This blog was written by Andi Smiley.
If “look into Pinterest” has been on your to-do list so many times it’s basically a permanent resident, this is for you.
Maybe you keep hearing other podcasters rave about it. Maybe you like the idea of Pinterest but aren’t sure it will actually work for your show. Either way, let’s settle it today, so you can cross it off for good or finally commit.
First, A Few Pinterest Myths
Myth #1: Pinterest is dead.
Not even close. Pinterest has about 640 million monthly users. And that number is growing! Last year Pinterest only had 580 million monthly users.
Myth #2: Pinterest is only for food and DIY bloggers.
It’s just not true. Yes, there are still lots of awesome recipes and crafts on Pinterest, but people use Pinterest for much more than recipes. They’re looking for parenting advice, book recommendations, and ways to learn all sorts of new things.
Myth #3: Your pins have to be beautiful to do well.
Nope. The most important thing about a pin is that it’s clear about what it’s linked to. Pretty is nice, but clear wins. I have never been, nor will I ever be a graphic designer and the pins that I create to promote my podcast still help people find and listen to my episodes.
Why I Love Pinterest
There are so many reasons why I love Pinterest, but here are 3 of the biggest reasons it’s my favorite way to market my podcast:
- I don’t have to “show up” every day to appease the algorithm. No daily posting, no stories, no performing. Pinterest is a search engine rather than a social media platform, so you don’t have to keep up to date on the trends, you just need to make sure your pins are searchable.
- Pinterest users are there to take action, not to be entertained. They’re searching with a goal in mind, (unlike Instagram or TikTok users) which is exactly the kind of person you want finding your podcast.
- I can schedule a month of content in advance with zero ramifications. I set it up and walk away, while knowing that Pinterest is showing my content to my ideal listener while I’m gone.
My Results
I’ve been using Pinterest for about two years now, and the results have been awesome:
- The Friendly Podcast Guide saw an 86% increase in monthly downloads
- I gained almost 300 email subscribers
- I deleted Instagram off my phone (honestly, the best result of the three)
So, is Pinterest right for your podcast?
Here are the three criteria I’d check before adding it to your marketing:
- Does your podcast solve a problem?
- Is your content evergreen?
- Does your audience align with Pinterest’s audience?
1. Your podcast solves a problem
Your episodes cover topics people actually search for: how-tos, tips, lists, guides, reviews, and stories that solve a problem.
Some examples of podcasts that fit well are The Family Lab (a parenting and household management podcast), What Should I Read Next? (a podcast that helps you choose your next book to read), and Throughline (a history podcast that helps you learn more about the world around us through the lens of the past).
2. Your content is evergreen
Ask yourself whether your episodes will still be useful or entertaining 6 months from now, or even 2 years from now. If it will be, then your content is evergreen!
Most podcasts are evergreen, so it’s easier to show you non-examples. Shows that are time sensitive, like The Newsworthy (daily news), ESPN Daily (sports news), and Good Noticings (pop culture events), are a tougher fit, because Pinterest rewards content that keeps working long after you hit publish.
3. Your audience is Pinterest’s audience
Pinterest’s audience is about 70% women and is largely based in the United States with a user base in the UK and other European countries growing steadily.
Within the U.S., Pinterest reaches:
- 40% of Millennials
- 46% of Gen Z
- 40% of households with an annual income over $150K
If your listeners look a lot like that, you’re in the right place.
The verdict
Does your podcast fit all three criteria? Then, yes! Pinterest is worth your time.
How to get started
Now that you know that Pinterest is a place where your podcast will grow here are some tips for how to get started:
- Use a business account. When you use a business account you are able to claim your website and you have access to your pin statistics. Those statistics can help you know which pins are resonating with your audience, so you can make more pins that are similar.
- Use Pinterest SEO keywords. This might sound slightly intense, but it doesn’t have to. Just use the search bar in Pinterest. Type a word or phrase that you use to describe your podcast into the search bar and see what phrases drop down, those are the phrases that Pinterest users are using to search for your type of content. When you are creating your profile and your account sprinkle in those phrases from the drop down.
- Choose a pinning cadence and stick to it. You don’t have to post a pin every day to be successful on Pinterest, but Pinterest does reward consistency. So if you decide that you can post 3 pins a week on Monday, Wednesday and Friday, then make sure that you have pins go out on each of those days.
Pinterest is a beautiful way to grow your podcast, because Pinterest users are on Pinterest to take action and you get to market your podcast on your schedule, not the other way around.
