Should Seasonal Boards Be Part of Your Pinterest Strategy for your Business?
Have you ever heard of seasonal boards for Pinterest? Do you currently have any seasonal boards in the platform or just your regular boards?
Whether you are offering a product or a service and marketing your business on Pinterest, one of the things you should consider is how your audience thinks - or how pinners think. The second one is to use seasonality to your favor and your messaging on Pinterest.
Let’s discuss further!
Why is seasonality a thing on Pinterest?
Unlike Facebook and Instagram, Pinterest is a visual search engine platform. People get their inspiration from it and are not there to mindlessly scroll. They are on the platform to search for a topic or inspiration for a project they are working on.
This means external factors such as holidays, celebrations, and trending styles impact the searches done by pinners. Unlike social media platforms where you can get away with a post or two for the season, you should look at Pinterest as a platform that will provide you with an opportunity to maximize the season and get more engagement for your pins or your content.
Is it a must for me to add seasonal boards to my Pinterest Strategy?
My short answer will be yes. If you look at Pinterest as a way to further explode your marketing for your business or your blog - it is definitely a must for you to add seasonal boards to your Pinterest Strategy.
Remember, people are there to plan - so you have to think about your target audience and what seasons or events they might be interested in. Here are some quick examples for you:
Travel blogger - why not create seasonal boards with recommendations on where to travel during the Holidays, Winter, Spring, Summer and Fall
Beauty Products - if you have a full collection, you can definitely play around with seasonal boards like: skincare products for summer, skincare products for winter, and even gift ideas for her or gift ideas for mom
Service Entrepreneur - if you are like me, a service entrepreneur, you can also create a holiday board with ideas such as: Content for the Holidays, Digital Strategy for the Holidays, or Holiday Tips for Momtrepreneurs (since they are my target audience)
Seasonal Board Strategy Tips for Pinterest
After touching on the subject of seasonality, let me give you some tips on how you can make the most out of seasonality on Pinterest to increase your engagement and drive visits to your site.
1. Know What To Pin
Go back to basics for this part - look into your target audience, profile them and list what seasons or events are important to them. I’ve already given you an example above as practice - but you would know your target audience best
2. Plan Ahead on How You Will Structure Your Holiday Boards
If you want to keep your profile tidy and make it easier for the algorithm to understand what you are pinning about - how you structure your boards will play an important role.
There are two approaches for you to consider:
First, create an all-in-one Holiday board and just create sections (but this will mean you have to keep things tidy and organize the pins to corresponding sections)
Second, create a board per Holiday/season (so one board for summer tips, another for spring, and another winter and so on)
3. Pin early
Unlike Facebook and Instagram where your posts might get impressions right away, Pinterest takes a bit of time to warm up especially if you’ve just created a new board for seasonality. My tip is to try to create and populate the board as early as 2-3 months before it happens. What this means is:
If you want to talk about Holiday Gifting - start pinning as early as October to help the algorithm understand what you are pinning about
If you want to highlight your Spring offers - start pinning two to three months in advance
If you want to create a seasonal board about Summer beauty products - start pinning two to three months before the season begins
By following this practice, you are sending signals to the algorithm of what you are pinning about and have a higher chance of turning up on search results when pinners start looking for ideas.
Make pin creation much easier when you have templates you can use and reuse over and over!
4. Determine what is trending for the season
If you haven’t tried it out yet, I suggest you look at the trends tool. This will help give you an idea of what exactly is trending in your niche for the month or for the season and can empower you in creating content.
While working on this blog post, I have taken a screenshot of what was trending in the US and here are some of the results (hello to my fellow Squid Game fans if you can spy the one related to Squid Games).
5. Search for keywords related to the holidays
Ah, let us never forget about keywords. If you have a business ad account, you can try setting up an ad and look at keywords and how many people are searching for certain keywords. This will help give you an indication of if you are on the right path in terms of what you will pin.
Just in case you were wondering, I did just a wide search for the word holiday, and you can already see that there are A LOT of pinners who are starting to search for holiday related pins.
6. Promote your pins
If you are selling products and have products you want to highlight per season promoted pins can help you reach your audience more.
Promoted pins are standard pins that are amplified to reach more people based on your targeting and keywords. So, if you have products that you want to specifically push as a gift idea - why not create a promoted pin with a pin visual, title, and description and is set up to target those who are searching for holiday gift ideas?
7. Use Tailwind to Your Advantage
If you haven’t tried Tailwind yet, it can be advantageous for you especially if you have pins to repin for corresponding seasons.
Tailwind gives you the option to set up loops where you can pin content to corresponding boards based on the season - that is the Tailwind Smartloop.
You can program this based on your needs - and you won’t have to worry about it looking like spam content because they are partners with Pinterest.
What now?
It is totally up to you on whether or not you want to use seasonality in your favor, but it is something I will highly recommend especially if you want to get more engagement for your pins. Just make sure to include it in your strategy and look at your audience to know what seasonal boards will work for them and what won’t.
Do you need more help with your Pinterest Strategy? For a limited time only, you can get my done for your Pinterest strategy doc for just $225 (get a 30% discount from its original price of $300). What will you get?
A 29-page strategy document made just for you
Know what Pinterest’s role is for your business
Discover what your competitors are doing
Your very own Pinterest Funnel
Pinning breakdown
Pinning framework
8 designed Canva Pin templates
Recommended boards for you to get started
Four sets of keywords you can use for your pins and boards
Optimization recommendations
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Hi, I’m Denice!
In 2019, I decided to leave my corporate job as the Digital and PR Manager for a globally known brand to start my own business. My goal? To help service-entrepreneurs thrive through a holistic Social and Pinterest approach.
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