Is Pinterest Still Relevant in 2022?
Is Pinterest still relevant? Should you bother using Pinterest for marketing your blog in 2022?
In blogger groups I see the same questions asked again and again – is Pinterest still worth it? Lots of people have seen diminishing returns for their marketing efforts and are wondering whether to still use Pinterest. It can be soul destroying to spend hours creating pins only to have 0 impressions on them! Here’s why I think you should definitely be promoting your blog on Pinterest and using Pinterest in your marketing strategy.
With some 450+ million monthly users, Pinterest is a huge platform. It had a huge growth in user numbers during the pandemic, whilst this has dropped back slightly as the world gets back to work and isn’t online as much, it’s still a really active place. Why would you not want all those extra eyes on your content FOR FREE?
It’s also unique, in that Pinterest isn’t a social media platform. It’s more of a search engine, allowing users to find answers to their queries, or get inspiration. People go on there to find what they’re looking for, not to find out what their friends are doing or to engage with other users as much. Pinners don’t care what you had for lunch – they want to know how to make it! Your job is to make sure your content can be found by the people who are actively searching for it.
Over the last few years Pinterest has undergone a bit of a transition. The Pinterest strategies for bloggers that worked previously to drive huge amounts of blog traffic might not work any more. Gone are the days of pinning and repinning the same old content again and again. These days, Pinterest is focusing more on new, fresh content to continually inspire users. That same image of a wildflower wedding cake? It’s stunning, but we’ve seen it like a billion times and people want more inspiration now. They need new ideas. Just repinning the same old images won’t help your account to grow and it will begin to stagnate.
If you are experiencing a downturn in traffic, don’t panic. There could be any number of reasons for this, not least the time of year. Do you have a lot of popular seasonal content? If not, you will probably go through a dip in web traffic but these numbers will pick back up once the season changes. From 31 October to 24 December Pinterest users go crazy for Christmas. As of 24 December Christmas searches drop right off and it’s on to the next trend. Get to know your stats and see how your account performs year on year. If you usually experience a summer slump, you’ll know to expect this and not be too concerned when the numbers dip.
It’s also worth bearing in mind the current global situation. Niches that were performing well took a hit during the pandemic and vice versa. As the world opens up more, things will change again.
Pinterest is a long term game, as it can take up to 3 months for a pin to start gaining traction, so it’s not uncommon for there to be slow growth at times, especially on a new account.
In my view, Pinterest is definitely still relevant. It is a source of free website traffic and, although it can take time, once it’s up and running it can send a ton of web traffic your way.
How to Find Out if Pinterest is Relevant for You
Still wondering whether Pinterest is still relevant? The first thing you need to do is decide what your goals are for Pinterest. Is it x number of web visits per month? Do you want to increase your website traffic by x%? Is it to grow your account to a certain number of viewers? Each goal will have a different strategy to achieve it. Once you know your goals, you’ll be able to see whether Pinterest can help you achieve them.
If you are a blogger or website owner, check your Google Analytics to find out how much traffic Pinterest is sending you. Pinterest stats can be a little unreliable so checking the data in Google Analytics is your best bet.
Open up your Google Analytics dashboard and head to Acquisition > All Traffic > Channels or Acquisition > All Traffic > Source/Medium to see just how much traffic Pinterest is sending your way. On my (sadly neglected) lifestyle blog Pinterest sends me 87.61% of my social traffic. This blog has an Instagram account with over 22,000 followers which sends just 5.5% of the traffic. For me, Pinterest is definitely worth it!
Does what you see in your Google Analytics make Pinterest seem worthwhile?
Why aren’t I making sales from Pinterest?
If you’re getting plenty of traffic from Pinterest and you’re not making sales from your website, analyse your sales funnel. Is the customer journey clear? Is your content the best it can be?
If you’re not getting traffic from Pinterest, take a look at your pin designs. Do they stand out? Are they inspirational? It could be that your keyword research needs a tweak – remember, Pinterest is a search engine and keywords are king! Is your niche a saturated niche? If so, your pins will take longer to gain traction and bring you traffic, so patience is your friend here.
Some niches do better than others on Pinterest. My own niche (Pinterest marketing) is really saturated and only has a small amount of searches every month. Interiors, relationships, weddings etc all do really well.
Pinterest Strategy Tips for Bloggers
Whilst every blog is different, here are some new Pinterest strategies for bloggers you could try.
Vary the amount of pins you create. More isn’t necessarily better – think quality over quantity.
Consistency is key – create a pinning schedule that works for you, either using the Pinterest native scheduler or an app like Tailwind. I love Tailwind because it allows you to schedule your pins in advance, for months ahead if you are organised! Pinterest itself only allows you to schedule 14 days in advance and has been glitchy, only allowing up to 50 pins to be scheduled.
Do your keyword research. Using things like Ubersuggest, Keywords Everywhere, Google Keyword Planner, Pinterest Trends, Pinterest Ads Planner and the Pinterest search bar itself can help you to find the best keywords to use. Be sure to add these keywords in wherever you can – check out this blog post on 5 Places to Use Keywords on Pinterest to help.
If you want to get more engagement on your Pinterest account, try using Idea Pins. These are for in app engagement only and don’t link to external sites, so are great for self contained tutorials. Here’s one I made on How to Panel a Hallway as an example. This pin has been seen by over 300,000 people in the last 30 days – I could never have an Instagram post get that much interaction.
It has been suggested that using Idea Pins can stifle distribution of other pins which do link to your website, such as the good ol’ standard pin. If your goal is more clicks to your website you might want to avoid Idea Pins and focus on creating amazing standard Pinterest pins.
Ultimately Pinterest is a long term investment, and is a platform that requires a degree of patience, just like Google. This isn’t a quick fix! It can however bring massive amounts of web traffic your way if you have produce quality content regularly, are consistent with your pinning and, above all, you are patient.
So is Pinterest still relevant in 2022? Heck yes it is! If you want to use the power of Pinterest marketing for your blog but are too busy creating amazing content, or engaging on Instagram, or doing ALL the other things you need to do, you need a Pinterest Manager to take care of things for you. Get in touch if you want to discuss offloading your Pinterest account – I love nothing more than working with bloggers to grow their web traffic using Pinterest!