Guys, you know I’m all about delivering some ass-kicking advice to make sure you’re playing at the top of your blogging and social media game. So today there’s something we need to talk about because I want to make sure you’re taking advantage of all the Pinterest traffic that could potentially come your way.
A couple weeks ago as I was cleaning all of the low-pinned images from my group board on Pinterest, I noticed something. Something that was not only keeping images from getting re-pins, but also lowering the overall quality of the board.
If you’re new to the Pinterest smart feed, here’s how it works: Pins are ranked by the number of re-pins, so the more re-pins a pin receives, the higher its value. And the more high-value pins a board contains, the higher the board’s value. So if your board is full of pins with tons of re-pins, it’s more likely people will see that content in their smart feed.
In order to keep the value of my boards high I regularly go through and delete any old content that’s not getting much love.
For example: If the majority of the pins in a board are getting 20-40 re-pins, I’ll go through and delete all the pins that fall below that range.
Yes, sometimes in social media you gotta be ruthless.
Back to my story . . . As I was going through and cleaning out my group board, I noticed that many of the low-value pins had been re-pinned over and over without any updates to try and increase the potential for being re-pinned.
The same pin with a tiny image or no description or a difficult to read post title…
Here’s the important thing: You MUST edit your pins (the title, the description, the image, the post content) if they are not being re-pinned.
DON’T just re-pin a failing pin. You’re lowering the quality of your boards and keeping your content from showing up in the smart feed!
It’s SO important to pay attention to how the content you’re pinning is faring on Pinterest. This is ESPECIALLY important if you’ve set up a system to re-pin the same content over and over.
Pins that receive only a handful of re-pins are unlikely to blast off as-is because there is something that’s keeping people from wanting to share them.
It could be . . .
- The blog post content isn’t helpful
- The post title doesn’t explain what the post is about
- Or the post title gives away everything so they don’t need to click the pin
But more likely . . .
- The image is uninteresting, doesn’t match the content, isn’t eye catching
- The image is horizontal instead of vertical
- The image doesn’t include the post title
- The post title is difficult to read at a small size
- There is no description or a short description
- The description doesn’t have any relevant keywords
- The description is focused on you and not on how the reader will benefit
I know it sounds like a lot, but each of those seemingly tiny details can do real damage to your Pinterest boards and significantly shrink the number of times your content is re-pinned.
So – what do you do to fix this??
First up, use a tool like TailWind to keep an eye on which of your pins are performing the best and which are performing the worst. I use the Pin Inspector (under Optimize Content) to re-pin pins that are doing really well and update those that need some help. You can click the down arrow next to re-pins to sort by most re-pins or least and you can filter the time period it shows to check up on your most recent pins and make sure they’re performing well.
Next, experiment with using different fonts (larger fonts, serif or sans-serif fonts) and colors in your images to find the combination that helps your images stand out. Keeping your font choices to a minimum and using one or two bright colors can help your pins grab more attention. Also shrink your image in your image editor to about 25% to make sure you can still read the text.
And third, work on perfecting your descriptions. Descriptions should be around 300 characters long, it should tell the user how they will benefit from the information in the post (not: “look at this delicious casserole I made” but “this casserole is perfect for bringing to potlucks”), and include a call to action to entice users to click. You don’t need to include hashtags, sales-y copy (30% off!), or time sensitive info.
Remember – by filling boards will pins you are creating a resource and sharing your expertise with your audience, but if they never see those pins, all your effort is going to waste. And we solopreneurs ain’t got time for that! Make sure your pins get the attention they deserve by checking in on a regular basis so you’re not repeatedly pinning the same poor-performing content.