A lot has changed with Pinterest over the last several years. In just a short amount of time, we’ve watched Pinterest grow from simply a way to save images to an engaging, dynamic way to connect with people and promote your business. It’s exciting to see!
Needless to say, as Pinterest evolves, your marketing strategy should evolve, as well. Not only do these changes alter how the Pinterest user experiences the platform, but it has a large impact on your marketing strategy, as well!
One of the top considerations for anyone who utilizes online marketing should always be staying up-to-date with current trends, platform enhancements, and ways to adapt your strategy to today’s market. Doing this ensures you generate successful, organic traffic for your brand or business!
To get you started, let’s take a look at the basics of what’s changed over the last few years and how it might impact you! 2018 is when Pinterest really started to overhaul their platform with new updates and enhancements to the platform, so let’s start there and work our way up to today!
Key Strategies from 2018
People with similar ideas or content can join group boards and share content all together. They’re like regular boards, but they promote collaboration and community. Group boards allow you to engage with an audience outside of your usual one, which is fully intended to drive traffic back to you.
Prior to 2018, group boards were a HUGE part of Pinterest for business. But, in 2018, Pinterest opted to deemphasize group boards. Where group boards Pins would previously show up in any follower’s feed, now those same Pins only pop up in the feed if the follower saves it to one of their boards.
This change made group boards less visible and therefore less likely to drive organic traffic. They still exist, but they’re not as important as they were before.
Pinterest used to be absolutely filled with infographic after infographic. While this can be a great way to get your brand or message across, it’s not very interesting to look at. Over the last several years, we’ve seen Pinterest really pivot toward more engaging, unique content and less toward generic marketing strategies.
Repinning the Same Images
If you wanted an image to be seen across Pinterest, you repinned it over and over again in order to get as many eyes as possible on that image. The more you pinned it, the more visible it was. This filled Pinterest with the same images over and over again. Much like the infographic trend that used to be prevalent on Pinterest, the strategy of repinning the same images over and over again really cluttered Pinterest and made it a less interesting place for users. Plus, Pinterest is able to detect pins that are copies or even lookalikes. Once this is detected, there’s a decrease in impressions on the copies.
Still Images Only
Perhaps one of the biggest changes to Pinterest from 2018 to now is that still images used to be the only option! The platform did not allow for videos of any kind. While this was perfectly functional at the time, we’ll talk in just a second about how video has completely revolutionized the way we market online.
A Warm Welcome to Videos
Let’s jump right in to talking more about videos! What an update! Pinterest is no longer full of only still images and instead has been brought to life with the option to pin videos. In the rapidly advancing age of TikTok marketing, video is a must have for any platform at this point.
Video pushes the limits of Pinterest marketing one step further, allowing creators to really expand their creativity, engage their audience in new and exciting ways, and reach new prospects. TikTok has put the short video marketing strategy on the map — and Pinterest is embracing it.
In another exciting creative move, Pinterest has added Idea Pins (formerly names Story Pins) to their platform. Not only does this conform to the expectations established by Instagram Reels/Stories, but it offers another unique opportunity to get creative and generate organic traffic.
You can use Idea Pins to record multiple videos, add images, and embellish with custom text. You publish the Pin and it stays on your boards at the top of your business profile. This opens up all kinds of options for creating guides, planning out recipes, uploading multiple short videos, or curating a collection of products. Overall, it gives you the opportunity to tell whatever story you want and you can revisit it and add to it whenever you like. Users can then check back later to stay up-to-date with their favorite stories!
Overall, the improvements to the Pinterest experience we’ve discussed so far promote higher audience engagement. It encourages Pinners to come up with dynamic and engaging content for the audience and for the audience to have a voice in the content they’re viewing. No longer are Pinterest users just passively pinning still images; they’re actively engaging with their favorite brands, speaking up for content they enjoy, and driving the way marketing strategies play out across the platform.
And, lastly, one of Pinterest’s most distinctive new features is the ability to promote Pins. So, while it’s completely possible to generate organic traffic through the engaging new features Pinterest has added, it’s also possible to pay to promote your Pins so that your content will reach even more audience members.
Pinterest is Changing… Can You Keep Up?
The bottom line is Pinterest is evolving — and you should, too! These new features give you and your business an excellent opportunity to adjust your online marketing strategy to be fun, creative, and engaging in an entirely new way. These updates have transformed Pinterest from a passive platform to one of the best places on the web to promote your brand.
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