What do you do when you notice that your Pinterest monthly views have started to drop?
First things first, don’t panic!
Paying attention to your analytics is very important, but it’s more important to pay attention to THE RIGHT DATA to help guide your decision making.
In reality, your monthly views are not the most important metric.
It’s easy to get sucked in to something called a vanity number, in other words, you might be thinking:
“if someone has a high number of monthly views, they must be doing something right”
Well, no. That's actually not the case.
Pinterest Marketing: Numbers are About Perspective First
If your Pinterest Marketing Strategy includes watching numbers, which numbers should you pay the closest attention to? And what happens when they fluctuate?
Believe it or not, your monthly views do not tell the full story.
The most important metric to look at on a regular basis is CLICK-THROUGH-RATE.
Why? Because you’re going to want to know which of your pins people actually click on the most.
When someone clicks, they visit your URL, whether that is your blog, your Etsy Shop, or whatever product or affiliate link you're promoting.
The objective is for someone to take action…and that starts with the very first click.
This information is vital to your online business because it tells you what type of content your audience wants to see more of.
The TYPE OF CONTENT your audience wants more of.
OMG, this is the biggest lesson in online business and I've seen it both work and fail so many times over the years.
Here’s an example…I have a client who pins a lot of content about how to start a blog.
But as I continue to evaluate the client's blog posts and pin metrics, what I found is that her pins on the topic of how to use YouTube to generate income as an online business get TWICE as many clicks as her pins about how to start a blog!
Well, it's not surprising at all if you follow the pin data carefully over the course of several months.
You might see a lot of pins and content related to “how to start a blog” because maybe that is something you recently searched for yourself, not because that is what your own audience wants.
It's not really surprising, it's just data that will inform you about what's working well and what isn't working well in any given business.
Knowing how to interpret information about your very own Pinterest Analytics can help you make decisions about how you’ll move your business forward.
No matter what topic you blog about, or what type of Etsy Store you have, or whatever your online business is about…careful evaluation of your own data will ALWAYS be the best way to inform what you do next.
So what Pinterest data should you look at and how do you interpret it?
Even though it may seem otherwise, Pinterest views are not the most important data point on Pinterest.
Just because someone looks at your pin doesn’t mean they are going to click it or take any further action. What you really want are the clicks on the Pin.
Measuring click-through-rate is a good metric to follow.
When you have a good click-through-rate, that is telling you that people are interested in learning more about your topic.
If you happen to have a great topic but a low click-through-rate, it’s likely your Pin image is not compelling enough to make someone click. Luckily that’s an easy fix!
Think about what your ideal customer is looking for when they go to Pinterest.
Pinterest is a platform that is especially active around holidays…Christmas, Easter, Mother’s Day, even Back to School. Well I'm not sure about this year's back to school but lets get back to the point.
When you create pins and content on a topic that is “in season” you will tend to see more views and more click throughs on those pins.
Are you creating new content right now? And how much new content?
Take a moment to look honestly at your own new content.
Two new pins a week will never cut it. So if your views are dropping and you're only pinning one or two new pins a week, well there's your answer.
Tips on What to Do When Your Pinterest Views Drop
Tip #1: Pin New Content
Yes I know, beat a dead horse. This is typically the most important tip that you see floating around, but it’s worth diving deeper on.
Pinterest has flat out announced that you must pin new content. That means a new URL that leads to your blog. Or a new URL that leads to a new product inside your Etsy Shop. Or a new YouTube video.
When you write a new blog, vlog, or when you create a new product, it typically will have a different URL from your other blogs or products based on the title.
Each week, Pinterest knows if you have created some new content, whether it’s a blog post, a link to a product, or even a link to a new video, and pinned to that new URL.
That's called automated intelligence.
Or, the algorithm.
The algorithm does not consider one new URL each week good enough.
If you’re not creating new content at least daily, your views are sure to drop.
Pinterest considers a new pin image as new content. While an existing URL is not weighed as heavily in the Pinterest algorithm, it’s still a good idea to go back to old blog posts and update them or even split test them with a new Pin image after a few months.
Remember…brand new content gets a higher priority over a new Pin image, however, I still recommend both.
I know what you're thinking…you can't possibly write a new blog every single day.
That's ok, quality content is better than junky content, so focus on quality and post as often as you can.
One thing you must be exceptionally careful about is to not pin the same URL within 24 hours. Even if your pin is a different image, Pinterest will see this as spam and potentially block your account.
Repining content from other people is important too so that you can cultivate a collection of high quality information organized by topic, but focus first on creating your own content, then fill in with other people’s content.
Tip #2: Use Tailwind
I skipped over Tailwind for a long time because I thought it was just one more blogging tool that I just didn’t need. After all, I like being on Pinterest and was planning to pin every single day anyway.
What I found is that you just can’t get to the level of professional online business unless you use Tailwind.
If used properly and with the right strategy, you will likely see a very big increase in your Pinterest views and click-through within the first 1-3 months.
Patience and the right strategy is key, because if you’re not using it properly, you may not see instant results.
So many who are new to online business just do not want to spend money on one more tool, or even one more course, but know this: if you want to skip the line and soar right to the front…you've got to commit.
Online business is not easy.
It's not for everyone.
So if you’re serious about growing an online business, you must invest in yourself. That means you need both the knowledge and the tools to make it happen. If you have the tools but you don’t know how to properly use the tools, you will not see results and you’ll just get frustrated and give up.
AKA: Trying to use Tailwind without knowing the proper strategy will not help your online business.
Tip #3. Add a new Pinterest Board at least once a month
Creating new boards can help not only get new eyes on your content, but I also notice my monthly Pinterest views go up whenever I create a new board. Make sure you add keywords to your board, including a title and description.
When was the last time you created a new board?
Pinning super relevant content to the board is also very important. If you pin about Instagram, make sure the word Instagram is in the board title. If it just says “social media tips” the algorithm has a hard time recognizing the difference between Instagram, YouTube, TikTok, and Facebook.
Add at least 10 pins to your new board immediately and keep filling it up with what your audience would like to see.
It’s a bit of an art and a bit of a science to come up with a system for pinning, and in my opinion, it’s impossible for one person to master the nuances of every single social media platform, which is why I created an online course to help you go from zero to Pinterest expert as quickly a possible.
So if you’re struggling to figure out Pinterest, this is the perfect compliment!
Tip #4: Be honest about your Pin Design
Is your pin design good? Does it look professional? As a business owner, you want pins that will attract a viewer’s attention and actually stop their scroll. Poorly designed or hard to read pins aren’t going to perform as well as bright, eye-catching pin designs.
Pro-Tip: Make sure your font isn’t too small! Some pins have too much font which makes them hard to read at a small size. Use a short title that gets right to the point.
Pinterest views do go up and down constantly due the algorithm changes (every few weeks) and if you take even a little break away from Pinterest, than can have an impact and your views will drop dramatically.
Just like in business, Pinterest has a slow season and a busy season. Typically it’s busier during the holidays.
But remember, each business is also very unique, so learning the best strategies and then applying them to your business is the best way to get results.
My advice? Don’t give up! You are capable of AMAZING THINGS!
If you have a question about Pinterest, join my free Facebook Group: Pinterest Marketing where you can ask questions and connect with other bloggers, social media influencers, and online entrepreneurs.
And if you haven't done so yet, I encourage you to start your Pinterest Marketing journey by downloading my FREE Pinterest Getting Started Checklist!