Many Pinterest users turn to the platform for two things – inspiration and tutorials. TheSoul Publishing is a digital media studio specializing in creating highly shareable, positive content that can be enjoyed by audiences of all ages across the world. With an increasing appetite for DIY content across social channels, TheSoul Publishing set out to translate that momentum to Pinterest, which shares similar content values.
The goal was to firmly establish TheSoul Publishing’s presence on Pinterest, and build upon its existing reputation as a go-to online source for people to access fun, engaging, and inspirational content.
Looking closely at platform viewership trends and what was resonating with Pinterest users, TheSoul Publishing chose to home in on crafts, home improvement life hacks, recipes, and fashion content, as well as embrace the global nature of the Pinterest audience by also providing localized experiences.
Setting out clear KPIs, TheSoul Publishing hoped to surpass two million total followers by Q2 2021 across all languages and continue to experiment and grow on the new Idea Pin video format.
First, we capitalized on the strong build-in engagement created on Pinterest around visually appealing content. Pinterest as a platform rewards publishers who produce visual content for people to engage with, often via relevant searches. This allowed TheSoul Publishing to build up a catalog of content across multiple pages and languages which can be accessed repeatedly by Pinterest users.
Second, we utilized the platform's features to their fullest potential. New features empowered TheSoul Publishing to gather the insights needed to accelerate its presence across the platform. In the case of the new Idea Pins, due to their discoverability and the immersive experience they provide for users, they’ve helped to increase our fanbase and views.
As many Pinterest users turn to the platform for inspiration for DIY projects, TheSoul Publishing increased its output of content in two areas specifically – seasonal and sustainable. TheSoul Publishing used the platform to provide ideas for fun crafts relating to holidays and other seasonal events, such as Halloween, Valentine's Day, and many more. For those who are looking to reuse objects from their daily life, TheSoul Publishing also provided individuals with fun and creative ways to recycle.
Lastly we made sure to adapt our content for Pinterest users worldwide, with the launch of 5-Minute Crafts in Portuguese (Ideas Incriveis) and Spanish (Ideas en 5 Minutos), followed by the expansion to eleven languages including French (Brico Sympa) and Arabic (حِرف إبداعية في 5 دقائق), across four different brand channels.
Throughout the course of the year, TheSoul Publishing saw extremely high levels of engagement with its Pinterest content, a growing number of followers on its page, and an increase of Idea Pins impressions. In 2021, TheSoul Publishing’s pages reached a combined 4.5 million followers. On Pinterest, TheSoul Publishing’s follower numbers have grown faster than viewership numbers, demonstrating that viewers want to come back for more. Our approach paid off, within the last month of the year, our monthly Idea Pins impressions grew more than 80% compared to 3 months prior.
