From 2012 to 2015, Pinterest increased it’s following by 300% and by September of 2015 had recorded 100 million users. As an increasingly popular user platform, more and more businesses are using it to communicate with their customers. Whether you want to use Pinterest to increase your blog traffic, increase brand awareness, drive potential buyers to your site or another goal, it is fundamental that you measure your activity.
What should you be measuring on Pinterest?
Measurement can be split into two different areas; measurement to identify the trends in your audience and measurement to understand whether or not your activity is helping you to achieve your goals.
The engagement with your pins and boards and what is being repinned are the most useful pieces of information to analyse. They allow you to see what your audience is interested in so you can produce similar content so that they are more likely to continue to follow you and engage with you.
The behaviour of your audience can also influence the type of content you need to create. Arguably the best way to communicate with your audience is to figure out what makes them “tick”. What Pins do they like and engage with? What sort of Pins are they most likely to repin? Use the insights that measurement provides to analyse what your audience like, and don’t like, so that you can tailor your content and your reach within Pinterest will grow.
Traffic to and from your website is also key to success on Pinterest and should be monitored carefully. If your audience can pin from your website directly onto their own boards then you need to have an understanding of what they are pinning and how they are describing it. Equally how many click throughs do you get from Pinterest back to your website? Are those click throughs coming from your boards and Pins or from the boards and Pins of your followers and/or other Pinners?
How can you measure it?
Pinterest Analytics is relatively new so is still developing. The analytics are split into three sections.
Your Pinterest Profile – This section monitors engagement with your boards (repins, clicks, impressions and likes) and gives you top rankings for your most popular Pins. The All-Time report gives you insights from the beginning of your account including your 50 top ranking Pins, best in search and power pins with the highest engagement.
Your website – This section looks at all Pins that link back to your website. Importantly this isn’t just those Pins that you’ve added to your own profile but all Pins throughout Pinterest that link back. If you are using the official Pin It button on your website you can see how many Pins, how many Repins and how many of those Repins have then clicked back through to your website.
Your audience – This section provides information on your audience including a demographic breakdown. Click on interests and Pinterest also shows the subject categories that your audience like based on what they Pin, follow and engage with.
Tailwind is an external management tool for Pinterest. It provides access to many different measurements for your Pinterest account including likes, comments, traffic, revenue on selected Pins and Repins. It also allows you to track the growth of your following and provides guidance on content optimisation (including what times and days are best for you to pin).
As an account management tool Tailwind has a very useful scheduling feature, allowing you to schedule single and multiple Pins. There is a paid for version of Tailwind but it is free until you have scheduled your first 100 pins which gives you opportunity to see if it will work for you before you have to pay for it.