Why you Can’t Rely on a Popular Niche on Pinterest
You might already know that certain niches are popular on Pinterest such as weddings, food, home décor or fashion.?You might even go so far as doing lots of keyword research and also use the ‘trends’ tool on Pinterest.?Also, if you talk to a Pinterest advertising account manager, they will tell you that the organic results depend highly on a points system which analyzes which topics and keywords are more popular at a particular time, i.e. what is ‘trending’.
Whilst I appreciate that it’s good to do research and take into account how popular a niche is on Pinterest, and consider all possible varying factors, I actually think the best way to know whether your pin will be popular is to test it. ?I've come to realize that when I think a pin or topic is going to be popular, it doesn't necessarily work out that way.?And when I predict that a pin won't be popular but I try it anyway, it quite often surprises me. ?To summarize, the research sources and your preconceived ideas have much less relevance than you would think.
Why is this the case?
I think main reason is that if a niche is popular, then it means there is lots more competition.?This means your pin won't be prioritized in the organic pin results when someone is searching for the topic and also your CPM will probably be higher when advertising.?
Also, if it's a popular niche that you are trying to break into, it means that there will be many people that have been pinning about the topic for a long time, making their pins much more organically successful. They will also have practice of creating the best types of pins for their niche in terms of style, title, description and also the most effective way to set up the ad campaigns.?I guess it’s the same concept as entering a crowded market with a new business.
Does a less popular niche mean a more popular pin?
Sometimes.?For example when working for digital media clients who have lots of different types of content, I often find that the most bizarre types of topics really take off!?Who would have thought that the best performing pins would be related to Giant Turtles, hydroponic gardens, and how to check if someone is stealing your Wi-Fi??Whereas topics that I think will do really well such as weddings, new Netflix shows or health & fitness tips can fall into the Pinterest Abyss!
Are there any general rules to follow?
I would say to put all preconceived ideas to one side. Even if you try to do reverse psychology and think of topics that are obscure, and don’t have any keyword recognition at all, it still doesn’t mean that the pin will be successful either.?In my opinion I would only consider a small percentage of pins that I post to actually be ‘successful’. ?I would determine a successful pin as:
1. Achieving a really low CPC such as $0.01.
2. High conversions (if selling a physical product or service).?
3. The pin is showing potential of going viral.?This can be identified by looking at the ‘earned’ saves and outbound clicks within the paid ads analytics table.?See my article How to create viral pins using paid ads.
Is variety the key?
My favorite types of clients are those who cover lots of different topics on their site or at least have a wide variety of content within their niche. One product stores’ don’t allow for much variety of pins, and hence it depends too much on luck to whether the business will successful on Pinterest.?The more potential for variety, the more I can test different pins and then scale the ones that are most promising.
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Is it possible to know whether a pin will be successful without using paid ads?
Unfortunately, new organic pins don’t have the same reach as they used to.?When posting a new pin, you would be very lucky to get over 1000 impressions or even over 100 impressions anymore, never-mind any clicks, outbound clicks or saves.?If you can get a CPM of around $1 then you can spend just $1 to get 1000 impressions, which is about the same amount of impressions as you might have previously got for free. In my opinion, instead of judging the organic results of a new pin, it′s worth spending $1 to promote it to see if it has potential.?Or ideally, running an actual traffic or conversion campaign on it along with several other pins.?
Is it worth trying Pinterest as a new advertiser even if you only have one niche?
Yes definitely, but you don’t need to spend a long time to test whether it will work for your business.?Read my article How to get started with Pinterest, where I lay out easy instructions of how to ‘start now, get perfect later’, and you will quickly be able to determine if your business has potential to be successful on Pinterest.
I hope this article gave you some helpful insight into popular and niche topics on Pinterest! ?Check out my other articles on LinkedIn for how to get the lowest cost, highest converting traffic on Pinterest, along with a variety of other Pinterest marketing topics:
If you have already tried running paid ads on Pinterest then I guarantee that I can improve your results! Whether you would like to increase conversions for your brand or improve results for your clients (if you run a marketing agency) then don′t hesitate to contact me directly on?LinkedIn?or via my website?Pintastic Advertising