After just six months of promoting content from their lifestyle sites on Pinterest, the online publisher increased referral traffic by 9x, which accounted for 35% of total traffic.
Fuelling growth via Pinterest
Connecting the world through stories is Media Partisans’ mission. They are one of the fastest-growing media companies in the world, with 42 media properties in 11 languages worldwide. Every single story and video that they produce reaches millions of people.
For all of their global lifestyle websites, Media Partisans wanted to increase brand awareness and encourage people to visit. They recognised the potential to accomplish both of these goals via Pinterest, since people use Pinterest to find new ideas. They also saw Pinterest’s potential to reach a large number of people, with precise targeting.
Media Partisans also wanted to create a two-way traffic cycle: They got new traffic from Pinterest, and also drove their own millions-strong audience to their Pinterest profile to further fuel growth.
“Previously, our main source of reach was Facebook. On other platforms, content is usually distributed for just a few days. On Pinterest, we get a constant flow of engagement and traffic, even for Pins that we created a year ago.”
Best practices yield best results
First, Media Partisans added a prominent Save button to all of their sites. They also added a social sharing bar to all of their content to make sure that people could also easily save content from a mobile device.
The publisher also made a point of following Pinterest best practices, such as using vertical images, adding text overlay to convey their main message, including branding and more. Media Partisans also used Article Pins, a type of Rich Pin that includes the article’s headline, author and story description.
Right out of the gate, the Media Partisans team started saving content daily to each of their twenty global Pinterest profiles. They drove meaningful traffic to their Pinterest profiles by encouraging their Facebook audience to save content for later, with a callout on every single Facebook post.
Pinners return 50% more often
Traffic from Pinterest to Media Partisans’ websites grew by 9x from January to June 2018, accounting for 35% of their total traffic. The company has also discovered that Pinners return to Media Partisans’ websites 50% more often than referrals from other networks.
By promoting their Pinterest profiles on Facebook for three months, the publisher increased their follower base on Pinterest by up to 4x.
With such massive increases in engagement and reach in a matter of months, the company believes that they are only at the very beginning of their growth on Pinterest.