Curalate, an analytics platform for marketers, is adding Instagram monitoring to its previously Pinterest-only dashboard, the company said today.
New York-based Curalate launched in May 2012, just a few months after Pinterest burst onto the public stage with spiking user numbers. The service employs image recognition technology to track how a single image is shared even when the text accompanying it varies.
“Our bet wasn’t so much on Pinterest alone. The broader thing we recognized is that increasingly consumers are communicating with pictures, and when they communicate with pictures, they use very few words. But all social analytics tools are built around ability to find text,” explained Curalate CEO Apu Gupta.
Seven in ten social media conversations now contain imagery, according to Curalate.
Curalate’s dashboard shows marketers which images related to their brand have been shared most recently and which have driven most sharing and engagement. The dashboard also allows brands to pin photos to Pinterest from Instagram.
With its Instagram integration, Curalate claims to offer brands insight into the image-sharing practices of more than 100 million people.
To date, there hasn’t been a lot of overlap between Instagram and Pinterest, with Instagram generally featuring more consumer-generated images and Pinterest featuring e-commerce-driven images pushed out by brands and re-pinned by consumers, Gupta said.
But Curalate cites 7 For All Mankind jeans as an example of what brands can do using the two platforms together. The company identified the Instagram photos most popular with its fans and used those images as the basis of a Facebook ad campaign, which turned out to be its most successful to date.
Curalate claims to be the first to offer Pinterest and Instagram analytics through a single service. It competes with Pinfluencer, which provides Pinterest analytics, and Nitrogram, which provides Instagram analytics.