey shows just how willing Instagram users -- and Instagram husbands -- are to climb, lie down, embarrass themselves or let their food go cold for the perfect shot.
Social Media

Facebook’s long-promised ‘unsend’ feature arrives. Here’s how to use it

Send a message to the wrong person? Messenger now gives you 10 minutes to take it back. After an update beginning to roll out today, users can now retract messages if they act within the first 10 minutes after sending the message.
Social Media

YouTube boss admits even her own kids gave the ‘Rewind’ video a thumbs down

YouTube's 2018 Rewind video went down like a lead balloon at the end of last year, becoming the most disliked video in its history. And now YouTube's CEO has admitted that even her own kids thought it was pretty darn awful.
Social Media

Snapchat finally recovers from its redesign — so here comes an Android update

Snapchat's drop in users after launching a controversial redesign has finally stagnated. During the fourth quarter and 2018 earnings report, Snapchat shared that the company is rolling out an Android update designed to increase performance.
Social Media

Skype’s new ‘blur background’ feature could help keep you from blushing

Skype's latest feature for desktop lets you blur your background during video calls. The idea is that it keeps you as the focus instead of distracting others with whatever embarrassing things you might have on show behind you.
Social Media

Twitter users are declining but more people are seeing ads every day

Twitter's end-of-the-year report for 2018 is a mix of good and bad news. The good news is that more users are seeing adds daily, the metric the company will focus on moving forward. But the bad news is that monthly active users are…
Web

Switch up your Reddit routine with these interesting, inspiring, and zany subs

So you've just joined the wonderful world of Reddit and want to explore it. With so many subreddits, however, navigating the "front page of the internet" can be daunting. Here are some of the best subreddits to get you started.
Computing

YouTube beats Apple, Netflix as the most trusted brand by millennials

The popular video sharing website YouTube climbed up in an annual Mblm study, moving up from third place in 2018 and coming ahead of both Apple and Netflix in final 2019 rankings. 
Social Media

LinkedIn finally gets around to launching its own live video tool

Live video is coming to LinkedIn for businesses and individuals on the site. The livestreaming feature is launching in beta in the U.S. before rolling out to the entire community.