In this article, we will explore how the Pinterest algorithm works and how you can make the most of your time on the platform. We will uncover the key factors that influence the Pinterest algorithm and provide practical tips on how to optimize your videos and get more views.
Pinterest is one of the most popular social media platforms in the United States, with over 5 billion searches each month. With the right strategy, you can leverage this platform and the Pinterest algorithm to reach your marketing goals. Despite being often overlooked by marketers, Pinterest offers incredible opportunities to reach consumers and gain platform-specific advantages. For example, trends on Pinterest have a 21% longer monthly growth compared to other social media. Additionally, e-commerce on Pinterest is constantly growing each year thanks to its new virtual shopping feature.
What is the Pinterest algorithm?
Like any social media platform, Pinterest also uses a complex equation to determine what users see in their Feed. The algorithm is a set of formulas created to determine which pins users see in their Feed and in search results. Pinterest constantly optimizes its algorithm to ensure that users see the most relevant content.
How does the Pinterest algorithm work?
Like a search engine, Pinterest determines the ranking of pins using fundamental SEO methods such as keywords. However, the algorithm also uses a more traditional social media approach that considers user behavior, such as previously saved pins, engagement, and searches, to display the most relevant content.
The Pinterest algorithm determines the relevance of each pin to each user and displays content that users are most likely to engage with. Relevance depends on factors such as search queries, behavior on Pinterest, and pin content. Four main factors drive the Pinterest algorithm: domain quality, pin quality, pinner quality, and topic relevance.
Domain Quality
Like Google’s search algorithm, Pinterest evaluates the domain quality of the website linked to a pin. If users consistently click on a pin to access your website and explore your content, your domain quality will increase. Essentially, the more popular your website is on the platform, the more Pinterest will consider it a high-quality content source and show it to more users.
Pin Quality
Pinterest evaluates the quality of each pin based on its engagement, including comments, saves, likes, and shares. The more people interact with your pins through likes, comments, and saves, the higher their ranking will be.
Pinner Quality
The pinner quality metric refers to your behavior as an active pinner on the platform. The following aspects are taken into consideration:
- How often you post content
- How consistently you post content
- How your pins engage with the audience
- Engagement with your audience
By interacting with other users, saving content to your profile, and using the platform, you will be able to improve your profile quality.
Topic Relevance
Pinterest decides whether a user might be interested in your content using topic relevance. Like Google, Pinterest analyzes keywords and hashtags in every pin, including the title, description, and the image or video itself. For example, if the algorithm knows you like board games, it will continue to show you related content so that you can keep engaging with those posts and spend more time on the platform.
10 Tips to Rank Your Videos on Pinterest and Get More Views
Like any online platform, the Pinterest algorithm is constantly evolving. If you want to ensure that users see your marketing videos on Pinterest, familiarize yourself with strategies that help the algorithm value your content.
1. Use relevant keywords
Although Pinterest is considered a social media platform, it’s important to remember that it’s also a search engine. This means you need to use SEO optimization for your videos, including relevant keywords throughout your content.
You can add keywords to text overlays in videos, as well as in pin titles and captions. However, avoid stuffing too many keywords into your content, as it may be considered spam by Pinterest’s algorithms.
2. Post fresh content
If you leave your account inactive for too long, the Pinterest algorithm will be less likely to promote your posts. With each new search, older, less performing content will be pushed down the ranking system. The more fresh and up-to-date content you can post each week, the better. Make the most of this opportunity by analyzing post data and understanding when to post on Pinterest.
3. Engage on the platform
Staying active on the platform doesn’t just mean posting videos regularly. It also means engaging with other users on the platform, including saving pins, commenting on other posts, and responding to comments on your videos.
4. Use the correct format
Every piece of content you publish must be high-resolution and adhere to the advertising video specifications on the platform. Pinterest recommends an aspect ratio of 1:1 (square) or 2:3 (vertical) for videos on the platform.
5. Grab attention right away
Since videos are an engaging element, Pinterest tends to promote video content. A scrolling bar at the top of search results on mobile devices showcases video pins, giving these posts significant visibility.
Make your videos stand out in the bar to capture user attention from the start. Begin your video with intriguing movement, color, or text to account for the first few seconds.
6. Add text overlays
Another way to make your video pin distinctive is by adding a text overlay. The right text can provide context and emphasize your message, while also capturing the viewer’s attention. Additionally, it can help communicate to users and the algorithm what your content is about.
7. Keep it short and sweet
While Pinterest allows you to upload videos up to 15 minutes long, the videos that perform best are much shorter. Because users prefer short videos, the algorithm is more likely to promote videos that deliver quality content quickly. When you’re starting out, aim for a duration between 6 and 15 seconds.
However, remember that the same video length doesn’t work for every brand. Therefore, implement a testing strategy to find what works best for your audience.
8. Create save-worthy content
The more saves you get, the more likely the algorithm is to promote your video. Therefore, when producing your next video, think about how to maximize engagement with your content. One way to do this is by creating different types of video content, including educational and helpful content.
9. Leverage relevant trends
Trends are important on all social media platforms, but they are even more so on Pinterest. The platform even has a dedicated trends page where you can see the most frequently searched topics and terms on Pinterest. On this page, search for trends by keywords and take note of what’s most popular each month. Use this insight to post the most relevant and trending videos.
The company also releases Pinterest Predicts annually to highlight upcoming trends, so your business can begin creating high-quality content year-round.
10. Focus on quality over quantity
Yes, the algorithm rewards consistency, but that doesn’t mean you should prioritize quantity over quality. It’s better to post a few high-quality videos each week rather than producing a large number of low-quality or irrelevant videos. The platform recommends posting no more than 25 fresh pins a day, but a good target is one to five.
Pinterest Algorithm Conclusion
As Pinterest continues to capitalize on video growth, there’s never been a better time to start posting your high-quality, high-performing videos. While this platform may take some time to get used to, you can use Pinterest to build your audience and start driving traffic to your website in no time. To make the most of the platform and start driving traffic to your website, you’ll need to stay up-to-date with the latest Pinterest algorithm news and updates.
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