Now more than ever, people are gravitating towards Pinterest to find ideas for baking (banana bread, anyone?) and other ways to settle into the new norm. With a 60% increase YoY for global engagement and 30% increase in new sign-ups, it’s even more important to consider your Pinterest strategy.
Pinterest is Growing in Popularity and Capabilities
As a dual social media platform and search engine with over 250+ million unique users (and growing), Pinterest offers an opportunity to reach a wider audience who are all in the discovery phase of their consumer journey.
In fact, 55% of Pinterest users are looking for new products and services and 83% of those users converted based on content they saw from brands on Pinterest.
Pinterest is also continuing to invest in the platform’s capabilities and recently rolled out a Verified Merchant Program that gets your brand’s profile a blue checkmark and new features that offer more data and insight into your Pinterest efforts.
Pinterest Ranking Factors
So how does it all work? First, consider Pinterest as a search engine. It’s important to cater to the algorithm which looks at the following metrics to rank your Pinterest content within the platform’s SERPs:
- Domain Quality
- Pinner Quality
- Pin Quality
Relevancy is how the algorithm views your content’s relevance to a searcher’s query, which is why keyword optimization is at the heart of any Pinterest strategy. By targeting high-value keywords in your titles and descriptions, you can increase the likelihood of the algorithm viewing your content as relevant, thereby increasing visibility.
Domain Quality is how the algorithm views the content coming from your site. Are people engaging with the images from your site that get pinned to Pinterest? Also, and more importantly, are you utilizing schema markup on your website to help populate Rich Pins? A Rich Pin is a souped-up Pin that includes a ton of relevant information pulled from the schema markup and shows a stronger Domain Quality to Pinterest’s algorithm.
Pinner Quality is how the algorithm views your profile and how you are as a content creator. How often are you posting? Setting up a consistent posting schedule will help show the algorithm you’re invested in the platform.
Lastly, there is Pin Quality, which takes into account user engagement with your Pins. Are they clicking into the Pin from the SERPs? Are they re-Pinning, saving, or commenting? The best way to cater to this factor is to create visually appealing and eye-catching visual assets. Since users are going to Pinterest to learn more about something, infographic content performs really well. Vertical images are also more eye-catching and stand out in the Pinterest SERPs.
Lastly, Video Pins have seen a 220% increase YoY in views so it’s important to sprinkle those into your creative strategy as well.