5 mind-blowing lessons from BuzzFeed on Pinterest
1. Pinterest is a huge driver of traffic.
BuzzFeed first saw a spike in Pinterest traffic when Peggy Wang, BuzzFeed’s first editor, did a post
in June 2012 about DIY projects. The post quickly gained traction on Pinterest, and convinced BuzzFeed that they should be focusing on Pinterest. Since then, they’ve seen over 2.3M views to that first DIY post from Pinterest alone, and have ramped up their posts in multiple categories.
“Pinterest is BuzzFeed’s second largest social network referrer. It also has a much longer lifecycle than other social networks, often driving traffic to posts months after publication. In fact, more than half of BuzzFeed's traffic from Pinterest goes to posts published more than 2 months ago,” said Dao Nguyen, VP of Growth and Data at Buzzfeed.
2. You might be surprised by how Pins drive traffic.
Pins that get the most repins aren’t always the ones that drive the most traffic. Some Pins (like funny ones) are so compelling that readers click immediately to see the rest of the post. They may repin later, or they may not. Other Pins, like beautiful images of food or travel, get repinned a lot but readers don’t click through until later. The team has found that both types of content are valuable, even though they have different traffic patterns.
3. It’s smart to experiment.
BuzzFeed posts from classic categories like Beauty, Home, Crafts, Fitness and Food do well on Pinterest, but they’ve learned that other topics like tattoos, books, Disney-inspired posts and humor do well, too. In fact, of the top 100 BuzzFeed posts on Pinterest, over 30% of the traffic are to funny posts. They’re always experimenting with new categories and posts to see what resonates, then adapting their editorial and product strategy based on that.