It’s a new year and you know what that means. More questions about what works and what doesn’t work on Pinterest anymore. It doesn’t help that there were seemingly so many algorithm changes to the platform in 2020. Frustrating, hair-pulling, tear-filled eyes type changes. How do you even grow your Pinterest account in 2021?
We all remember the October shifts that saw many of our pins getting zero views, zero clicks, and zero engagement. Facebook groups were (and still are) being flooded with panicked posts like:
- “Is Pinterest fixed yet?”
- “What’s wrong with Pinterest”
- “Why has my Pinterest traffic fallen?”
And so many more questioning why their Pinterest page views were down, why their traffic was tanking and why what used to work, just doesn’t anymore. If this sounds like you and you’ve been stressing out about Pinterest in 2021 please keep reading.
I’ve been using Pinterest for my blog, It’s All You Boo, for over three years, as well as managing my clients’ accounts and teaching my students the best practices. Over that time I’ve seen many changes to the platform and shifts to the strategies.
Fortunately, I’ve never experienced a major dip in my Pinterest traffic over that time, and have continued to experience growth year over year. In 2020, Pinterest accounted for roughly 30% of my overall traffic (and organic search engine traffic for 60%).
So, if you want a simple strategy for success on Pinterest in 2021, or if you’re looking for ways to recover your tanking stats use the following three tips to slay your Pinterest goals in 2021. Spoiler alert, we will be going well beyond the tired advice you’ve been reading online to create fresh pins.
And the top three tips for growing your Pinterest account in 2021, that I’m about to share with you are working right now. I’ve tested them myself! The great news is that even though these tips are very 2021, they are in many ways “timeless” foundational strategies for growth on Pinterest.
That means, even with any new Pinterest algorithm changes in 2021, they are likely to work. How can I know that? What gives me such confidence? One simple reason: these are tactics I’ve been using for years. Yup, well before the dreaded October changes!
Let’s get to it, here are the top three strategies you need to grow your Pinterest account in 2021.
#1. Create Timely Content
I’ve been saying this for years: Pinterest is all about timely content! If you’ve never heard this term, it simply means that user behavior and searches are driven by content that is time-specific. Timely means seasonal.
For example, if it’s February pinners are looking for Valentine’s Day. Or if it’s December, they’re searching for all things holidays, Christmas and New Year’s. There’s just one catch when it comes to Pinterest, you need to start sharing that content early.
Not just a few days before, but 3 weeks minimum prior to the actual date. Ideally, you want to start sharing that content 45+ days out from the date. So, if you’re creating content for Valentine’s Day you should start pinning that content the first, maybe the second week of January.
To help you understand this, Pinterest even released Pinterest Trends. An interactive tool to help you “discover what people are looking for in the United States. U.S., U.K., Canada.” (You must have a Pinterest Business account to access trends in the Analytics panel.)
Start Pinning Timely Early
Why? It takes time for your content to take off on Pinterest. Especially, when you’re limited to basically pinning a single pin once to the single best board, and sparingly repinning it to more related boards or group boards (which I honestly do not recommend).
If you have questions about this I strongly encourage you to sign up for my FREE #PinPerfect masterclass, I go step-by-step through HOW to pin in 2021.
Let’s walk through what happens when you add a new pin to Pinterest:
- You create your beautiful “fresh” pin that links to your timely and seasonal content.
- Then you pin that pin (or schedule – doesn’t matter) to the best possible board on your Pinterest profile.
- In the coming hours and days, your followers and other Pinterest users will save your pin to their boards and click on it to visit your website.
- Over that 45-day window, your pin goes from your one save to many helping it to then appear in Pinterest search results as more users are looking for the content you’re sharing (Ex. on the week of Valentine’s Day).
Do you see why you need more than just a few days for your timely content to take off? How if you wait until the day of, February 14th in this example, traffic drops off the next day and you’re too late.
Testing Trending Content
This past October-December I tested this out with my own content. I’d been late to sharing a new post I’d created for Halloween, only sharing those pins two weeks before October 31st. They didn’t have enough time to take off, hardly any repins, and barely any clicks.
But, when it came to Christmas and New Year’s, I started pinning fresh pins in mid-November, with about 45-days to go before that key search window when Pinterest users on mass are searching for content for these days. What was the result? See for yourself.
What was the result? See for yourself below with the increased clicks, audience, and engagement on my Pinterest account.
Start Creating Timely Content
By content, I mean both on your website (blog posts, products, etc) as well as Pinterest Pins. Make your Pins timely, make your content timely. You can create new (aka fresh Pins) for your older content that is timely.
Every single year I create new posts for every season and major holiday. But, I also continue to share all my existing timely content from years past. So, if you’re just getting started you may only be able to create one or two posts for Valentine’s Day, but next year you can create a few more.
Then, before you know if you have a collection of posts to share every year. All you have to do is continue to design new pins in the most relevant format. Right now, the most promising format for pins is Video pins! This brings us to the second way to grow your Pinterest account in 2021.
#2. Create Video Pins
If you’re not making video pins you are missing out! Yes, I get it that you probably haven’t started designing them because it seems hard, and more work. You’re thinking, “ugh, I just figured out standard pins, and now I need to make videos! I can’t keep up.”
Don’t stress, video pins are super easy to design and take no time at all when you’re using Canva. It’s a free graphic design tool that enables you to transform static pins into video pins in just a click or two. It’s magical really!
If you’re struggling with video pins, check out my Video Pin Starter Kit, with click-by-click lessons that show you how to design 10 distinct styles of video pins. Plus, it comes with 20 ready to use video pin templates.
Why Video Pins?
Video pins seem to have preferential treatment on Pinterest in 2021. They get more impressions (meaning more views), which increases their potential for saves and clicks to your website.
Take a look at these four pins I’ve scheduled today to my account. Two are standard pins and two and video pins. Guess which ones have the most impressions and saves? It’s the video pins!
Yes, video pins are all about the saves, but saves signal to Pinterest that your content is engaging! Meaning that maybe your other content is too. If your followers are reacting and saving your video pins they’re more likely to see your other pins too. It’s all connected!
Video Pins Lead to More Engagement
Since I’ve started regularly creating and saving Video Pins to my primary Pinterest account I have seen a week over week increase of performance on my account.
Prior to this shift in mid-October of 2020, I was creating fresh pins for my content. And even though they were linking to new content and were never before seen images on Pinterest I was not getting traction. I would have Pin after Pin with low impressions, no link clicks and no saves either. Depressing, am I right?
So, if you’re still stuck on zero across the board, and you’re creating fresh pins, you’ve got to change it up as I did. This October algorithm change shifted made it that fresh isn’t enough. Your content has to be timely (strategy #1) and your pins have to be engaging!
Because the movement in video pins catches the eye in a crowded feed (usually filled with standard image pins), they are by nature more engaging. So, creating them would increase engagement on your account.
Think about it, what are you more likely to click on: an image or a video?
Pay Attention to the Type of Pinterest Pins
It seems that there’s always a new “type” of Pinterest pin coming out. In the beginning, it was just standard image pins. But then video pins came out and took off in popularity over the last few years.
And now Story Pins are the new belle at the ball. Pinterest wants to keep users on their platform, spending more time in the app or on the website than clicking off to a content creator’s site.
Although they might not admit it outright, this is hands down the reason why you are unable to add links to Story Pins. It’s so Instagram of them, isn’t it?
Experiment with creating these types of pins as well, in addition to Video Pins and Standard Pins. You’re simply providing yet another way for users to interact and engage with your content.
As of now, Story Pins are only available in the US. Click here to fill out a form to request access to Story Pins.
The point I’m trying to make is, keep your eyes open to the changes around you. Is there a new type of pin you can try? If yes, then you should! One of the best ways to grow your Pinterest account in 2021 is to create various kinds of pins. In 2021, that’s Standard, Video, and Story Pins. Get creating!
#3. Use Tailwind Communities
One of the most common questions I see in Facebook groups is, “Are Pinterest group boards still a thing?” Short answer: Well, no, not really, they haven’t been for over a year now. Where have you been?
There is so much misinformation being circulated online about how to actually grow your Pinterest account. And one of those dated (like from 2017-2018!) and honestly dangerous strategy is adding your pins to group boards.
Back in the day, you could get away with repinning your pins to all your group boards. But for over a year now, Pinterest has been onto this. This was never the intention they had for group boards. So adding pins to them like this will NOT get you results. They can get you flagged for spamming or even kicked off the platform.
Before you freak out and leave all your group boards, I’m not saying that you should NEVER pin to group boards and they’re completely useless. Even though they are definitely not the best use of your time.
Why were content creators sharing their pins to Pinterest Group Boards in the first place? The hope is doing so will lead to more clicks, but almost more repins by other content creators. And in some cases, if the board is of high-quality, this can still happen in 2021.
For example, my group boards still rank in my top repinned Pinterest boards week after week. So, if you’re looking for Pinterest group boards worth joining, request to join my group boards here.
The Alternative to Pinterest Group Boards
So, if you’re looking for a safe, and Pinterest-approved way to get more repins in 2021, you should instead use Tailwind Communities (formerly known as Tailwind Tribes).
Tailwind Committees allow you to share your pins with like-minded pinners, who are required to repin other’s content in order to stay in good standing in the Community. Basically, I’ll reshare your pins, and you reshare mines. That’s how it works.
Usually, for every pin you add, you should repin one pin added by another community member. It’s built entirely on a system of reciprocity. That’s why Communities are a much better use of your time and energy than Pinterest Group Boards in 2021.
Plus, if you recall in strategy #2 for growing your Pinterest account, it’s all about increasing engagement on your account. Other Content Creators on Pinterest sharing your pins to their relevantly titled Pinterest boards is good for you!
Time and time again, at least half (if not more) of my top ranking Pins in search results are saved by other users. In this way, Pinterest is and will always be a community effort. None of us achieve success on the platform all by ourselves. That assistance can come from other bloggers, but also just everyday pinners who just love your content.
How to Get Tailwind Communities
You might be wondering, are Tailwind Communities free? How do I join a community?
Communities is an add-on feature of the Tailwind scheduler for Pinterest. You can get started here with a free 30-day trial that gives you access to five Tailwind Communities. Join relevant Communities in your niche and add some pins.
If you request to join my Pinterest Group Boards, upon approval, I’ll also send you an invitation to join the Tailwind Communities too. Here’s the link to request to join my Pinterest Group Boards and Tailwind Communites.
Ready to Grow Your Pinterest Business Account in 2021?
Get sttarted today with the three strategies I’ve shared with you. Start with creating that seasonal and time content, both on your website and for Pinterest.
Then, design Pinterest Video Pins linking to your seasonal content. Remember, Canva makes it easy to create pins from a free account.
Lastly, continue to share your standard image Pins in Tailwind Communites for added exposure through repins.
Looking for more tips to help you get more followers, more clicks, and even more sales? Sign up below for my PinPerfect Masterclass. You’ll learn the three secrets