Pin Talk - Pinterest Tips and Updates for Creators
Episode: S1E3 “Good” and “Bad” Pinterest Niches (And Determining Which Yours Is)
Release Date: October 17, 2024
Hosts: Tony Hill and Carly Campbell
Introduction
In the third episode of Pin Talk, hosts Tony Hill and Carly Campbell delve into the intriguing topic of identifying "good" and "bad" niches on Pinterest. Aimed at bloggers and content creators striving to optimize their Pinterest strategies, this episode provides valuable insights into how different niches perform on the platform and strategies to adapt effectively.
Defining Good and Bad Niches
Tony kicks off the discussion by categorizing their audience into four distinct groups, ranging from those thriving on Pinterest to those experiencing a sudden decline in traffic.
Tony (00:02): "Today we're going to talk about good and bad niches or niches for Pinterest."
Carly defines a "good" niche as one that generates meaningful traffic to your website, contributing to business growth. Conversely, a "bad" niche fails to deliver expected results, often due to inherent difficulties in gaining traction on Pinterest.
Carly (00:27): "In a good niche, you will pin and see meaningful business building traffic to your website, and in a bad niche, you will not see the kind of results that you are hoping to see."
Challenges with Pinterest Niches
The conversation shifts to the unpredictability of Pinterest's algorithm and policy changes, which can abruptly alter the performance of a niche. Carly emphasizes that even well-performing niches can experience sudden drops in traffic due to factors beyond the creator's control.
Carly (02:36): "Sometimes it is the way that Pinterest treats the niche on the platform that is the direct cause of the drop in your traffic."
Examples of Good and Bad Niches
Carly provides concrete examples to illustrate how Pinterest's evolving policies impact different niches:
-
Postpartum: Initially a high-traffic, evergreen niche. However, Pinterest updated its community guidelines to limit the distribution of sensitive health-related content, leading to a significant traffic decline.
Carly (04:45): "Pinterest updated their community guidelines... they aren't going to broadly distribute that content."
-
Weight Loss and Dieting: Pinterest's shift towards promoting a body-positive platform has resulted in reduced visibility for weight loss and dieting content.
Carly (07:15): "Pinterest has openly said over and over, we want to be a body positive platform."
-
Mental Health (Anxiety): Similar restrictions were placed on content related to anxiety and mental health, drastically reducing their reach.
Carly (08:20): "I had a whole series of blog posts on my mom blog about anxiety... they went to zero."
Content Strategy vs. Niche Selection
The hosts explore whether the distinction between a good and bad niche is more about the niche itself or the content strategy employed.
Tony (13:03): "It's more of like a good versus bad content strategy."
Carly argues that while certain niches may be inherently challenging, a well-crafted content strategy can turn a "bad" niche into a viable one. She uses the example of review websites, suggesting that consolidating individual reviews into roundup posts can make them more Pinterest-friendly.
Carly (18:00): "If you can't do roundups in your niche or listicle type content, it's probably not a good Pinterest niche."
Understanding Pinterest User Intent
Understanding the difference in user intent between Pinterest and Google is crucial. Pinterest users seek inspiration and ideas, whereas Google users often look to answer specific questions or conduct research.
Carly (38:03): "People come to the search engine with a different intent than they go to the Google search engine."
Tony adds that visual content tends to perform better on Pinterest. For instance, a roundup of recipes invites users to explore further, whereas detailed textual reviews may not capture the same level of engagement.
Tony (34:26): "A pin invites them into your blog posts and they get that information there."
Dealing with Pinterest's Platform Changes
Carly highlights the necessity of staying adaptable due to Pinterest's frequent updates and policy changes. She recounts instances where Pinterest altered how it treats certain niches, impacting traffic patterns.
Carly (09:10): "Sometimes Pinterest adjusts the way a niche behaves on the platform."
Tony emphasizes the importance of continuous research and monitoring of Pinterest Trends and user behavior to stay ahead of these changes.
Tony (43:02): "Look at those interests and make sure you're creating content that's targeting those as well."
Research and Tools for Niche Selection
The hosts recommend utilizing tools like Pinterest Trends and Pin Clicks to gauge the popularity and potential of niches. However, Carly advises caution, noting that Pinterest Trends may not always accurately reflect true search volumes.
Carly (47:27): "I think Pinterest Trends make stuff up... you don't know until you get into it."
Tony suggests using the Interest Explorer tool in Pin Clicks to get a more reliable understanding of niche viability.
Tony (49:21): "If you see like 10,000, 20,000 plus results, that's probably a good size niche."
Recommendations and Takeaways
To maximize Pinterest success, Tony and Carly offer several key recommendations:
- Adapt Content Strategy: Transform content to fit Pinterest's visual and inspirational nature, such as creating listicles or roundups instead of detailed reviews.
- Understand User Intent: Tailor content to what Pinterest users seek—ideas and inspiration—rather than detailed research.
- Continuous Monitoring: Regularly check Pinterest Trends, the Explorer page, and top-performing pins to stay updated on platform changes.
- Diversify Strategies: Consider maintaining specialized Pinterest accounts for different verticals or focusing on a broader lifestyle approach, depending on the desired outcome.
- Leverage Existing Strengths: For established accounts with strong traffic, leverage current successful strategies while adapting to new Pinterest behaviors.
Carly (37:26): "If you can't do roundups in your niche or listicle type content, it's probably not a good Pinterest niche."
Conclusion
The episode wraps up with Tony and Carly acknowledging the complexity of determining niche viability on Pinterest. They emphasize the importance of flexibility, continuous learning, and strategic content adaptation to navigate the ever-changing landscape of the platform.
Tony (58:10): "If you are curious after listening to this episode and you are feeling really stuck, send us an email... maybe we can help."
Carly (58:16): "This is a good place to wrap up."
Final Thoughts
"Good" and "Bad" Pinterest niches are not rigid classifications but are heavily influenced by content strategy, user intent, and adaptability to platform changes. By understanding these dynamics and employing strategic content creation, creators can optimize their Pinterest performance regardless of their niche.
For more detailed insights and resources mentioned in this episode, visit pintalkpodcast.com. If you have further questions or need personalized advice, reach out via email at pentalkpodcastmail.com or join their community forums.