Why Did My Monthly Pinterest Viewers Decrease
What are Pinterest viewers? I get this question quite often from my clients and members of my community alike. That little number on your Pinterest profile can feel like a badge of honor. I have had clients with monthly viewers of over 10 million and clients with viewers less than 300,000 and they both get really great traffic from Pinterest.
There’s something strange that happens when people see this Pinterest viewers number… they think it’s a number that matters and to a brand it might matter. However, at the end of the day it’s not a number that converts to anything beneficial.
Repeat after me… Pinterest viewers on my account and on my competitors accounts are a vanity metric.
Did you repeat it?
Now that we know that Pinterest viewers are a vanity metric we can dig into why your numbers fluctuate so much and go over what you can focus on instead.
Make Pinterest Easy
Grab our Pinterest Strategy Checklist & Pinterest Trends Calendar so you know when to pin, what to pin and why you should pin it. If your goal is to get more traffic, grow your email list & sell more then you’re in good hands.
Pinterest Best Practices
When you are just starting out or you are troubleshooting then you want to refer to the Pinterest Best Practices first. If you are wanting to know what those are head over to the Pinterest Marketing Guide for 2020 to read those.
What Are Pinterest Viewers?
Pinterest viewers are how many people have seen your pins in the last 30 days. This number often changes from day to day and you can see lots of swings and dips because of this.
Pinterest viewers are the equivalent of Facebook reach and we all know how finicky that metric is…
Traffic Fluctuations and Why You Shouldn’t Be Concerned
Traffic fluctuates a lot depending on the time of the year. It can vary heavily depending on the holiday or trend that is dominating the platform at that time.
You will even see big swings in traffic depending on your niche as well as your ideal audience.
For example, in the summer when kids are out of school if you are in the parenting niche you will likely see a drop in traffic because parents aren’t online as much.
Now if you are a kids activity blogger and you create content around summer kids activities you’re likely going to see your traffic doing just fine during the summer months.
When you are looking at your viewers keep in mind the trends that are happening on the platform and your niche will vary based on what is happening.
My biggest suggestion here is to pin with the trends. Create pins that are timely. For example, if you are creating content for the best screen-free activities for kids then create pins that are themed for different times of the year.
- The best screen free activities for summer break
- The best screen free activities for spring break
- The best screen free activities for winter break
You could even go as far as creating specific posts that link together for various holidays.
For example, if you are creating activities posts you can create them around St. Patrick’s Day, Easter, Thanksgiving, Christmas, etc.
You can duplicate this out to most other niches as well.
Other reasons they likely decreased:
- You pinned someone else’s pin that went viral and now that traffic has decreased.
- You were in the middle of a major holiday season and now that season has passed.
- You stopped pinning on Pinterest consistently.
- You’re not adding new content regularly and when I say NEW content I mean brand new content.
How to Increase Your Pinterest Traffic
This advice is going to be to increase your actual clicks which is what we care about on Pinterest. We want people clicking through to your site not just clicking to close up or saving. Saves are great!
WE DO want people saving but at the end of the day we need people to click to your site and absorb your materials, sign up for your list and buy your products.
Create pins with CTAs front and center.
Use calls to action that tell people what you want them to do.
Consistently create new content.
This is a big one. Most of my clients all create new content so there is never a shortfall of new things to promote. This helps give them a boost in the algorithm so they are never relying on old content that potentially didn’t perform to fill their queue.
Pin to Tribes
Depending on your niche you should be able to find Tailwind Tribes to participate in. I find that Tribes are a great way to boost repins and clicks since all other tribe members are held responsible for pinning from the tribe.
If you want to sign up for a trial of Tailwind to try it out you can join here.
Pin with Trends
You have to pin with trends that means if you don’t have trend specific content of your own to share you should at the very least pin other people’s content.
I would suggest going in and creating pin variations that are seasonal. If you have a food pin about sides that would be a good pin for summer BBQ sides then create a pin for that.
Grab my free trends calendar for Trello right now so you always know what to pin and what content to create.
Just remember, consistency is key. You have to SHOW UP and doing that on Pinterest means pinning daily. You don’t need to do this manually… you can do this using Tailwind.
How to Find & Read Your Analytics
When you are looking at whether or not you should switch up your Pinterest strategy the first thing I do is go to my analytics to see what is actually happening on your site.
You are going to want to head to Google Analytics and click Acquisition > Social > Network Referrals.
Choose Pinterest and take a peek at the actual traffic coming to your site.
If you click second dimension > acquisition > referral path then you will see the actual pin urls that are sending you the traffic.
Once you see those pins you will want to click over to them on Pinterest and look for a few things.
Look at the following:
- Images used
- Colors used
- Pin style you created
- Keywords used in your text overlay and your pin description
Essentially you are looking for trends in your pin style. Double down and create more pins like those.
Next, I want you to look for what the specific piece of content was. Is it holiday specific? Did you create this for a specific time of year? This is going to tell you whether or not your pin should be pinned during certain times of the year.
Is that piece of content evergreen? If so, how can you create pins that tie into specific trends?
Lastly, make sure all of your pins are optimized and have embedded images for sharing, opt-ins and the affiliate links are all working.
So are you suffering from Pinterest ebbs and flows with your Pinterest viewers?
Instead of focusing on that metric focus on the actual traffic you are getting to your site. This is where your time and mindset should live and operate.
Creating a Pinterest Strategy
Those aspects have been included in my Pinterest Strategy Guide & Trends Trello Board. Grab your copy right now so you can get into a rhythm and are never guessing when it comes to what to do when you publish new content.