{
    "version" : "https://jsonfeed.org/version/1",
    "content" : "news",
    "type" : "single",
    "title" : "The Great Pinterest Experiment: One Year In |Digital.gov",
    "description": "The Great Pinterest Experiment: One Year In",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2016/06/13/the-great-pinterest-experiment-one-year-in/index.json","item" : [
    {"title" :"The Great Pinterest Experiment: One Year In","summary" : "Last summer, Kids.Gov revamped its presence on Pinterest in an attempt to find new ways to connect with its followers. The Marketing Team set out to learn more about our audiences and the kind of content they like. Despite being a difficult platform to navigate, we set lofty goals for ourselves and developed a timely","date" : "2016-06-13T14:00:49-04:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"edgardo-morales" : "Edgardo Morales","phat-nguyen" : "Phat Nguyen"},"topics" : {
        
            "content-strategy" : "Content strategy",
            "product-and-project-management" : "Product and project management",
            "social-media" : "Social media"
            },"branch" : "bc-archive-content-3",
      "filename" :"2016-06-13-the-great-pinterest-experiment-one-year-in.md",
      
      "filepath" :"news/2016/06/2016-06-13-the-great-pinterest-experiment-one-year-in.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2016/06/2016-06-13-the-great-pinterest-experiment-one-year-in.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2016/06/2016-06-13-the-great-pinterest-experiment-one-year-in.md","slug" : "the-great-pinterest-experiment-one-year-in","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2016/06/13/the-great-pinterest-experiment-one-year-in/","content" :"\u003cp\u003eLast summer, Kids.Gov \u003ca href=\"https://blog.usa.gov/how-kids-gov-pins-down-their-audiences\"\u003erevamped\u003c/a\u003e its presence on \u003ca href=\"https://www.pinterest.com/kidsgov/\"\u003ePinterest\u003c/a\u003e in an attempt to find new ways to connect with its followers.\u003c/p\u003e\n\u003cp\u003eThe Marketing Team set out to learn more about our audiences and the kind of content they like. Despite being a difficult platform to navigate, we set lofty goals for ourselves and developed a timely strategy to pin every day. \u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2016/06/600-x-400-I-love-pin-interest-zakokor-iStock-Thinkstock-177385623.jpg\"\n    alt=\"A red pin, a plus sign and the word interest on a yellow heart.\"/\u003e\u003c/div\u003e\n\n\u003c/p\u003e\n\u003ch2 id=\"a-year-in\"\u003eA year in…\u003c/h2\u003e\n\u003cp\u003eTwelve months later, our metrics are up and we correctly calculated that a shift to educational content would be key. However, Pinterest is still a challenge to predict. Unlike Twitter and Facebook, it’s difficult to identify trends. Despite all that, we have seen substantial growth in followers and content consumption, even taking into account our ambitious goals.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003ch3 id=\"average-daily-impressions-on-profile\"\u003eAverage Daily Impressions on Profile\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003eMay 2015: 281\u003c/li\u003e\n\u003cli\u003eGoal: 500\u003c/li\u003e\n\u003cli\u003eMay 2016: 1,864\u003c/li\u003e\n\u003cli\u003eIncrease: 563 percent\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003ch3 id=\"average-daily-views-on-profile\"\u003eAverage Daily Views on Profile\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003eMay 2015: 157\u003c/li\u003e\n\u003cli\u003eGoal: 300\u003c/li\u003e\n\u003cli\u003eMay 2016: 1,084\u003c/li\u003e\n\u003cli\u003eIncrease: 590 percent\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003ch3 id=\"average-monthly-views\"\u003eAverage Monthly Views\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003eMay 2015: 36,000\u003c/li\u003e\n\u003cli\u003eGoal: 50,000\u003c/li\u003e\n\u003cli\u003eMay 2016: 56,357\u003c/li\u003e\n\u003cli\u003eIncrease: 56 percent\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003ch3 id=\"followers\"\u003eFollowers\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003eMay 2015: 1,578\u003c/li\u003e\n\u003cli\u003eGoal: 2,500\u003c/li\u003e\n\u003cli\u003eMay 2016: 2,240\u003c/li\u003e\n\u003cli\u003eIncrease: 42 percent\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"lessons-learned\"\u003eLessons learned\u003c/h2\u003e\n\u003cp\u003ePerhaps the biggest lesson came from one of our early predictions. Like with other Kids.gov social media accounts, summer is the low season. Fewer teachers look for educational resources when there’s no school. By adapting our content by season, we were able to provide timely information to our followers. During summer break when kids were off from school, we focused on parents and caretakers. Once the fall arrived, we switched back to educational content for schools and teachers. This strategy was key to our success. Here are a few other things we picked up along the way:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eUnlike other platforms all the action takes place at night, peaking around 9 PM.\u003c/li\u003e\n\u003cli\u003eOur primary audience (teachers) takes the summer off.\u003c/li\u003e\n\u003cli\u003eInfographics are more popular than on other platforms.\u003c/li\u003e\n\u003cli\u003eVertical images perform much better than horizontal ones.\u003c/li\u003e\n\u003cli\u003eHealth, history, and money related topics perform the best.\u003c/li\u003e\n\u003cli\u003ePosts have a longer lifespan compared to Twitter and Facebook.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eOur hope moving forward is to learn more about the Pinterest audience and begin to predict certain topics and when they will be popular. Pinterest is still a challenge to our marketing team, but one we gladly approach and look forward to understanding.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2016/06/600-x-742-Kidsgov-Pinterest-2016.jpg\"\n    alt=\"Screen capture of 2 boards on the Kids.gov Pinterest page.\"/\u003e\u003c/div\u003e\n\n\n\u003cp\u003e\u003cem\u003eThis post was originally published on the \u003ca href=\"https://blog.usa.gov\"\u003eUSA.gov blog\u003c/a\u003e by Edgardo Morales and Phat Nguyen; members of the USAGov Marketing Team.\u003c/em\u003e\u003c/p\u003e\n"}
  ]
}