How to perform a Pinterest audit

Learn how to complete the Pinterest portion of the Social Media Audit for the Fertilizer package. Whether or not a client should utilize Pinterest as part of their social media strategy depends on various factors.

Helpful Resources

 

Account Statistics Overview

• Followers
  • List out the current number of followers
• Frequency of Posting (Per Week)
  • This is actually not shown publicly on Pinterest unless you have access to the client business account, which you likely will not. Just leave this cell as N/A.
• Engagement Rate
  • This is not publicly shown. You can just leave this cell as N/A
• Account Statistics Analysis
  • Dive deeper into all this and provide insights on:
    
    • Examine the consistency of posting frequency.
    • Connect posting patterns to engagement levels (e.g., more frequent videos may lead to higher engagement).
    • Summarize the optimal posting frequency based on audience response.

• • Overall Analysis:
    • Combine insights from followers, posting frequency, and engagement.
    • Identify patterns or correlations (e.g., higher engagement on certain days or times).
    • Summarize actionable recommendations for improving social media performance.
    • Give some good insights into how many posts a day and what time of day is best for posting on Pinterest.
      • It's recommended to post 5-30 posts per day, typically in the afternoons or evenings. Unlike other platforms, certain topics peak in interest each day of the week. While not necessary to stick to this schedule, it can help guide some content strategies.
        • Monday: Good intentions in fitness
        • Tuesday: Gadgets are all the rage in technology
        • Wednesday: Need a little something to get through the week — inspirational quotes
        • Thursday: Threads lead Thursday with fashion
        • Friday: Funny GIFs bring comic relief to the end of the week
        • Saturday: Vacations are top of mind with travel
        • Sunday: the week closes with food and craft ideas

Platform Demographics

No edits actually need to happen to this section! These numbers are standard and just useful information preloaded into the audit that can help you understand which social media platforms the client’s target audience spends their time on. 

 

Best Performing Posts

Disclaimer: This is really difficult to discern unless you are logged into the client's Pinterest account. You can leave it as NA unless the client seems to have good presence and says Pinterest is a platform they either want to put effort into or are putting effort into. 

• Purpose: Analyzing a client’s best-performing Pinterest posts sheds insights into what content resonates most with their audience. By understanding which videos receive the highest engagement, we can refine our social media strategy, create more relevant content, and optimize future campaigns to drive better results.
• Action Items: If you have access to the client’s account, you can find performance data inside the analytics in Pinterest. 
  • Post
    • Photo
      • Copy the image and paste it into the cell in the audit. 

• • • Post URL Link
      • Copy and paste the link to the post
    • Post Caption
      • Copy and paste the post description to analyze for performance
    • CTA
      • There may not be one, but if so, list it. If not, just put “N/A”
    • Content Type
      • carousel, still image, swipe, etc.
  • Post Timing
    • Date
    • Day of Week
  • Statistics
    • Likes (pins for Pinterest)
      • Number of pins on the post
    • Comments
      • Number of comments on the post
    • Shares
      • Number of link clicks
  • • Views/Saves
      • Number of views the post has
        
        

Action Plan & Strategies

• Platform Objectives

• • • Purpose: Determining the platform objective sets the direction for the brand's Pinterest presence, guiding content creation and audience engagement strategies. While a brand can have multiple objectives, focusing on more than 3-5 main goals can lead to a diluted message and scattered content, making it challenging to effectively resonate with the audience and achieve meaningful results.
    • Action Items: List 3-5 objectives in the Platform Objective section of your audit. This list can get you started, but feel free to include your own ideas based on what the client has expressed.
      • Increase brand visibility and awareness.
      • Drive traffic to company website or blog.
      • Showcase products or services in a visually appealing way.
      • Provide inspiration and ideas to target audience.
      • Establish authority and credibility in industry niche.
      • Generate leads and conversions through visual content.
      • Foster engagement and interaction with audience.
      • Collaborate with influencers and partners for wider reach.
      • Utilize Pinterest as part of content marketing strategy.
      • Optimize pins for search visibility and discoverability.

• What's Working?

• • • Purpose: Identify successful strategies and best practices that contribute to their social media success. By understanding their strengths, we can leverage and build upon these elements to further enhance their Pinterest presence and achieve their business objectives. 
    • Action Items: List out a few of the social strategies the client is doing well. These can always be improved on, but we want to be sure to notate what is working well for them. A few ideas to get you started:
      
      • Increase brand visibility and awareness:
        • Strategy: Create visually appealing pins that showcase brand identity and values.
        • Content: Design high-quality graphics and images consistent with brand aesthetics.
      • Drive traffic to company website or blog:
        • Strategy: Optimize pins with clear calls-to-action directing users to the website or blog.
        • Content: Pin blog posts, articles, and other website content with enticing visuals and compelling descriptions.
      • Showcase products or services in a visually appealing way:
        • Strategy: Create product-specific boards and visually appealing product pins.
        • Content: Share high-quality images and videos highlighting product features and benefits.
      • Provide inspiration and ideas to the target audience:
        • Strategy: Curate boards with content relevant to audience interests and needs.
        • Content: Pin inspirational quotes, DIY ideas, how-to guides, and lifestyle content that resonates with the target audience.
      • Establish authority and credibility in the industry niche:
        • Strategy: Share valuable and informative content related to the industry.
        • Content: Pin industry insights, infographics, case studies, and educational resources to demonstrate expertise.
      • Generate leads and conversions through visual content:
        • Strategy: Use rich pins and product pins with pricing and availability details.
        • Content: Showcase products or services in action through user-generated content, testimonials, and customer reviews.
      • Foster engagement and interaction with the audience:
        • Strategy: Encourage user-generated content through contests, challenges, and collaborative boards.
        • Content: Engage with followers by responding to comments, repinning user-generated content, and hosting Q&A sessions.
      • Collaborate with influencers and partners for wider reach:
        • Strategy: Partner with influencers and industry experts for collaborative boards and sponsored content.
        • Content: Collaborate on curated boards, co-created pins, and sponsored content to reach a broader audience.
      • Utilize Pinterest as part of the content marketing strategy:
        • Strategy: Integrate Pinterest into the overall content marketing plan.
        • Content: Repurpose existing content into visually appealing pins and boards, and cross-promote across other social media platforms.
      • Optimize pins for search visibility and discoverability:
        • Strategy: Use relevant keywords and hashtags in pin descriptions and board titles.
        • Content: Optimize pin descriptions with keyword-rich content to improve search visibility and attract relevant audiences.

• What Could Be Improved?

• • • Purpose: Auditing these aspects allows us to identify areas for improvement and develop actionable recommendations to optimize the client's Pinterest presence, increase engagement, and drive business results.
    • Action Items: List out a few of the social strategies the client could improve upon. You will list specific action items in the next row. A few ideas to get you started:
      • Poor Brand Visibility and Awareness:
        • Pins lack consistency in branding and fail to communicate brand identity effectively.
        • Content lacks visual appeal, resulting in low engagement and limited reach.
      • Ineffective Traffic Generation:
        • Pins lack clear calls-to-action, resulting in minimal click-throughs to the website or blog.
        • Content shared is not relevant to the audience's interests, leading to low engagement and traffic.
      • Subpar Product Showcase:
        • Product pins are low-quality or poorly designed, failing to highlight key features and benefits effectively.
        • Boards lack organization and fail to showcase products in a visually appealing way, resulting in low engagement.
      • Lack of Inspiration and Ideas:
        • Boards lack variety and fail to provide valuable or inspirational content to the audience.
        • Content shared is outdated or irrelevant, leading to low engagement and interest.
      • Weak Authority and Credibility:
        • Pins lack informative or educational content, failing to establish the brand as an authority in the industry.
        • Content shared is not relevant or valuable to the audience, resulting in low engagement and credibility.
      • Limited Lead Generation and Conversions:
        • Pins lack product details or pricing information, resulting in low conversion rates.
        • Content fails to showcase products or services effectively, leading to low interest and engagement.
      • Minimal Engagement and Interaction:
        • Client fails to respond to comments or engage with followers, resulting in low interaction and community engagement.
        • Content lacks variety and fails to inspire user-generated content or interaction, resulting in low engagement.
      • Lack of Collaboration with Influencers:
        • Client fails to collaborate with influencers or industry experts, resulting in limited reach and engagement.
        • Content lacks authenticity and fails to resonate with the audience, resulting in low interest and engagement.
      • Failure to Integrate Pinterest into Content Marketing:
        • Client fails to integrate Pinterest into the overall content marketing plan, resulting in inconsistent branding and messaging.
        • Content shared lacks cohesion and fails to align with the brand's overall content strategy, resulting in low engagement and interest.
      • Poor Optimization for Search Visibility:
        • Pins lack relevant keywords and hashtags, resulting in low visibility and discoverability.
        • Content descriptions are generic or lack detail, failing to attract the target audience and drive engagement.
• Action Items

• • Purpose: These specific tasks help prioritize efforts, guide implementation, and ensure that identified areas for improvement are addressed effectively, leading to measurable progress and tangible results in achieving the client's social media goals.
  • Action Items: Ideally you will analyze the platform as whole and identify what needs to be fixed and list the action item to fix it in this section. Each item listed in the previous “What Could Be Improved?” section should have an action item attached to it. Here are a few specifics to get you started: 
    • Improving Brand Visibility and Awareness:
      • Develop a consistent brand identity and visual style for pins.
      • Invest in high-quality visuals and engaging content.
      • Promote pins through paid advertising to increase reach.
    • Enhancing Traffic Generation:
      • Add clear and compelling calls-to-action to pins.
      • Share relevant and valuable content that drives traffic.
      • Utilize Pinterest analytics to track and optimize pin performance.
    • Optimizing Product Showcase:
      • Invest in professional product photography.
      • Create product-specific boards and optimize pins for search.
      • Highlight key features and benefits in pin descriptions.
    • Providing Inspiration and Ideas:
      • Curate boards with diverse and relevant content.
      • Engage with followers to understand their interests and preferences.
      • Share inspirational and educational content that resonates with the audience.
    • Establishing Authority and Credibility:
      • Share informative and educational content related to the industry.
      • Collaborate with influencers and industry experts to co-create content.
      • Engage with relevant communities and participate in discussions.
    • Generating Leads and Conversions:
      • Create compelling product pins with clear pricing and availability information.
      • Offer exclusive discounts or promotions to incentivize conversions.
      • Use rich pins and buyable pins to facilitate easy purchasing.
    • Increasing Engagement and Interaction:
      • Respond promptly to comments and engage with followers.
      • Host interactive contests, quizzes, or challenges to encourage participation.
      • Encourage user-generated content and share user testimonials.
    • Collaborating with Influencers:
      • Identify and reach out to relevant influencers for partnerships.
      • Co-create content with influencers and leverage their audience.
      • Measure and track the impact of influencer collaborations on engagement and reach.
    • Integrating Pinterest into Content Marketing:
      • Develop a cohesive content strategy that includes Pinterest.
      • Repurpose existing content into Pinterest-friendly formats.
      • Cross-promote Pinterest content on other social media platforms.
    • Optimizing for Search Visibility:
      • Research relevant keywords and hashtags for pin optimization.
      • Use keyword-rich descriptions and titles for pins and boards.
      • Monitor and adjust content based on Pinterest analytics and search trends.

 

Should clients utilize Pinterest as part of their social media strategy?

Integrating Pinterest into a client's social media strategy can be highly beneficial, particularly for businesses with visually appealing products or services and those targeting specific demographics such as women, millennials, and parents. Here are key considerations to determine if Pinterest is the right fit for a client:

• Visual Products or Services: Clients offering visually appealing products or services, such as fashion, home decor, food, travel, and beauty, can showcase their offerings effectively on Pinterest.
• Targeting Specific Demographics: Clients targeting demographics such as women, millennials, or parents, who are among the most active users on Pinterest, can effectively reach their audience on the platform.
• Inspiration and Ideas: Clients in industries where inspiration, ideas, and DIY projects are valued, such as wedding planning, home improvement, cooking, and crafting, can leverage Pinterest to provide valuable content to their audience.
• E-commerce and Retail: Clients with e-commerce platforms or retail businesses can utilize Pinterest to drive traffic to their website, showcase products, and promote special offers or discounts.
• Content-driven Businesses: Clients with content-driven businesses such as blogs, online magazines, or educational platforms can use Pinterest to share blog posts, articles, infographics, and other valuable content with their audience.