Pin performance and distribution

How distribution works

As you create Pins, Pinterest takes different factors into consideration to distribute those Pins to people. When your Pin gets seen by someone, they can engage with it in different ways. As users search, save and engage with your Pin, Pinterest uses that engagement information to determine what content is most relevant to share with people. Engagement is driven by what people who use Pinterest want to see and that can change over time.

There's no set engagement window for Pins, so it's possible that a Pin can gain engagement hours, days, months, or even years after it's first published. Engagement of your Pins can be impacted by language, location, seasons, holidays, formats and trending topics. You might see a brand new Pin have success right away, or older, previously published Pins suddenly increase in engagement.

Troubleshoot your performance

Over time, you may see your performance on Pinterest fluctuate or decrease. To troubleshoot your performance, review and make sure that you’re following these best practices: 

  • Include saved Pins: The Analytics Overview page shows only published Pins data by default. Check the box next to Include saved Pins under the filters to include stats for Pins you’ve saved that are not linked to any of your claimed domains.
  • Claim your website: Claim your website to get access to analytics for the Pins you publish from your site, as well as the analytics on Pins that other people create from your site. Without claiming and verifying your website, all content you save will be considered saved content, and not highlighted in your Analytics Overview page.
  • Claim your accounts: Claim your Instagram, Etsy, or YouTube account to automatically add attribution. By claiming additional sites, when you, or someone else, saves content from your claimed site, you will be able to view this data in your Analytics.
  • Create your own Pins: Publish your own Pins with fresh, new content instead of saving other people’s Pins you find on Pinterest to see this reflected in your analytics. Pinterest no longer defaults to showing both published and saved Pins data in Analytics.
  • Create regularly: Create Pins frequently and consistently to grow your following and increase your reach. Aim to create original content at least once a week. You can schedule Pins up to two weeks in advance that can be published in the future.
  • Avoid creating duplicate Pins: Try not to repeatedly save the same Pins or upload content that already exists on Pinterest. You may get flagged as spam and get temporarily blocked from creating Pins. If your content was uploaded by someone else, use the Content Claiming Portal to claim it.

If you’re a merchant, you can also:

  • Review your catalog: Check your catalog to make sure it has the correct metadata to distribute your content. Include optional fields that are applicable to your products in your product feed to increase reach to relevant Pinners. Pins with correct and comprehensive information such as up-to-date stock information, Google product category field and keyword rich metadata get more distribution.

Improve your performance

Once you’ve taken the steps above to troubleshoot possible changes in your performance, you can follow the below best practices to improve your content’s performance:

  • Create Idea Pins: While standard and video Pins can be discovered, Idea Pins are the best way to build an organic audience on Pinterest. You can record videos in the app or upload videos and photos to share your ideas. Idea Pins also appear in other places across Pinterest, such as the Today tab, in the Idea Pins following stream and are displayed at the top of your profile.
  • Use different Pin formats: Create different types of Pins to improve your distribution. Given their highly interactive nature, Idea Pins are the best way to increase engagement.
  • Optimize your content: Review previously published Pins to include relevant keywords in your Pin title, Pin descriptions, board titles, board descriptions, and website URL that follow our best practices. If you’re creating new Idea Pins, add topic tags during the publishing process.
  • Create Pins in your audience’s language: Depending on your location and what language your content is in, your Pins can be distributed differently. For example, if you want to reach a French speaking audience but your Pins are in English, you may not get as much engagement as Pins that are in French.
  • Add a Save button: Add the Save button to your website so people can save things straight from your site to Pinterest, allowing even more people to discover your content.
  • Review your performance: Review your Pin stats on an individual Pin to see how people are engaging with it or review your Analytics overview to see your content’s overall performance, such as saves or Pin clicks. Make sure that the box next to Include saved Pins is checked under the filters to include stats for Pins you’ve saved that are not linked to any of your claimed domains.
  • Create trending content: View Pinterest trends to identify the top search terms and topics to create relevant Pins. Pins last forever on Pinterest and high quality, relevant Pins can continue to resurface seasonally.
  • Review Audience Insights: See which of your Pins resonate with your followers by looking at your Audience Insights. If you see that your audience has a high affinity for a certain topic, try producing content that might encourage higher engagement.
  • Review Conversion Insights: Use the Conversion Insights dashboard to see which of your Pins drive the highest conversions on Pinterest. Pay attention to top conversion driving Pins and create more content like this or promote the content that is already leading Pinners to shop from your site.
  • Create an ad: Create an ad from your Pin to distribute it to a wider, more targeted audience. Select a campaign objective to raise awareness, increase clicks to your site or increase sales.

If you’re a merchant, you can also:

  • Upload a catalog: If you’re a merchant, upload a catalog of your products and create product groups that can be featured on your Shop tab or promoted with shopping ads.
  • Apply to be a verified merchant: For online retailers, the Verified Merchant Program helps people on Pinterest discover and buy from vetted brands. As a verified merchant, your Pins can appear organically on Pinterest Shopping surfaces to people who are actively searching for products and shopping on Pinterest.
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