(This post about Pinterest strategy contains affiliate links to Tailwind. If you take action after clicking one of those links, we’ll be getting some coffee money at no extra cost to you ☕ – which we promise to drink whilst creating more incredible content for you.)
Consistency is key when it comes to your Pinterest strategy, which is why I stopped pinning directly via the platform years ago. By using our own systems, which we outline in our courses, Pinterest became the second biggest driver to our website, and it has been constant for the past six months.
At first, I thought it was mainly because our main audience is made of bloggers, solopreneurs, and personal brands. However, I quickly came to realize that it wasn’t just us. Pinterest has been growing in popularity in the last few years, and it’s showing no sign of slowing down.
No other marketing platform we’ve used drives traffic to websites the way Pinterest does. It is the very top of the marketing funnel. This is where your potential audience starts researching and gathering information on how to solve a problem. Once you have your keywords, on-brand pin graphics, and are pinning consistently – setting up a funnel to gather emails of your ideal customers is the next step.
Pinterest does the heavy-lifting of getting eyeballs on your content/products – then it’s up to you to provide value and build those relationships to turn your audience into customers. A Pinterest Strategy allows you to easily repurpose the same content by creating new pins that can be pinned and re-pinned to seemingly multiply the amount of content you have. Yet, the algorithm has changed and the game is much different these days.
We had the pleasure to catch up with Melissa Megginson, head of marketing at Tailwind, to discuss all things Pinterest. Find out more about how Pinterest is changing the game. Again.
Create new (video) pins
Long gone are the times you’d re-use old Pin graphics for months and months, Pinterest algorithm is now rewarding fresh, new content. Especially video content. “Even if it’s for an older blog post, the best thing you can do right now to increase your website traffic from Pinterest is to make new Pin images. Both the Pinterest algorithm AND your followers will reward you.”
The ideal size mentioned by Pinterest for Pins has recently changed to 1000×1500 pixels. Canva templates work to these measurements and can be extremely helpful. And remember, text overlays convert your saves to clicks.
New you create new Pins, still keep your branding consistent. Use subtle branding, like your logo or website on every Pin. Adding variety in the style and templates of pins means you’ll tap into different people and attract different users: “You may use brand fonts and colors, or you may want to mix it up a bit to see what works best.“
“After you hit “publish” on your new blog post, share the Pin to your most relevant Pinterest Board right away” reminds us Megginson “You can share the Pin to up to 10 relevant Boards, but consider spacing them out a bit”
Repin content from your articles directly and not from the smart feed itself so that your posts are always connected to your website. Keep your posts in circulation on Pinterest by pinning them at least once a month. Make sure you start adding video Pins as well to increase performance on the platform.
Explore story Pins
It may be slightly later in the game, but Pinterest has no intention of being left behind. This is going to become key for your Pinterest strategy. As explained by Pinterest: ”Story Pins is an all new type of Pin and publishing option that gives creators a way to tell dynamic and visual stories with videos, voiceover and image and text overlay. We’re making it easier for creators who are eager to share their talent, passions and creativity to flow back directly into Pinterest without the need for a website. For Pinners, this means the ideas within a Pin will be more engaging and actionable.”
Pinterest is throwing a curveball, as stories are contained within a Pin, as opposed to a separate Pinterest Stories feed, while Story Pins also don’t disappear after 24 hours.
”Story Pins can be saved to boards for later, and will be discoverable over time. They’ll also be distributed across home feed, search results and places like the Today tab, and benefit from the visual discovery engine that matches new ideas to people with relevant interests and tastes.”
Recently, we have seen images do not perform as well as videos or stories. Videos get 8x more saves and stories get 41x more saves but saves of static image Pins perform decently. Story Pins can help attract a growing, engaged audience, creating more distribution for content that has a link. Story Pins seem to be ESPECIALLY engaging for accounts with more than 10K followers.
Here are a few ideas
- Step-by-step teaser: Story Pins are a great way to show a step-by-step process for a static pin. From a recipe to a craft project, the possibilities are endless. This is a great way to show any product in action.
- Feature overview: for specific products or services, this feature could be the perfect way to outline some of the core features and aspects of your core offering. It’s important that the may Pin is appealing to the audience, in order for them to engage with it.
- Carousel-style tips: very similar to Instagram, carousel-style tips are a very popular format that people can use to educate their audience on their core expertise. This can work for both companies and personal brands.
Use video early and often. Draw people in with an engaging 1st panel – preferably a video. Show how to do something from start to finish. In your last panel, encourage people to follow you.
Get started with Pinterest keywords
Remember what we mentioned before? Pinterest is a search engine and should be treated like Google with good SEO, keywords, and proper linking. Use the Pinterest search bar to do your keyword research and truly understand what would work best for a specific topic.
“First, type in a keyword that’s important to your business and look at what comes up with autocomplete” shares Megginson “Next, hit enter and look at the tiles under the search bar. Both the autocomplete phrases and the tiles show what people are actually looking for on Pinterest!”
Keywords on Pinterest should be used across a variety of assets – it’s not just about your Pin title, as other elements of your Pins come into play: “Use these keywords on your Pin images, in your Pin description, and Pin title. They should also be included on the page you link to.” Make your titles punchy, bold and succinct. Use those first few words to be clear about the message of your pin. Add in a few capitalisations to really help it stand out. Discoverability and favouring the algorithm will be key to get a place in the Smart Feed.
Take more time to understand analytics
Pay attention to what Pins are working for you and which ones may need a refresh, this is where your Pinterest strategy is key. This is key to make the most of the traffic you want Pinterest to drive to your content. As Melissa highlights, understanding reports will be key to analyse performance. “Top Pins Report will show you which Pins are driving the most traffic this month. If a post is slipping in traffic, give it new life with a new Pin image.”
Your Top Pins will be useful in determining your best content over time. Do you want to see which posts have proven to be incredibly successful? Top pins are our best bet. You can use that information to inform the strategy of your next campaign.
All in all, as most platforms evolve in the social space, it can be hard to keep up with the constant adjustments made to favour algorithms. Being on top of these changes allows you to make the most of each platform, and in this case, make the most of the traffic machine that is Pinterest!
Don’t get yourself stuck by thinking you have to create 100’s of pins for all the blogging you’ve done in the last 3 years. You should start with your biggest traffic drivers and go from there. As a company, we make sure we engage and reshare fellow pinners’ pins weekly, yet we have been scheduling our pins for the past half-year. I truly believe that is what completely changed the way we supported our Pinterest content.
How to refine your Pinterest strategy
We personally use Tailwind, and it’s been a game-changer for us. Their help brands of all sizes save time and grow their engagement on Pinterest and Instagram. With Tailwind you’ll save time by scheduling your Pins as well as on image creation. You’ll make video cover images in seconds and craft engaging Story stills fast. You can even refresh your ad creative quickly.
Just as an example, creating a new Pin with Tailwind Create resulted in 373% more Repins (Saves) than resharing existing content. (Based on all Pins published via Tailwind in January 2021)
People think that Pinterest is a social media network when really it’s a search engine that has some social aspects to it. It’s important to keep in mind that Pinterest is more of a long-term investment than a quick-hit tool, like Facebook or Twitter. It can take weeks, or even months, for Pins to gain traction on the platform.
Pinterest wants to connect Pinners with fresh ideas and images from creators, and this is where the platform is heading going forward. Investing into your Pinterest strategy is going to be a game-changer in the long run.
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My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional troublemaker. I help people grow their online audience and monetise their content and unleash their potentials as creatives.