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As we know, Pinterest is a growing platform, which means that they are constantly testing out and implementing new strategies. And yep - it's time for another one!
So this means that what's worked for us in the past to get traffic, subscribers and sales through Pinterest now isn't the case. If you want to get ahead of the curve, these are the new steps to take to maximise your effectiveness on Pinterest!
In this post I'll be discussing the 4 main ways to amend your Pinterest strategy going forward. These tips have come directly from Pinterest as the best practices - and if you'd like to delve into them further you can watch Tailwind's fantastic webinar with Sarah Hoople Shere - Pinterest's Head of Product Marketing.
Ok so here we go!
Tip #1: Your Followers Actually Do Matter on Pinterest
It's been widely recommended that followers on Pinterest didn't really matter a huge deal before this update. Whilst they're not the most important aspect you should be focused on (we'll get to what is in a moment) they now should be a consideration.
The reason for this change is this - whenever you create new content (and Pinterest LOVES new content) it gets shown to your followers FIRST! If your followers engage with it then it gets rolled out in the smart feed and gets shown to non followers.
This re-iterates how important it is to have relevant followers who are interested in YOUR content. I've mentioned this before - but you need to keep your boards as relevant to your brand as possible. Don't try and bulk up your followers and viewers with random boards.
For example - if you're a social media manager, keep your boards on business, branding, entrepreneurship and social media topics. Don't throw in recipe, fashion or home decor boards, for example. Whilst your ideal audience may be interested in these topics, it can be confusing about what content they can expect from you personally.
Rule of thumb - It's better to have a small number of followers who ENGAGE with YOUR content than a large number of followers who are following you for your other irrelevant boards on your profile (i.e: not your content).
Tip #2: Your First 5 Pins of the Day are Crucial
This is the biggest NEW update that is THE change maker.
Remember tip number one - your newest content gets shown to your followers first so they can engage and get it into the smart feed? Well yep - the first 5 pins of the day get PRIORITY. Here are a few pointers to make sure you're making the most of it!
1. A new day starts at Midnight UTC time. For me, I'm currently on GMT and that's 1am. If you're on PST, for example, that's 5pm the day before! This is important because when you're setting up your schedule you need to make sure that those 5 pins after midnight UTC are your BEST content!
2. Make sure those 5 pins are your OWN content - coming from your own website! You want to make sure that your followers engage with your content as a priority and this is the best way to get their eyeballs on it.
Tip #3: You Don't Need to Manually Pin (Hallalujah!)
To be seen as an active pinner by Pinterest you can set up all of your pins (yours and others') in a scheduler and don't need to go into Pinterest directly. I use Tailwind because it's terrific.
You can sign up to Tailwind here: https://bit.ly/2rb47gW*
*This is an affiliate link so I'll get a small commission if you sign up, however it's a tool I highly recommend!
This streamlines SO much. You can literally spend an hour a week scheduling your content out and leave it. This is the best way to make sure that you're making the most of your time! #tresimportant!
Extra juicy tip: Pinterest like to recommend your content (boards & accounts) in the smart feed to your non followers and for you to be eligible they require 3 things:
1. Be an active pinner (yes - scheduling your content out using Tailwind DOES make you an active pinner)
2. Have a business account
3. Claim your website
Tip #4: Editorialise your Descriptions
So this means that you should ensure that your descriptions (pins, boards and account bio) make editorial sense. Not just a load of keywords and hashtags!
Give your description that extra ooomph that not only makes sense, but urges the reader to click through! To do this Pinterest recommend lacing meaningful descriptions with topics and phrases that your audience will be searching for to find your content.
For example I have a video where I discuss the truth about Pinterest marketing, the fact that it takes patience and consistency to get results. For my description (below) I've made sure I weave specific keywords that I know people are searching for (as well as broader topics) into the description.
I have also made the decription clickable by urging the viewer to click through to find out what this "cold, hard truth" is! I've also included a few relevant hashtags.
The cold, hard truth about Pinterest marketing! In this video I let you in on the #1 factor that will determine your success when using Pinterest for business! #pinterestmarketing #pinterestmarketingtips #pintereststrategy #marketingstrategy #socialmediatips
Extra juicy tip: Research in Pinterest as to what keywords and phrases are top searches for your content! You can also use it for content creation purposes!
And that's a wrap! I hope it was super helpful!
Do let me know in the comments if you'll be amending your Pinterest strategy and which tip you're excited to start implementing!