One of my Pinterest accounts recently crossed over 3 million monthly views, despite spending less than 1 hour a week on it. In this post, I’m sharing my Pinterest marketing strategy for this year.
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Now, it wouldn’t be an exaggeration to say that Pinterest literally changed my life. Not only did Pinterest help me take my blog full time and earn a living from it, but it also helps me drive consistent leads, sales, and customers to my other online business.
But the biggest challenge that comes with Pinterest marketing is the constantly changing algorithm. It can be hard to figure out what is working right now because Pinterest literally changes every single month, but that isn’t too different from any other social media platform or even search engine. So in this post, I’m sharing with you what is going to be my top focus for the coming year, as well as things that are working right now on Pinterest.
The first thing that I’m going to be focusing more on in 2021 is :
#1 VIDEO PINS
Now, video pins are different from the typical pins that you’re used to on Pinterest with some kind of text or graphic overlay on them. Video pins, on the other hand, actually have much more animated elements and or complete videos that are featured within that vertical pin format as well.
Now, if you have been following the social media industry or even the digital marketing industry, you would have seen that there is a predominant trend going towards video, whether it comes to short form video on Instagram, such as reels, or it comes to Google videos such as web stories, or it comes to Pinterest videos, videos are everywhere.
So video pins actually allow you to not only reach out to a different type of audience, which is interested in interacting with a different content format instead of just the text pin, but it also allows you to reach a wider audience in terms of the engagement, as well as the impression that these pins can get.
Now, if you dig a little bit deeper and you compare your impressions when it comes to your video pins versus your image pins, you you’ll see the video pins are being aggressively promoted by Pinterest and actually have the potential to reach a wider audience than just your text pins.
Now, this doesn’t mean that you should only be pinning video pins, and you should just forget about text or image pins, because those are actually also important in driving traffic to your website. Now, even though Pinterest by design, allows you to click out and check out different, interesting things.
Another reason why Pinterest is promoting video pins is because it allows engagement within the platform as well as allows users to spend more time on Pinterest instead of clicking out and going elsewhere. And when you create videos, whether you showcase behind the scenes of your product, or you just show someone step by step, how to do something, it allows Pinterest users to spend more time within the platform, engage more with your content, which helps both Pinterest as a platform and you as a creator.
The second thing to focus on is
#2 FRESH PINS
So Pinterest last year shared that they are going to be promoting fresh pins or fresh content over any kind of duplicate pins of duplicate content. Now there’s a lot of confusion surrounding fresh pins about what exactly are fresh pins? Are they the same content or are they different content?
To keep it simple, a fresh pin is simply a pin with a fresh image on it. Now it can be the same landing page or blog post URL that you’re sharing. However, if you create a new image or a new Pinterest graphic for it, that means that it is a fresh pin. Now the best case scenario would be if you were creating new content and posting that on Pinterest consistently, but that’s not always possible.
So you can make one content piece go a lot further by simply creating fresh new graphics for it and promoting it over and over again on Pinterest. However, keep in mind that if you make very small changes and you keep the images the same, that it’s not really going to be considered a fresh pin.
So for my lifestyle account, I post about 10 fresh pins every single day, but that website has over 200 blog posts, which means that we have a lot of pages to post on Pinterest. If you’re just starting out, a more realistic number for you to stick with would be probably three to five fresh pins every day for your old content, as well as your new content. Now, inside my paid programs, I go a lot deeper into how to create your custom pinning strategy, because this is something that will differ from account to account and niche to niche. And it’s not something that I can give a generic answer to.
The next thing to focus on is
#3 TRENDING CONTENT
Now there are billions of pins being uploaded to Pinterest every single month. So for your pins to stand out and to actually get clicks and drive your traffic, you have to be creating content that is trending or in demand. The logic is simple. The more people that are searching for your content, the more people that will actually end up clicking through to your pins and finding out all about your business or your blog.
Now, there are two ways to find out what is trending currently. You can either head to trends.pinterest.com or you can check out the Pinterest ads manager. I have a full tutorial here on my channel, which you can check out to learn more about exactly how to do keyword research for your account.
Another thing to keep in mind related to trending content is seasonal content. Now, whether it comes to major holidays in your country or simply lifestyle events around holidays, you should be looking at seasonal content as well, so that you can hop on the seasonal searches and increase your traffic from those searches as well. Now Pinterest search doesn’t really work instantly so if you’re looking to hop onto the seasonal trends, make sure to actually plan it one to two months ahead so that by the time people come around to searching for these content ideas, your content is already ranking and showing up on the search feed.
The next thing to focus on is to have a –
#4 DATA DRIVEN APPROACH
Now, if you have a business account on Pinterest, you have access to a lot of insights when it comes to who your audience is and how you can best reach out to them. Now, if you just head over to your analytics tab, you will see lots of different things that you can have access to. You have access to audience insights, which tells you where exactly is your audience in the world.
And what exactly are there other interests besides maybe the topics that you are pinning about? You can have access to your overview, which includes your best pins, as well as your best boards. Not only this, you also have access to the trends tool as well as the video pins that you create in your account. So you can specifically see what kind of content is performing better versus the other when it comes to creating video pins.
I usually check in at least once a month into my Pinterest account to see what exactly is working, what type of content is performing the best and what is maybe not performing that well. Now, when it comes to analytics, you don’t have to limit yourself to just Pinterest data.
You can also look into your Google analytics, into your website dashboard, or maybe even your Shopify or your shopping store to see how many visitors or customers Pinterest is sending your way. Now, make sure to track your data somewhere once a month so that you can compare your performance month over month and continue to keep doing more of what is working for your account.
The next thing to focus on is
#5 STORY PINS
Now, depending on where you’re based, story pins may or may not be available to you as Pinterest is still rolling out this feature. You can create a story based on text or on video showcasing your product, your blog posts, or even your service. The way it works is very similar to Instagram or Facebook stories.
And it shows up usually at the top of the mobile app. Not only this, Pinterest is also showcasing story pins at the top of your profile, which means that they’re going to be pushing out this feature more in the upcoming year. Now this means that if you have access to story pins and you’re an early adopter, you can actually reach out to a bigger audience and get more organic traffic and growth to your account in the same way.
Now, when it comes to creating story pins, that you can share recipes, you can share guides, you can share behind the scenes of your company or your business. The point is to use a different content format, to reach out to a different type of audience and leverage the fact that it is a new feature to grow on Pinterest.
If you’re looking to learn more on how to grow your traffic and your sales with Pinterest, check out my free Pinterest traffic course.