Like many social media platforms, Pinterest provides marketing analytics and data on business accounts. To build a successful Pinterest business page as part of your digital marketing strategy, you need to track, read and understand this data. Once understood, Pinterest Analytics will help you improve your page reach, growth and engagement with users. So which numbers need to be checked? Start with these five important data points, what they mean, and how to improve them.
Your number of Repins in your business Pinterest stats measures how many times users saved your pin to one of their boards. This means that your audience likes your content so much they want to save and share it.
Once saved to their board, your pin will be shared with all of that users’ followers as well. Essentially, Repins give you a direct measurable data point on how interesting your followers find your content.
If your Pins aren’t being Repinned as much as you expected, take another look at your content. Pinterest has the ability to make visual content go viral, so think carefully about what type of content you want to post. Make sure you know your target audience and the demographics of your followers.
Look for a simple Pinterest Guide. Or sign for an intro marketing analytics course. And don’t forget to review some of your previous posts. If certain ones had more Repins than others, you were on the right track. Look for patterns in your posts and their popularity and find out what your followers liked.
Another Pinterest metric to measure is impressions. Similar to other social media platforms, Pinterest impressions measure the number of times your content has been displayed to users on Pinterest. This includes the number of times your content has appeared in any form of feed on the platform.
An impression only measures the times your Pin has been shown to users, not whether they saved or liked it. Simply put, impressions represent the first step in getting users to save or share your post further.
To improve your number of impressions, try posting your Pins at optimal times. For example, some studies have found that users are most active on Pinterest in the evenings and on Saturdays. Also, take a look at your own analytics and see what days of the week your audience engages most often with your content. Additionally, ensure you have been optimizing your use of keywords on each post to increase your footprint in search results.
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To find your clicks count, scroll to the bottom of the “Site Metrics” on your analytics page. This number measures how many times users have clicked on your content or brand to learn more. Depending on what users click, it will direct them to a location on or off Pinterest to learn more about your business.
Improving your click content involves a lot of the same strategies used for improving impressions and repins. You want to create content that engages your audience, convincing them to click your post to learn more.
To successfully accomplish this, try creating posts that leave the viewer wanting more. For example, a catchy post that alludes to a list of the “Ten Best” of something, will make the user want to click to see the ten best list. This redirects to your site or blog, generating traffic to your business’s website.
Unlike some other social media platforms, Pinterest Analytics gives you the ability to see metrics from your accounts inception up to the present day. This allows you to view benchmark numbers, like your highest performing content.
Use these numbers to create goals for your future posts. Learn from your highest performing Pins, and aim to beat those benchmark targets every time.
What was it about your highest-ranking posts that engaged viewers? Was it the keywords, the size, and color of the visual, or the time you posted it? Review all of these factors and use what you’ve learned to help optimize future posts.
Pinterest Analytics measures your audiences’ language, gender, country, and metropolitan stats. In the United States, city-specific data is available as well.
As with any business, understanding your demographic and target market goes a long way towards creating a successful business. Analyzing your Pinterest demographics will give you the ability to create content specifically targeted at those audiences. By specifically targeting certain demographics, you have a greater chance of increasing your Repins and Clicks.
Pinterest Analytics provides a variety of metrics and data to verified business accounts. If properly interpreted and acted upon, this data will help you constantly improve your Pinterest footprint. Keep an eye on the number of Repins, Impressions, and Clicks. Use what you’ve learned to optimize and improve your future posts. You’ll be impressed with how quickly your Pinterest presence will grow.
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