How to multiply your content and your engagement using Pinterest.
TIME: 4 MINUTE READ
DATE: SEPTEMBER 8TH 2023
SUBJECT: SOCIAL MEDIA
Let’s talk more about Pinterest. Specifically, let’s talk about the magic of turning one single piece of content into many many many different pins for your account. This is the secret sauce if you’re trying to “win” at Pinterest when it comes to your business and products.
We already know that Pinterest is more of a search engine than a social media platform, but recognizing how the free auto ads work— for little to no effort on your business’ part might we add — is what’s important here.
Alright, so once your business gets cozy on Pinterest, suddenly, your Pins start doing their own thing – like they're on autopilot. And guess what? Pinners out there are your biggest cheerleaders, spreading the word about your stuff by re-pinning. It's like free advertising that happens all by itself.
Understanding how content lives and multiplies on Pinterest helps your business’ opportunity to reach people. The content here has a longer shelf life than any other platform. 80% of pins are re-pins! Pins from three years ago can still drive traffic to your blog — that could never happen somewhere like Instagram or Facebook.
But you can’t just pin the same graphic over and over again. Gone are the days of re-pinning one graphic onto multiple boards and then re-pinning that same graphic 3 months later for more traffic. Pinterest has changed the way they prioritize content on the platform, and now, you need to get a little more creative in order to make your content last.
Pinterest wants to see unique content targeted towards different audiences. And do that you will! Instead of focusing on just one single graphic, you’ll create multiple, all leading back to the same URL.
FOR EXAMPLE —
We write a blog post (just one)
Then, we create 10 unique graphics all relating to that blog post
We pin those graphics on 10 unique boards on our Pinterest account
Pinterest counts those 10 graphics all separately and rewards our account for “so much fresh content” by distributing it to more viewers on the platform
Our engagement goes bananas
Our website views skyrocket and more people get to read our blog and learn things!!
So, if you’re not already, you should be creating multiple unique pins for each piece of content you’re putting on Pinterest. we, for example, post 15-20 different pins to showcase the brand identities that we create for clients — and each pin representing the brand points back to the same URL on our website showing the full project. but there are 20 different ways for a user to get there. which is great!
Let’s keep it simple, though. here’s our strategy for pinning blogs and each graphic that we will create —
Graphic one — color combo one — title of blog post + call to action + logo
Graphic two — color combo two —title of blog post (wording switched up) + call to action + logo
Graphic three — image of us + title of blog shortened + call to action
Graphic four — different image of us + title of blog shortened + call to action
Graphic five — stock image + title of blog shortened + call to action
Graphic six — different stock image + title of blog shortened + call to action
Graphic seven — quote from blog post + logo
Graphic eight — another quote from blog post + logo
Graphic nine — another quote from blog post + logo
Graphic ten — another quote from blog post + logo
^^feel free to use this same exact strategy as your template for creating your own pin graphics for your blog. it’s all yours!!
What’s next?! Pinning!
A lot of people have experience using Pinterest for their own inspiration boards—think dream weddings, houses with 36 bedrooms, and meal prep ideas that will stay just that: ideas. Try pivoting your mind from using Pinterest personally, and using it strategically with your target market in mind (pssst… we’ve mapped out understanding your business’ Pinterest analytics and honing in on your niche already). Focus on that audience and understand its importance.
Spread the love across all applicable boards on your account, and don’t forget about the shared boards that you’re contributing to. imagine how much content you’ll have, immediately, if you just run through the blog posts that you have already created?!
When we took on this strategy earlier this year we had so much content. it was honestly so overwhelming. but when you load it into a platform like tailwind you’ll be able to breathe easy knowing that your next 3 months' worth of pins are completely taken care of.
We saw massive engagement numbers *immediately*. it was wild! the combination of quality content, great captions, and consistent posting is what makes for good engagement. and if you follow the strategy above for your blogs, you’ll be well on your way!!
Once you have all this great engagement and have looked into your audiences, give your audience what they want to see. Engage with them on the platform by asking them to comment on your pins. Invite them off the app where they can subscribe to an email newsletter. Whatever you do, make sure there is some personality behind your brand. Think of Pinterest as an online magazine for your business.
Jenna Kutcher does a fantastic job of explaining this process in her Pinterest Lab workbook:
1. Focus on relationship building
2. Show up as the face of your brand
3. Relate and connect with your customers
4. Tell your story
5. People want to connect with you and not just your services
When you are working on developing an audience on a different platform remember to stay patient. Success does not happen overnight and there is no secret formula for it either. Stay consistent and keep your audience in mind when making any decision. This is about real results driven by real thinking. Forget about the vanity metrics and focus on the work.
Good luck!
If you’re just starting out with Pinterest, be sure to read our blog here about starting your own business account. also, feel free to reach out to us for a consultation if you’re feeling overwhelmed!!