Turning Social Activity Into Sales: Pinpoint Raises $2.5M to Sell Directly in the DMs
Brands have poured money into Instagram and TikTok growth, then watched likes stall at the checkout page. Pinpoint, an "AI-native social operating system," just raised $2.5 million to close that gap by moving the sale inside the conversation.
Instead of sending followers to a website or email capture, Pinpoint completes the transaction on social. If someone comments on a post, the system can DM a product, take payment, capture contact info, and follow up later with targeted offers.
What Pinpoint Actually Does
- Converts comments and DMs into instant product recommendations and checkout links inside Instagram and TikTok.
- Captures first-party data (email and phone) within the DM flow for ongoing email/SMS follow-up.
- Tracks purchases and re-engages buyers with personalized offers based on prior behavior.
- Cuts the steps between intent and purchase, improving conversion rates with less friction.
As co-founder Joshua Cohen put it: "The world has moved on from email and SMS. We're helping brands advertise in a way that feels authentic to today's generation - meeting them where they already are on social media."
Why Sales Teams Should Care
- Social is the storefront: Your buyers discover, vet, and buy on-platform. Meet them there.
- Shorter path to purchase: Reduce clicks, keep attention, close faster.
- Own the relationship: First-party data collection future-proofs retargeting and nurture.
- Less guesswork: DM-to-purchase tracking ties content, creators, and conversations to revenue.
Traction That Signals Fit
In four months of beta, 100+ brands adopted Pinpoint. That includes celebrity-backed companies like The Rock's PAPATUI, Jake Paul's Betr, Molly Baz's Ayoh, and Matty Matheson's Matty's World. Early adopters also include Overtime, IGK Hair, Bobbie, PrizePicks, and Major League Pickleball.
Who Backed the Round
- Co-led by Phoenix Capital Ventures and The Sidemen via Upside Ventures
- With participation from Antler VC, Bulletpitch+, the management of beauty creator Brooke Monk, and executives from Spotify, Raine Group, Google, and Twilio
Where This Goes Next
Pinpoint plans to expand beyond Instagram and TikTok, staking out a lead in AI-driven social commerce. The thesis is simple: comments and DMs are high-intent moments - treat them like live pipelines, not vanity metrics.
Sales Playbook: How to Turn DMs Into Revenue
1) Build Your Comment-to-Checkout Flow
- Set triggers: Keywords like "price," "link," or "how to buy" should auto-start a DM with the right product.
- Offer formats: "Best-seller," "Starter kit," or "Bundle and save" options simplify choices and raise AOV.
- Reduce friction: One-tap checkout inside the platform beats a slow site every time.
2) Capture First-Party Data Without Killing Momentum
- Ask for email/phone after the click, not before. Keep it conversational and value-driven.
- Disclose consent clearly; confirm opt-in preferences inside the DM.
- Sync to your CRM/CDP in real time so reps can see social-origin activity alongside other touches.
3) Script DMs Like a Pro
- Lead with context: "Saw your comment about dry hair - here are two fixes people like you buy."
- Provide 2-3 options max and a clear CTA. Decision overload kills conversion.
- Use time-bound incentives for fence-sitters (free shipping, small add-on, or first-purchase credit).
4) Attribution and Reporting
- Track: comment-to-DM rate, DM open rate, DM CTR, DM-to-purchase conversion, AOV, time to purchase.
- Tag content by creator, format, and hook so you can double down on the posts that actually sell.
- Feed wins back to creative and influencer teams weekly to refine scripts and offers.
5) Re-Engagement That Doesn't Feel Spammy
- Follow up post-purchase with usage tips, then a relevant cross-sell 3-7 days later.
- Trigger replenishment prompts based on product lifecycle, not arbitrary timelines.
- Suppress recent buyers from discount blasts; protect margin and brand trust.
Compliance and Guardrails
- Respect platform policies and rate limits to avoid account flags.
- Collect explicit consent for email/SMS and honor opt-outs instantly.
- Keep brand voice consistent in automation; human review for edge cases and VIPs.
Metric Benchmarks to Aim For
- Comment-to-DM initiation: 25-50% with clear triggers and fast response
- DM open rate: 60-80% with personalized intros
- DM CTR to checkout: 20-40% with 2-3 product choices
- DM-to-purchase: 5-15% depending on price point and offer
- Opt-in rate (email/phone): 30-50% when tied to value (shipping updates, early access)
Relevant Context
As third-party tracking shrinks, first-party data becomes the foundation of retention and attribution. For a primer, see the IAB's overview of first-party data here. Social platforms are also leaning into native commerce; learn more about TikTok Shop here.
Level Up Your Team
If you want to upskill reps on AI-driven social selling and automation, explore role-based training at Complete AI Training.
Bottom Line
Social attention is only as valuable as the revenue it drives. Pinpoint's bet is that the most direct path from engagement to purchase is inside the DM - where buyers already have intent, context, and momentum.
For sales leaders, the move is clear: operationalize comments and DMs as active pipeline, capture first-party data at the point of interest, and measure everything. The brands that treat social like a storefront - not a billboard - will win the next cycle.
