On today’s episode of the Simple Pin Podcast, I had the pleasure of interviewing Danny Maloney, CEO and co-founder of Tailwind. We explored their recent groundbreaking study, where they analyzed over 1 million Pinterest pins. Tailwind’s research dives deep into how Pinterest operates as a marketing platform, offering insights that challenge some long-standing beliefs about Pinterest growth strategies. If you’re interested in maximizing your Pinterest marketing you’ll want to read about or listen to this episode.
Why Tailwind Conducted the Study
Tailwind has been a staple for Pinterest and Instagram marketing for years, but as Danny explained, they recently shifted toward becoming a comprehensive marketing tool for businesses. This pivot made their return to a Pinterest-specific focus, marked by this study, particularly noteworthy. The research aimed to uncover actionable strategies for organic growth on Pinterest, free from biases or preconceived notions.
Danny shared how his team approached the study with a clear focus: let the data guide their conclusions, even if it contradicted their assumptions. This unbiased approach revealed surprising insights, including how viral pins and fresh pins drive traffic in ways that defy traditional expectations.
Key Findings from Part 1
In Part 1 of Tailwind’s study, the focus was on the fundamentals of success for organic Pinterest marketing. Here are the top insights Danny shared:
- Pinterest is Evergreen: A staggering 60% of pins are over a year old, reinforcing Pinterest’s role as a search and discovery platform akin to Google. Viral pins, surprisingly, peak between 1–2 years after being posted.
- Fresh Pins Drive Traffic: While “Fresh Pins” is a term that often causes confusion, Danny clarified it as new content or images that pave the way for viral success over time. However, creating quality pins strategically is far more effective than mass-producing content.
- Winning Viral Pins Dominate: The top 1% of viral pins account for over 50% of impressions and clicks, emphasizing the importance of focusing on quality over quantity.
Danny also touched on strategies for businesses just starting on Pinterest, recommending a consistent, deliberate approach to creating fresh pins.
Insights from Part 2
Part 2 of the study delved into how pins go viral. Danny highlighted these fascinating findings:
- Engaging Content Wins: Engaging and visually appealing content is more likely to succeed, and pin categories play a significant role. Fashion, decor, and beauty have grown in prominence, while food and DIY have become less dominant.
- Image Formats Matter: While idea pins have been retired, video pins remain relevant, though standard image pins still perform best.
- Color Choices Are Critical: Interestingly, most successful pins feature muted colors like white, grey, and soft hues, prompting Tailwind to experiment with less branded, more Pinterest-aligned palettes.
These findings remind creators to prioritize what works on Pinterest over strict adherence to brand aesthetics.
What’s Next for Tailwind
Danny concluded by discussing what’s coming in Parts 3 and 4 of the study. These upcoming installments will dive deeper into actionable strategies for businesses to optimize their Pinterest marketing. He also encouraged listeners to embrace features like shoppable pins, despite initial skepticism, as they can significantly boost visibility and engagement.
To hear more insights and dive deeper into the data, listen to the full episode and check out the show notes. Danny and the Tailwind team’s research provides valuable lessons for anyone looking to grow their Pinterest presence in 2024 and beyond.
For More Pinterest Marketing Resources:
Danny’s Origin Story on the Simple Pin Podcast
