Remington Begg
We recently published an article about the importance of getting your small business on Pinterest. If you need a refresher, some really exciting Pinterest data and tips can be found here. One of the most important parts of using Pinterest to benefit your brand, as well as any other social media platform, is to use analytics to measure your success. If you aren’t doing this, your social media strategy is really more like guessing. Don’t just pine away and hope it’s working, use Pinterest Analytics and know for sure whether you’re presence is benefiting you:
#1 Be Aware of Your Competition
On Pinterest, your competition may take a very different form than other places. Not only are you competing against those on your industry, you are also vying for your audience’s attention with basically anyone else who is populating their feeds. You’ll find a list of brands that your audience engages with in the “Interests” segment under the “Your Audiences” dashboard in Pinterest Analytics. Take the time to go through the brands and look for any trends in the content. By doing this, you’ll get a sense of the types of content and pins your potential customers interact with on a daily basis. Keep a sharp eye on the boards and pins, because they might inspire what you create next!
#2 Identify Which Devices Your Audience Prefers
Beyond what type of content your audience is looking at, identify how they are looking at it as well. Within all of your Pinterest dashboards, you have the option to segment your data by app or device. This will tell you whether a majority of your audience is looking at your pins on their desktop or a smaller screen, which is important because your content will look different depending on what it is being looked at on. By understanding which device your audience uses the most often, you can start optimizing your pins for that specific device.
#3 Find Out How People Organize Your Content
So now you know who you’re competing with and how your followers are looking at your pins; now it’s time to discover what they’re actually doing with your content. With Pinterest Analytics, you can find the top boards that contain a large number of your pins. Go to the “Interests” tab under “Your Audience” and scroll down to the “Boards” section. With these insights, you also get a better idea of how people are thinking about your brand. Board titles provide context for how people actively perceive your brand.
#4 Use Your Audience’s Interests to Create Buyer Personas
As a savvy inbound marketer, it’s important to understand the people you’re trying to reach. To do this, it’s necessary to create detailed Buyer Personas of your target audiences. To help determine your audience persona in your Pinterest Analytics, navigate to the “Interests” tab under “Your Audience”. The first section of data is a visual representation of your audience’s interests. Review these interests to find out what you could pin to engage your audience in the future. By building a Pinterest user Buyer Persona, you can create content and share pins that your audience is more likely to enjoy.
#5 Determine Your Most Engaging Pins and Promote Them
This is one of most important functions of Pinterest Analytics. Power pins are pins with a high mix of repins, clicks, comments, likes and more. Essentially, they’re pins with high user engagement and interactions. Pinterest has recently announced a new way to pay for certain pins to be seen more often. When deciding on which pins to promote, use your Pinterest Analytics and chose the power pins. This is a great way to gain more exposure and engagement on your pins, backed by data so you know it’ll work.
Use these insights to form your Pinterest strategy and improve your content marketing as a whole. You can learn quite a bit from your Pinterest Analytics if you know where to look and how to frame the data. It doesn’t have to be overwhelming! Download our free eBook Mastering Social Media for Business for an even more in depth look into how to handle all of your company’s social media accounts.
