Visual content is a hot trend, and Pinterest ranks up there as one of the most visually-focused social networks. It would make sense that brands would be reaping the benefits of posting on this forum, but TrackMaven revealed statistics that show this might not always be the case.

Social media marketers are posting more on Pinterest than they are on any other social network, averaging 72-92 pins per month.

However, in 2015, the average engagement ratio per post on Pinterest plummeted 49 percent.

In part, we can attribute this downfall in engagement to Pinterest’s new Smart Feed, which debuted in late 2014.

The gist of the SmartFeed is: instead of seeing pins in chronological order of posting, people see a mix of Pins that are relevant to:

who you follow.
what you’ve liked.
your overall interests.

…in an order that isn’t in line with the time they are posted. (TailWind wrote a great explainer on this – you can check out the link to it in the blog post below.)

This can be seen as both a negative and a positive for brands, because:

Your pins could potentially have a longer shelf life. If a pin is extremely successful among your target audience, it could be showing up toward the top of users’ feeds – even if it’s several months old.
On the flip side, if your Pins don’t gain any traction, your audience has the chance of never seeing them, even when they were initially posted.

Here’s what it boils down to:

Do a deep dive of exactly WHO you’re targeting on Pinterest, and create a strategy that incorporates a mix of what your users like and what you want your users to know about you. The biggest mistake a brand can make on Pinterest is creating Pins that are only related to that brand and their specific products.

Check out the blog post below for some more Pinterest stats, and a look at how our clients are faring with Pinterest ads. Thanks for watching!