Using Pinterest can be an effective strategy for food bloggers to generate traffic, but all that pinning can be time consuming! In our series, Mastering Tailwind for Pinterest, Chrissie Baker shares her strategies and tips on using Tailwind to help you automate your food blog’s pinning strategy. Today she guides you on using Tailwind's analytics tools.
In our first two installments of this Tailwind series we’ve learned everything from how to set up your Tailwind account to how to make the most of Tailwind’s various scheduling features. Today’s post is all about how to use Tailwind Analytics to help you use both Tailwind and Pinterest as effectively as possible to grow your blog!
Using Tailwind Analytics to monitor the performance of your Pinterest profile is a great way to maximize your use of Tailwind to grow your blog. While Pinterest provides some account analytics including best performing boards and best performing pins based on impressions, repins and clicks, the analytics that Tailwind provides are very detailed and many bloggers also find them to be more user-friendly than the ones Pinterest provides.
It’s important to remember that the longer you use Tailwind the more specific and accurate the analytics data will be, since Tailwind gathers data over weeks and months. So, familiarizing yourself with Tailwind’s analytics tools after you’ve become very comfortable with Tailwind’s other features (like the scheduling tools) is a good idea.
In the Tailwind dashboard you can monitor both your Pinterest profile and the activity on Pinterest that’s linked to your domain (your website). By visiting the Monitor Your Domain section in the left-hand navigation menu, you’ll be able to see data for the last seven days outlining:
- The number of new pins on Pinterest from your blog
- The total number of impressions of those pins (the number of times your pins showed up in a Pinterest user’s feed)
- The number of visits to your blog from Pinterest (the number of times a Pinterest user clicked through to your blog)
This data is also broken down into a daily average for all three areas. Tailwind even provides a graph of your blog’s traffic from Pinterest over the week, showing data for each day individually with the percentages of your total daily traffic from Pinterest.
Tailwind’s Domain insights aren’t intended to replace your blog’s traffic analytics (which you probably receive through Google Analytics). They simply communicate information about when and how Pinterest users click through to your blog from pins to your domain.
By visiting Track Your Brand Page in the left-hand navigation menu, you’ll see the data that Tailwind provides regarding your Pinterest profile. This is particularly useful for monitoring things like follower growth, the number of pins per week you’re pinning, the number of repins your pins have received, and the number of likes you’ve received on the pins you’ve pinned.
This section also provides:
- A Virality Score, which gives an indication of how much your pins are being repined
- An Engagement Score, which gives an indication of how well your audience is interacting with your pins
- An Engagement Rate (percentage), which gives an indication of how well your content is resonating with your audience based on the number of pins with at least one repin.
These scores will change weekly and are given alongside a 30-day average so you’re able to see how the last seven days stack up against the last 30 days.
The only drawback to both the Domain and Profile Performance analytics is that the data Tailwind provides is limited to the last seven days for users on the Plus plan (the plan most bloggers use).
Additional data is available with an upgrade to the Enterprise plan, but this plan is far more detailed and expensive, and typically only utilized by large corporations. Some bloggers may see this small amount of data as a limitation of Tailwind’s analytics but many bloggers, especially those who become overwhelmed by an excess of data, find these performance analytics to be practical and helpful in making small changes weekly to their Pinterest strategies to help grow both their Pinterest following and their blog traffic from Pinterest.
The Pin Inspector, found in the left-hand navigation menu under Optimize Content, is an extremely useful tool for analyzing the performance of specific pins. The Pin Inspector contains up to 5,000 of your last pins and allows you to filter and sort through these pins in any way you choose.
It’s a great way to search for your top performing pins, and the Pin Inspector will also tell you on which boards your top performers have been pinned. The Pin Inspector can also help a user find their most active Pinterest categories, although since most food bloggers pin almost exclusively to Food and Drink, this will likely be their most active category.
When using the Pin inspector you can select specific boards to search, which helps you see which boards a specific pin performed best on, so you’re able to repin them to those high-performing boards, if the board rules allow. This is particularly helpful for pins with a short shelf life like seasonal pins. Many bloggers use the Pin Inspector during the holiday season in December, for example, to repin high performing pins onto the boards they performed best on to maximize the traffic to their blogs from those pins.
And the best part of the Pin Inspector? You can schedule a repin right in the Pin Inspector using the Schedule Repin button without having to leave the dashboard!
Many Tailwind users are members of multiple group Pinterest boards, which makes it difficult to monitor the performance of each board individually. The Board Insights tool in the Tailwind Dashboard (in the left-hand navigation menu under Track Your Brand Page) allows you to see data for the last seven days on the performance of each of the Pinterest boards of which you’re a member. The Board Insights tool allows you to evaluate your Pinterest boards based on a variety of factors:
- The total number of pins it received over the last seven days
- The total number of followers and the number of followers it gained over the last seven days
- The total number of repins on the pins for that board and the number of repins gained over the last seven days
- A Virality Score and an Engagement Score, which are determined by the same information as in the Profile Performance analytics.
This information is particularly helpful in evaluating both the performance of your own personal Pinterest boards as well as the group boards you’re a part of. Most bloggers find the Board Insights tool the most helpful of all the Tailwind Analytics tools because it provides such specific information about the performance of each individual Pinterest board, giving a clear indication of whether or not each board is performing well for your Pinterest profile and your blog.
Many popular Pinterest strategists claim that high performing boards have a high number of followers and a low number of contributors, which is sometimes the case, but you might be surprised by the fact that some of your highest performing boards may not actually be the boards with the highest number of followers. Monitoring your Board Insights regularly can help direct your Tailwind scheduling toward boards that perform well for both your Pinterest profile and your blog, maximizing the growth of your Pinterest profile and the traffic to your blog from Pinterest.
I hope you enjoyed this overview of Tailwind’s Analytics tools and how they can be used to grow your Pinterest profile and your food blog. Don’t forget to join me again soon for our next instalment in this Tailwind Series as we talk about all the things Tailwind CAN’T do for your food blog!
- Mastering Tailwind: Making the Most of Your Tailwind Schedule
- Getting Started with Tailwind for Pinterest
- 6 Best Practices for Scheduling Social Media Content
- Social Media Resource Review: Meet Edgar
Mastering Tailwind for Pinterest: Using Tailwind Analytics was written by Chrissie Baker. Juggling making healthy meals for her family, baking her heart out and publishing her blog, The Busy Baker, means Chrissie needs to run her social media as efficiently as possible! You can find Chrissie on Pinterest, Instagram, Facebook and Twitter.