Why Your Pinterest Boards Have More Followers Than Your Account

Brian Honigman
Brian Honigman Marketing Consultant, Freelance Writer & Professional Speaker, Honigman Media LLC

Posted on April 20th 2012

Why Your Pinterest Boards Have More Followers Than Your Account

Marketers, businesses and brands alike are striving to understand what engagement strategies work best with Pinterest, while figuring out how to measure these strategies as they go. Many would assume that taking note of followers of your overall Pinterest account is the best way to determine your audience size, however it’s truly the followers of your individual boards that your team should really be paying attention to.

If you take a look at your account or almost any other account on Pinterest, you’ll notice that most of your boards have more followers than your overall account on Pinterest.

Account Followers: 

Individual Board Followers

Obviously, an active audience is more important than its size, but the larger the audience size the farther your pins and your active pinners help extend your reach. Understanding how and what to measure from your efforts on Pinterest is still in its early stages, especially with no available analytics provided from the social network.

So, why do your boards have more followers than your account?

It all comes down to how pinners discover images worth pinning. It can be assumed that most users spend a majority of their time on the homepage of Pinterest where they can view pins of those they follow, the most popular pins, gift pins and pins broken down by other broad categories.

From here pinners can click on any pin they enjoy and perform a variety of actions like adding a comment, visiting the website where this image lives, liking it, following the board the pin is on, following your account and most often repining the pin to one of their own boards. This is where many individual boards grow their following through the Follow button at this step of the process.

In my experience, individual boards grow their audience quicker than an overall account for two reasons. One based on how we view a web page. When a person looks at a page of content on a website, they innately scroll and move downwards. This places a user's eyes at the call to action at the bottom of a pinned image, which is the Follow button for the board the image was pinned to.

Secondly, many pinners seem to value having pins of a specific nature on their feed, such as a user’s pins from a cooking and hardware board, as opposed to all the pins of a particular user. This makes sense because many users on Pinterest have many different boards with different topics, some of which may not be relevant to all their followers. Pinterest fortunately allowed for this level of segmentation that appears to be sitting quite well with their audience, especially by adding the ability to choose a board cover for all your boards. This drives home the idea of boards being a place for images based around a similar subject.

What does this mean for your Pinterest efforts?

In terms of increasing your audience overall, treat each of your boards as a destination where the images reflect a consistent and valuable theme. For instance, this board titled Healthy Eating has a concise written description, a telling board cover and a plethora of quality images from different websites that all reflect the title of the board. Staying consistent is a key way to attract interested pinners to follow your board for future pins of a similar subject.

Lastly, when analyzing your audience size on Pinterest don’t forget to take into account the followers of each of your boards as a valuable look into what types of images resonate best with your Pinterest audience.

Brian Honigman is the digital marketing manager at Marc Ecko Enterprises. He is a part of Ecko’s marketing and e-commerce team, ensuring a polished brand experience across all channels. Follow him on Twitter @Brian_Honigman.

Brian Honigman

Brian Honigman

Marketing Consultant, Freelance Writer & Professional Speaker, Honigman Media LLC

Brian Honigman is a marketing consultantfreelance writer and a professional speaker focused on strengthening relationships with brands, startups and their customers. He is also an active contributor to a number of digital marketing publications like the Huffington PostMashable, the Next Web, Entepreneur and others. Follow him on Twitter at @BrianHonigman and on Google+.

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Comments

KCEdventures
Posted on April 21st 2012 at 5:10PM

Brian -


Nice post and very timely.  I am new(er) to Pinterest and was just noticing this trend last week.  And honestly, when I look for places/people to follow on Pinterest, I'm more likely to follow a board than a person for two reasons.  The first, like you said, is how I use the site - I search by the topic I'm interested in adding to my own boards or what's currently front of mind. 

The second reason I follow boards more often is that when using Pinterest as a small business, I feel it's less intrusive to follow someone's board rather than all their boards.  When you look at a person's account with all their boards, I sometimes feel like I'm reading their diary - they have boards about dreams, maybe baby names they are considering, or items they like to purchase.  It's like being inside someone's thoughts for the day, only those thoughts are expressed in pictures.  Now, if they're a close friend of mine, I wouldn't mind knowing that much about them.  But with someone I don't know yet, it feels a little like eavesdropping in on a personal conversation.

From a marketing perspective, you hit the nail on the head when you refer to looking at the followers on your individual boards - it shows not only who likes your pins but also what topics are currently trending in the minds of many folks.

Again, thanks for the insight!

Jacquie

WhiteDown
Posted on April 23rd 2012 at 9:23PM

Pinterest seems more focused on interests than personalities, so that sort of explains this I think. But overall I think Pinterest is still relatively new in popularity and people are just now starting to learn how to use it and what to focus on. And I guess there's some concern about whether Pinterest sticks around long-term or is more of a flash in the pan.

FRANKKENYAN
Posted on July 31st 2013 at 11:15AM

Part of my job is to prepare a weekly social media report, which partly entails capturing the followers/fans on various social media. In Pinterest, the account follwers are normally few, 1 or 2, but the indivial boards are ammassing more folowers. Question is, is there a way to capture the absolute total number of Pinterest followers, taking into account the overall account followers and the individual boards' followers?

FRANKKENYAN
Posted on July 31st 2013 at 11:15AM

Part of my job is to prepare a weekly social media report, which partly entails capturing the followers/fans on various social media. In Pinterest, the account follwers are normally few, 1 or 2, but the indivial boards are ammassing more folowers. Question is, is there a way to capture the absolute total number of Pinterest followers, taking into account the overall account followers and the individual boards' followers?

Brian Honigman
Posted on July 31st 2013 at 12:26PM

Hi Frakline, ufortunately there's no tool that I know of that gives you the absolutel total number of followers you have on Pinterest. Thanks for reading though.