Whether you’re just getting started, or have been marketing on Pinterest for some time, it’s important to look back and revisit your strategy each year.
With the latest changes to Pinterest’s best practices, I thought I would create this guide to help you revisit your strategy and move forward with a winning Pinterest marketing strategy.
Revisiting Your Pinterest Marketing Strategy
Ideally, by the end of the year, you should have a good amount of analytics data you can look back on.
Where To Find Your Pinterest Stats in Google Analytics
To find your Pinterest stats in your Google Analytics dashboard go to Aquisition > Social > Overview. Set the date range. Scroll to the bottom of the page and you should see a breakdown of all your social stats. Click on “Pinterest” and you will be able to view a graph that details your entire year as well as your most clicked URLs!
Alternatively, if you go to your Google Analytics dashboard and go to Behavior > Site Content > All Pages, you can see your growth (or decline) percentages. Simply input the dates you want to analyze in the date range (set to Custom) and add a second date range to compare.
Using this analytics data you, or your team member, should be able to answer these questions:
- Compared to previous years how did we do on Pinterest in 2019? If it’s your first year, what content did the best and what content do we need to market more in 2020? Which months brought the most traffic?
- What changes did Pinterest make in 2019 that we can utilize moving forward in 2020?
- What changes were made that are hurting our efforts and we should drop in 2020? (more on this below)
Ideally, you would have a few years of data to look at, which will give you an idea of how your stats ebb and flow throughout the year. You should have an idea what time of the year you’re getting the most traffic from Pinterest and what time it drops. It should also show you what content is doing well on Pinterest and what needs more marketing.
This is different for everybody so it’s important to look at your data rather than use someone else’s planning strategy.
In addition, you will start to see if you’re traffic from Pinterest has been gradually increasing. Since marketing on the platform is a slow burn, you should start to see traffic climb slowly over time. The more content you can get on Pinterest the more traffic you can generate!
Based on that data, and Pinterest’s new best practices, you can revise your Pinterest marketing strategy for the coming New Year.
Where Should You Be Focusing Your Pinterest Marketing Strategy in 2020?
Here are some areas I recommend focusing on in the New Year based on Pinterest’s recent changes and current best practices.
1. Focus On SEO (Search Engine Optimization)
Pinterest is a search engine, so the same way you would focus on SEO for your website, you need to do the same to succeed on Pinterest.
There are two easy ways you can focus on Pinterest SEO in 2020: keywords and pinning to relevant boards first.
Do Your Keyword Research!
In 2020, your Pinterest strategy needs to include keyword research.
Even with Pinterest hiding pin descriptions, they are still being used to help distribute your pins!
Your descriptions might look different across Pin formats and devices. Sometimes people will see the full description in their feed, and sometimes they’ll only see the Pin title or a few words of the description. No matter what shows in people’s feeds, know that your description is working hard behind the scenes to get your content in front of the right people.Business.Pinterest.com
When adding keywords, use niche-specific keywords in your profile description, name, board descriptions, and pin descriptions. Then, do Pinterest keyword research for each piece of content you share and make sure those are in your pin descriptions to target the right people.
Your pin descriptions can hold up to 500 characters with the first 50-60 characters most likely to show in people’s feeds. Without keyword stuffing, make sure the description flows as a normal sentence or paragraph would. Create a description that has the most important information first, followed by more context. Lastly, include your call to action or what you want people to do when they click on your pin.
Pin To The Most Relevant Boards First, General Boards Second
This is another trick to improve your Pinterest SEO.
To help them better understand how to categorize your content, you should pin to the most relevant boards first.
That means if you are sharing a chocolate chip cookie recipe you should share it with your “cookie recipes” board before your general lifestyle boards.
Pro tip: To find out if Pinterest is categorizing your content properly, click on your pin and scroll down. If the related content Pinterest suggests is similar to what you’re sharing then you did a good job with your keywords and distribution. If the content isn’t related, consider changes your description with better keywords, sharing it to the most relevant boards first and making sure your image and copy are related to the subject.
2. Prioritize High-Quality “FRESH” Content To Increase Your Success And Avoid Pinterest Jail
As a business owner, the sole goal of Pinterest marketing is to get your content seen. However, we tend to forget Pinterest’s trying to create the best platform for its USERS, not for us marketers.
This means they are actively acting on accounts that are spamming and adding content that goes against their Community Guidelines.
As a result, it’s become even more important going into 2020 to share new (“fresh”) quality content and be aware of their Community Guidelines.
What Does Pinterest Consider Spam?
According to Pinterest’s Community Guidelines, spam includes:
- Unsolicited commercial messages
- Repetitive or unwanted posts
- Misleading content or behavior
- Attempts to artificially boost views and other metrics
- Off-domain redirects, cloaking or other ways of obscuring where a pin leads
It’s oddly really easy to be flagged as spam on Pinterest, whether your intentionally doing it or not.
Below are a couple tips to ensure you don’t fall into that trap.
Create High-Quality Fresh Pin Designs
The quality of your pins can make a huge difference in whether users will click on them or not, and whether Pinterest will distribute them.
In mid-February 2020, Pinterest made it clear they are prioritizing fresh content.
Fresh content is new images that have not been shared on Pinterest before. That means your older pins you were recycling aren’t going to drive as much traffic to your website anymore. Instead, pins that contain new images and text overlay, whether they lead to the same URL or not, are the new best practice!
Since Pinterest announced these changes I’ve played around with new pin designs for older content and the stats are definitely showing this strategy works! Users are responding and Pinterest’s algorithm loves it!
In addition to creating fresh pins, ensure you are following Pinterest’s best practices for pin design.
Pins should be:
- Vertical; 1500 x 1000 px
- Contain a high-quality photo
- Text overlay that provides context,
- Subtle branding
- The elements stand out on mobile
Pro Tip: If you’re unsure at all about Pinterest’s new best practices, Tailwind has you covered with their SmartGuide and SpamGuard features. These features help you implement the new best practices by monitoring your pinning and alerting you to any issues. You will never have to worry about pinning too much or the same content to often because Tailwind can recognize it and let you know!
But what about sharing other users’ content?
Only repin quality content from sources you trust
Pinterest is definitely making an effort to squash spam accounts, however, they still exist.
When I mentioned earlier that you can end up in Pinterest jail unintentionally, it’s often because you accidentally pin something added by a spam account. You wouldn’t know it either unless you clicked on every single pin to check where it leads.
Ain’t nobody got time for that!
Pro tip: A trick I like to use is to glance at the URL on the pin before scheduling them in Tailwind. If the URL looks weird, like it doesn’t match the brand name, then I will investigate further. It’s saved me so many times.
If you follow this guideline you will likely avoid Pinterest jail forever!
3. Create Multiple Pins For Each Article
Once upon a time, you could reshare the same pin after a couple of months and it would continue to drive traffic. However, with Pinterest’s effort to make the platform more enjoyable for its users they are flagging accounts that pin the same images repetitively (meaning YOU serial pinner!).
We’re sometimes asked whether it’s beneficial to save the same Pin to the same board multiple times. We don’t recommend doing this very often. Repetitive saving can create a disruptive experience and get flagged as spam. If you’ve done this in the past, there’s no need to go back and delete old Pins.Business.Pinterest.com
In 2020, it’s going to be common practice to continually create several pins per article and share those across the platform and Tribes. Known as “fresh pins” these will help increase your reach on Pinterest, attract new users, and stay off Pinterest’s bad side.
The goal of all this new content is to inspire Pinners to engage with, save, and click on your Pins.
You can save time by batch scheduling those pins with Tailwind. Take advantage of their free trial and schedule 100 fresh pins right now!
How To Hide Multiple Pins In A Blog Post
I currently use Tasty Pins to manage and hide all the pins I create for a single blog post.
When I user uses the “pin it” button or schedules to Tailwind they have multiple pin options to choose from and the keyword-rich description and title are attached for them.
4. Video Pins Are Going to Gain Popularity in 2020
Video pins have been around for a while, however, they’ve really started pushing them as an option for pinners.
In fact, Pinterest ran a contest in 2019 for the best video pin. If they are running a contest to promote the feature you can bet they are looking for more video pins on the platform.
2020 is going to be the perfect time to have a video pin strategy since they aren’t as competitive yet. Pinterest is putting video pins at the top of searches meaning they will get seen more often. With few users creating video pins yours will get seen more often (for now).
Video Pin Best Practices
According to Pinterest’s creative best practices, video pins should:
- Be actionable (eg. teach someone something)
- Start strong with a clear hook in the first few seconds
- 6-15 seconds for promoted pins, otherwise any length works
- Be easily understood without audio (eg. text captions)
- Have a strong cover image to catch someone’s eye in their feed
- Follow Pinterest SEO with keyword-rich description and title
Awareness vs. Action
Personally, I’ve found video pins great for impressions (they increase your reach), however, I have not had much luck getting traffic from them.
5. Create A Seasonal Content Strategy
In 2020, take your strategy up a notch and plan your seasonal content ahead of time.
When it comes to holidays or seasonal events, people use Pinterest to plan long before they turn to other platforms. Remember to factor this timing into your Pinterest content strategy.
We recommend that you start saving seasonal content about 30-45 days in advance. Activity will keep picking up as you get closer to the big day.Business.Pinterest.com
Ideally, you should start sharing seasonal content 2 months before the holiday. This means in October you would have started sharing Christmas and Holiday content and in December content related to being your best self and Valentine’s Day.
If you sell products or services related to specific seasons create a content calendar specifically for Pinterest.
They make it easy to find out what’s trending each month with their Insights. Use these to help guide your content strategy.
Pro Tip: I like to go through old content on my website and create pins for them with seasonal images or colors that will attract seasonal browsers. If the content can be applied to a holiday or event, I might as well take advantage of the increase in traffic by creating fresh pins for it!
6. Hire Help – Get a Pinterest Manager To Hand Your Pinterest Marketing Strategy
Lastly, if you are truly ready to rock your Pinterest marketing in 2020, I recommend hiring someone to help with the task.
Pinterest marketing is it’s own thing, separate from social media, and takes TIME. Not only that, it takes specialized knowledge to know how to get the best results.
I understand not everybody has the time or knowledge to tackle this beast, which is why I offer my services as a Pinterest Manager.