How to make the 2022 Pinterest algorithm work for your brand? Here is all you need to know…
Pinterest is an incredible platform that offers amazing opportunities to build your business, drive more traffic to your blogs, and increase your sales.
What many people struggle with, however, is knowing how to truly take advantage of what Pinterest can offer. This comes from a lack of understanding about how the Pinterest algorithm works, and how to make it work to your advantage.
I’m here to help clear this up for you and talk you through exactly how to make the Pinterest algorithm for your brand in 2022.
Let’s dive straight into how to make the 2022 Pinterest algorithm work for your brand…
What is the Pinterest Algorithm?
What I find most often when talking to clients about their Pinterest strategies is that they don’t realize that, at its core, Pinterest is simply a search engine.
It is often referred to as a social media platform, but it works completely differently from Facebook, Instagram, and Twitter.
It works more like google! And as such is driven by an algorithm.
The Pinterest algorithm is what decides how and when your Pins are shown in search results. It’s as simple as that.
What does this mean for you? It means you need to treat Pinterest as a search engine and give it what it wants in terms of SEO (search engine optimization) to make its algorithm work for you.
Like all search engines, the specifics of how the algorithm actually determines which pins to promote is a bit of a mystery. But Pinterest gives you as much as they can to help you make the most of the algorithm and drive that traffic to your Pins and pages.
They highlight four key factors that help influence a Pin’s ranking:
· Domain Quality
· Pin Quality
· Pinner Quality
· Topic Relevance
Let’s have a deeper look at what each of these are and how to make the most of them.
Domain quality is actually referring to the quality of your own website, and what opinion Pinterest has about your website.
As I’ve mentioned, Pinterest is a search engine, and so, like google, it only wants to promote the best websites to its users. Pinterest wants to make sure that your site is trustworthy and of high quality before moving you up in the rankings.
There are a few things you can do to instantly boost your domain quality with Pinterest:
· Create a business account – converting your personal account, or creating a new business account gives your domain instant creditability with Pinterest. It also gives you access to more analytics of your Pinterest activity which is great!
· Claim your website – you can claim your website on Pinterest and this reinforces the legitimacy of your domain as they can associate it to a specific user. It is very quick and easy to do in the edit setting sections.
· Use rich Pins – what is a rich Pin? A rich Pin lets you transfer information straight from your website to the pin so your content is constantly refreshing on both. This means your Pins will stay more relevant for longer.
Your Pin quality might seem like an obvious one, but it is incredibly important so I like to stress it every time I can.
You want to make sure you are posting Pins with high-quality images linking to high-quality articles. Pinterest measures this through engagement like clicks, saves, and comments.
If you think about it logically, it is in Pinterest’s own interest to only promote the best quality on their platform. This way they make sure their users keep coming back for more.
So, you want to make sure your Pins fall into the top-quality category.
This also has the bonus of adding to your domain quality too!
Here are a few things to think about to create a high-quality Pin:
· Catchy titles – you want to grab people’s attention quickly
· High-quality graphics and images – high-resolution images and graphics are essential
· Get the Pin size right! – Pinterest likes tall graphics (2:3 ratio) and the right image size (1000 x 1500 pixels)
· Include your logo – using your logo and/or your website URL on every Pin creates consistency and brand recognition. These are things Pinterest likes too!
· Link to your website – make sure you add a link to your site, and that it works.
· Text overlays – adding a title on top of your image helps the user know what they are looking at and makes them want to click
There are a number of great tools out there to help you create great looking Pins. I personally like to use Canva as it automatically takes the thought out of most of the list above. To help you out, I’ve also created some templates that you can use on Canva. You can find them here.
Pinner quality refers to Pinterest’s opinion of you as a user. So not only the content you Pin but also the content that you look at and repin for others.
They want to make sure that you are a high-quality pinner that shares top-quality Pins, whether your own or others.
How active you are on Pinterest and how often you Pin also has a big impact on this. They want users that are consistent and engaged.
have a few quick tips to help your rank well for pinner quality:
· Pin consistently – and by this I mean daily! Multiple times a day if you can. There are programs and schedules that can help you with this but being an active member of Pinterest is one of the most sure-fire ways of moving you up the ranks.
· Create fresh Pins – while it’s always been the case that Pinterest likes fresh content, they have particularly highlighted it as a key factor for their algorithm in 2021. You want to be posting fresh Pins weekly. Fresh content is simply images that Pinterest hasn’t seen before. So, get creative.
· Analyze your engagement – taking advantage of the analytics Pinterest gives you is a great way of boosting your pinner quality. Have a look at your top Pins and try to work out what common factors they have. This way you can replicate them to help your newer Pins perform as well if not better moving forward.
· Repin top quality content – you want to put yourself in the critic's shoes and make sure you are only sharing the best quality Pins with your followers.
Topic relevance simply refers to how Pinterest categorizes your Pins, and whether they should be shown to users when they search.
In simpler terms, it refers to how well you have used keywords in your Pins and boards to make sure they are relevant for your specific topic.
Like all search engines, keywords are how Pinterest sorts your Pins and decides what to show people as they search.
I have a great article on understanding, finding, and using keywords to maximize your traffic.
Getting to grips with the Pinterest algorithm can feel a little daunting, I know. But it really doesn’t have to be, and hopefully, I’ve managed to shed some light on how it works and how to make it work for you and your brand.