The Secret Scroll of Pinterest

Pinterest is about discovery to help people find new ideas. However Pinterest is also a search engine. Pinterest is a long term platform.

Terminology: Pins- a name for a post on the website


Pinterest in numbers

  • 322 million monthly active users.

  • predominantly female platform, 7 out of 10 Pinterest users are female.

  • women are much more active than men on Pinterest – men account for just 7% of total pins.

  • Since 2018, 50 percent of new accounts were men.

  • age demographic on Pinterest:

  1. 30-49= 35%

  2. 18-29 = 34%.

  3. The rest is made up of everyone else

  • Millennials make up to 50% of monthly active users

  • six out of every ten millennials use Pinterest to discover new products.

  • Pinterest only allows people over the age of 13 onto the platform.

  • One-third of Pinterest users in the US say they use the social media platform to follow brands and companies, (This 2nd most popular reason to use Pinterest after entertainment.)

  • As of 2019 more than 200 billion pins on the site. of those two-thirds are brand or product related pins.

  • 99% of pins contain visuals.

  • 50% of Pinterest users live in the US.

  • More than two billion text-based and guided searches are carried out on Pinterest every month. (These refer to search queries that are entered as text which are then guided by Pinterest’s algorithm and suggestions to narrow down the search results to what users are looking for. Of these,)

  • 85 percent of searches are done on mobile devices.



Hashtags are a way to categorize a piece of content and increase it’s discoverability. Another way of using hashtags on Pinterest (it’s different on other platforms) is as keywords that will pop up if the said word or term is searched.

You can have up to 20 hashtags on a pin description, however this is not best practice and it is better at the beginning to have two to three description sentences in the beginning of a pin description followed by a hashtag block that the first hashtag in the block is a branded hashtag. Hashtags will also show up well in keyword searches. You should have at least 5 hashtags with a mix of broad and niche hashtags. Use google analytics to see how well your hashtags are working.

Note the right side with the following, The Title: MY trip to Rome

The Pin description: Here is a photo of my trip to Rome, it’s an amazing city!!!

The Hashtag block: #Mediasandwiches #Rome #Italy #when in Rome #traveltoItaly

Broad hashtags are good for having things come up as the Pinterest algorithm, like Instagram, is chronological (based on how new the item is) so the newer stuff pops up first which is to say that if someone searches the term #Rome a newer post that contains that hashtag is most likely to pop up at the top. On the other hand Niche Hashtags are good to use from the perspective of keyword searches so if someone looks up when in Rome they are more likely to see the pin because it’s less used than a broad hashtag and will appear because only a few people are looking for it.

Research: Look at the hashtags and descriptions of the 5 highest ranking posts in a hashtag category for inspiration. Split test hashtags on three different posts to see what hashtags bring the best traffic for your posts.

Put keywords, hashtags, and descriptions in a spreadsheet before you even write a post. So you know what you need to make months before.



Think of Pinterest as a supermarket with shelves, each board is a shelf. When you’re thinking of creating a board, think if you have 5 pieces of content on your website that you could pin to that board. 1 item a week is the minimum for each week. You can use other people's content to supplement and space your own content.


Content & Algorithm Knowledge

Pinterest’s algorithm is based on who you follow, who you interact with and how new a pin is.

That is to say the pins you are most likely to see in your feed are the pins of someone you follow who you constantly share and post their pins and their new pins are the one most likely to show up at the top.

You can make old pins relevant again by giving them a new description and new hashtags so they pop up again and continue growing. You can also reuse a good description that gets good traction for a different post than the original.

Idea: Create 12-20 different images for different Pins and conduct split tests to decide which is the best pin post. Research keywords and hashtags for new posts.

Use Google algorithms to track the metrics on the split tests.if you see an image design that really stands out you can change pin pictures to match so they boost interaction.

Pins last years, so think about the long game when you create pins. Pins can take 30-90 days to get traction.

Pinterest is against posting over and over and works actively against spamming behavior. So don’t post 50 times a day.

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