Pinterest has changed a lot in the years that it has been a marketing platform. Since only 28% of marketers worldwide use it as a marketing engine, I thought it was high time to release a new set of best practices in February or March of 2022.
In this post, we will go through the seven things that I think you should either stop or continue doing or do differently this year to continue to grow. This year I am embracing what I like to call a minimum viable Pinterest solution.
In essence, it’s one standard pin per day and one idea pin per week to continue to be consistent. Because here’s where the rubber meets the road… here’s where it happens.
Many marketers start on Pinterest, and they hear all these crazy things like people getting hundreds of thousands of page views. I have clients that are getting 17 million+ monthly views.
I have personally sent over 10 million page views to one of my clients’ accounts in three years. You hear these crazy things, and in 2022, you may wonder:
Well, is that still possible for me?
It’s really not, unless:
Pinterest is actually making it harder for people to leave the platform. With the introduction of story pins and how they changed video pins 3+ years back, it’s harder for people to actually leave those pins and go to your profile or go to your domain.
You need to create a minimum of one standard pin and one idea pin per week to build a foundation and to begin building traffic from Pinterest.
So that is where the minimum viable Pinterest strategy comes in, in 2022. You need to create a minimum of one standard pin and one idea pin per week to build a foundation and to begin building traffic from Pinterest.
Gone are the days of creating a pin and it going crazy viral. You may see those videos on YouTube promising you viral pins if you use trends, keywords, or idea pins, but most of that is just garbage.
So, if you want to have that minimum viable Pinterest strategy this year, it’s time to dive into the best practices.
Less repinning, if any at all. What I mean by that is you don’t need to interval pin your pins for them to be found anymore. It’s not that you can’t. I teach in my academy that you can still do that, but in a certain way. So if you need more strategy or want to go into that, you can join the academy and learn all about it.
However, you don’t need to be constantly re-pinning anymore. In fact, if you’re going to repin, you’re going to space those pins further apart.
I already mentioned this at the top of the video, but I think it’s important. Even if you are in e-commerce or are a content creator, you really should be creating idea pins every single week.
I don’t think idea pins will go away, they are here to stay. When idea pins were introduced in 2019, many marketers wanted them to go away forever, but they are not going to. In fact, they are an excellent tool for building engagement and audience growth on the platform.
Your pins are actually being filtered through to those people in their smart feeds and their related feeds. So create one idea pin per week and make sure you’re using an excellent call to action.
If you’re going to repurpose, you have to repurpose with purpose. No more just downloading your tech talks and sticking them over on Pinterest, and no more downloading your reels and sticking them over there. This is not what we want on this platform.
In fact, Pinterest took away the ability to even claim your Instagram account because they do not want to encourage people to push traffic to those kinds of domains. They came out with their own on-platform idea pin, which is like reels and tik-toks and stories. They want you to create natively on their platform.
So if you’re going to create content on other platforms and repurpose it, make sure you watch my video on that on that and learn how to do it the right way.
This is not a new one, but it is still and will always be a best practice. You should have a fully optimized profile. This is not an option, it is a must.
If you are trying to find clients on Instagram or TikTok, you have to create a profile there. Similarly, you have to have a fully optimized profile on Pinterest if you want to find clients here.
If you need to learn how to do that, you should definitely join the academy, and we will help you figure that out. It includes:
I have a whole video about a fully optimized profile, and I’m going to link it here for you. So you absolutely have to have a fully optimized profile.
This one is a new best practice, and I’m super excited about it. It involves adding a banner to the top of your Pinterest profile.
It used to be a full-page banner of just auto generated pins across the top. Then Pinterest shrunk it down and gave you the ability to upload your own banner. So it’s a smaller banner now but you can upload a video there or upload a standard static image there.
I would definitely make sure to upload a fully optimized banner to that area. If you see mine below, you will notice that I have an image of myself and a singular call to action because I want people to take action on when they see my profile.
This one is definitely new. I used to say that this was an utter waste of time, but Jana, my work wife, my Clubhouse co-mod, co-founder of the Profitable Pinterest Club, has brought me around to using board covers.
With idea pins pushing people to your profile, more people are going to your profile now. I really think that a fully optimized profile includes board covers. You can actually see board covers on my own profile now, as I recently revamped it.
When you add your board covers, you can either do a tall pin (2×3) or a square one (1X1). Make sure you fully optimize that board cover because when I uploaded my own to Pinterest, I was actually getting traffic to my website from those board covers.
When I uploaded my own board covers to Pinterest, I was actually getting traffic to my website.
So don’t just throw your pin up there with no link, or it will be dead on the platform. Make sure you optimize the pin and then assign it to your board.
It is no longer a best practice to repin other people’s content anymore. There is still a ton of outdated stuff out there. A ton of outdated suggestions like…. You should pin 80% of your content and 20% of someone else’s content. Those were always made up and were never actually real.
Pinterest doesn’t care if you repin other people’s content. They just care that you are creating really quality content with a purpose that is helping their pinners (your audience on Pinterest) to achieve “do, buy or try.” They care that you are providing the pinners with inspiration that they’re seeking, that life change, or that life moment.
They want to ensure that you’re doing that versus just spamming their platform with pins. So it’s no longer a best practice for you to repin other people’s content.
This is why many Tailwind communities, formerly known as Tribes, aren’t as effective anymore.
If you are down for some Pinterest marketing support in 2022, you should definitely come and join us in the academy.
If you want more Pinterest marketing videos, head right on over here, and I will see you next week.
Heather went to school for accounting and worked for years in banking and finance. After finding all of that entirely too boring she started her first blog in her basement in August of 2016. She has started 3 blogs in the marketing, motherhood and travel niches and used Pinterest to grow them all. She quickly became the go-to Pinterest strategist in her peer circles and has been implementing strategies, driving traffic and sales through organic and paid tactics for her clients. On this blog and her YouTube channel she educates the public about clear and transparent marketing strategies to help them to grow on Pinterest and in other places online.