Our topic of choice today is Pinterest! What was once a website for DIY projects, weddings, and recipes today has more than 400 million active users (well, 445 million to be exact), offering tons of marketing opportunities for companies in practically every sector and specialty.
It goes without saying that Pinterest is a great tool for businesses, bloggers, and influencers to drive traffic and generate leads. However, to succeed on Pinterest, it's essential to track your performance using Pinterest analytics. Not sure how? Keep on scrolling!
In this article, we'll dive into the world of Pinterest analytics and show you how to use them to unlock the power of Pinterest. You can thank us later.
What Are Pinterest Analytics?
Pinterest Analytics is a powerful tool that helps you track your Pinterest account's performance. With Pinterest Analytics, you can track your audience engagement, content performance, and website traffic. This data can help you understand what's working and what's not, so you can optimize your strategy for better results.
FUN FACT: Did you know that Pinterest is the second most popular platform in the United States in terms of visits? It ranks behind Facebook as the second most visited social networking site in the nation.
How To Access Pinterest Analytics?
To access Pinterest Analytics, you need to have a business account. If you don't have one, you can use these simplified steps as a guide to create a Pinterest business account:
1. Open a desktop or mobile browser and go to Pinterest for Business.
2. Select "Join as a business."
3. Fill out your company information as directed, then read and agree to the app's Terms of Service.
4. Select "Create Account."
5. Complete the remaining fields on your Pinterest account. Include your company's logo, a short explanation of your brand, and a link to your website in your profile.
Now, if you already have a personal Pinterest account, you can easily convert your personal account into a business account. Here’s how:
1. Visit your profile by logging onto your current Pinterest account.
2. Click the downward-pointing arrow in the upper right corner of your screen, then choose "Settings," followed by "Account Settings."
3. Select "Convert Account" under "Account Changes" after scrolling down.
4. To upgrade your personal account to a business account, click "Upgrade".
5. Complete all the required information about your company and change your profile to fit your branding.
That’s it! Wasn’t that easy?
Now, once you have a business account, go to your profile and click on the analytics tab. From there, you'll be able to access all of your Pinterest Analytics data, bringing us to our next topic.
Pinterest Analytics Metrics
There are several key metrics you should track in Pinterest Analytics. These metrics include:
What it measures: The number of times a person has seen one of your Pins on their screen is measured by impressions. Your Pins may show up on the Pinterest main page, another user's board, or in search results. Remember that a single user might register several impressions.
Why it's important: Impressions (which resemble views) let you know how frequently users on the platform view your Pins. An increased Pin impression rate is beneficial. It indicates that your material is relevant or compatible with Pinterest's algorithm. Examining impressions on your most popular content might help you optimize future Pins.
Did you know that it’s called Pinterest because you can ‘pin-your-interests’? How cool!
What it measures: The definition of saves, originally known as repins, is quite straightforward. They let you know how many times your Pin was saved to one of their boards.
Why it matters: Saves are somewhat significant. This number demonstrates how well your audience responds to your Pins and content.
Consider it like this: If people are saving your Pins, they are interested in your material. Additionally, since saved pins also appear in followers' feeds, saved pins give you more brand exposure. That’s two victories if you ask us!
What it measures: Pin clicks, formerly known as closeups, count all of your Pin's clicks. This figure takes into account clicks that go to both on- and off-Pinterest content.
Why it matters: Clicks on your Pin are proof that something piqued someone's interest.
What it measures: The rate at which users engage with your Pins. Engagement quantifies the total number of times a user has clicked on or saved your Pin.
Why it matters: Since engagement is key on social media, this is a crucial indicator to monitor.
Your engagement metrics let you know whether or not your audience has engaged with the content you created. This is calculated by dividing the total number of engagements by the total number of impressions.
What it measures: The audience analytics provided by Pinterest Analytics include fundamental demographics. These consist of details about the language, gender, device statistics, and categories and interests.
Why it matters: Your chances of producing material that your audience will enjoy are higher the better you understand them. You may adjust your Pinterest approach using demographic information. These statistics may enable you to post in a different language or even share discounts that are region-specific.
What it measures: The volume of Pinterest visits to your website. You must first claim your website in order to measure website conversions from Pinterest.
Why it matters: If increasing website conversions is one of your goals, pay attention to this indicator.
Using Pinterest Analytics To Improve Your Strategy
Now that you know what metrics to track (you can call yourself a pro!), let's take a look at how to use Pinterest Analytics to improve your strategy.
Track Your Most Popular Pins
Your most popular Pins can give you insights into what content your audience loves and engages with. Use this information to create similar content that resonates with your audience.
Monitor Your Engagement Rate
Your engagement rate can help you determine if your Pins are resonating with your audience. If your engagement rate is low, you may need to change your strategy or create more engaging content.
Optimize Your Boards
Pinterest Analytics can help you determine which boards are performing well and which ones are not. Use this information to optimize your boards by adding more content to the popular ones or deleting the underperforming ones.
Track Your Audience Insights
Knowing your audience's demographics, interests, and locations can help you create content that resonates with them. Use this information to tailor your content to your audience's preferences and interests.
Track Your Website Traffic
Pinterest Analytics can help you track the traffic generated from your Pins to your website or blog. Use this data to optimize your website or blog to improve your user experience and increase your conversions.
But Wait! We’re Not Done Yet. Here Are Other Ways You Can Use To Optimize Your Pinterest Strategies:
Utilize outbound links
The goal of Pinterest marketing is to increase engagement and revenue, and the easiest way to achieve this is by directing people to your main sales channels. Hence, your website!
Outbound links may operate as calls to action. These links, which direct people to your company's website where Pinterest users may buy the items they saw on Pinterest, should be extremely pertinent to the materials in which they appear.
By including a Pinterest save button to the photographs of your products/services on your website, you may even leverage it to bring in new visitors to your Pinterest account.
PRO TIP: Verify the functionality of each and every outgoing connection. When it comes to internet buying, faulty links are the worst!
Leverage paid Pinterest advertising
Pinterest has amazing potential for organic marketing, but it also provides paid advertising options.
In order to reach new audiences, you may expand your social media marketing effort by boosting your Pinterest postings. You may use sponsored advertisements to promote individual Pins or entire collections of Pinterest content.
Focus on the visuals
Pinterest is a mostly visual network that relies heavily on photo and video content, much like Instagram and many other social media applications.
Make sure all of your posts are of the greatest quality possible, eliminating pixelation and blurring, to maintain the clarity and effectiveness of your Pinterest posts. Utilize a variety of post types, including videos, carousel posts, and single photos.
Mobile-friendly content is essential because 85% of users access Pinterest using a mobile app. It's ideal to employ vertical photography with a 2:3 aspect ratio as a general goal.
Well, there are no surprises here. You probably already know how important SEO is in the digital marketing industry. But, how do you use it in a visual based platform? Descriptions!
Written material that has been well-optimized can make it easier for Pinterest users to find and discover your posts. Since every piece of content on Pinterest can be searched, your company has a huge opportunity to increase your reach and visibility by making a few small SEO adjustments.
Use a concise title and keywords that are directly related to your business, sector, and items on every Pinterest post.
Use the same logic while writing your Pin descriptions. Keep these short, straightforward, and combine keywords organically. Don't forget to include a call to action!
Fill in alternate text for any visual Pinterest material to increase accessibility and your chances of ranking higher in search engines.
Pinterest is a marketing tool that can assist you in developing lasting relationships with your target market and buyer profiles while also helping you to naturally raise brand recognition, enhance conversions, and raise sales.
You can accomplish all of these goals for your business by using the Pinterest marketing methods we discussed and utilizing the various tools and resources to help you flourish as a business on the platform.
Just remember to create original and compelling material to advertise to your customers and followers on Pinterest and you’re good to go!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.