Pinterest Isn’t Dead—You’re Just Doing It Wrong (Ch 14. Build Your Audience)

Mastering Pinterest Post Algorithm Change: The Ultimate Traffic Playbook

Grab a Copy of the Build Your Audience Book: https://platformgrowthbooks.com

In this episode of the Market Your Message Show, host Jonathan Milligan takes a deep dive into the chaos that ensued in early 2020, known as Rein Gate, when Pinterest's algorithm change drastically affected traffic for many users. Drawing from Chapter 14 of his book 'Build Your Audience,' Milligan explains how savvy content creators turned the upheaval into a growth opportunity. 

Listeners will learn the secrets behind the new Pinterest algorithm, discover common pitfalls to avoid, and get a step-by-step guide to mastering Pinterest SEO and other advanced strategies. Whether you're a Pinterest newbie or a seasoned pro, this post-Rein Gate roadmap will help you transform Pinterest into a powerful, reliable traffic source for your website or blog.

00:00 The Great Pinterest Panic of 2020
01:02 Introduction to the Pinterest Traffic Playbook
01:52 Understanding Pinterest's Algorithm Shift
03:46 Why Pinterest is a Powerful Traffic Source
04:58 Common Pinterest Mistakes to Avoid
06:10 New Rules for Pinterest Success
07:47 Step-by-Step Guide to Mastering Pinterest
12:34 Pinterest Quick Win Exercise
14:47 Key Takeaways and Final Thoughts

Transcript

Speaker 29: 0:00

It was early 2020 and Pinterest exploded. But not in a good way. Blogs lost traffic overnight. Entire businesses built on the platform, watched their numbers, tank people panicked, forums lit up. What had once been a goldmine for free traffic turned into a digital ghost town. Welcome to Rein Gate, the great Pinterest panic of 2020. But while most creators were scrambling, a few saw something different. Not a collapse, but an opportunity They adapted, learned the new rules and rose above the chaos to grow even bigger than before. And in today's episode, we're diving deep into the strategy behind the comeback, whether you're a Pinterest newbie or a season pro. You're, that is pretty much still recovering from that algorithm change. You're gonna get a step-by-step playbook to rebuild, grow, and dominate on Pinterest. So let's turn confusion into clicks starting now. Hi, I am Jonathan Milligan, author of the book series, your Message Matters, and also the host of this podcast, the Market Your Message Show. We're currently going through book number four in my series, build. Your audience. Inside that book, we share over 13 traffic strategies that are working today and on this podcast, I'm releasing one chapter at a time from the audiobook. Now, if you want the physical book to go along with the audiobook, you can go to platform growth books.com or the link is in the show notes. And again, this is book four. Build your audience, so we're gonna get right into it. This is chapter 14, the Pinterest traffic playbook.

Speaker 28: 1:49

Chapter 14, the Pinterest traffic Playbook. It's early 2020, and the Pinterest world is suddenly in chaos. Bloggers and content creators with successful businesses on the platform are watching their traffic plummet overnight. Panic spreads like wildfire and online communities. People frantically try to find out what's gone wrong. Welcome to Rein Gate, the great Pinterest panic of 2020. Overnight, the rules of the game changed. Pinterest algorithm. Once a reliable friend to content creators seemed to turn against them reins. Once the lifeblood of Pinterest strategy were suddenly toxic, fresh content became king. But what exactly did that mean? The digital world was changing fast. Many wondered if Pinterest was still a good traffic source. But here's the thing. While some threw in the towel, others saw an opportunity, they realized this seismic shift wasn't the death noll for Pinterest traffic, but a chance to soar above the competition. These savvy creators decoded the new algorithm. They crafted strategies that recovered and boosted their lost traffic. That's precisely what we're going to explore in this chapter. We'll uncover the secrets of Pinterest new algorithm. We will debunk outdated advice that's still around. Finally, we'll give you a step-by-step system to harness Pinterest traffic that works today. This chapter will help you whether you're a Pinterest newbie or a pro shaken by recent changes. It will give you the knowledge and strategies you need. You'll learn to create fresh content that Pinterest loves. You'll also learn to leverage third party pins and optimize your profile for visibility. By the end of this chapter, you'll have a clear roadmap for turning Pinterest into a reliable, powerful traffic source for your website or blog. So let's dive in and unlock the secrets of Pinterest traffic in the post re pin gate era, Pinterest pitfalls and power moves. Why Pinterest many digital marketers and content creators grapple with this, especially in a world dominated by flashy social media. But savvy marketers know a secret. Pinterest isn't just a social media site. It's a powerful visual search engine. It can drive targeted traffic to your site. While many mistake Pinterest for just another social network, its true power lies in its search functionality. Unlike other platforms, Pinterest pins last, they can drive traffic for months or even years after posting. It's a platform where users search for ideas, products, and solutions. It's a goldmine for businesses and creators who can use it well, this is where Pinterest SEO comes into play. Just as you'd optimize your website for Google. Do the same for Pinterest. It can greatly boost your visibility and reach by using Pinterest SEO strategies. You're not just throwing content into the void. You're positioning yourself to be found by users seeking what you offer. Mastering Pinterest, SEO is a must. It's the key to its true power as a traffic driving powerhouse. Before we discuss what works, let's address the elephant in the room. The common mistakes that many Pinterest users still make. These missteps can sabotage your efforts before you even get started. Relying too heavily on reins. Remember when re-pinning was the holy grail of Pinterest strategy? Those days are long gone. Many users still clinging to the outdated belief that re-pinning their content across multiple boards is the key to success. This approach can now harm your account triggering Pinterest spam filters and reducing your overall reach. Ignoring third party content. Some users have overreacted to the algorithm changes. They have now abandoned all third party content. This is like trying to build a thriving community by talking only to yourself. Pinterest no longer requires you to pin others' content, but adding some high quality third party pins can boost your content's visibility. Focusing solely on creating new pins, creating fresh content is crucial, but some users have interpreted this to mean they must churn out dozens of new pins daily. This approach often leads to burnout and a decrease in pin quality. Quality trumps quantity in the new Pinterest landscape. The new rules of Pinterest traffic. Now that we've clarified what not to do, let's focus on the new rules governing Pinterest. Traffic fresh content doesn't necessarily mean brand new blog post or products. Pinterest defines fresh content as new pin images, even if they link to existing content on your site. Creating new pin designs allows you to breathe new life into old blog posts. It's not about reinventing the wheel, but rather presenting it in fresh, engaging ways in the race to create fresh content. Quality often takes a backseat. However, Pinterest algorithm is sophisticated enough to recognize and prioritize high quality pins. This means clear. Visually appealing images, compelling titles, and value added descriptions. Think of each pin as a mini billboard for your content. It needs to stop scrollers in their tracks and compel them to click. Pinterest no longer requires sharing others' content, but using high quality third party pins can boost your account's performance. It's all about creating a rich, diverse Pinterest presence that provides value to your followers. Beyond just your own content. Think of it as curating an engaging varied museum exhibit rather than a one artist show. By understanding and applying these new rules, you are setting the stage for Pinterest success. In the next section, we'll explain how to implement these principles in a step-by-step guide to mastering Pinterest traffic, Pinterest success blueprint, your step-by-step guide. Now that we've addressed common mistakes and new rules, it's time to roll up our sleeves and get to work. Let's explore your roadmap to Pinterest success in five actionable steps. Step one, optimize your Pinterest profile. Begin by choosing a clear keyword, rich username representing your brand or niche. Craft an engaging bio that introduces you and incorporates your niche in target keywords. Use a high quality profile picture. Use your business logo or a professional headshot for personal brands. Create board covers that align with your brand aesthetic to give your profile a cohesive and professional look. Think of your Pinterest profile as a storefront on a bustling digital street. Like a great shop window. An optimized Pinterest profile attracts passersby. It entices them to follow and buy. Your username is your store sign. Your bio is the window display, and your boards are the carefully curated product sections. Make each element count. Your profile is your first impression to attract your ideal audience. Make it clear, professional, and aligned with your brand. Step two. Create fresh content consistently. Aim to create five to 10 fresh pins daily to keep your content stream active. Vary your pin designs while maintaining brand consistency to keep your audience engaged, repurpose existing content, create new images and descriptions. This will maximize your contents reach. Consider using a scheduling tool to maintain consistency without burning out. A 2022 study from the University of Texas found that websites updating content at least three times a week saw a 50% increase in organic traffic. This was compared to sites that updated less often. The same principle applies to Pinterest. Fresh content signals to the algorithm that your account is active and valuable. Consistency is king. Regular fresh content keeps your account visible and engaging to the Pinterest algorithm and your audience. Step three, leverage third party content Strategically save high ranking pins in your niche to relevant boards to boost your accounts overall relevance. Pin directly from websites, not reins on Pinterest. This will diversify your content. Use third party content to prime seasonal boards. Then add your own content to create a better resource for your followers. Aim to maintain a ratio of about 80% of your content to 20% of third party content in nature. Symbiotic relationships benefit all parties involved. Similarly, strategically incorporating third party content can boost your own pin's visibility. It's about creating a rich, diverse Pinterest ecosystem that provides value beyond just your own content. Third party content isn't your enemy. It's a powerful ally when used strategically. Step four, master Pinterest, SEO. Use keyword rich titles and descriptions for your pins and boards to improve searchability. Incorporate relevant keywords naturally into your pen text overlays to enhance their discoverability. Create board titles that align with common search terms in your niche to attract your target audience. Utilize Pinterest's guided search feature to discover popular keywords and stay on top of trending topics. Pinterest is a search engine first social media platform. Second, treat it as such and you'll see your traffic Soar. Says Pinterest expert KOL of Simple Pin Media. This quote underscores the critical importance of SEO on Pinterest. SEO isn't just for Google. Mastering Pinterest, SEO can dramatically increase your content's discoverability. Step five, engage with the Pinterest community. Reply to comments on your pins. This builds community and encourages more engagement. Join and participate in relevant group boards to expand your reach and connect with like-minded creators. Collaborate with other creators in your niche to cross pollinate audiences and gain new followers. Use Pinterest native features like story pins to boost engagement and show your personality. Consider the story of Food blogger Sally McKinney. After she engaged with her Pinterest community, her page views soared. They jumped from 50,000 to over 5 million in 18 months. She did this by responding to comments, joining group boards, and collaborating with fellow food bloggers. Pinterest isn't just a place to post content. It's a community. Engage with that community to build relationships and boost your visibility by following these five steps consistently. You'll be well on your way to Pinterest success. Stay patient, stay consistent, and watch your traffic grow. Today's exercise, today's Pinterest quick win exercise. Let's supercharge your Pinterest presence with a few simple actions you can complete today. This exercise is designed to boost your account immediately without overwhelming you. Feel free to tackle these tasks at your own pace. The goal is to complete them by the end of the day, one keyword discovery. Go to Pinterest and type in your main niche topic. Write down the first five to 10 suggested search terms that appear. These are golden nuggets for your Pinterest strategy. Two, fresh pin creation. Choose one of your most popular blog posts or products using Canva or your preferred design tool. Create a new pin image for it. Incorporate one of the keywords you just discovered into the pin's text overlay. This fresh content will signal to Pinterest that your account is active and valuable. Three strategic third party pin. Search for a high performing pin in your niche using one of your newly found keywords. Save this pin to one of your relevant boards. Remember to save directly from the source website. Not from within Pinterest. This action helps build connections between your content and popular pins in your niche. Four. Optimize an existing pin. Select one of your existing pins and give its description a makeover. Rewrite it naturally incorporating two to three of your newly found keywords. The simple update can breathe new life into older content. Five. Quick engagement. Find and comment on two to three pins in your niche. Make your comments thoughtful and add value to the conversation. This small act of engagement can increase your visibility within the Pinterest community. Completing these tasks will help you improve your Pinterest presence. You've optimized for keywords, created new content, engaged with your community, and used third party content. All are key to a successful Pinterest strategy. Remember, consistency is key on Pinterest. Try to incorporate similar optimization activities into your routine regularly. Even small, consistent efforts can significantly improve your Pinterest performance over time. Key takeaways. Pinterest is still a valuable traffic source when used correctly. Focus on consistently creating fresh, high quality content. Balance your own content with strategic use of third party pins.