Simple Pin Podcast: Episode Summary – "4 Million Followers on Pinterest"
Release Date: October 23, 2024
Host: Kate Ahl
Guest: Jamie Lynn Nye of iHeart Naptime
1. Introduction
In this episode of the Simple Pin Podcast, host Kate Ahl delves into the intricacies of building and maintaining a substantial Pinterest following with her guest, Jamie Lynn Nye of iHeart Naptime. With an impressive 4 million Pinterest followers, Jamie shares her journey, strategies, and insights gained from over a decade on the platform.
2. Origin Story: Early Adoption and Initial Growth
Jamie Lynn Nye recounts her early days on Pinterest, highlighting her commitment to the platform from its inception.
Jamie Lynn Nye [02:27]: "I started my blog back in 2010... I was an early adapter. I hopped right on. I was one of the first on Pinterest, so I really got in at the beginning, which was awesome for my business because I was selected as one of the creators that they featured, which really helped boost my follower count in the beginning."
Being featured by Pinterest's original founder, Ben, significantly expedited her follower growth, propelling her from 10,000 to 12,000 followers overnight. This early momentum was crucial in establishing her presence and credibility on the platform.
3. Navigating Shifts in Pinterest’s Strategy
Around three to four years prior to the interview, Pinterest underwent significant changes that impacted traffic and engagement across the platform. Jamie discusses how these shifts affected her business and her strategic response.
Jamie Lynn Nye [05:02]: "I remember one day looking at my follower count and it was like 10,000. The next day it was like 12,000. And then just kind of started spiraling... but then there was a shift where they changed things. My traffic cut in half within about a month from Pinterest."
Instead of abandoning Pinterest alongside many other bloggers, Jamie chose to pivot her strategy. She began to:
- Focus on Analytics: Delving deep into data to understand what worked.
- Embrace Keyword Research: Treating Pinterest as a search engine rather than a social media platform.
Jamie Lynn Nye [05:02]: "I kind of looked at it as, how can I pivot? How can I readjust my strategy? It wasn't just throwing a pin up there and you're gonna take off anymore. It was really having to dig into the analytics to see what was working."
4. Followers vs. Search: The Evolving Metric of Success
Historically, follower count was a primary metric of success on Pinterest. Jamie explains how the focus has shifted towards searchability and keyword optimization.
Jamie Lynn Nye [08:54]: "I was at the top of my creative game back then because I was kind of leading, you know, just different ideas and things that worked back then... I think now followers definitely do not matter as much as they used to. I think it's more about being found and creating good, solid keywords that people can find you through search."
Despite follower growth slowing, Jamie emphasizes that steady website traffic remained unaffected, underscoring the importance of being discoverable through search rather than relying solely on follower numbers.
5. Maintaining a Robust Pinterest Presence
Contrary to the belief that large follower counts diminish the need for active engagement, Jamie asserts the necessity of continuous effort.
Jamie Lynn Nye [14:07]: "I do personally still get on Pinterest every morning and I pin a few pins... If I were to stop, things would start to go down."
She integrates a daily routine of pinning and analytics review, dedicating just five to ten minutes each day to maintain and grow her presence. Her team also contributes by creating new pins and content, ensuring sustained activity.
6. Tools and Keyword Strategy: Leveraging Pinterest Search
Jamie shares her approach to keyword research and the tools she employs to optimize her Pinterest strategy.
Jamie Lynn Nye [17:11]: "Honestly, my favorite tool is just the search bar on Pinterest... I'll take those keywords and I'll put them into Pinterest search and see what type of words are popping up."
Her methodology includes:
- Utilizing the Pinterest Search Bar: Identifying trending search terms relevant to her content.
- Integrating Keywords into Pins: Incorporating keywords into text overlays, board titles, and descriptions.
- Tracking with Google Spreadsheets: Monitoring monthly growth and traffic sources to make data-driven decisions.
7. Pinterest’s Evolution and Monetization: Views on Ads
Addressing Pinterest's monetization strategies, Jamie discusses her stance on ads and her optimism about the platform's future.
Jamie Lynn Nye [20:33]: "I haven't [used Pinterest ads]. I've strictly been organic... But I do feel like there is something to say about going on as an actual pinner and just scrolling through your feed, pinning as a regular pinner would. I think that's really beneficial to any healthy account."
While she hasn’t ventured into Pinterest advertising, Jamie acknowledges the platform’s efforts to support creators, expressing confidence in Pinterest’s commitment to fostering a collaborative environment.
Jamie Lynn Nye [20:33]: "I think they're realizing without their creators, there is no Pinterest. And we are the ones that are really funneling the content into their platform."
8. Advice for New Businesses: Embracing Pinterest as a Long-Term Strategy
Jamie offers pragmatic advice for newcomers considering Pinterest as a marketing tool.
Jamie Lynn Nye [23:43]: "I would definitely recommend hopping on Pinterest. I feel like you have to look at it as a long term strategy... It won't take you that much longer. And it's just a whole new set of audience to reach your content."
Key recommendations include:
- Repurposing Existing Content: Uploading blog images and videos from other platforms to Pinterest.
- Utilizing Design Tools: Creating engaging pin collages using tools like Canva.
- Focusing on Content Longevity: Understanding that pins can continue to drive traffic for years, unlike other social media posts that quickly fade.
Jamie highlights the enduring value of Pinterest traffic compared to platforms like Facebook and Instagram, where content visibility is fleeting.
Jamie Lynn Nye [25:39]: "Pinterest, I am still getting hundreds of thousands of page views from pins that I pinned five years ago. And so it's just a really great strategy long term because you'll continue to reap the benefits year after year."
9. Closing Thoughts: Staying Adaptable and Data-Driven
In concluding the interview, Jamie reiterates the importance of adaptability and data-driven strategies in navigating Pinterest’s evolving landscape.
Jamie Lynn Nye [19:57]: "I think it is all about getting in there as an actual user, figuring out how that user is searching for your product or your website... and then looking at the data."
Her dedication to understanding Pinterest's dynamics and commitment to continuous improvement serves as a blueprint for others aiming to achieve sustained success on the platform.
10. Connect with Jamie Lynn Nye
For those looking to follow Jamie's journey or seek further insights, she can be reached through the following channels:
- Pinterest: iheartnaptime
- Instagram: iheartnaptime
- Website: iheartnaptime.net
Conclusion
Jamie Lynn Nye’s episode on the Simple Pin Podcast offers invaluable lessons on leveraging Pinterest for business growth. From early adoption and navigating platform changes to emphasizing searchability and maintaining consistent engagement, Jamie’s strategies provide a comprehensive roadmap for aspiring Pinterest marketers. Her emphasis on data-driven decisions and long-term commitment underscores the enduring potential of Pinterest as a formidable tool in the digital marketing arsenal.