Best Pinterest Marketing Strategy for 2020: Your Pinterest Best Practices Guide

Wondering how to create the best strategy for your Pinterest marketing game in 2020? 

If you were around for any of the Pinterest buzz earlier this month, you probably caught wind of the updates or best practices posted for this year.

The good news is that many of these practices are things we’ve already heard before or at least have suspected. 

The difference is that Pinterest has now given us the “all clear” in putting these practices into use. 

Going Above and Beyond Images: 

Before we get into best practices, Pin creation and images, as a marketer, Creator and/or Pinterest Assistant, you’ll need to think about the entire Pinterest experience as a Pinner, rather than a Creator and what occurs while on the platform. 

Beginning with an unbelievably high-quality relevant image, you then move to an engaging title and description that showcase specific keywords. 

After that, you’ll need to make sure that when a Pinner does click on your pin, that it leads to a great experience on your website. 

As a business, Pinterest is constantly evaluating how to improve the overall user experience. 

After all, with nearly 322 million people visiting the platform per month, Pinterest needs to ensure their users are getting what they scroll for: images and content that provide a solution to whatever problem they have. 

woman at desk writing in journal

In doing this, they want to keep the platform relevant and as a result, they are truly favoring Creators who consistently provide fresh, engaging, and impactful content. 

The sooner you start to revamp your Pinterest strategy so that it reflects best practices, the quicker you’ll be able to bring your “A” game when it comes to successfully marketing on the platform that’s purely all about the eye candy. 

This post is going to be one that you’ll want to reference over and over (hint, BOOKMARK this), so don’t miss another Pinterest marketing opportunity and get with their best practices…starting now! 

Pinterest Best Practice # 1: Creating Fresh Pins = Fabulous Engagement

One of the biggest focal points on the Pinterest marketing scene is the concept of consistently creating  “fresh content” or “fresh images”. 

Pinterest is a visual search engine and they are in the business of creating a visually appealing environment for its users. 

Think of it this way, when you go onto Pinterest as a user, would you rather see repeated content or fresh images and ideas? Right–fresh content! 

Here’s the question on everyone’s mind: 

What is considered “fresh” content on Pinterest?

We’ll answer this one with a quote straight from the horse’s mouth: 

“The easiest way to think about fresh content is new images count as fresh Pins.  As long as the image is new, it will count as fresh content”. 

Strategy Tip:  New image or video = fresh content on Pinterest 

Aside from creating new images on Pins, there are other things to consider. Here are some answers to those questions you’re sure to have:  

Can I use the same URL or source?

YES! You can use the same source for each Pin you create. In other words, you can (and should) create multiple images (about 5) per post. 

It is now best practice to take multiple images from the same post and spread them out throughout the course of a week or so on Tailwind in order to keep the fresh content circulating to relevant boards on different days.

How different does the image have to be? 

What constitutes a “different” image on the platform may change over time, but Pinterest was very clear that making small “tweaks” (i.e. moving the image a few pixels), is not best practice nor will it count as fresh content. 

Remember, this isn’t a game of trying to trick or fool Pinterest. It’s going in and deciphering what will make the best content for your ideal audience. 

Think about the entire image and even adding a text overlay to that new image for the best overall effect. 

As Pinterest indicates: “creating unique images that are helpful and inspiring to pinners” is the best, overall practice. 

In other words, don’t simply change the text on a pin. 

Below is a prime example of how multiple images and texts were used for the same post and product:  

Source: Tailwind

Strategy Tip: If you’re struggling to see the differences from one Pin image to the next, that’s a good indicator that you’ll need to make some other changes to that Pin. 

If I  Rewrite a Pin Description or the Title, will it Count as a Fresh Image?

In short, NO! Changing up these two parts of your Pin is not discouraged by Pinterest, but this alone will not qualify the Pin as new or as “fresh content” on the platform. 

Remember, Pinterest is a visual search engine. You’ll need to update the image before anything else in order for it to be read as a “fresh” Pin.

The image MUST be new and fresh to pinners! 

Can I use the Same Pin Description and Pin Title but just change the Image?

The short answer here is…no. Current Pinterest Best practices state that you should try to use different titles and mix descriptions to see what might work best. 

Think about your keywords and long-tail keywords, in particular, to help in targeting a different type of audience searching for your Pins. 

Pinterest also suggests to: 

  • Look at trends and position your content around search behaviors and seasonal times.
  • With your new image, you’ll want to focus on certain products or services in some images more than others–so your title and description will change to reflect that newer image.

A few key reminders about fresh content here:

  • The “fresh” part of the content is the new image itself.
  • Practice A/B testing with different background images or text overlays as part of your strategy.
  • Titles and descriptions that don’t relate to an image accurately will not perform well on the platform because they provide less value to the overall user experience. 

Pinterest Best Practice # 2: Relevant Pins to Relevant Boards

Think about this next step as a game of “matching”. Take a look at your Pin, think about who and what you’re targeting (i.e. is it spring crafts for kids or DIY home decor), and check the keywords you’re using to identify that Pin in a search. 

Then save that Pin ONLY to the boards, (maximum 10 boards), that are relevant (a match) to your Pin’s image, keywords and content. 

For example, when I create a pin that’s geared toward Valentine’s Day Crafts, I’m going to place that pin in all of my Valentine’s Day Boards and Valentine’s Crafts Boards. 

That same pin may even go into a Kid’s Craft Board (if the pin image, description and title correlate to kid’s crafts). 

However, the ideal scenario is that when you save pins to multiple boards it’s a good idea to use as many unique images across those Boards as possible. 

Key takeaways to remember about relevant boards: 

  • Create a Pin using a relevant image and keywords to the post or product. 
  • Create a Pin description and title with similar keywords.
  • Post that Pin to relevant boards with the same content and keywords 
  • Send your Pins to 10 relevant boards for those Pins.

Pinterest Best Practice # 3: You can Duplicate Pins–but do so Sparingly

The next question that comes to mind is the duplicating of Pins. With all of this talk about fresh content and images, it leaves us wondering if it’s ok to duplicate Pins (or Repin). 

At some point, the thought was that it was ok to pin images to many Boards and then cycle back through and Pin them over again. 

Now, with best practices in place, Pinterest wants us to all share content but when it comes to repeating or duplicating our own pins, we must do so at a lowered rate. 

As stated earlier, creating an image and then Pinning that image to fewer than 10 relevant boards is now best practice. 

What is a “duplicate Pin?” Specifically, duplicate Pins are Pins with the same image and URL that have already been Pinned before. 

Although you can Repin older Pins, Pinterest is notably prioritizing newer content on their feeds because of the overwhelming response of Pinners responding to new images. 

Pinterest wants fresh content so your energy is best spent focusing on creating new content for the platform. 

Key Takeaways: 

  • Duplicate pins get less of a priority on the platform.
  • If your strategy once focused heavily on Repins, it’s best to put your energy toward newer image and Pin creation for better results (aka distribution) on the platform. 

Pinterest Best Practice # 4: Invest more time in Pin Creation

If your pin creation schedule was that of five (or fewer ) new Pins each week, you’ll want to start placing more energy in creating new, fresh Pins more each week. 

Pinterest has indicated that those fresh Pins will help your content gain the most exposure and that leads to more traffic. 

A good rule of thumb would be to create anywhere between 4-7 new Pins per post with 5 new Pins being an optimal number. 

Remember, new, fresh Pins don’t have to be time-consuming. Think new images and perhaps some text changes. 

Try experimenting with titles, descriptions, and overlays on your pins to see what gets the most response from your audience. 

Pinterest Best Practice # 5 Go for Quality NOT Quantity

If you’ve been on Pinterest long enough you may recall a time where Pinning as much as 40 times (or more) per day was thought to be good practice. 

With a strong focus on new Pin images, best practice has shifted away from higher numbers and rather toward those relevant, high-quality images that genuinely engage Pinners. 

How to Avoid Spammy Behavior on Pinterest: 

Certainly, we all want to avoid being marked as “spammy” or (gulp) getting our site blocked or shutdown. 

Aside from following these best practices, Tailwind has also developed a SmartGuide which monitors individual accounts to ensure that best practices are being followed. 

The Tailwind SmartGuide essentially: 

  • Protects your account from spammy behavior.
  • Helps you to utilize the most effective Pinning strategies when scheduling your Pins.

SmartGuide protects your account by:

  • Monitoring your Pinning and alerting you if you run the risk of reducing your reach or if your account is in risk of spammy behavior.
  • Gives suggestions to maintain a healthy queue of scheduled pins.
  • Continually monitor your queue and make it easy to follow the latest best practices from Pinterest.

Tailwind users will notice an “All Clear” badge over their scheduled pins if their account is clear according to best practices and will look something like this:

Conclusion/Takeaways: 

Fresh relevant content, pinning new images and steering clear of duplicating too many Pins are going to be key in moving toward a successful Pinterest marketing strategy in 2020. 

Paying close attention to your individual strategy and how it aligns with best practices will help to ensure your success on Pinterest.

Utilizing other tools such as Tailwind’s SmartGuide will also help to ensure you’re following Pinterest’s best practices.

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