What to Do When Your Pinterest Analytics Drop
A few weeks ago I decided to conduct a little experiment. For two weeks I stopped publishing new pins and put my usual Pinterest marketing strategies on pause. During that time, not only did my Pinterest engagement drop off significantly, but so did my website traffic.
While some of my older pins still brought consistent traffic to my site on a daily basis, my pageviews were much lower than usual and my monthly viewers on Pinterest dropped by over 100k!
The whole point of this experiment was to see what happens when users go inactive on Pinterest for a period of time, and to be able to share with you what you can do when your engagement takes a hit — so if you’re noticing a drop in your Pinterest analytics and your website traffic, here are some things you can do to turn those numbers around:
Ride it Out
Regardless of your level of activity on Pinterest, it’s important to keep in mind that all businesses experience slow seasons, and Pinterest is no different. When the weather turns, people aren’t spending as much time on their phones or computers scrolling through Pinterest, so sometimes you just have to ride it out. While you’re waiting for things to pick up again, keep publishing your own pins and and re-sharing other users’ content. If you don’t have a Pinterest marketing strategy in place yet, make sure you check out these courses to help you develop an effective plan for your online brand.
Refresh Your Pins
If your numbers take a hit, go back into your analytics and look at your top performing pins. Notice the colors, fonts, and written text you used on those images to help you create new ones. If you notice you have several pins that aren’t converting, try a new approach. Switch up your colors, images, fonts and written text to see if your audience responds better to a different style of pin. For me personally, I’ve noticed that pins with softer colors and lifestyle images perform much better than pins with bright colors, images with faces and stronger calls to action.
This is why having a business account with Pinterest is so important. A business account gives you access to these important analytics so you can track how your audience is engaging with your content. When you take a look at these analytics it’s important to pay attention to the number of clicks your pins are getting; don’t get hung up on the number of impressions or saves. The goal is to get other users to click through to your website — not just scroll past your pin.
If you don’t have new content on your website to promote, you can still create new pins that link to some of your earlier content. I typically do this every couple of weeks or so to bring consistent traffic to my site. To learn how you can create your pins easily with Canva, you can find out more here.
Focus on Descriptions + Hashtags
If you’re not optimizing your descriptions and taking advantage of the description boxes, you need to change that immediately. Optimization simply means that you’re using keywords and hashtags in your pin AND board descriptions to reach your audience.
If you’re not sure which keywords you should be using, simply type in a few words in the search bar on Pinterest, hit enter, and take note of some of the suggested keywords that come up. I like to keep a running list of all the keywords that align with my brand so it’s easier for me to create descriptions. You can also use these keywords as hashtags in your board and pin descriptions. You can use up to 20 hashtags on Pinterest, so make sure you’re taking advantage of that feature.
Pinterest rewards consistent users. As I saw with my little experiment when I stopped using Pinterest, my engagement took a major hit and so did my site traffic. When I started following my marketing strategy again, my engagement and my site traffic started to climb back up. So whether you already use Pinterest, are new to using it, or are experiencing a slow season, just stay consistent.
If you’re overwhelmed or need to make your life a little easier, I highly recommend utilizing Tailwind so you can run your Pinterest on autopilot. Tailwind is a Pinterest-approved scheduling tool that I simply cannot live without. Not only can you upload your pins in bulk and schedule out weeks worth of content, but you can see significant growth a lot faster with their groups called Tailwind Tribes.
There’s an entire module inside my Pinterest marketing course dedicated to Tailwind where we chat about why Tailwind is a necessary tool and exactly how to use it. You can also learn a bit more in this post and sign up for Tailwind here to get your first 100 scheduled pins for free!
It’s inevitable that we’ll experience a fluctuation in our Pinterest analytics and website traffic at some point. When this happens — because it will — the best thing you can do is remain consistent, refresh your pins over time and keep an eye on your analytics to see what’s working well for you and where you can improve. If you have questions about Pinterest marketing, feel free to leave them below!