Molly Buccini

Visual content is a hot trend, and Pinterest ranks up there as one of the most visually-focused social networks. It would make sense that brands would be reaping the benefits of posting on this forum, but TrackMaven revealed statistics that show this might not always be the case.

Social media marketers are posting more on Pinterest than they are on any other social network, averaging 72-92 pins per month. However, in 2015, the average engagement ratio per post on Pinterest plummeted 49 percent.

In part, we can attribute this downfall in engagement to Pinterest’s new Smart Feed

Smart Feed Pinterest Image 4

Want to learn more about Pinterest’s Smart Feed? TailWind wrote a great explainer on this.

This can be seen as both a negative and a positive for brands, because:

  • Your pins could potentially have a longer shelf life. If a pin is extremely successful among your target audience, it could be showing up toward the top of users’ feeds – even if it’s several months old.
  • On the flipside, if your Pins don’t gain any traction, your audience has the chance of never seeing them, even when they were initially posted.

What makes a Pinterest post successful?

Do a deep dive of exactly WHO you’re targeting on Pinterest, and create a strategy that incorporates a mix of what your users like and what you want your users to know about you. The biggest mistake a brand can make on Pinterest is creating Pins that are only related to that brand and their specific products.

  • Cater to what the Pinterest audience likes.
    • Food, health, fitness, weddings, hair and beauty, parenting, clothing trends, home decor all extremely successful on Pinterest
  • Tap into those keywords that relate best to the pin you want to promote. Think, what would you search?
  • Stay relevant to seasons and holidays
  • Promote pins that offer advice and not only push products or services
    • If you want to push products, consider Pinterest Buyable pins. 

Here are 5 examples of brands with fun Pinterest campaigns that boost brand awareness without directly selling:

Hartz’s Valentine’s Day eCards:

Hartz Valentines DAy Pins

Constant Contact’s inspirational business quotes:

constant contact


Barnes & Noble’s cakes inspired by books:

cakes inspired by books

Texas A&M’s school colors DIY projects:

Texas AM Pinterest

FedEx’s Tying the Knot board:

Fed Ex's tying the knot pinboard

Want more social media resources? Check out: