Using boards as audience research tools
ArchDaily also wanted to better understand their reader’s interests, so they followed many of them on Pinterest and began to understand what was most important to them. They used those findings to craft boards like Interiors and Offices
, and to guide how they organized content on their own site.
“What’s fascinating about Pinterest is that it allows readers to engage with our content at an “atomic” level; because they pin and organize various images into collections, we study these collections to understand how we can better organize and package our own content. That type of insight just isn’t available with other platforms.” says Basulto.
“The sections on our site that had corresponding boards on Pinterest saw a traffic increase of about 6%,” says Basulto. “Those boards provided a new channel of communication with our audiences, and allowed us to discover new projects and firms to feature on our website.”
ArchDaily also found that the traffic increase was comparatively cost-effective: “It takes less effort for us to drive more traffic using Pinterest compared with other social platforms, and we have more fun doing it!” says Basulto.