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6-Step Content Strategy for Pinterest

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Key Takeaways

  • Follow Pinterest Best Practices: Following Pinterest’s guidelines for creating Pins, boards, and ads is essential for producing high-quality content.
  • Create Clickworthy Pins and Boards: To attract clicks on Pinterest, make Pins that are visually appealing and include clear branding, a compelling message, and a call-to-action (CTA).
  • Create a Pin Template: Create a Pin template to maximize productivity and publishing frequency and save time.
  • Implement a Strong Pin Strategy: Create visually engaging, shareable content, encourage user saves, provide context through text, publish regularly, and use the recommended image aspect ratio.
  • Maximize Engagement: Focus on saves and outbound clicks, the key traffic drivers.
  • Stay Informed with Pinterest Trends: Explore Pinterest Trends to identify popular and emerging topics, similar to using Google Ads and Google Trends.

Follow Pinterest Best Practices

Pinterest has specified the best practices for creating Pins, boards, and ads on their website. By following Pinterest’s best practices, you ensure you create the best possible Pins, videos, boards, and ads for their site.

Create Clickworthy Pins And Boards

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You can create a Pin from the top left corner of your Pinterest page.

To get clicks on Pinterest, your Pins must look professional and have clear branding, a clear message, and a call-to-action (CTA).

To enable rich Pins, you need to add Open Graph or Schema.org markups between the <head> </head> section of your HTML code (if you own a website) for each page you want to enable rich Pins.

Best way to create organic Pins:

  • Create visually inspiring and clickworthy content.
  • Encourage users to save your content and Pins.
  • Give context to your ideas with an intriguing text.
  • Publish frequently, at least weekly.
  • Use 2:3 aspect ratio images (1000px x 1500px) – Pin specifications
    • Most of Pinterest’s audience is on their mobile device, so use a vertical aspect ratio.

Specifications for Image Pins:

  • File type: JPEG, PNG, BMP, TIFF, WEBP
  • File size: 20MB (maximum)
  • Title character count: 100 characters max
  • Textbox character count: 250 characters max
  • Description: 500 characters max

Specifications for Video Pins:

  • File type: MP4, M4V, MOV
  • Video encoding: H.264, H.265
  • Video length: 4 seconds min, 5 minutes max
  • Aspect ratio: Best aspect ratio: 9:16, 1080×1920, or 2160×3840
  • Title character count: 100 characters max
  • Textbox character count: 250 characters max
  • Description: 500 characters max

The more your ideas are saved, or your account is followed, the more you will appear across Pinterest.” – Pinterest

How Pins and content get discovered on Pinterest:

  • Home feed: People browse their home feed for new ideas.
  • Search: People use the Pinterest search bar to find new ideas. Keyword and visual searches.
  • Related Pins: When people look closer at Pins they like, Pinterest displays similar Pins nearby.
  • Shopping: Shopping features and product Pins help people to discover new products.

Best strategy for publishing pins:

  • Schedule your Pins: Schedule Pins using a Pinterest scheduling tool.
  • Create regularly: Create new Pins at least once a week.
  • Add a URL: Add a URL to your Pins so you get traffic to your store, site, social media profile, etc.
  • Organise Pins into Boards: Write clear and descriptive titles and descriptions on your boards to help users search more of your Pins.

Create Pinterest Boards

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Example of a Pinterest account that has branded its Pinterest boards. Image credits.

Pinterest Boards serve as a way to save, collect, and structure your Pins. You have the flexibility to craft new boards directly from your profile or while creating a new Pin. These boards are invaluable for arranging your business’ Pins for effortless navigation for visitors exploring your profile or ideas.

Don’t save all of your Pins to all boards. Instead, save relevant Pins to relevant boards.

Create a Pin Template

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Canva offers ready-made Pinterest Pin templates that you can copy and further design to your liking.

Create a Pin template to maximize efficiency, productivity, and publishing frequency. Pin template allows you to save time and create Pins easily and daily. It’s worth creating multiple templates so that your Pinterest account eventually looks diversified image-wise.

Create 5-10 Pin templates you use interchangeably for your content. You can create templates with, for example, Canva (image and video template), Photoshop (image template), and Premier Pro (video template).

You can also buy Pinterest templates from Etsy or use a free Canva account to gather ideas for your templates. Canva (Pro account) also enables you to schedule your Pin directly.

Maximize Clicks to Your Content

To maximize clicks to your content, Pins, and boards, you need to create visually appealing and click-worthy Pins and titles.

Pinterest considers various factors when distributing Pins to its users. As individuals search for, save, and engage with your Pin, Pinterest leverages this engagement data to promote the most relevant content to share with its users. The engagement level reflects what Pinterest’s user base desires to see, and this can evolve over time.

There’s no fixed timeframe for Pin engagement, so a Pin can get interactions hours, days, months, or even years after its initial publication (the very reason you don’t have to publish at some certain time of the day).

The engagement of your Pins can be influenced by factors such as language, geographical location, seasons, special occasions, formats, and trending topics. You might see an entirely new Pin achieving instant success, or you may notice that older, previously posted Pins experience a sudden surge in engagement.

Check out: Pinterest Traffic Avalanche

Pin design

Whether you are creating videos, images, or ads for Pinterest, the visual design has to be interesting. Pinterest is a visual search engine aimed at people who like to do visual searches. The visual part of the Pin is the first thing Pinterest users interact with.

If the visual side of the Pin is interesting enough, they will click the Pin, save it, or share it online.

Make sure you add your company’s logo to every Pin you publish. This is also what Pinterest suggests.

Title, description, and CTA

When a user clicks a Pin, they will see more details about the Pin, such as the title, description, text box, URL, creator of the Pin, etc.

Make the title, description, and textbox as intriguing as possible. The goal is to make the user click on your content, product, or link.

Ways to increase clicks to your Pins:

  • Write key takeaways of your content, products, etc., in the description, followed by a CTA (call-to-action) for further information.
  • Add a number to your Pin, for example, 5, and only describe four key things about your Pin in the description, leaving the fifth key thing to your content.

Create a Content Calendar

Pinterest suggests consistent pinning, at least weekly. While they haven’t mentioned how many Pins you should schedule weekly, publishing as many Pins as possible per week is best.

Creating a content calendar is useful when you want to plan your Pins ahead of time. Tailwind is one of the most used Pinterest scheduling tools, and they are also an official partner of Pinterest.

You can also use Pinterest’s own scheduling tool.

The best time to publish new Pins to Pinterest is at any given time. The goal is not to publish at any certain time but to make sure the Pin is discovered regardless of when it was first published.

Remember, you are publishing your Pins. There’s no need to Save other users’ content, as your focus should be on expanding your reach, content, and Pins to Pinterest users. If you publish other users’ content, you can’t track and analyze the performance of your Pins.

Track Your Progress

You can track your progress from the Pinterest Business Hub (after you’ve created a Pinterest business account). From the business hub, you can track the overall performance and analytics of your Pinterest profile and see your top-performing Pins.

To track your progress, you should only publish your own Pins, as then the analytics will only show the Pins you’ve published, which helps you analyze your next steps. If you repin and save other users’ content, it will only fill your analytics with Pins that don’t drive traffic to your business.

Metrics to track on Pinterest:

  • Overall performance
  • Impressions
  • Engagement
  • Outbound clicks
  • Saves
  • Total audience
  • Engaged audience
  • Top Pins
  • Top boards

Focus with your Pins to get saves and outbound clicks, as those two are the key actions that drive growth to your business. Saves will help your content spread on Pinterest, and outbound clicks will take users to your actual content.

Follow Pinterest Trends

On Pinterest Trends, you can discover and explore trends in different geographical areas (select this from the top right corner). On Pinterest, you can discover current top trends (trends with high search volume within the last 30 days) and growing trends (high growth in search volume within the last 90 days).

Pinterest trends data is similar to what you can find on Google Ads and Google Trends, except it’s more helpful.

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Okuha

Digital Artist

I’m a digital artist who is passionate about anime and manga art. My true artist journey pretty much started with CTRL+Z. When I experienced that and the limitless color choices and the number of tools I could use with art software, I was sold. Drawing digital anime art is the thing that makes me happy among eating cheeseburgers in between veggie meals.

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