LA based hyperactive incubator, Science has bought Pinpuff, a Klout-like startup for Pinterest, launched by 23-year-old Gaurav Sharma from India. The news was first published by TechCrunch. The will give all portfolio companies of Science a huge advantage in getting traffic and revenue from Pinterest.
Michael Jones, the former MySpace CEO who launched Science said in the blog post, “Now that Pinterest is nearly as ubiquitous as Facebook and Twitter, and other platforms like The Fancy and Supply are rising through the ranks, we can tap into the technology that Pinpuff has built to create a true gauge of reach – one that goes beyond clicks, page views, and static traffic numbers, one that measures the power of influence.
As part of the acquisition, Sharma will be relocating from India to Los Angeles, Science’s headquarters. The terms and value of the acquisition has not been disclosed.
Launched in February this year, Pinpuff’s algorithms consider a person’s interests on Pinterest, as well as followers, follower count, pins, repins, comments and likes to calculate a score from below 40 to above 70 (the average is 32). Pinpuff then assigns different monetary values to the score that vary with the category of the content being pinned and awards perks. For brands interested in finding the best people to help market their message on Pinterest, Pinpuff’s model could be very compelling.
The idea that a person’s influence on social media sites has relevance in the real world is still controversial, but with its wish-lists for products and home decorating projects, Pinterest is as good a site as any to try it out. According to comScore, Pinterest grew 4,000 percent in the last year, and its users were found to spend more, buy more items and conduct more transactions online than other social media buyer
According to Jones, the visual inspiration board is the second highest referral network for sales within Science’s other companies, which include a party venue marketplace called Event up.
Science already has big plans for all that PinPuff data. Following the sale, the start-up will become part of Science’s internal agency, Hello Society, to “provide additional intelligence and distribution strategy to upcoming Science launches,” said Jones in the blog post.
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