Do Pinterest followers really matter? It’s tempting to look at accounts with millions of followers and assume they’ve struck marketing gold or taken an easy route. However, that’s not always the reality. To explore what it’s truly like to have 4 million Pinterest followers, Kate sits down with seasoned Pinterest marketer Jamielyn Nye of IHeartNaptime. Together, they delve into Jamielyn’s journey from her early days on Pinterest and reveal the real story behind her impressive follower count.
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A Pinterest Dinosaur
Kate: Welcome to the Simple Pin Podcast, Jamielyn! I’m so happy to have you here.
Jamielyn: Thank you! I’m excited to chat with you, Kate.
Kate: It’s been a while since we last connected, and I wanted to discuss follower growth and its impact on creators. Your experience with having 4 million Pinterest followers is invaluable. Let’s start from the beginning: How did you get started with Pinterest for your business?
Jamielyn: I launched my blog in 2010. I feel like I was a bit of a dinosaur in this industry. I started on Blogspot before Pinterest even launched. Once Pinterest rolled out, I was an early adopter. Being selected as one of their featured creators really helped boost my follower count in the beginning. However, it took years of consistently putting out new pins and content. Pinterest has become a significant driver of traffic for my business, second only to Google.
Kate: Do you remember how you got your first invite to Pinterest?
Jamielyn: Yes! It was from Ben, one of the original founders. There were only a few people on the team back then, and for some reason, he reached out, and we had a conversation. I remember looking at my follower count one day, and it was 10,000. The next day, it jumped to 12,000. It was so exciting to see that growth.
Pinterest Followers + Traffic
Kate: Let’s dive into that point. For creators like you, with nearly 15 years of experience, witnessing the growth of your Pinterest followers has been quite a journey. Back then, that growth translated to significant traffic, and you likely experienced a surge in visits to your site. Given how much Pinterest has evolved, how have you adapted to these changes? Has it been challenging, or do you sometimes find yourself longing for the way things used to be?
Shifting From Pinterest Followers to Data-Driven Content Creation
Jamielyn: About three or four years ago, there was a significant shift that led to a noticeable decline in traffic—almost by half in just a month. Many bloggers decided to abandon Pinterest altogether, but I chose to pivot instead. I realized that simply posting pins wouldn’t cut it anymore; I needed to adjust my strategy.
I started diving into analytics to identify what was working and exploring search trends to inform my approach. I began treating Pinterest more like a search engine, similar to how I approach Google, rather than just another social media platform. This analytical focus allowed me to refine my strategy and optimize my content for better results.
Kate: It sounds like you maintained focus on data. Did you ever feel tempted to jump ship like many other bloggers?
Jamielyn: Absolutely, there’s always that temptation to jump ship when others are doing so. But I needed to focus on what was best for my business. Pinterest isn’t about quick wins; it requires a long-term strategy.
If you’re creating Halloween content now, you likely won’t see the benefits until next Halloween. I realized that if I want my Halloween content to perform well next year, I have to put in the effort now. It’s crucial to recognize that things won’t go viral overnight—Pinterest simply doesn’t work that way anymore.
So for me, walking away was never an option, as Pinterest has been a vital asset for my business. Instead, I’ve concentrated on adapting to trends and exploring the new tools they’ve rolled out. I consistently refer back to the data to evaluate what’s providing a solid return on investment. What worked last year may not work this year, but I believe that consistently creating quality content will ultimately pay off.
Kate: 100% agree with that!
Let’s take a step back to the years between 2010 and 2014. That was a time when follower count really did matter, right? The more Pinterest followers you had, the more traffic you generated. Can you share your experience during that growth journey? I’m guessing you reached 1 million followers during that period—but even if not, tell me about the excitement of seeing your follower count rise during those years. What was that like for you?
Jamielyn: It was honestly such a thrill. At that time, Facebook felt a bit stagnant as everyone was trying to jump on the bandwagon, but then Pinterest came along. I remember chatting with a few friends in the program, and we would send each other screenshots, just in disbelief—“Is this real?”
It was such an exciting period. It fueled my creativity; whenever I saw something take off, I would think about how to recreate that success with a new twist. I felt like I was at the peak of my creative game, exploring different ideas that really resonated back then.
Unfortunately, many of those strategies don’t work the same way now, but I feel honored to have experienced that era. Nowadays, Pinterest followers don’t matter as much as they used to. It’s more about being discoverable and using solid keywords for search visibility.
There’s still a focus on numbers, as people often look at account metrics, but I always advise new bloggers that you can still grow your Pinterest traffic without worrying solely about follower count. It’s really not just about the numbers anymore.
Related: Marketing Strategy Changes for Content Creators
QUALITY of Engagement vs followers
Kate: Today, do you still check your follower numbers, or have you pushed that aside?
Jamielyn: I still track metrics as part of my monthly routine. I have a Google spreadsheet that I’ve been using for over 10 years, and it’s interesting to see the numbers each month. I log all my social media followings and the traffic from each platform, which helps me identify where I’m seeing growth or stagnation.
This year, I’ve noticed that follower growth on Pinterest has been more stagnant. In the past, I’d gain thousands of new Pinterest followers each week or month, but now it’s more like a couple thousand per month. However, I haven’t seen a dip in traffic, and it’s been consistently on the rise, which is fantastic.
This really shows that even if follower growth isn’t as strong, you can still achieve a traffic boost from Pinterest.
Kate: That was actually my next question! There’s this common belief that follower growth always leads to consistent traffic patterns. So when we see slow follower growth or even a decrease—like when Pinterest used to clean up spam accounts and you’d notice a drop—it can be alarming. But often, there isn’t a direct correlation with traffic.
In reality, those spam accounts aren’t beneficial anyway. They won’t drive traffic and don’t provide genuine engagement. Personally, I’m all for platforms like Instagram doing cleanouts because it ultimately improves reach and engagement.
Jamielyn: Exactly. Even during times when I’ve seen follower count dips, I’ve maintained traffic. It’s about the quality of engagement rather than just numbers. So, I don’t stress too much about follower numbers. It’s more about the quality of the audience than just the quantity.
Keeping Consistent
Kate: I’d love to discuss the tools you use, but first, I want to address a common myth: many people think that with 4 million Pinterest followers, it’s easy for you now. They assume you can just hit the easy button and don’t have to worry about your content anymore. The belief is that even if you stop pinning or creating, you won’t be impacted much because you’re already at the top.
Would you say that’s a myth? Do you still have to put in the effort to maintain your presence?
Jamielyn: You definitely need to keep investing in your platform because it requires nurturing and growth. It’s a myth that you can just kick back and let it run. With every social platform, including Google and your website, you have to show up consistently to see growth in traffic. Creating new content is one of the best ways to achieve that, but it’s also crucial to analyze your old content.
I still log onto Pinterest every morning to pin a few things and check my analytics to see what’s trending. I typically repin about five to ten pins based on those trends. I’ve maintained this routine for years, and I believe that if I stopped, I would see a decline. I’ve experienced that during times when I took breaks—like when I had babies or moved—and I noticed the numbers drop.
It’s definitely a long-term strategy, but it doesn’t take much time. Just spending five to ten minutes a day can keep your Pinterest account healthy. It’s become a part of my morning routine. Plus, my team helps create new pins and content, but I think there’s real value in being an active pinner yourself—scrolling through your feed and pinning like any regular user. That engagement is key to maintaining a healthy account.
Focus on Keywording
Kate: I’d love to hear how you identify the keywords you want to use and how you integrate them into your content strategy. We can discuss that in a moment, but first, what are your favorite tools for keyword research?
Jamielyn: Honestly, my go-to tool is just the search bar on Pinterest. We do initial keyword research for our blog posts using SEMrush or Google, so we have a solid set of keywords to target. Then, I take those keywords and plug them into the Pinterest search to see which terms pop up. I pay special attention to what appears in the first row, as those are the search terms users are actively looking for.
From there, I integrate those keywords into the text of my pins. I also incorporate keywords into the text overlay on images and ensure they’re included in my boards. For example, if it’s a cookie pin, I’ll make sure it goes on my cookie board or a related dessert board. I focus on maximizing the reach of each original pin by sharing it across all relevant boards.
That’s how I’ve always approached it, and while I’m not sure it’s the definitive method, it’s certainly worked for us!
Related: A New Pinterest Keyword Tool
The Right Strategy for Your Business
Kate: I think many people are searching for “the right strategy,” but what I’m hearing from you is that you’ve identified the strategy that works best for your business. You understand the key touchpoints with Pinterest that enable you to make informed decisions.
And I always tell people that the best strategy is to let your data and keywords guide you, especially since what works for you is unique to your business. You’re targeting a specific audience, and their search habits might differ from others.
The approach you mentioned—getting up in the morning, pinning a few things, and paying attention to patterns—that’s the core of your strategy. No one else can come in and tell you to do it differently because you have a deep understanding of your audience and the data. You know the subtle tweaks that need to be made.
Your strategy sounds fantastic because you’re using data and insights about your audience to drive your decisions.
Jamielyn: Yes, exactly. Every business is unique, and each has different goals. For instance, someone selling products may need a completely different strategy than someone focusing on content.
It’s really about immersing yourself as an actual user and understanding how your target audience searches for your product, website, or recipes—whatever you’re promoting. Then, it’s essential to analyze the data to refine your approach.
Content Creators + Advertising
Kate: I completely agree. With nearly 15 years on Pinterest, you’ve witnessed many changes. A couple of weeks ago at Pinterest Presents, their messaging focused on reintroducing Pinterest to users, especially encouraging advertisers to invest their ad dollars. They acknowledged that it’s been a challenging time but expressed their readiness for a fresh start.
What are your thoughts on Pinterest’s direction as they integrate both shopping and content? I’d love to hear your perspective as a content creator.
Jamielyn: You know, I understand that it’s tough for bloggers right now. Many are frustrated by seeing ads on their pins, but Pinterest needs to generate revenue somehow, and I don’t blame them for that. I also have ads on my website; it’s just part of the landscape.
Personally, I try not to stress about it too much. I’ve had recent conversations with Pinterest, and I can tell they’re listening to creators more than ever before. That’s encouraging because they seem to recognize that without creators, there wouldn’t be a platform. We’re the ones providing valuable content, and they want to collaborate with us to help us grow.
After my discussion with them last month, I feel optimistic about the future and where they’re headed. I’m excited to see what comes next year!
Kate: Absolutely, I agree. As you mentioned earlier, a platform needs to iterate, grow, and adapt to make money. I believe they’re making smart decisions based on their data and business model.
I’m really curious—have you ever explored Pinterest ads for your business, or have you focused solely on organic growth?
Jamielyn: I haven’t. I’ve strictly focused on organic growth. I think that’s mainly because I’m not selling a product, and I’ve been concerned that paying for ads might interfere with my organic reach. However, that doesn’t mean I wouldn’t consider testing it out in the future.
A Low Barrier To Entry
Kate: Okay, I have to ask, are you nearing 5 million Pinterest followers?
Jamielyn: I haven’t checked in a while, but I don’t think I’m super close yet. The growth is definitely slower than it used to be. Hopefully, I can reach that goal next year!
Kate: What advice would you give someone starting a business in 2024 about using Pinterest as a marketing tool? Considering how the landscape has changed since 2010—with options like TikTok, email marketing, and SEO—would you encourage them to dive into Pinterest, or suggest they focus elsewhere?
Jamielyn: I highly recommend getting on Pinterest. It’s essential to view it as a long-term strategy; you won’t see instant wins like you might with a viral reel on Instagram or TikTok.
I recently spoke with a new blogger and advised her that if she’s already creating content for her website, she should at least pin her images to Pinterest. If you’re making a video for Instagram, upload that same video to Pinterest—it only takes an extra minute!
Just getting your existing content on the platform is a great start. Once you begin to see data on what works, you can focus on creating specific pin collages. Canva offers plenty of free templates that make this easy—you can drag and drop your images and upload them right to Pinterest without much extra effort.
Plus, it opens up a whole new audience for your content. If you’re looking to drive traffic to your website, Pinterest is one of the best long-term options. Unlike Facebook, where traffic drops off quickly after a post dies, or Instagram, which offers just a day or two of traffic, I’m still getting hundreds of thousands of page views from pins I created five years ago. It’s a strategy that continues to pay off year after year.
Kate: I completely agree—it’s all about search and discovery on Pinterest. It’s refreshing because it’s not a “me-focused” platform like many others, where you have to invest so much energy into building your personal brand and connecting with your audience. Pinterest has a much lower barrier to entry.
Just pinning an image is all it takes to get started. Once you’re in the groove, your content can grow organically. Those pins stay out there indefinitely, and you never know when one might take off. It could hit after three months, six months, or even a year, but it’s exciting to see that sometimes a pin you created can suddenly gain traction long after you posted it!
Jamielyn: You know, I just noticed in my analytics that something I pinned last year for Christmas is really taking off this year. It’s suddenly getting traffic and gaining traction, which is so exciting to see! I truly believe it’s worth your time to hop on Pinterest, even if it’s just for a minute or two each day.
Kate: Where can people connect with you to follow your journey and get inspired by your strategies? If they have any follow-up questions, where should they go to reach you?
Jamielyn: People can find me on Instagram and Pinterest, or my website. I am always happy to answer questions and talk with people.
Kate: Awesome. Thanks for sharing about your experience with Pinterest followers and all the changes you’ve seen over the years!
Jamielyn: Thanks for having me. It was awesome chatting with you.
More Pinterest Marketing Resources:
Watch: A New Pinterest Keyword Tool
Shop: Google Analytics 4 – What Marketers Need to Know for Pinterest
Pin Generator – Use code SPM for 20% off this week only!
