Podcast Summary: Simple Pin Podcast Episode - "Pinterest Q&A with Bjork Ostrom (Bonus Episode)"
Introduction
In this bonus episode of the Simple Pin Podcast, host Kate Ahl engages in an insightful conversation with Bjork Ostrom, the owner of Food Blogger Pro. Released on January 15, 2025, this episode delves into the evolving landscape of Pinterest in 2025, particularly focusing on its significance for food creators. Originally a recording from a recent webinar, Kate decided to share it on the podcast due to the wealth of wisdom and practical examples Bjork provided.
Overview of Food Blogger Pro and Pinch of Yum
Bjork Ostrom introduces the dual structure of Food Blogger Pro, encompassing both a free weekly podcast and a comprehensive membership program. The podcast features conversations with creators and experts across various domains, including Pinterest and YouTube. The membership offers deeper educational resources, such as training videos, live Q&As, and exclusive forums.
“We have a podcast, but then we also have the membership. The membership is for people who want to come in and really go deep.” [02:53]
Pinterest’s Role in 2025 for Business and Food Creators
Bjork emphasizes the enduring importance of Pinterest as a primary traffic driver, surpassing even Google for some clients. Despite fluctuations in its popularity, Pinterest remains a vital platform for businesses seeking quality traffic and high engagement.
“Pinterest is one of the platforms I think you should probably start with before any of the others... it's a super important platform.” [07:05]
Kate echoes this sentiment, highlighting Pinterest’s less exhausting nature compared to platforms like Instagram and its suitability for sustained marketing efforts.
“I find that Pinterest is way easier to market on.” [07:05]
The Importance of Community and Long-term Strategy
The conversation underscores the value of community in the Food Blogger Pro membership. A diverse group of members, ranging from newcomers to seasoned creators, fosters a rich exchange of ideas and experiences. This collaborative environment supports long-term business growth and effective Pinterest marketing strategies.
“The community comes together to be this amazing blend of experience and share where you get to learn so much.” [05:49]
Content Quality vs. Tactics on Pinterest
Bjork draws a parallel between content creation on Pinterest and songwriting in the music industry. He argues that the foundation of success lies in creating high-quality content rather than merely employing trendy tactics. Good content naturally benefits from platform-specific best practices, ensuring long-term sustainability.
“If you're not creating funny, engaging, interesting short form videos, it doesn't really matter.” [17:07]
Kate adds that while tactics are essential, they must be grounded in the creation of authentic and valuable content.
“Letting your content be driven by who you are and who you want to serve.” [20:43]
Strategies for Content Creation and Keyword Optimization
The duo discusses effective content strategies on Pinterest, emphasizing the importance of keywords and understanding Pinterest analytics. Keywords should be strategically placed in board names, descriptions, pin titles, and descriptions to enhance discoverability.
“There are five places you want to put keywords: board name, board description, pin title, pin description, and alt text.” [39:21]
Bjork highlights the significance of "saves" as a key metric on Pinterest, indicating user intent and content value.
“Saves are the number one metric that Pinterest says... the more saves you have, the better.” [21:59]
Addressing AI-Generated Content on Pinterest
A pressing concern addressed in the episode is the influx of AI-generated content on Pinterest, particularly in the recipe niche. Bjork and Kate discuss the challenges AI poses to content authenticity and trust. While Pinterest has yet to establish clear guidelines or reporting mechanisms for AI-generated pins, the hosts advocate for maintaining human-centric, authentic content to preserve trust and engagement.
“Trust will win. People will gravitate towards content that feels authentic and valuable.” [51:45]
Q&A Highlights
The episode features a robust Q&A segment where Kate and Bjork tackle various listener questions:
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Pinterest vs. Other Platforms for Traffic:
- Pinterest remains a top traffic source, often surpassing Google and significantly outperforming Instagram in driving traffic to blogs.
- “Pinterest drives direct traffic, unlike Instagram which aims to keep users within the app.” [34:49]
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Relevance of Keywords:
- Keywords are crucial for Pinterest’s search and discovery algorithms, influencing both user engagement and content visibility.
- “Keywords make the whole thing essentially work.” [37:29]
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Types of Content Performing Well:
- Image pins with context-rich text perform best, especially in niches like food where detailed descriptions add value.
- “Image pins do far better than anything else.” [41:59]
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Frequency and Timing of Posts:
- Consistency is more important than exact timing. Posting between 5 to 25 times a day is recommended, with flexibility based on creator capacity.
- “Consistency is key, but not overdoing it.” [44:10]
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Long Shelf Life of Pinterest Content:
- Pins can remain relevant for up to 13 months or more, making Pinterest a valuable platform for long-term content strategies.
- “It’s a long-term platform that has to be part of your strategy.” [45:18]
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Running Ad Campaigns on Pinterest:
- Pinterest ads are effective when paired with clear conversion goals, such as selling products or growing email lists. However, campaigns aimed solely at driving traffic may not yield a positive return on investment.
- “Never run an ad campaign simply for traffic; it’s too hard to track.” [46:37]
Key Takeaways
- Focus on Quality Content: Prioritize creating valuable, authentic content over chasing fleeting tactics or platform trends.
- Leverage Pinterest Analytics: Utilize Pinterest’s advanced analytics to understand audience behavior and optimize content accordingly.
- Maintain Consistency: Regularly pinning content, even if infrequent, helps sustain and grow engagement over time.
- Understand Metrics: Emphasize key Pinterest metrics like saves to gauge content performance and audience intent.
- Navigate AI Challenges: Continue to produce human-centric content to build and maintain trust in the face of increasing AI-generated content.
- Strategic Platform Use: Use Pinterest primarily for traffic generation while leveraging other platforms like Instagram for brand awareness.
Conclusion
The episode concludes with Kate and Bjork reiterating the importance of community and continuous learning. They encourage listeners to join Food Blogger Pro for deeper insights and support in their Pinterest marketing journey. Both hosts underscore the enduring value of Pinterest as a powerful tool for driving traffic and growing a business, especially for content creators in the food niche.
“I think it's a valuable investment for anyone in the food creator community.” [58:03]
The conversation wraps up with a mutual appreciation for shared expertise and a commitment to supporting fellow creators through educational and collaborative efforts.
Notable Quotes
- “Do less, not more.” – Bjork Ostrom [09:23]
- “Trust will win. People will gravitate towards content that feels authentic and valuable.” – Kate Ahl [57:46]
- “Saves are the number one metric that Pinterest says... the more saves you have, the better.” – Bjork Ostrom [21:59]
Final Thoughts
This episode serves as a comprehensive guide for food creators and businesses looking to harness Pinterest’s full potential in 2025. By balancing quality content creation with strategic use of platform-specific best practices, creators can achieve sustained growth and meaningful engagement on Pinterest.