In March 2020, with the Covid-19 pandemic forcing many people to stay home, general internet use jumped by 50–70%. And when Pinterest reported the most searches and saves in its global history during the weekend of March 16, 2020, Collective Measures took note.
This home improvement client relies on Pinterest to build brand awareness and product affinity among “dreamers,” or those users in the early stages of planning their dream home–likely a female millennial–and not currently ready to jump in and make a high consideration purchase. With a plethora of home inspiration boards filled with stunning images of exterior and interior home design, Pinterest is the perfect channel to connect with this audience.
These images of beautiful exteriors, color-palate trends, and interior home design ideas are just some of the popular topics on the network, as are “home inspiration” boards, so it’s the right channel for the goal of engaging the “dreamers.” Pinterest is also a channel that frequently drives a high-volume of traffic to the client’s website. It’s crucial to pair pins with an appropriate landing page that’s a positive experience for a high-funnel user from a social channel, but still has a short path to conversion.
In April, our client confirmed a large lift in performance during the first weeks of quarantine, with Pinterest receiving 40% more impressions, 36% more engagements, and 28% more link clicks than its monthly benchmarks. Collective Measures knew that optimizing the client’s Pinterest profile would help capitalize on the increased number of active Pinterest users and even further increase the client’s visibility and engagement on the platform.
Collective Measures began the process of optimizing the client’s Pinterest profile content by first identifying which content was performing well or receiving a lift during quarantine, as well as what users were searching for on the platform. After analyzing profile performance, researching Google Trends, and conducting keyword research, Collective Measures identified the top pieces of individual content and the top boards to optimize to align with user preferences and increase searchability.
In total, 10 boards and 60 pins were optimized during the last week of April 2020. This included updates to titles, descriptions, landing pages, and more for specific Pins, as well as title, description, content structure (boards and topics within each board) and future direction recommendations for selected boards.
After just 1 month (the first full month of Covid-19 lift), the optimization implementations proved successful with the following gain:
- May impressions up 72% over pre-Covid benchmark and 23% over April
- May engagements up 97% over pre-Covid benchmark and 44% over
- May close-ups up 98% over pre-Covid benchmark and 45% MoM over April
- May link clicks up 84% over pre-Covid benchmark and 44% over April
- May saves up 100% over pre-Covid benchmark and 41% over April