What is Pinterest?
Pinterest is a social network that allows users to post images and check the photos published by other people. The act of posting on Pinterest is referred to as pinning. The network started gaining popularity in 2010 when it hit more than 40 thousand users. Ten years later, Pinterest has more than 79 million users in the USA and several others worldwide. Its global footprint grew by 38% between 2018 and 2019. In 2019, Pinterest reported more than 235 million users from 171 million the year before.
What can Pinterest Analytics do for your brand?
There is more to Pinterest than just pinning and viewing pinned images. It is also a good way to boost your brand. According to studies, more than 73% of its users end up buying products that they have found on the social network. This means that business owners can use the platform as a marketing tool hence the term Pinterest Marketing. It all starts with the images which lead potential clients to your business website and sometimes to the physical stores. This means that the platform can work as a marketing tool for your brand.
The fact that it is the fourth most popular social network in the works (after Facebook, YouTube, and Instagram) also helps. When people are starting new projects, Pinterest is the first place they visit. Sometimes they are looking for raw materials, products to make their projects successful, and inspiration as well. Audiences also put high levels of trust on the platform hence driving more people to make purchases. Therefore, Pinterest can help increase your website and brand traffic by making it known to the world of audiences.
Pinterest is also the only social media platform that offers visual search. The company was able to achieve what most platforms were striving to provide its clients with for several years. People also use Pinterest to find inspiration. A significant percentage of the users attest to the fact that Pinterest has helped them achieve their goals in one way or another. Therefore, by using Pinterest, your brand can be more than just a brand. It can be a source of inspiration. Through your brand, you can also play a significant role for your clients in their daily lives.
Finally, Pinterest can also help you increase traffic to your website and boost your brand engagement.
What can Pinterest Analytics do for Your Brand?
Pinterest analytics is a tool on the social network that helps you track your performance on the platform. With this tool, you can measure your pin performance, your followers’ growth, traffic referrals, and make sure that you are meeting your set social media targets. The information you acquire from using Pinterest analytics can help you develop a successful Pinterest Business Strategy. You can also use the information to gain a better understanding of your audience. With such knowledge, you can, therefore, come up with stronger content that will help boost your brand further.
Pinterest analytics will help you track the following metrics.
Impressions are the number of times that your pins (images) show up in the home and category feed, as well as in the search results. Therefore, one impression is equal to one view. Impressions help you to measure how much reach your content has.
Closeups are the number of times people have clicked on your Pin to get a better look. It helps you find out the impact of your visuals on the platform.
Repins are the number of times that a user or more have saved your Pin on their boards. This will help you know how much interest your pins are attracting.
Clicks- this refers to the number of clicks to your website from the pins on your board. If you have a good click rate, it means that more people want to know your content more.
Top pins- this refers to the fifty pins with the most impressions, repins and clicks in the last 30 days. The information will help you find out what audiences respond to.
Top boards- This is a 30-day look at the boards from which pinners are seeing your pins, to whom they are pinning your posts, and from where they are clicking your pins.
All-time stats- this a long-view on data from the account’s inception, on your most repined, power, and best pins in your search. In simpler terms, power pins refer to the pins in your account that are most engaged.
Demo- this refers to the demographics of your audience. It included information like gender, language, metropolitan stats, and nationality as well. This information will help you known your audience better.
Audience affinities- this refers to what your audiences are into. This section lets you see the most common categories with which your followers engage with, the top boards on which your pins appear and business accounts that follow you.
Website analytics- with Pinterest analytics, you can also track your website’s impressions, saves, pins, top pins, and clicks, and original posts.
With Pinterest Analytics, you can grow your brand awareness by getting insight into your audience, interests, strengths, and weaknesses.
How to Access Pinterest Analytics?
To access Pinterest analytics, you first have to open a business account. To do so, follow the following procedure;
Visit the official Pinterest website.
Proceed to choose between having a personal account or a business account. In this case, a business account would be the best option.
Go on and register for your business account. Here you will need to provide information on your language, location, and add your business name as well. You may also need to pick a description that suits your
If you already have a personal account on Pinterest, you can always convert it into a business account. All you need to do is log into your account and maneuver through the menu options.
Once you have set up your account, you will have to confirm your site and sync your website to your Pinterest account. Validating your site is also known as claiming your website. Claiming your website means that your site gets verified. Like the blue tick on Twitter, Pinterest gives you a small globe icon and shows your profile photo in any pin that originates from your website. All you need to do to complete the verification process is paste in a meta tag and upload an HTML file.
Why the business account you can enjoy the following benefits;
A business account will give you insight into business analytics.
You also get access to advanced advertisements with the business account.
To make things easy for your users, you can go the extra mile and install a save button. The role of the save button is to help users access your pins easily. The button will help you generate better analytic information.
You can also add a Pinterest tag or a Rich pin to measure the actions that people take after seeing your Pin and give title information in the Pin, respectively.
When getting started with Pinterest, you need to understand the following chief terms;
Pinner- the term pinner is used to referring to the user on Pinterest. It is a person who uses Pinterest.
Pins- a pin is the primary form of a post that is published on the platform. It can refer to an image, video, or text. It can link back to the source.
Repin- this is similar to when a person re-tweets on Twitter.
Promoted pins- these are pins that the company or the pinner has paid to promote. They appear on the home feed and the search results. They also come with a promoted label.
Rich pins- some pins provide added information of the Pin. Such information includes price information. They come in the form of product pins, recipe pins, article, and insert pins.
Boards- this is similar to a digital-analog for mood boards. They are utilised for grouping pins. The pins can be centred around a certain topic or a theme. There are group boards and secret boards as well. There are also protected boards where pins can be seen across the platform, but they do not show on the pinners’ profile pages.
Pinterest lens- this is a camera tool that allows the users to take photos or videos as well as find related content on the site.
Pincode- this a QR code that can be scanned digitally or on displays as well as packages. They link back to the board of the profile.
How to Use Pinterest Analytics to Grow Your Audience?
The Pinterest analytics dashboard is the best tool to take advantage of when using the Pinterest social platform. It provides you with insights and data on impressions, clicks, pins, repins, and others.
All the numbers and stats tend to be confusing at first. If you want to gain better knowledge, start by breaking it down. By doing so, you will be able to see the patterns that can be applied when determining your next business strategy. Start by looking at what is currently working for you. Information on the top pins repins and clicks should come in handy here. You can also find the pins with the highest number of likes. Compare the pins and consider what they have in common. Take notes listing anything that you find striking and other characteristics that come in handy. With the information you gather, you can develop a technique to start testing the success of future pins.
You can then proceed by assessing what is working and what isn’t. Maintain what is working and switch up what is not. This process is referred to as the trial and testing. The aim is to find out what is working for you and how you can help your brand. The information that is provided on Pinterest analytics is incredibly useful. It also does not require strategy and thought to gain the peak profits from its use. However, you also need some practice and creativity. This is the only way you can enjoy all the benefits of the tool. The analytics will also help you confirm whether or not your new social content strategy is paying off. You can also use individual pin analytics to get the above information.
You can also use the information on Audience Insights to understand your target audience better. For instance, you can get information like your target audience’s interests, what they respond to best and their demographics as well. With this information, you can come up with a plan to build your audience.
How to Use Pinterest Analytics to Boost Brand Engagement?
Pinterest, like other social platforms, is a place where you can communicate with your clients easily. You engage your clients through comments, likes, and repins. However, before you get to this level, you need to have an audience with which to engage. Pinterest marketing helps you reach a wider range of audiences. It also helps you create brand awareness. By doing so, you are more likely to get more comments, likes, and repins. You, however, have to work towards keeping the communication steady. You can achieve this by constantly posting new content and responding to clients if they have questions and when they pay your product complements.
How to Use Pinterest Analytics to Drive Traffic to Your Website
Below are some strategies you can use on Pinterest to boost your website;
Optimise your boards
You can start by using a name and description that sufficiently describes your business. The name and description you provide on your Pinterest profile help tell users what they can expect to form your company. The information also helps users to find you more effortlessly. To create the best name and description, make sure you use it to match them with the keywords that people use to search for pins on Pinterest.
Descriptions
The description usually has a limit of 500 words. Note that you do not have to write the 500 words. Make sure to keep it brief. Note that if you write a board description in the same manner that you would a meta description like that of a blog post or an article. You can use 160 words or less. Make sure to use the appropriate keywords in the description as well. You want to keep it simple so that clients can read. Clients do not want to read very long descriptions.
In addition to the targeted descriptions, you also need descriptions for individual pins. This is the area where most people fail. Overlooking and underutilising pin descriptions is always a bad decision. The descriptions help users to understand the context of the pinned images. They also drive user engagement with your pins. User engagement refers to acts like liking, comments, and repins. You can write up to a 200-word pin description. However, it is always wiser to keep ist short and precise. Also, make sure to use appropriate keywords. You can also add hashtags to your description. However, avoid using too many of them as they can negatively affect the ability of your Pin to be found in the search results.
Utilise Rich Pins
There are six types of rich pins that you can use on Pinterest. They are place, article product, recipe, movie as well as app rick pins. The main role of rich pins is to minimise the risks that users have to face by being more transparent. They allow you to reach your website easily by clicking on a pin. Rich pins are especially useful to businesses that are looking to increase traffic to their website.
Place pin links to a location, and article links to a post, product to a specific item displayed on the Pin, recipe to a recipe of the food that is captured in the image, and app rich pins link directly to where one can download an application. For instance, product pins are ideal for online stores as they help clients reach the site through which they can purchase a product, find the price, and check its availability. To create a rich pin, add a meta tag to your website and apply it to have Pinterest enable the rich pins tool.
Work on Increasing engagement
One of the easiest ways to increase engagement on Pinterest and any other social platform is by being social. You can do this by replying to comments made on your posts and commenting on other pinners’ posts. The key is to use the platform as a line of communication between your clients and your brand. You also need to keep posting regularly. By maintaining regular activity, you encourage more users to like, comment and repin your content. By doing so, you also increase your visibility. Make sure you are constantly coming up with creative and fresh content.
The Pin It Button
Finally, you can drive more traffic to your business by installing the Pin It button. This is a button that enables users to pin an image in the least amount of clicks. The button makes the pinning process faster and easier. It also helps encourage users to share your content.