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Audience optimization

Understand the statistics around Pinterest

As a primer, here are some statistics revolving around Pinterest:

Women account for approximately 70% of Pinterest users. Among them, 83% of 25-54-year-old women are reached through it. This population is higher than that served by Twitter, Instagram, and Snapchat.

The millennial generation engages heavily with Pinterest. The ratio of millennials who visit Pinterest monthly against those who don’t is 1:1.

The residents of the United States represent close to half of Pinterest users, and thanks to its frequent suburban users, Pinterest ranks as the most used social channel in the suburban region.

Find your audience

Pinterest offers its users and businesses a way to find an audience through the ad management feature under Pinterest for business. Pinterest will bring your content to the audience that searches keywords related to your business and those with characteristics similar to those who will value your products.

You will likely find a void that is yet to be fully satisfied and gain insights into what market is oversaturated.

Some pinners view, like, and share pins from your brand throughout content posting.

Such activity is known as engagement, and targeting such an audience is referred to as engagement targeting.

Engagement targeting allows you to retarget an already interested audience with a call-to-action to follow you, which is a golden way to retain them and constantly get value from you. That’s what you are offering, right?

If you have an existing audience on another platform, why not import it?

It is possible to bring in your newsletter subscribers, website visitors, and CRM audience to join the newly- found community on Pinterest.

Give your competitors and their followers a follow.

If you start by following your competitors, you are in luck. Studying their content will give you some additional nuances into what you should do to grow your Pinterest account.

By following their audience, they’ll get a notification that will trigger their curiosity about who is following them. Since you, your competition, and your audience share similar interests, they will likely follow you back.

To find your competitors, search the keywords they are likely to use. Afterward, go to their profiles and follow them.

Proceed to the widget labeled “followers” and follow their followers. Most will gladly follow you back.

Among the highly performing pins of a day, seek Pinterest users who leave a comment behind. Follow them to capture their attention to follow you back.

Engagement (like commenting) pushes your content to a broader audience since Pinterest’s algorithm ranks its relevance higher than the content without engagement.

Always tend to comments

A statement, a question, a compliment, a complaint.

Never leave them unattended. We are social creatures. We want to be heard. People go to places where they are heard. Your competitors might give your audience the feeling they crave in your comment section. The last thing you want is competitors subtly (or outright) advertising on your page that they care (read “they are better”) more than you.

That isn’t good for business.

For even greater engagement, make it a habit to subtly get your commenters to comment more. This engagement will do four things:

  • Push your account rating higher from Pinterest’s algorithm perspective
  • Place your pins among the suggestions
  • Display to your audience that you do care and increase their engagement likelihood
  • Give you more insight into what kind of content your audience likes.

Let’s take a step back for a minute.

What do you think of doing when you are involved in an exciting interaction that may interest your friends? I’ll spare you some mental energy. This is what mostly happens:

  1. Recommending the forum (in this case, your Pinterest account)
  2. Tagging your buddies

The comment section is an opportunity for this kind of growth. Keep it alive and lively.

Leave comments on pins posted by your followers.

Not all comments cut it.

Comments have to be valuable to give your followers and your followers’ followers a feeling of missing out if they do not follow you. If you have nothing to contribute, take your time to figure out what valuable thing you can put in the comments, then come back and do your due diligence.

It is better to comment as an interested audience rather than a business-driven person. We all want to buy. But no one wants to be persuaded to buy.

Funny, right?

Appreciate People Who Share and Pin Your Content

The little things we do are the memories people have of us. Small things build friendships and relationships. So why become so engrossed with work or become so obsessed with getting a big break that you miss the little changes you have along the way?

Barri Sambaris

It takes a short time to comment your appreciation to people who pin or share your posts. If you’ve received a comment from someone who has constantly provided value and who you assume has a busy schedule, you remember how that person made your day.

Moreover, you are still a fan. It’s impossible to unfollow/unsubscribe from their account. This is the same loyalty you want to inspire in your audience. “I appreciate your contribution to this platform” is enough of a statement.

You can go the extra mile to share their content (those that don’t compromise your brand) as a show of appreciation. If they have no such content, you can make a piece ( as you usually do) and then tag them.

Account optimization

Use the oldest Pinterest account you have

Pinterest has a bias towards accounts and their ages, maybe rightfully so. There is a direct linear correlation between the age of an account and its credibility. Putting that in mind, you might want to grow the Pinterest account you currently have instead of creating a new one.

Your old account will increase your chances of your pins appearing in users’ feeds.

Might you want to use your Pinterest account for business purposes, there’s a feature that gives you that option.

With a new Pinterest account, you’ll have to put more effort into having your content in front of a bigger audience.

Create a captivating profile

First impressions matter — especially in places where optics are the primary standards by which an audience decides whether or not your content is worth seeing.

Therefore, optimizing your profile is a good investment of your effort and time. There are a few things to take a look at when doing so:

A Pinterest profile picture

The photo should be professional. Do not let it shift too much from your personality. 

If the profile photo is too different from your personality, the audience will notice some incongruity. Incongruity bleeds distrust. We don’t want that, or do we?

A Pinterest profile name

Try to be seen— but don’t try too hard.

Pinterest sees you first. Then, you’ll have to convince Pinterest to put you ahead of an interested audience.

To get Pinterest to know who you are, you’ll have to put some keywords in your profile name. Using the standard marketing tools for finding the right keywords suffices.

One keyword is enough, and three is pushing it to the limit. You will, however, have to keep in mind that the profile name is not for the Pinterest algorithm alone— people will read it too.

Therefore, have an interesting name that makes sense.

This name doesn’t make sense: bicep workout and glutes nutrition. (It’s interesting, though)

Create and label Pinterest boards

In simple terms, a board is like a closet; it is meant for the organization.

It is rare to find a profile on Pinterest that, even though specialized, posts one type of content. Let’s take a fitness trainer as an example. All the posts in the account are definitely about fitness.

However, fitness has many aspects. There’s lifting for power, aesthetics, endurance training, diet, workout routines, etc.

As an account manager, it is your work to ensure that people who follow you can find the content they need as fast as possible without looking for it from your competitors. That’s where your boards come in.

It would help if you had enough boards to put your pins categorically. Orderly traits are associated with credibility. I know you are a credible person. Or at least you know I am.

Boards might not be enough. It’s a good thing Pinterest introduced sections. A Pinterest section is a board branch that makes your boards easy to navigate.

How to name a board/section on Pinterest

The Pinterest boards/sections (the ones you have and, if you don’t, create) should be named to describe the contents therein.

Keywords and hashtags will help find them. Let people know in the description that to join the board, they must follow it and you.

Become a member of relevant group boards

The highest-ranking Pinterest boards rank high for a reason. Joining them will show you why exactly they rank high.

Some boards require little effort to join. Others demand that you contact the owner. You might find information in the group board description that explains how to join. If not, look for the first individual on the list of the board’s followers; the individual is the administrator. Contact the admin by email and express your interest in joining the board to become a contributor.

Google, too, can help you find the boards that will grasp your interest.

In group boards, the large audience to group boards will associate your pins with those of trusted contributors ( I hope you’ll post quality pins. If you don’t know how don’t worry. I’ll show you.)

Pins in group boards have high visibility. You’ll gain more followers by combining high visibility and an association with esteemed contributors.

Some group boards have specific guidelines for adherence. The cost of adhering to them is minimal compared to the consequences of failing to.

It is not uncommon for admins to invite great contributors from other related boards to join them. If one reaches out, congratulations. You’ve mastered your niche.

Successfully posting a pin on Pinterest.

Repin content from similar accounts to yours

Creating content is valuable. So is sharing content from users who share a common interest with you. However, it would help if you tried to avoid pinning content from your competition; it’s obvious what that will do.

Repinning content might minimize the creative work you’ll have to put in while trying to meet your content posting frequency.

One of the ways to find content to repin is to visit the popular feed on Pinterest. Even if you do not find repinnable content, you can take the opportunity to see what makes a post popular, follow an account that stands out to you and post an engaging comment.

After all, every catastrophe is an opportunity, right? (Yes, I got that from Peaky Blinders)

Create novel content with astonishing visuals

People who have maneuvered Pinterest successfully realized how to make their pins perform best; by standing out. While that might seem general, we can break it down further.

Common is boring. Therefore, stretch your creativity—something novel. But while on it, do not compromise the quality of your visuals.

If you want to know what I mean, look at the pins you’ve saved (I’m banking on the fact that you use Pinterest). They’re all novel with pleasing visuals.

Your pins should emit an inspiring aura. “I’m inspired to remake my home/ work out/ buy this product/ work with this person.” Your attractive and novel pins will do the marketing for you.

It took some time for the successful pinners to be successful, and it took me time to write this article for you. Similarly, it will take your time to create such visuals.

But once it’s there, it’s there. Don’t lose heart. You got this. And if you can do this, what’s the purpose of using cliche images and stock photos that are only a waste of your time, credibility,, and ultimately, the potential reputation of your business?

None, right? Then don’t use them.

Now that you have that in place, here are some of the pointers you should keep in mind while creating images:

  1. Create high-resolution images (size of media file quantified in pixels) of excellent quality (think details of the image in terms of lighting, shadows, etc.)
  2. Unlike regular photos, ensure your photos are vertically disposed. The reason? Most (85%) Pinterest users scroll through by phone. Vertical images will display complete information without being cut out.
  3. Restrict the image size to 600 px X 900 px to guarantee Pinterest will not crop it out.
  4. If (2) and (3) are much work, use Canva. You’ll get the templates for free.
  5. The images you create should not be inconsiderably busy. The extra elements will only distract your viewer from what you want them to see.
  6. Avoid using human faces since pins without faces tend to have 23% more repins.
  7. As contrary as it is, using additional white spaces in images accounts for their elegance and professionalism, giving a feeling of tranquility.
  8. Use 1 to 3 blendable fonts.
  9. Choose lifestyle images over product shots— they feel natural and are more enticing.
  10. When the opportunity presents itself, showcase multiple products in one post. Human taste varies. You can attract more clients by appealing to more than one group simultaneously. However, having more than four products seems desperate.
  11. If you have blogs, create several pins to increase their exposure.
  12. Sometimes videos stick out over photos. Create them to have the edge over an ocean of pins.
  13. Never forget to brand your pins and videos with your logo. Include also a link to your website.
  14. Include a call to action to trigger your viewers to do what you made them wish to.

It will help Pinterest put your pins in front of the right audience if you place the images on the relevant board.

Detail your pin descriptions, and add keywords and hashtags.

An image might be worth a thousand words but increasing its worth is no crime— in this case, increasing its exposure to a larger audience. It’s possible to do so by coming up with a stimulating caption. This caption will be your voice, your personality.  A business personality can draw people to your profile for a more wholesome view of an enterprise.

That done, there are two more elements to deal with; keywords and hashtags. Like every platform with a search bar, Pinterest operates by linking the searched term with the keywords in its database. Therefore, keywords increase your exposure.

Here’s how you can get the appropriate keywords and hashtags:

  • Type in keywords on Pinterest’s search panel. If the suggestions you are getting are related to the pin you’d like to upload, note that keyword down.
  • Under the search panel, some keywords display. Note them down too.
  • When typing down a hashtag, analyze the suggestions offered to you and the statistics behind them.
  • Look for similar pins to yours. Click on the pin and look at the keywords and hashtags that your competitor has used. They are likely to be among the best ones.
  • Though only on mobile, look for hashtags trending in the category you intend to pin in.
  • Outsource tools for finding keywords and hashtags applicable to your pin.

Turning a keyword into a long-tail keyword helps the audience look for specifics to find them.  For example, a general keyword could be abs workout. You can make this into a long-tail keyword by including specific details about your image’s type of abs workout; say, “home abs workout.”

Utilize story Pins

Story Pins are little known; as a result, you can use them to your advantage.

Business accounts have access to story pins. Upon signing up for one, it takes 3-5 business days to be approved— at least on paper. Usually, it takes around 24 hours, and you’ll be ready to give it a go. If you fail to get access, it might be because:

  1. Your account has not as active as Pinterest wants it to be to give it the privilege.
  2. You do not have a sufficient size of an engaged audience.

Before asking for access to stories, you might want to update your Pinterest app since this feature is only in the latest version.

When posting on stories, follow the pointers used in posting standard pins.

Enliven dying pins

I’m all for creativity. I also appreciate content that beats age and seems new and intriguing to everyone I show. The good thing about that? I’m not alone. If there’s always an audience that appreciates content created some time ago, you should show it to your audience once in a while. The “once in a while” is relative, depending on your social media platform.

Unlike Facebook, whose content’s shelf life is 80 minutes, Pinterest’s posts have a week’s longevity. Still short, right? Yeah, I agree.

Pinterest plays a patience game. Suppose you can consistently repin the images into your board and group boards and make pins around the popular pin (these pins will automatically bring your popular pin under “more like this”). In that case, you’ll see progress in some months or years.

This business school concept is known as an investment— sacrificing the present for a promising future. I’d strongly advise against the otherwise.

Eradicate poor-performing pins

Put on torn trousers and a nice suit. Tell me what that day’s focus will be. Similarly, Pinterest will punish you for having underperforming pins.

Here are some guidelines as to what to get rid of:

  • Pins that contradict your brand.
  • Poorly performing pins
  • A copy of a pin that is underperforming

Preferably, delete pins when you are mad with yourself. At least then, you will not spare some poor pins out of self-compassion. As Rogena Mitchell-Jones tells me, write without fear, edit without mercy.

Create infographics

Putting information in a visually attractive manner increases the chances of an audience reading it. Infographics help achieve this.

If there is a chance that your blog readership is not where you’d like it to be, you can put an infographic that sparks curiosity in your readers. Maybe your bounce rate will lower.

As in blogs, infographics also have an advantage on Pinterest. Pinterest has more images than written text. When pinners come across an infographic, they’ll pause and read its contents before scrolling.

Occasion, Time, Frequency, and Season Optimization

Engage and be active on Pinterest Frequently

There are two ways to ensure you have posted on your Pinterest regularly.

1. Scheduling pins.

2. Pinning manually.

The former will require using a content scheduler to introduce the content on Pinterest on your behalf. I’m sure you’ll find the one for you. (Tailwind is not bad). The latter lets you see what kind of content is trending on that day and inform you what to post.

The right proportion of systemization and in-person engagement with Pinterest improves your chances of getting more followers.

It goes without saying that as you visit the “Explore” tab to post your content on the “Trending” section, you will find exciting pins and boards. Ensure you repin and follow them respectively.

With the consistency of posting almost daily, you’ll inspire the Pinterest algorithm to put your pins on the audience’s home page. Being on the home page is synonymous with being on a newspaper’s cover page.

Time

You’d like to get the appropriate time to pin. Here’s what the statistics say: Pinning just before 11 p.m. will give exposure to a greater audience since 11 p.m. is the time most people are active on Pinterest.

Of course, if your audience is in another country, you’ll have to adjust your scheduling time to fit their 11 p.m. Speaking of time, why don’t we maximize on festive time?

Festive seasons

In the festive seasons, Pinterest crowds with users. Therefore, create content for the special days as you make your daily content.

That way, you will relieve yourself from trying to meet the insatiable demand for content during festive seasons.

If you find a store with everything you wanted, are you likely to go to another? Let me help you with that answer. No. You can’t go to another store. Make your feed be precisely that.

Growth optimization

Make good of the Pinterest follow button, icon, and widgets.

While some people might know your Pinterest account exists, looking for it manually appears to be inconvenient for them. Ensure you use the Pinterest follow button or the Pinterest icon to curb this. You can embed them to your website, Youtube, socials, emails, and e-commerce platforms.

In addition, you should include the Pinterest widgets to give your audience a sneak peek into the kind of content they’ll miss out on if they do not take the few seconds to follow your account.

Pinterest widgets show the profile, and owners can set it to show the specific board you’d like your audience to engage.  If the option of adding any of the above is not unavailable, you can copy the link to your Pinterest profile and paste it into any of the relevant places.

The above is a half-baked strategy if you do not include a call to action. If you come to think of it, how many of your followers have seen the Pinterest icon elsewhere? A few words might convince them to do as they want but are not so eager to.

Something in the line of “if you like what you see, you’ve not seen enough yet. Find me on Pinterest by clicking on that P icon” will do.

Integrate the Pinterest Save button into your website

If you share images to your website and other platforms (as you should), you can give your visitors an option to save any image they see into their Pinterest library.

Images saved on Pinterest appear more exciting and are featured among the first when an audience searches for a related photo.

Post Pins to your socials

Before you implement this step, it is advisable to analyze the performance of your pins. If you post pins almost daily (as you should), pick a pin with the best performance; people like it for a reason.

Repost that pin in your socials to inspire people to get more value from your Pinterest account since it is valuable, as shown by the numbers.

Like Pinterest, social platforms have their peak periods too. You can use scheduling software to post the select pins at the time of your choosing as you go on with your day.

Authenticate your website/domain

Verifying your website with Pinterest is necessary to gain maximum benefits from your posts on your website. This authentication effort allows your audience to obtain suggestions from Pinterest to follow you after they save some of your pins.

Additionally, verifying your website offers you an analytic advantage since you can view how your posts on your website are influencing your Pinterest’s statistics. These statistics help identify how well you can optimize your website for higher traction.

Through authentication, your profile picture from Pinterest will feature in your website posts. Upon visiting your website, this profile photo assures your Pinterest audience that they have indeed landed on the right side of the internet.

Use Pinterest Images to break walls of text on your website.

Reading a blog/ article with images is more interesting— maybe even more informative. Better off, having images is best for an owner of both a website and a Pinterest account to bring traffic to and from both sites.

When you decide to insert images to your blog, you can choose to link those on your Pinterest account to break the monotony of texts.

The traffic from your website is most likely to convert to the traffic on your Pinterest account. Do not forget to detail your pins through descriptions, keywords, and hashtags.

The rule of thumb is to start by inserting images in the past blogs/articles with the most significant traffic and work your way from there.

Utilize Pincodes for access through tangible objects

Ever seen a QR code? Make it look classier but retain the functionality. That’s what Pinterest made and referred to as pin codes.

The beauty about it is that it looks professional, and you can barely notice it since it seems like part of the art or surface you’ve attached.

Just like you scan QR codes, if you capture a Pincode, it will lead you to the intended site the owner assigned it to— a pin, board, or a profile.

Get your pins promoted

It’s noteworthy that the promotion of pins is only accessible to people with a Pinterest business account.

Pins promotion is a premium service offered by Pinterest where the selected pins are placed in front of a large target audience to give you worth for your money.

Promotion allows you to get a more extensive following, and if you followed the tips on this post, your following would be much greater than that of a person who skipped steps or did not consider this point.

Additionally, if a user repins your promoted pin, any other person who sees the pin from their board will not see the “promoted by” tag.

Pinterest considers the audience viewing your pin from a person who has repinned your content as organic traffic. You will not incur any advertisement cost from that chain of content viewership.

Spearhead a contest on Pinterest

Pinterest allows account owners to host contests and guide people on what to do so they can join the competition. As long as your policies do not contradict Pinterest’s propositions, you are good to go.

Here is one guideline that will help you get followers: Give interested participants the instructions to follow you as a requirement to join the contest.

While setting up the challenge, remember to create pin codes, hashtags, or every other awareness generation strategy to inform as many people as possible— and for your followers to invite others to join in.

Conduct an A/B test on your Pins, rinse and repeat

Often than not, we succeed through iterations; the first few repetitions are failures. That’s okay.

At least on Pinterest.

There is an option to continually test out new (they are unique to you) things and grow your following in the process.

How do we make sure our followers’ interest is doing the marketing for us? We make good content. How do you know if your content is good? You don’t. You can only test it out.

Here are some steps to get closer to a perfect pin:

  • Per every Pin idea you have, create three pins around the same which have the same concept but different execution.
  • Attach a hashtag to it and keywords.
  • Post them and wait for approximately a week
  • Through Pinterest analytics, observe their performance.
  • Tweak the Pins appropriately. 

If one Pin is performing second to the other, try giving it the hashtag of the first and vice versa till you get the perfect combination. The problem might be the Pin itself or the hashtag. The only way to know is to try.