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If you currently working in a digital agency or for a brand that creates visual content, Pinterest is the ideal platform and network for you. Is one of the most popular visual discovery platforms, and it is the main platform where people get inspiration by creating different mood boards using pins.
Pinterest has over 445 million monthly active users according to a study by Statista. Is the 14th largest social media platform ahead of Twitter and Reddit. It’s also popular amongst women as it offers a range of lifestyle content, outfit inspiration, etc. Pinterest it’s the ideal channel if you’re looking to target that audience.
As with any social media network, it’s important to understand how your content performs so you can tweak and optimize it. You need to make sure that you know how to use Pinterest analytics to gain insights for your content and strategy. Below we will have a look at how to get the best out of Pinterest using analytics.
First, you need to make sure that your Pinterest Account is a business account in order to be able to access analytics. Without a business account, a prompt to upgrade to a business account will appear in the right upper hand corner of your Pinterest page. It’s an easy process, you just have to click it and follow the easy steps to upgrade. Also, you can claim your website to ensure that your profile photo and logo show pins from your site. Once this is done, you’ll find ‘Analytics’ in the upper right-hand corner of the drop-down menu.
With a business account, you can also:
- Install a ‘save’ button so users can Pin from your website and you can get analytics on referral traffic from pins
- Add a tag to track any actions a user takes after seeing your promoted (paid) Pins
- Add Rich Pins for your products, articles, and apps
What you can measure from Pinterest Analytics:
In Pinterest Analytics you can find a lot of information that is provided by the platform. Data is split into categories to make it easier for you to understand how to read those numbers.
With Pinterest analytics you can:
Filter your results: With the use of the filter panel at the left side of your screen view your content by date range, claimed account(s), content type, product group, age, gender, source, format, and device.
View your top Pins or boards: You can scroll down to see your top boards or top Pins by impressions, engagements, saves, Pin clicks, or outbound clicks.
Review specific Pins: By clicking on ‘All Pins’ you can see your overall performance or select Standard Pins, Product Pins, Video Pins, or Idea Pins to review a specific format.
Export your data: By clicking ‘Export’ you can get a snapshot of selected data in (CSV file format).
For beginners there are six specific metrics you can track and monitor regularly:
In the tab ‘Metrics’, you will find Pins created from your website’s content. The numbers shown in this section are essential as they show you the average amount of daily content pinned from your website.
Pins metrics show you if your website content is worthy of pinning to your boards. If you are not showing the numbers you’d like to see, then it is time to rethink your visuals and change them. Try to create content that will attract and engage with your users in order to increase your Pin clicks and click rate.
A good tip is to move your ‘Pin It’ button, so people will see it and be more inclined to click it. Alter your visual content and then keep track to see if you notice changes for better or worse. Pay attention to time periods so you can identify the content you changed at that time as that will allow you to determine what is working well and which campaigns ran better than others. You need to keep trying new ideas and optimize your content to see what works best.
Save metric is on the ‘Site Metrics’ tab. Saves can help you encourage engagement. When users save content to their boards, it allows their followers to see it in their feeds. That provides more exposure to people who are not following your account. In this section, you can view your daily average number of saves, which is an indicator of how well your visuals are working. You can compare your pins to your saves, so you can get a feel for how well you are doing at reaching a broader audience. With Saves you can grow your audience.
Impressions & Engagements
With the impressions, you can measure the number of times your Pins were shown to a user. Pins can appear on your homepage, in search results, or on another user’s board. Like Facebook or Instagram, remember that one user can account for multiple impressions.
Impressions are a big deal as they tell you how often people see your Pins. Getting a high Pin impression rate means your content is resonating or on-trend.
The engagement metric shows the total number of engagements your Pins are getting. This includes saves, Pin clicks, outbound clicks, carousel card swipes, collections click, and Idea Pin forward/backward swipes. With this metric, you can find the total audience number to calculate your engagement rate. This will help you to understand the content that people are engaging with so you can adapt to it and create more of it.
Visits and Views
At the end of the metrics tab, you can see what Pinterest traffic helped drive to your website through ‘Page Visits’. Some pins can help you gain followers or engagement, and others drive traffic. Also, you can measure it against ‘Add to cart ‘ and ‘Checkout’ metrics to see if your website is performing well.
Views can be seen as monthly views or video views. Video views on Pinterest count as the number of views for at least 2 seconds with 50% of the video in view. These metrics enable you to see what actions people take based on the content. You want both types of engagement to determine what pins send people to your website and adjust content to see improvements in this type of activity.
Some examples of visual content that works well to get users to visit your site include:
- Call to action
- How-to instructions
- Stunning images
You need to create new and returning visitors to gain new customers and expand your reach. With new visitors, you can also expand your reach on Pinterest with the chance of ‘Saves’.
Top Converting Pins
It is very important to measure your top Pins that are based on different conversion goals which can be found under the ‘Conversions’ section. These goals include Pin clicks, saves, Page visits, impressions, Add to cart, and Checkout. This metric will show the performance of your pins in driving particular actions.
Try to look at patterns in your content such as the types of images, graphics, text, and anything that stands out with similarities you can use to plan more similar content to keep your users engaged. That it can help you gain more exposure with your account providing consistent content that people consider valuable.
In any social media marketing platform, it is important to know your audience. Through Pinterest, there are some great metrics that you can tap into to learn more about your followers and other Pinterest users (potential new customers).
Try to check regularly your:
- Demographics: Demographics give you insights into gender, the device used, age, preferences, etc.
- Affinity: Affinity tells you how much an audience cares about a topic. Tap into trends and hot topics to do something similar.
- Conversions: Conversions measure CPA and ROAS and inform you about your organic and paid pins.
- Add to cart and checkout: These metrics can track the activity after a user has clicked on your link on Pinterest. It tracks the number of times people have added items to their cart while the other tracks purchases.
- Trends: This section allows you to see what content is popular. You can filter it by gender, location, and keywords.
- Page visits: This analytic counts the number of people visiting your site from Pinterest. This can work well for shoppable pins.
Pinterest is one of the most effective platforms for visual content and recently is one of the most popular ones as it offers great opportunities to connect with an audience.
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