In this lesson you'll learn:
It's not uncommon to hear from a small business owner who is frustrated by their Pinterest marketing. They're active and engaged on Pinterest — pinning, re-pinning, saving everyday — and yet their traffic has plateaued and remains stagnant in spite of their best effort.
The problem and solution lies in understanding the powerful duo of Saves and Fresh Pins on Pinterest. These two elements are the cornerstones of Pinterest success, yet many marketers overlook their distinct roles and combined potential. By starting your Pinterest marketing with a thorough understanding of their roles, you can gain momentum and grow your organic traffic faster.
Saves are when a Pinterest user adds someone else's pin to one of their own boards. It's akin to bookmarking content for future reference or sharing it with their followers.
Think of Saves like word-of-mouth referrals. When someone saves your pin, they're endorsing your content to their network.
Fresh Pins are entirely new content that haven't been shared on Pinterest before. To the Pinterest algorithm, it's original content that adds something new to the platform.
Consider Fresh Pins as eye-catching window displays that draw customers into your store.
So Pinterest wants, and rewards, Fresh Pins, but what does it interpret as "fresh?" If you change the Pin title, does that count? Do you need to change the title and image?
This is what you need to remember:
A Fresh Pin is content that has a unique: URL, unique image, and/or unique title and description.
And, Pinterest prioritizes them in that order. Pinterest's algorithm will view unique URLs as "more fresh" than Pins with the same URL but with only a unique image or unique title and description. If two Pins share the same URL, but one has a unique image and the other has a unique title and description, Pinterest will prioritize the one with the unique image (Remember, Pinterest is a visual first platform!)
You're probably realizing that to create Fresh Pins with unique URLs you're going to need a lot of content! Tools like Tailwind's Ghostwriter are a huge help by generating high-quality blog content quickly, but it's still challenging to produce enough content to meet the recommended Pinning frequency of 5-25 times per day.
In an ideal world, you'd be linking to unique content every time you Pin, but that isn't necessary (or recommended) to get great results from your Pinterest marketing. Pinterest still views unique images and titles and descriptions as fresh so the key to get your Pin volume up is to create multiple Pins from each piece of content.
With tools like Tailwind Create, which helps you quickly create professional looking Pin images, Ghostwriter, which helps you write compelling keyword-focused titles and descriptions, and a Pinterest scheduler built for bulk Pin creation and scheduling, like Tailwind's, you'll be able to quickly create and schedule 5, 10, or even 15 unique Pins from a single piece of content.
So don't feel overwhelmed! It is a lot of work if you were doing it all manually but that's why time-saving tools like Tailwind are essential for successful Pinterest marketing.
Understanding the distinct advantages of Saves and Fresh Pins—and how they complement each other—is crucial for a winning Pinterest strategy.
When users save your pins, it signals to Pinterest that your content resonates with the audience. This social proof can boost your content's distribution.
Expert Insight:
Saves are a strong indicator of quality. They tell the algorithm that your content is worth sharing, which can exponentially increase its reach." — Kevin Lorenz, Pinterest Marketing Expert
Saved pins have a longer lifespan. They can resurface weeks or even months later, continuing to drive traffic to your site.
As more users save your content, Pinterest gains insights into who engages with your pins, refining how and where your content appears.
Pinterest prioritizes Fresh Pins in user feeds, offering greater initial exposure compared to repins or reshared content.
Creating Fresh Pins around trending topics or seasonal events increases the chances of your content being discovered.
Fresh Pins allow you to showcase different aspects of your brand through various formats:
Leveraging both Saves and Fresh Pins requires a balanced and strategic approach.
Plan your content to include a mix of Fresh Pins and content designed to encourage Saves.
Pro tip: Use tools like Tailwind's SmartSchedule to optimize your pinning schedule for when your audience is most active.
Incorporate relevant keywords in your pin titles and descriptions to improve discoverability.
Visual appeal is critical on Pinterest.
Saves and Fresh Pins, when used strategically, are the key to growing your reach and influence on Pinterest. Now that you understand their unique roles and how they complement each other, you can craft a robust Pinterest strategy that drives traffic, engagement, and ultimately, growth for your business.
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