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.
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.