Pin Talk - Pinterest Tips and Updates for Creators Episode S1E11: Creating Content Pinterest Users Love (Understanding User Intent) Release Date: February 13, 2025

Hosts:

• Tony Hill
• Carly Campbell

Introduction

In Episode 11 of Pin Talk, Pinterest experts Tony Hill and Carly Campbell delve deep into the crucial topic of user intent on Pinterest. This episode is deemed one of their most pivotal discussions, addressing the common struggles creators face when aligning their content strategies with Pinterest-specific user behaviors, especially for those transitioning from platforms like Google, Facebook, or Instagram.

Understanding User Intent on Pinterest

Carly opens the conversation by emphasizing the importance of identifying why users visit Pinterest. She states, “I think that I've got a pretty good understanding of all [platforms]. Understanding why people are at those platforms and not on Pinterest helps me to nail down Pinterest user intent even more” (00:57).

Tony concurs, adding that tools like Pinterest Trends provide valuable insights into what interests the average Pinterest user. However, he laments the absence of a Google-like trend tool for Pinterest, which would offer more comprehensive keyword suggestions.

Differences Between Pinterest and Other Platforms

The hosts discuss how user intent varies across different social media platforms:

• Google: Primarily used for research and getting answers to specific questions.
• Facebook: A hub for entertainment.
• Instagram: Centered around visual entertainment and humor.
• Pinterest: Focused on planning, inspiration, and ideation.

Carly articulates, “When I go to Pinterest, it's because I am planning something or want inspiration for something that I'm planning” (05:30), highlighting the platform’s unique intent compared to others.

Analyzing Top Pinterest Keywords

Tony shares intriguing insights from their internal database, revealing some of the top search keywords on Pinterest:

1. Hello Kitty (07:07) – An unexpected addition, indicating the popularity of niche interests.
2. Outfit Ideas (07:44)
3. Wallpaper Aesthetic (07:55)
4. Nails (07:58)
5. iPhone Wallpaper (08:17)

Carly notes that while some keywords like "Hello Kitty" might not drive significant traffic, they can accumulate numerous saves, potentially boosting overall account visibility.

Click-Throughs vs. Saves

A significant portion of the discussion revolves around the balance between click-throughs and saves:

• Tony: Focuses on creating pins that encourage clicks to drive traffic to their websites, essential for monetization. “I want to build relationship between my PIN and the first ranking pins. And then when they save that first ranking pin, I want Pinterest to serve them up my PIN right after” (28:31).

• Carly: Raises concerns about Pinterest potentially prioritizing pins that only receive saves over those that drive traffic. She shares her own experience with a failed experiment targeting save-only pins, which didn’t yield expected results (10:09).

Niche Considerations

The hosts explore how different niches perform on Pinterest, especially those transitioning from Google:

• Fashion: Highly visual and generally Pinterest-friendly. Long-tail keywords like “how to fix a broken zipper on a jacket” can still thrive if they cater to a broad enough audience.

• Personal Finance & Homesteading: More challenging due to the lack of visual representation. Carly mentions, “If you try to make a picture of it and you put a picture of a sick chicken up, that probably just get you in trouble with Pinterest” (16:02).

Tony adds that niches requiring textual answers, such as “Why is my hair not growing?” see significantly lower search volumes on Pinterest compared to Google (21:03).

Product Content on Pinterest

The episode delves into the viability of product-focused content on Pinterest:

• Carly: Expresses skepticism about the platform's effectiveness for direct product sales, especially for low-ticket items. She states, “Pinterest is a place that reviews goes to die” (36:15).

• Tony: Agrees, highlighting the frustration users face when product pins lead to unavailable or non-existent items. He prefers platforms like Amazon for assured product availability (32:02).

However, they note that certain niches like weddings and high-value travel might still find success due to the significant monetary transactions involved.

Experimentation and Community Engagement

Both hosts advocate for continuous experimentation and active participation in Pinterest communities:

• Tony: Encourages creators to immerse themselves in Pinterest, test various content types, and develop an intuition for what resonates. “If you can be in different niches as well, that's helpful as you can like test different things” (42:17).

• Carly: Advises moderating expectations during experiments and recognizing that not all pins contribute equally to effort metrics. She emphasizes the importance of understanding that a mix of Pinterest-focused and Google-focused content can skew perceived effectiveness (43:35).

Conclusions and Key Takeaways

• User Intent is Paramount: Understanding why users are on Pinterest is essential for crafting content that aligns with their needs, primarily focusing on ideas and inspiration rather than direct answers or product sales.

• Visual Representation: Pinterest thrives on visual content. Ensuring that ideas can be effectively conveyed through images enhances engagement and saves.

• Niche Adaptability: Some niches, especially highly visual ones like fashion, perform better on Pinterest. Others needing detailed textual explanations might struggle unless they find a way to visualize their content.

• Strategic Experimentation: Creators should experiment with different content types while managing expectations and focusing on strategies that drive traffic rather than just saves.

• Community Engagement: Being part of Pinterest creator communities offers invaluable insights and fosters a support network for sharing strategies and successes.

Notable Quotes

• Carly Campbell (00:57):
  “I think that I've got a pretty good understanding of all [platforms]. Understanding why people are at those platforms and not on Pinterest helps me to nail down Pinterest user intent even more.”

• Carly Campbell (10:09):
  “I see your logic. I think that you're not necessarily wrong. But I worry that because Pinterest loves those pins that don't get clicks so much, that even though I don't believe in cannibalism, really, I believe that Pinterest might cherry pick what they'll distribute from you and what they won't.”

• Tony Hill (07:07):
  “So I just went through pin clicks in the database we have behind the Scenes, where we're capturing the search volume for every interest out there.”

• Carly Campbell (36:15):
  “No reviews. I like to say that Pinterest is a place that reviews goes to die.”

For more insights and resources mentioned in this episode, visit pintalkpodcast.com. If you have further questions about understanding user intent on Pinterest, reach out through their community platforms or email them at email@pintalkpodcastmail.com.

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