8 Data-Driven Strategies to Boost Your Pinterest and Instagram ROI in 2024

In the crowded social media landscape, Pinterest and Instagram reign supreme for visual content marketing. With over 2 billion combined monthly active users, these platforms offer massive reach and engagement potential.

However, to cut through the clutter and drive meaningful results, you need a thoughtful strategy anchored in data. Whether you‘re a seasoned social media marketer or just starting out, these 8 tips will help you optimize your Pinterest and Instagram efforts for maximum ROI.

1. Harness the Power of Vertical Pins and Video

Pinterest has seen a dramatic shift towards vertical content in recent years. In fact, vertical pins now account for 85% of all pins, according to Pinterest Business.

The platform recommends an aspect ratio of 2:3 (e.g. 1000 x 1500 pixels) for static pins. For video pins, go with a 9:16 aspect ratio, which takes up 100% of the mobile screen.

Why does this matter? Vertical pins and videos take up more real estate in the feed, allowing you to capture attention and communicate your message more effectively. Pinterest found that vertical video ads have a 68% higher chance of being remembered than horizontal video ads.

To make the most of this format:

• Storyboard your content for a vertical viewing experience
• Put your key message or branding in the first few seconds
• Use text overlays, since 85% of videos are viewed with the sound off
• Keep your videos short and punchy (6-15 seconds is ideal)

Check out how sustainable shoe brand Rothy‘s uses eye-catching vertical video pins to stop the scroll and showcase their products in action:

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2. Create Actionable How-To Content

Pinterest is the go-to platform for inspiration and discovery. But users don‘t just want to be inspired – they want to be equipped to take action. That‘s where how-to content comes in.

Pins with instructional content have a 48% higher save rate than other pin types. And during the pandemic, searches for "how to" increased by 65% year over year.

To create compelling how-to content:

• Identify common challenges or aspirations your audience has
• Break down the solution into clear, replicable steps
• Use high-quality visuals to demonstrate each step
• Provide value upfront in the pin, with an option to click through for more

Home improvement retailer Lowe‘s excels at how-to content, turning home maintenance and DIY projects into easy-to-follow visual guides:

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3. Experiment with Pinterest Idea Pins

Idea Pins are Pinterest‘s multi-page format for immersive storytelling. This format is basically a mashup of Instagram Stories and TikTok – and it‘s quickly gaining traction.

In a study of 2 million Idea Pins, Pinterest found that:

• Idea Pins have a 9% higher save rate compared to static pins
• The optimal number of pages is 4 for maximum engagement
• How-to Idea Pins see a 48% lift in saves compared to other Idea Pin topics

To create effective Idea Pins:

• Storyboard your content with a clear beginning, middle and end
• Use a mix of high-quality images and short video clips
• Design for sound-off viewing with text overlays
• Include a clear call-to-action on the final page

Skincare brand Versed regularly creates Idea Pins to share skincare tips, product demos and ingredient deep-dives:

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4. Optimize for Visual Search

Did you know that over 600 million visual searches happen on Pinterest every month? As computer vision technology advances, more and more users are discovering content through Pinterest Lens and other visual search tools.

To optimize your pins for visual search:

• Use high-resolution, well-lit images that clearly depict your subject
• Avoid heavy text overlays that may interfere with visual search algorithms
• Include relevant keywords in your pin title and description
• Set the most search-friendly image as the pin‘s cover image

Beauty retailer Sephora has fully embraced visual search, making their product pins easily discoverable through Pinterest Lens:

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5. Lean into Video Content

If there‘s one overarching trend on social media, it‘s the explosive growth of video content. And Pinterest is no exception.

Pinterest reports that video views on the platform grew by over 100% in 2022 alone. And pins with video drive 2x higher aided awareness compared to static pins.

When creating video content for Pinterest, keep these best practices in mind:

• Focus on storytelling and education rather than hard selling
• Optimize for mobile viewing with vertical orientation and captions
• Hook viewers in the first 1-2 seconds
• Use Pinterest Trends to discover popular search terms and topics
• Always include a call-to-action and link back to your website

Food magazine Bon Appétit has amassed over 1 million followers on Pinterest by consistently posting mouth-watering recipe videos:

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6. Collaborate with Pinterest Creators

Influencer marketing is a proven strategy for expanding reach and driving engagement on social media. And Pinterest is no exception.

The Pinterest Creator community has grown tremendously, now boasting over 1.2 million active creators. These power Pinners have amassed loyal followings in specific niches, from fashion and beauty to home decor and travel.

To find the right creator partners:

• Identify creators who align with your brand values and aesthetic
• Look for creators with high engagement rates, not just large followings
• Provide a clear brief and creative freedom
• Consider long-term partnerships vs. one-off posts
• Track and measure results with unique URLs or promo codes

West Elm regularly partners with interior designers and home decor influencers to create branded content and drive traffic to their website:

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7. Establish a Consistent Posting Schedule

When it comes to Pinterest, consistency is key. Pinners who post on a regular schedule see higher engagement rates and faster follower growth.

According to Tailwind, the optimal posting frequency on Pinterest is 3-5 pins per day. This keeps your content fresh and active, without overwhelming your followers‘ feeds.

To maintain a consistent posting schedule:

• Use a content calendar to plan out your pins in advance
• Batch create pins to maximize efficiency
• Schedule pins with tools like Tailwind or Hootsuite
• Monitor your analytics to identify top-performing posting times

Sustainable living blogger Trash is for Tossers has grown her Pinterest following to over 130,000 by consistently posting helpful content around zero waste living:

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8. Implement a Full-Funnel Pinterest Strategy

Many brands make the mistake of treating Pinterest as a top-of-funnel discovery platform only. But in reality, Pinterest spans the entire customer journey, from initial inspiration to post-purchase sharing.

To maximize your Pinterest ROI, develop a full-funnel strategy that includes:

• Awareness: Use eye-catching visuals and broad keywords to introduce your brand to new audiences
• Consideration: Provide educational content and social proof to help users evaluate your products or services
• Conversion: Make it easy for users to go from inspiration to action with product tags, landing page links and clear calls-to-action
• Retention: Encourage customer loyalty and repeat purchases with idea pins, brand values content and customer service

Online furniture retailer Wayfair does this well, guiding users from initial home design inspiration to specific product recommendations to post-purchase reviews and customer photos:

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Measure, Optimize, Repeat

No Pinterest strategy is complete without a robust measurement plan. Use Pinterest Analytics to track key metrics like:

• Impressions
• Engagements (closeups, repins, clicks, etc.)
• Video views and average watch time
• Outbound clicks and click-through rate
• Conversion rate and revenue

Based on this data, identify your top-performing pins and continually optimize your strategy. A/B test different pin formats, keywords, calls-to-action and landing pages to improve your results over time.

Pro Tip: Set up Pinterest Conversion Tracking to measure the full impact of your organic and paid content on sales and revenue.

Putting It All Together

Implementing these 8 data-driven Pinterest strategies can seem overwhelming at first. But as with any marketing initiative, the key is to start small, measure results and iterate over time.

To bring it all together, create a Pinterest content calendar that incorporates a mix of:

• Static and video pins
• Vertical and square formats
• How-to and inspiration content
• Idea pins and standard pins
• Brand-owned and creator content

By consistently publishing high-quality, relevant content optimized for both visual search and the user experience, you‘ll be well on your way to Pinterest success in 2024 and beyond.

Happy Pinning!