Research trends on Pinterest

1. Find out which topics are trending using Pinterest Trends.

Note prevalent themes across well-performing pins, especially in your niche.

2. Search for competing companies, products and services to see what your competitors are posting and how their audience is responding.

Jot down recurring themes that resonate with the audience. Look for Pins that perform well or poorly in terms of likes and shares. What sets the two types apart? Do successful Pins use a particular visual style, or are the types of content similar? Analyze conversation starters, viral Pins, language and tone used, to get an idea of audience psychology or consumption patterns. Look at historical information to gauge seasonal interests relevant to your industry – for example, fall clothing. When do people start talking about this?

3. Use popular and seasonal themes to create a content plan that spans the next 3-6 months.

Outline the narrative for each theme. Do you want to write about the value a product or service can give, then link it to the product? Or the other way around?

4. Use your research to create relevant and engaging content for your Pin and its description.

When creating content for your Pins: Mention others. Use hashtags. Write longer descriptions. Include relevant links. Include calls to action. Use a description writing formula like: [Address Search Intent with Keywords] + [Brand Name] + [What You Offer] + [Relevant Details] + [CTA]

5. Follow a consistent theme and color palette in your Pins to create a mood board that helps build brand recall.

Create a visual personality consistent with your brand, that also resonates with your audience. Look at the visual style of other content your audience has Pinned. Experiment with different styles of pins and monitor which styles perform better. Consider running tests on different styles to see what best works for your audience, like a survey that asks people to choose between different images.

6. Write titles that include the topic's primary keyword and offer value to the reader.

It’s not about what you are trying to promote, but what the potential customer may want to know when looking for your product or service.

7. Monitor performance and reach for your content and revise if it's not meeting marketing and sales objectives.

Go back to your notes about trending topics and competitor content, and update your research. Look for things you can improve. For example, work on target keywords, type of content, or wording.