I’ve changed, you’ve changed, and Pinterest has changed too. Are you still doing Pinterest marketing like it’s 2021?
I’ve been a Pinterest user since the very early days, back when you needed an invitation to join! As technology has evolved, so have the websites and platforms we frequent. Pinterest used to be a place to scroll through pretty pictures and find DIY patio furniture ideas. Now, it’s a robust visual search engine and ecommerce platform designed to help people discover the things they are searching for.
As Pinterest has evolved, so have our marketing strategies. What was working even 2 years ago, is not best-practice today. It’s hard to keep up, and I still see a lot of Pinterest marketers making decisions based off old information. So today, I want to clear up a few outdated and ineffective practices I see people using on Pinterest and what to do instead.
7 Outdated Pinterest Marketing Practices
1. Relying Solely on Keywords in Pin Descriptions
Back in the day, stuffing pin descriptions with keywords was a go-to strategy for improving search visibility. The idea was that more keywords would lead to better rankings and increased visibility. Pinterest’s algorithm is much more sophisticated now, it looks at the pin as a whole, not just a keyword stuffed description. So this means everything from the pin graphic, link, title and the board you put the pin in is contributing to your pin’s ranking.
Tip: Think of your pins holistically and spend the extra time to make sure your graphic, title, description and link are all working for your SEO. Put your pin in the most relevant board first to help Pinterest understand even better how it should rank.
2. Ignoring the Power of Fresh Content
It used to be that if a pin was performing well, you would set-up TailWind to repin it…for eternity. Pinterest’s algorithm now prioritizes fresh content over repetitive, recycled pins. Relying too heavily on repinning only old content can lead to diminished reach and engagement. This is where quality over quantity needs to be at the core of your Pinterest strategy. If creating fresh pins consistently means you put out less pins overall, that’s better than putting out 30 pins a day but they are all recycled pins you’ve pinned 1000 times.
Tip: To stay relevant and keep your audience engaged, prioritize creating and sharing fresh, original content regularly. This doesn’t mean you have to produce entirely new pins from scratch every time. Consider updating old pins with new images or information, creating different variations of your popular content, and staying on top of current trends to generate new ideas. Fresh content signals to Pinterest that your account is active and valuable, improving your chances of being featured in users’ feeds and search results.
3. Overlooking the Importance of High-Quality Visuals
Pinterest is a visually-driven platform where the quality of your images can make or break your success. In the early days, any visually appealing content could perform well. However, with increasing competition, the standards for image quality have risen significantly. Take the time to look through your Pinterest analytics and your home feed to see what pin design is working currently. Video can also be highly effective on Pinterest, so be sure to incorporate it in your pin designs.
Tip: Make sure your pin designs are in line with current best-practices. Use high-resolution captivating images, maintain consistent branding with colors and fonts, and ensure your visuals are clear, aesthetically pleasing, and relevant to your content. Incorporate video whenever you can.
4. Neglecting Mobile Optimization
With the majority of Pinterest users accessing the platform via mobile devices, optimizing your content for mobile is no longer optional—it’s essential. In the past, many marketers focused primarily on desktop optimization, often neglecting the mobile experience. However, this outdated practice can significantly impact your reach and engagement.
Tip: Ensure your pins, landing pages, and website are fully optimized for mobile users. This includes using vertical images that fit seamlessly into mobile screens, optimizing load times, and ensuring your website is mobile-friendly. Test your content across different devices to ensure a smooth and enjoyable user experience. By prioritizing mobile optimization, you can tap into the vast audience of mobile Pinterest users and improve your overall engagement and conversion rates.
5. Repinning Other People’s Content
In the early days, Pinterest wanted you to repinn other people’s content and this was a foundational part of Pinterest success. You would actually get penalized if you pinned only your content. Pinterest has been clear that this is no longer the case! You do not need to repin other people’s content and we encourage our clients to do it as little as possible. While there are some exceptions to this rule, it’s far better to focus on pinning your own content.
Tip: Today, Pinterest emphasizes the importance of original content. While it’s still beneficial to repin high-quality content occasionally, your primary focus should be on creating and pinning your original content. According to Pinterest, “Fresh content is what users are looking for. It’s important to regularly add new content that’s aligned with what people are searching for.” This approach not only helps to establish your brand’s unique presence but also aligns with Pinterest’s current algorithm, which favors fresh and engaging content.
6. Ignoring Trends and Seasons
The Pinterest Trends tool is a few years old and it is one of the most powerful tools you can use when it comes to keyword research, but I am always surprised how many people are not utilizing it to it’s full capabilities. Pinterest is an evergreen platform, but it’s also very tied to trends and seasons. You can use the Trends tool to see what your audience is searching for right now, and how those searches ebb and flow through the year. You can also use it to see the trends in your industry to plan your content and better understand what your customers are after.
Tip: Have a foundational list of keywords you use, and then supplement with trending and seasonal keywords relevent to your brand. This will help you cover all your bases. Check out our guide for “How to Use The Pinterest Trends Tool to Get More Traffic” to find the right keywords for your business.
7. Thinking Your Marketing is Free and Easy
I hate to be the barer of bad news, but it’s a myth that ANY marketing is free or easy. Gone are the glory days of social media when you could just consistently post mediocre content and watch your numbers climb. While we still see a lot of success with an organic strategy, there has to be some investment from you. It doesn’t have to be money necessarily, it could be time or resources, but you will have to put something into it. If you’re investing time, you will need to take the hours (and months) to create high quality graphics and content. You will need time to manage the account, including reviewing your analytics, developing strategy and staying consistent. If it’s money, you may need to invest in a Pinterest manager or in Pinterest advertising to get the results you are after. If you approach your marketing efforts knowing that an investment is required you will have realistic expectations and understand that results come when you put skin in the game.
Tip: What investment can you make in your Pinterest marketing? Can you set aside an hour or two a week to devote to creating and scheduling pins? If you can’t or if you don’t have the bandwidth to take it on, consider hiring a Pinterest manager to help! Here at PinHouss, Pinterest is all we do. We will come alongside you in whatever way you need to get you better results on Pinterest! Learn more here!
