Pinterest Analytics

Pinterest Analytics

Pinterest Analytics… what you need to know

Why Analyse

Well to paraphrase Continuous Improvement Gurus such as Deming and Drucker, if you don’t measure it, you can’t manage it. Your performance may well improve, but you won’t know why, so you won’t be able to replicate it.

And anyway, why not? It’s easy to implement, once you have your website validated, and interesting to see who and what are interested in what you have to say! So how do you go about it?

Well the first thing you will need to do is to have a business Pinterest account and then as I said above, validate your website. You then click on Analytics on the top right of the page

Useful Definitions

  • Impressions: number of times a pin shows up in a home feed, search results and category feeds
  • Re-pins: Number of times someone saves your pin to one of their boards
  • Clicks: Number of clicks from your pins to your website

These are the data points that will provide the analysis of your account and indicate how well you are doing against your competitors or people in similar industries.

The outlooks that the analytics show are:

  • Top pins for last 30 days, showing the top 50 highest performing pins
  • Top boards for last 30 days
  • All-time report based on all data from when you opened your account. All time most re-pinned pins, best in search results and power pins so you can analyse trending behaviours throughout the lifetime of your account.

What the data tells you

So if you look at impressions first. This identifies how often a pin in Pinterest has had chance to be re-pinned. This may be one of yours, or it may be one that you have re-pinned after seeing it on your home feed, search result or category feed. Even if its not one of yours, it can still provide some good information, such as how many times did it convert into either a save (re-pinned onto someone elses board) or was clicked through to the website it originated on.

It also shows you your most popular pins and boards over that period. This enables you to analyse which types of Pins do best, when people carry out searches for subjects they’re interested in or just in general. This enables you to review your strategy and understand if there are different types of posts you should be pinning which can result in you being able to target your market much more effectively.

Reviewing your analytics allows you to see what’s trending over time. You can identify whether changes to your strategy increase or decrease the popularity of your pins and whether there are any seasonal trends you might want to take advantage of. You can experiment with different post types and review on a weekly or monthly basis to see which ones your audience prefers, so you can hone your strategy as you become more knowledgeable about your target market.

You can filter and sort your analytics to get more detailed information, by date, impressions, re-pins, clicks or all-time. You can then export this as a CSV file for further analysis in Excel. You can also identify how people are viewing your pins, so if they are mostly viewing them from a mobile device, you can target your images, so they are mobile friendly. You also need to take into account that some pins aren’t popular straight away and make take months prior to being re-pinned, so you may want to think about a re-pinning strategy.

Who is your customer?

When deciding which of the reports is important you need to think about the customer journey. 75% of people using Pinterest start because they want to purchase something, so you need to know where are they in that decision-making process. Are they just looking, are they choosing different options and narrowing their searches, or have they made a decision and just looking for the best place to purchase? This will help you sharpen your pin descriptions, and either get specific when you want to convert your audience into buyers or more general when you are wanting to build brand awareness. You need to identify what is bringing them to those pins so you can do more of the same and ensure you are captivating your pinners.

Part of the analytics provided by Pinterest is around the demographics of your audience and provides data on which country they are from, the language they speak and their gender. This can be especially useful if you target locally, or if you want to understand your reach and whether you should be offering your products/services in a particular country or language.

It also provides information around the interests of your audience. The different types of information they are searching for. All of this helps you to understand your market. Are you reaching your ideal market, or is the way you market your products actually not reaching your ideal audience and should you be rebranding to be more specific about the products/services you provide.

 

Pinterest and Your Website

If one of your main objectives is to drive traffic back to your website then you can use Pinterest analytics to understand which of type of pins are achieving this for you. The last option on your analytics dropdown list is “website”, click on this and it gives you similar information as your Pinterest account, but also identifies which pins and boards are most engaging, and where traffic back to your website is coming from.  This not only provides information on those pins you’ve added to your profile, but also those that others have saved from your website.

To ensure that those added by others are as effective as possible pre-populate your images on your website, so they have great descriptions when people pin images from there. The analysis includes information on ‘original pins’ and shows how many unique pins are created from your website on a daily basis.

Conclusions

Some people may do well on Pinterest and grow a huge following without monitoring their performance, but for most people to succeed, they need to be aware of how their marketing strategy impacts their customer behaviours. Monitoring the analytics provides information that you can use to mould your strategy to meet the needs of your target market, thereby enabling you to provide a better customer experience to everyone.

The information allows you to benchmark yourself against direct competitors as well as leaders in similar industries, to understand the direction you need to take. Having this information to hand puts you in a good position, where you can start to adapt and improve and set the direction, rather than just follow those who have gone before you. So Why Wouldn’t You!

Pinterest Boards

Pinterest Boards

The first thing you need to do when starting with Pinterest is to start creating boards to hold your information and that of other people that you find interesting or useful, to create a portfolio. There are three different types of boards that you can create, depending on what you want your outcome to be.

 

Individual Boards

These are boards that you manage for yourself. You will usually have created them to collate information around a particular category. These may be related to your product offering, or they may be to assist you in planning a major lifetime event.

Good practice dictates that you don’t pin to a number of different boards at the same time as it can be seen as spam. You should at least leave a couple of hours in between each. For every pin of your own, you should pin 3-5 of other peoples to show them that you’re not just about self-promotion. It also gives them a notification, which means they may also check you out, which can then help you promote your offerings.

Group Boards

Group boards are a great way to share content with diverse audiences. You can either get invited or ask to join. Make sure they align with your brand, check their virality score and number of followers, to ensure you are only joining popular boards.

A pin might get repined 2 years after you’ve written it, so it has the potential to keep on driving traffic. Anything pinned can be seen by your fellow contributors thereby extending your reach. If you start your own Group Board you have the option to agree your own rules, the subjects, the contributors etc. everything is your decision and you can shape it how you like.

To create your own, first decide the purpose of the Board. What will it be about, will it be broad in focus or will it be really specific. Then write the description, make sure it is keyword rich so it gets noticed. Be sure to include how people can join the board. Do they have to email you, or add their name to the comments box etc. Once you have added them as a contributor, you need to decide if there is a limit on the number of pins they can post on a daily basis, can they pin other people’s work, or just their own, can they add contributors to the board, or do you need to approve etc.

Then reach out to others in your field and invite them. It’s a great way to collaborate, with more pinners resulting in greater diversity of opinion in the pins and content, which gives a more well-rounded, interesting read for others. It also gives you greater reach as you now have access to their followers as well as your own. You can invite people in 2 different ways; 1st is to use their pinterest username, the 2nd is using their email address. Send an invite, of which they get notified and can accept and join. If you re-pin their work into other boards they will normally reciprocate with yours.
Ways to join Group Boards

  • Join the Pinterest Collaborative Boards Group on Facebook. There’s always someone asking for contributors
  • Check out PinGroupie.com. You can search for Boards on any topic. Look at the number of re-pins as this is a good indicator of popularity. Check out their virality score
  • Check out the Boards of other pinners in your niche. Usually those with lots of followers will have a number of Group Boards at bottom of the page. In the description, you see owners email address. Follow and email to ask to join.

Secret Boards

These are great for those of you who have business Pinterest accounts, but also want to save personal type pins. You can set up a board in the usual way, but then click on the secret option. This means that the board is only visible to yourself.

Another useful use of secret boards is when you have a number of pins to post and don’t want to pin them all at the same time, but haven’t yet got around to setting up a scheduling tool. Another reason might be to analyse whether pins that are personally pinned do better than those that are automated. You can add them to a board named “To Be Pinned” or something like that and then go in at regular intervals and move them to their appropriate board.

A third reason for having secret boards is when you are changing your strategy or adding a new board. You want boards that are full of highly engaging pins. Rather than deleting low engagement pins totally, you can move them to a secret board and think about what changes you can make before re-pinning. Once you have updated everything in the way you want, you can then publish by moving to an existing board, or by changing the board so it is now available to the public.

You can use them to create a team space, where everyone can contribute to your branding and promoting what a great company you are to work for. You can show your products in use and what’s coming up etc.

You can use them to collect information on your customers and clients. What is currently trending, what are people looking at and what is the competition doing well that you could learn from. You can also use it to collect information about a subject you’re researching, so that everything is in a handy place for curating.

You can use them to create a membership type site, so that only certain people have access, which can make them feel special. You can offer promotional products and special offers within the group, helping to create brand loyalty and you can provide additional training or other exclusive products/services to help word of mouth referrals and upselling of other products/services.

Lastly, even if you do only have a personal account, you may be planning a surprise birthday party, or trip away, so don’t want other people being able to inadvertently stumble across it. The easiest way to ensure this doesn’t happen is to create a secret board, which if you like, you can then invite a select few to contribute to the board. You do this by adding them as a contributor in the same way as you do when adding pinners to a Group board.

Board strategy

Some articles advise on not having too many boards, as pinners don’t want to have to scroll through loads to find the boards they are looking for. Whether this still remains pertinent is a matter of debate. I tend to search by topic and follow relevant boards or pinners, and then rely on Pinterest, based on who I am following, to suggest pins. I then search through to see which ones I find interesting and useful and pin those to my relevant board.

According to Pinterest the most popular categories currently trending are:
• DIY
• Technology
• Education
• Design
• Quotations
• Food
• Home decoration
• Ladies fashion
• Mens fashion
• Beauty
• Humour
• Travel

But even if you’re product or service isn’t directly related to one of these, there is no reason why you shouldn’t create boards and pins that are pertinent to your industry. One way of following these trends is to think about whether your product/service can be tailored to one of these categories. For instance, does your animal related product have any educational value to your pets, or could your current affairs blog post have a fashion spin or maybe you could include some humour?

Another way to identify the best Pinterest boards you should create is to look at your product offerings? Are there certain categories by which you could organise your business? Anna from www.whiteglovesocialmedia.com suggests setting up the following boards for your account

Tips & Tricks

  • How To
  • Tutorials
  • Quotes
  • Your Products/Services
  • Your Blog Posts
  • Suggestions, so users/clients can add images of things they might want to you include in your offerings
  • Showcase Community Projects that you’re part of
  • Company Perks (so that your staff can pin freebies they’ve been given for being part of your team), which can then increase your brand, by championing the fact you’re a good, ethical, trustworthy company!

You can analyse which pins do well and delete or move underperforming pins as well as re-pin those pins that are high performing. You should also look at seasonal trends to see what type of pins work best at different times of the week, month or year. You can then move your boards around so that your most popular boards are the first to show up on your profile page.

Conclusion

There are a number of things that need to be considered when designing your Pinterest strategy. You need to plan out the optimum number of boards that you should have, based on your product and services offerings. Then think about whether you are going to create any Group boards and who you are going to invite to them. If you have the need to create secret boards, you can create and delete as you need to. The last, but most important thing, is that whatever boards you decide upon, make sure you clearly name them and that you have keywords and a good description on the board so that it can be found easily.

Sources

5 Reasons Why You Should Use Secret Boards on Pinterest

7 BIG Business Benefits From Using Pinterest’s Secret Boards


http://sproutsocial.com/insights/can-create-use-unlimited-secret-boards-pinterest/
https://blog.pinterest.com/en/pin-friends-using-group-boards

Pinterest Pins

Pinterest Pins

I don’t know about you, but when I first started on Pinterest, I loved all the different images and way everything was organised, but was really confused about which pins to use for what and how best to display my information, especially as I provide information and sell services, rather than the traditonal product offerings that can do so well in Pinterest …. so where do we start?

Well, a pin is just an image which you add to Pinterest. It can take a number of forms:

  • An infographic; which is an image, which shows data in bullet or graphical form. They are easy to read and provide lots of useful facts and figures on as single image. These are the most likely type of pin to go viral on Pinterest
  • List pins provide a list of information, and are good for getting people to click into your website. You provide the 1st helpful tip on the Pinterest image, but they need to click on the pin, which takes them back to the blog post, to see the rest.
  • There are two ways of using Tutorial/How To posts. You can either use it to show a graphic of the tutorial, but then you have to click through to your website to actually see how it works in practice, or you can show everything on the pin and hope they click through to your website because they like what they see and want to see similar products/services
  • Product in use pins show how you use the product or service and have been found to be more appealing to followers who can see how products might work together.
  • Video pins are where you can add a video from sites such as Dailymotion, TED, YouTube, Vimeo.

Repins

When you share someone else’s pin with your followers, on one of your boards, or they share one of yours. The average Pin is saved 11 times, which means the number of people who actually see your Pins can be far greater than the number of followers you have. It also allows you to be seen as an expert in that field and the more re-pins you get the more likely it is that it will get seen, potentially making it go viral! So before you create a pin, make sure you think about what information your followers find valuable and whether your pin will solve a problem for them?

Rich Pins

Rich pins are the next step and imperative if you are using pinterest for busines.. Rich Pins contain extra information about the pin, such as the author as well as a lengthy description and links to your website.

The Rich pin description comes directly from the meta data of the image on your website and is independent of the actual pin description. This ensures that all useful information is tied to that Pin. Once you’ve applied for rich pins any content on your site with metadata will turn into a rich pin when a user saves it.

You will need a business account to request Rich Pins and make sure that you have had your website verified by Pinterest. Then, if you haven’t already done so, install Yoast SEO plugin onto your website. Once you have installed the Yoast SEO plug in, go to the Yoast dashboard, click on the features tab and ensure that the Advanced Setting Page option is enabled.

You can then go over to the Rich Pins validator to verify your rich pins prior to them appearing on Pinterest. Enter any page on your site that you’ve added metadata to. Enter the URL in the validator and press enter. Now you just have to wait a while, while you get verified. If there are any questions or queries, Pinterest will send you an email. Having this one link verified enables rich pins across the whole of your website, as long as you have meta data in place.

As part of your request you need to decide which type of rich pin you want:

  • Product; includes the description, price and where to buy. Each pin will need to have the URL of the landing page of the product
  • Place; provides the address, telephone number and map location.
  • Article; shows the headlines, author and story description.
  • Movie; includes ratings, cast members and reviews.
  • Recipe; shows the ingredients, cooking times and serving information.

You will choose the pin most appropriate for your product, service or target market. For instance, if you write blog posts you will choose Article, if you are targeting film buffs, you will chose Movies and if you are a photographer, or Travel Agent you would choose Place, so you could highlight interesting places.

The next step is to apply for rich pins with one URL (ie. Home page, blog page, services etc). You will then receive an email confirmation that your site is enabled. You then need to validate your rich pins, by choosing a page on your website which has your metadata added to, enter your chosen URL and validate. Your rich pin should be enabled within an hour. If your page can’t be validated, it means the required metadata wasn’t detected.

Reasons why you need to use Rich Pins

  • These pins can appear more relevant and useful to the pinners who are then more likely to click on your pin or re-pin it.
  • They are designed to increase engagement as the ability to have the full description available helps with searches, which can result in more traffic to your website.
  • If you decrease the price of your products, Pinterest sends an automated email about the price drop to the people who pinned your product for free!
  • The biggest benefit of rich pins that I can see is that they are dynamic, which means that if you change any of the metadata on your website, it will automatically be reflected on your pin in Pinterest, so a change in price, description etc. will automatically update, rather than you having to manually update everywhere it has been pinned.

Buyable Pins

And another new(ish) feature of Pinterest is that you can now sell your products directly from Pinterest. The pins have a blue price tag so people can easily see that it is in stock and available to be purchased. Pinterest offers this services for free, but you will still need to be able to handle the shipping and customer service. Once you have been accepted to be able to create buyable pins, each time you create a new pin you need to ensure the pin’s URL points to your product detail page on your online store and the Pinterest will automatically activate it as a buyable pin. Pinners can then buy your products by clicking on the “Buy It” button, then use apple pay or a credit card to pay.

Promoted Pins

Then you get to the paid version.. promoted pins are another name for Pinterest Ads which boost your ideas so the right people see them at the right time. They help you grow your audience, drive website visits and increase sales.

Choose a pin that is already doing well on Pinterest or upload a new image which aligns with it, either similar type of post, topic etc. This makes it more likely that it will do well once promoted.

Cannot promote the price in it. You are allowed to put promotions on I.e. 10% discount until 31st December etc. or where you always provide something for free or at a particular discount.

Go to https://ads.pinterest.com. Choose your goal, of which there are two choices:

  • Engagement; this is where you paying for likes, closeups, and clicks and is the cheaper of the 2 options. This is a good option if your main aim is to increase awareness of your brand.
  • Traffic; where you pay for the amount of traffic driven to your site. This is the best option for gaining more clicks on your website.

The next step is to set yourself a daily budget, with a start date and optional end date. This way you can see whether it is working and extend for a longer period of time. You need to consider key words and descriptions to ensure your pins work as efficiently as possible, such as having text overlay, a call to action or show multiple products on the one image

You can either use Pinterest suggested key words for your pin or you can use external platforms such as google search and add a list of all words you would like to bid for. Pinterest says you need to bid on at least 30 terms and also suggests that you start broad and hone down, once you know what works well. You add your target audience and then monitor your results and tweak where necessary.

Pins last for a number of months, so promoted pins may get pinned to other boards and then when they get re-pinned from that board, it is like having a free promotion as they are considered to be “earned” clicks.

Conclusion

There are a number of different pins on Pinterest and which ones you need to use will depend on what you need it to do. If you are selling something then I would strongly suggest that you need Rich Pins, to ensure that your intellectual property remains yours. Promoted pins do appear to do better than normal pins, but then you would expect them to, as they should be more visible to your target audience. I would suggest that if you sell products on line, that you try them using a small amount of money, use the tips above and then monitor to see if its working and then perhaps tweak. As a blogger I use rich pins, to create more awareness of my website and I would definitely recommend using buyable pins for your product related pins, as anything that makes it simpler for the customer is more likely to attract buyers and therefore a no-brainer!

Sources

https://www.koozai.com/blog/social-media/pinterest-rich-pins-guide/