#IFBC18: Let’s Get Pinning with Pinterest’s Aaron Ru

Pinterest’s mission is to help people discover and do the things they love. Every month there are roughly 2 billion searches for ideas—from recipes to vacation tips—across more than 100 billion Pins worldwide. Aaron Ru from Pinterest will outline the latest insights and best practices for content creators on Pinterest today and what’s to come on Pinterest tomorrow. Read about Aaron here.

Transcript

2. Elevating Your Pinterest Strategy Aaron Ru Creator and Content Partnerships Lead
3. Today’s agenda 1. How Pinterest works 2. Pinterest fundamentals 3. Success strategies 4. Food Trends 5. Analytics 6. Q&A
4. Pinterest plays a unique role in people’s lives
6. Pinterest is the visual discovery engine Mission Help people discover and do what they love
8. A closer look at what’s 
 popular on Pinterest 100b Total ideas 
 on Pinterest 16b Style 19b Food 14b Home 7b Beauty
9. 98% try something new because of Pinterest Nielsen, Platform and content study, May 2017
10. How Pinterest
 works 01
11. Pins are ideas
12. Content gets discovered differently on Pinterest
13. 2B+ searches every month 100B Pins and
 2B Boards 100 daysAvg. life of a pin
15. Following
 tab
16. Homefeed
17. Search
18. Reach beyond your followers.
19. Pinterest
 fundamentals 02
20. Update your business account Customize your new business profile to represent your brand
21. Claim your website Claiming your website unlocks pro-tools like Pin Stats and Pinterest Analytics. Plus, your profile picture will show up on every Pin that comes for your website. Learn more at help.pinterest.com Claim Website at www.pinterest.com/settings/#claimWebsite
22. Create pins daily or weekly Create pins that link to your website every day to help Pinners see your fresh content. People who pin daily see a 500% increase in monthly viewers over this who only pin once a month.
23. Optimize your website for Pinterest Increase saves 5x with the Save button
24. Strategies 
 for success 04
25. Get creative Part art, part science—try a few of our creative best practices to see what works best for you!
26. Provide 
 helpful, detailed descriptions Detailed description (including a few relevant hashtags) provide context for the idea. Prioritize key messages in the first 1-2 sentences.
27. Use good keywords Make sure your Pins show up in relevant searches by having an image, title and description that match the keywords 
 you’re targeting.
28. Add relevant hashtags Pinners use hashtags to discover trending, relevant content.
29. Optimize 
 boards for discovery Boards should be coherent + specific
30. “When naming my boards or writing a description I ask myself - if I was looking for this on Pinterest what would I search for?” — Melissa 
 Best Friends for Frosting
31. Think like a Pinner Start saving Pins that are relevant to upcoming trends, seasons and holidays around 45 days early
32. Food Trends and Understanding analytics 05
33. Food Prep
34. “Prepping helps save time and money and keeps me on track throughout the week…” Erin Palmer, Pinner 2
35. 0.0 0.5 1.0 1.5 2.0 2.5 freezer friendly meal prep ‘Meal prep’ and ‘freezer friendly’ are highly correlated and pop during the New Year and back to school Indexed pinning volume Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr 2014 2016 2015 Benchmark New year, new you New year, new you BTS BTS
36. Meal prep on Pinterest is almost exclusively planning ahead for the week or month ‘Meal Prep’ Top Pins
37. Health & fitness: fitness, easy healthy recipes, clean eating, 21 day fix, weight loss, workout, paleo recipes Home: organizing, apartment decorating, bedroom décor Moments: wedding dress, wedding rings, engagement rings, bridal shower 7 Pinterest internal data Search behavior for those who engage freezer meal prep Pins People who engage with meal prep are looking for: Takeaway: Meal prep is part of her healthy, regimented lifestyle. Be a part of her life routine.
38. Food on the go
39. “These easy vacation food prep ideas not only make our drive faster, they also save up money and they’re healthier!” Jamielyn, Pinner 9
40. 11 Popular within portable food are mason jars and muffin tins ‘Portable’ Food Top Pins
41. 13 People save on-the-go food options for a variety of moments, from breakfast to camping Internal Pinterest data | 2016
42. Food: easy healthy recipes, healthy snacks, vegetarian recipes, dinner recipes, dessert recipes Moments: wedding dress, wedding rings, wedding hairstyles, engagement rings, love quotes Style: blonde, ombre hair, tattoos, nail designs 14 Pinterest internal data Search behavior for those who engage on-the-go food Pins People who engage with on-the-go food are looking for: Takeaway: Not so regimented with fitness, but really into the food she makes and how she looks. Engage her with snacks that are healthy, but still taste good, like energy bites or smoothies.
43. Pin Stats
44. Pin Stats Total popularity 24 hour, 
 7 day, 
 30 day range Total stats based on image & URL Saved to boards
45. Pinterest
 Analytics
46. Average daily clicks and your most clicked Pins Top Pins and boards from your profile Audience metrics like gender, location and interests Which devices people use when they’re saving your stuff Website analytics that show what people are saving from your site (remember to confirm your website)
47. Audience Insights Actions help us understand preferences and predict interests
48. Audience Insights
49. Size the Opportunity +1.94x affinity for healthy dinner recipes among 5% of food and drink audience High affinity + low percentage 
 = Opportunity
50. Extend your audience Understand an audience outside of your core 85% of travel audience interested in foodie travel
51. Reach at the 
 right time Understand the micro moments 
 to reach your audience +1.43x affinity for the 4th of July
52. Q+A 07
53. © Copyright, All Rights Reserved, Pinterest Inc. 2017