My ongoing series on analytics and behavior for each social network continues with Pinterest (read about Instagram here, and scheduling here). Pinterest is my favorite social network of all. I’ve been an avid and obsessive pinner for about 2 years now and handled Pinterest for my start-ups. I’m especially proud of my personal Funky Home Style board.
Like Instagram, the 70 million users of Pinterest is dominated by women, but without the duck faces, and an emphasis on bride-to-be’s and new moms. Since its inception in 2010, Pinterest has evolved quite a bit and I appreciate the improvements! Like, recognizing that something has already been pinned so it avoids repining twice – how smart, Tumblr should do that too! Also, it just started offering native analytics for business and opening up its API to select brand name retailers. They just got some major funding so are hard pressed to focus on making money so occasionally they come up with silly ideas like Pinterest places.
I believe it’s the type of channel that requires consistent bursts of pinning daily or a few times a week and doesn’t require scheduling. Like all social media, Pinterest will require testing days, times and content to find that sweet spot that makes sense for your business and target market.
Here are a few tips on doing well on Pinterest:
- Quite by accident I thought it would be fun to start a hipster board for my menswear brand, as in all pins relate to a guy’s style in the hipster category. It started getting quite a lot of daily repins and a couple of followers a day (as long as I keep giving the people what they want). Why did this happen? Well, I attribute it to the fact that it’s a niche board. Lesson: Create niche boards that reflect your brand, but remember to pin to it consistently.
- I was recently invited to be a Wantering pin ambassador which meant that I could pin anything street style or fashion related on their board. It’s something I did frequently anyway, but now there was purpose behind it. This activity landed me on their blog twice. Lesson: create a board related to your brand and invite people who have a similar style to pin on it, then celebrate their awesome pinning. Ultimately they will share all of their awesomeness to their networks.
- Pin all of your blog posts, in fact everything you want to promote should be pinned with appropriate description and hash tags. To take it a step further, you may want to make an image on your (for example) blog post specific to Pinterest that shows text in the picture related to pinning. An example of text is: DIY: No Heat Curls – pin now, read later. Text in image allows for some context around the link, as sometimes people are too lazy to click but are interested in the content for later. You can regularly check what pins from your website get pinned through this URL: http://www.pinterest.com/source/yourwebsite.com
As far as analytics are concerned, I’m not super impressed with what is currently available. In order to view the native analytics, you first have to convert your Pinterest account to a business account and then add in code to your website. There is a section in analytics that allows you to see which pin is repined the most, and what gets clicked the most, which are both useful. However, this only goes back 14 days.
Site metrics consists of a bunch of graphs based on what days got the most pins, but there is no context as to what got pinned. So, I have no idea why on December 5th I got 15 repins and it gives me no insight to how to optimize my strategy. So, you can’t rely solely on analytics on Pinterest. You will have to do some manual work like checking notifications to see what board is most popular, as people can follow individual boards vs. following all your boards. Site metrics may be helpful to see what day(s) gets the most pins.
Keeping an eye on analytics as well as your notifications will help you figure out when and what is getting pinned the most along with what boards are most popular. Try different Pinterest specific images with various texts to test out what is getting pinned, along with creating niche boards and group boards to increase overall engagement.
What strategies have worked for you on Pinterest?