As much as Pinterest is a powerhouse for driving traffic with evergreen content, seasonality on Pinterest is a real thing! In this blog post, I’m sharing how you can drive traffic to your website using seasonal blog posts and content.
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Plan for Holidays on Pinterest
Now that the big Christmas holiday is over, traffic begins to shift in a big way. I have clients who have really popular holiday content and then their traffic cliff dives on Dec. 26. Other clients have popular organizing and healthy food content and their traffic ramps up Dec. 25. I see this same pattern year after year.
In the Business-2-Business world, I can easily predict that traffic will tank during the summer, but begin to accelerate around October and peak in January, when everyone is looking for business structure and goal setting. Why? It’s a similar, predictable pattern every year and the smart Pinterest marketer capitalizes on seasonality with holidays in a few ways.
Tip One: Plan Ahead with Content
If you can predict these trends, the ideal strategy would be to write the blog posts in advance so they are ready to pin at the right time. Some of the best blog posts to write for late December and January are related to organization, productivity, winter decorating, and healthy recipes. By February, spring content is in full-swing. In fact, Pinterest recommends that you share your content 45 days ahead of the actual holiday. That means Valentine’s Day pins start in early January!
It makes perfect sense! Pinterest users are looking for inspiration and planning ahead. Displaying your content early gives them a chance to engage in your content before they’ve already decided. Check out this chart from Pinterest on Seasonality:
(Get the Seasonal Guide straight from Pinterest here!)
Tip Two: Create multiple pins per campaign
I discuss this more on this post I wrote here, but creating multiple pins in advance to load in Tailwind (a Pinterest and Instagram scheduler I use everyday- read more here!), ready to pin will get you traction to your website all season long.
Do you have a post from last year on Easter that did really well? Reshare your pin using Tailwind or pinning directly from your site (don’t save directly on Pinterest— make it a fresh pin). Create brand new pins that lead back to last year’s Easter post with new keyword descriptions to take the the content even further on the Pinterest platform.
Tip Three: Use seasonally Styled Pin Images
Growing up, Coca-Cola always created special Christmas campaigns featuring polar bears and Santa Claus. These campaigns always started right before Thanksgiving (though I see them in stores as early as October). They are so fun! Likewise, make your pins festive for the season. Use flat lay images with winter images for Christmas. Feature bright pastels and eggs for Easter. Design bright tropical images for Summer. Utilize the nostalgia of the season to bring life to your content.
Are you preparing your content in advanced for the seasons on Pinterest? If not, this blog post might convince you to plan ahead to drive traffic to your website from seasonal traffic!
Are you new to Pinterest and want more tips to get started? See my introductory post Getting Started on Pinterest and don’t forget to sign up for my email newsletter below. You’ll receive my FREE Pinterest Start-up Guide for your creative small business where I give easy actionable steps to getting started on Pinterest! Ready to automate your Pinterest marketing strategy? Learn from my How to Use Tailwind course!