In case you missed it, last week we talked about How to Craft the Perfect Pin using all the unique tools at your disposal. If your Pinterest account needs some TLC, make sure to check out that post first. After you’ve mastered the art of creating the perfect pin and increasing traffic to your site, it’s time to dig into one of my favorite (slightly nerdy) pastimes - analytics! Here at Social Studio Shop, we feel there are 5 key metrics that everyone should be tracking when looking to use Pinterest to build your audience.
Are You Attracting The Right People?
Whenever you’re tracking analytics from any social platform, demographics is always going to be a biggie. Knowing how your audience is built is going to be the first step in making sure your content is on the right track. Pinterest Analytics doesn’t get too fancy with their demographics, but tracking metrics such as country, metro, language and gender will give you a basic understanding of what kind of audience you’re attracting and can help you make smarter business decisions. For example, you’re looking to host your next DIY blogger meet-up in Los Angeles. But, when you go to track your demographics, it tells you that 40% of your audience is based in San Francisco and only 15% reside in L.A. Might be time to restructure, right? These numbers can help you decide if you’re really making the best decision for your brand!
Are You Sharing The Right Topics?
Pinterest is a huge source of traffic for me, personally. I’m always pinning my own blog posts on DIY, recipes and lifestyle to my Pinterest boards in hopes of introducing my blog to new readers. Now, my blog and my brand have a broader reach than some, but tracking my audience’s interests is still extremely important. If I’m pinning posts on recipes and DIY crafts, but my audience’s interests consist of sports, travel and tech, I’m clearly doing something wrong. If the interests in your analytics aren’t consistent with your brand, it’s time to figure out why your content isn’t reaching your ideal audience.
Who Are Your Number One Fans?
If people took the time to pin or repin your blog’s content, you should know who they are. Especially if their pins are getting awesome exposure on Pinterest. This is a great way to find potential influencers for your brand. Paying attention to which boards are getting the most impressions is also important for what kind of content you’re pinning.
Impressions: Are the number of times a Pin from your profile has appeared on Pinterest home feeds, category feeds and search. Average monthly viewers include anyone who sees a Pin from your profile on their feeds. – Pinterest
Extra Tip: See a trend in the pins that have the most impressions? For example, maybe your audience is loving your travel pins. You may want to start pinning more travel-related content to introduce your Pinterest account to like-minds. This is also helpful information for your future blog posts, and content that you share on other social media channels. If you’re a lifestyle blogger and you know your audience loves all things travel, you could start documenting your weekend adventures.
If your board with the most impressions is one you’re not currently giving a lot of love to, it might be time to start and build that traffic even more!
What Other Things Does Your Audience Like?
This tab is a bunch of fun! So you own an Etsy shop that sells amazing handmade soaps, don’t you want to know what other businesses your audience is in to? If you head over to your analytics (Analytics > Audience > Interests + Scroll to the bottom) and find the majority of your audience also follows Anthropologie and Restoration Hardware, awesome!
If your brand is more service-based, such as a photographer, this area can be especially helpful. You can utilize this information to cultivate blog posts or articles similar to the style of those that your audience is currently following. Is your audience actively engaged with Buzzfeed? Try a playful twist on a Buzzfeed-style article that fits your brand - “6 Things to Never Say to Your Wedding Photographer”, maybe? Pay attention to the businesses your audience is engaged with so you can see what types of content they are most interested in. If you want to be a super business-savvy boss lady, turn those metrics into a possible collaboration opportunity!
Which Posts Are Your "Viral" Hits?
How many times are you roaming the web when you tap that little red “pin it” button and save something you found interesting to one of your boards? Ever wonder how many people have done that from your website? This part isn’t exactly included in analytics, but it’s still a good resource to check out occasionally. If you go to the URL pinterest.com/source/yourwebsite.com, fill in your website’s URL (pinterest.com/source/socialstudioshop.com, for example!) then you can see all the pins that have been pinned from your website. This gives you a great chance to like them or comment on them thanking the pinner! Plus, it’s automatic validation for you to know what type of content your audience is pinning the most, so make sure to pay attention to any trends you see!
This might seem like a lot of information, but it’s all vital to a successful Pinterest strategy. If you’re feeling like your head is spinning and you need help diving into the basics of tracking and understanding social analytics, you might want to consider getting some 1-on-1 help to get your game on track! Our two-day workshops are the perfect place to get started transforming your strategy and posting with intention.
Seriously though, raise your hand if you are just a bit more excited about tracking your Pinterest analytics! Keep an eye on them to see if you need to make any adjustments to your strategy, and always make sure you’re pinning with purpose so that your ideal audience are the ones who find and love your pins.