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I used to be one of those people who got frustrated when the shops started to stock Christmas stuff in September.  It just seemed like the kids went back to school after the summer holidays (first week in September here in the UK) and there was tinsel everywhere.  It was too early!!  Then I started to build my Pinterest strategy and learned about what to pin and when – and started to understand why shops start marketing stuff so early.

The answer?  People plan ahead and that means as Pinterest marketers, we need to give them what they need when they need it.

Why pinning ahead is important

According to Pinterest, 45% of pinners plan for holidays at least 60 days before.  This is about 20% higher than most people and there are the extreme enthusiasts that start as much as four months before the event – these are the people who are buying those Christmas decorations in September!

In fact, 75% of pins are saved 1-2 months before an event and 25% of pins are saved 2-4 months before an event.  In other words, we need to get our pins out there at least 45-60 days before the event or we are going to miss a big chunk of potential traffic.

Now that’s not to say that Christmas is over before the beginning of November, but you need to factor in the Smart Feed.  That means you need to give your content time to get noticed, circulate and be repinned for success.

What to pin when

As well as being put off by Christmas decorations in September, I never used to plan content that far ahead for my blogs.  A couple of weeks, maybe sometimes a month and that way okay.  But Pinterest taught me I needed to get on with it and plan a bit further ahead because I was missing those early pinners and that could be a huge chunk of traffic.

So when you are working on your editorial calendar and Pinterest strategy, it is worth considering what to pin when.  There will be regional stuff that you need to add (such as Bonfire night here in the UK which is November 5th and some people have a party so party food is a thing).  Consider what holidays and events your audience is interested in and plan ahead for them, even if you don’t have every post planned in between.

Here’s a few examples:

MonthPeak time forLooking ahead to
JanuaryValentine’s Day, Mardi Gras

Spring cleaning, healthy recipes, organising tips

Easter, Proms, March, Festival season, Mother’s Day (UK)
FebruaryValentine’s Day, Oscars, Easter, St Patricks Day, Mardi Gras, Mother’s Day (UK)

Spring fashion, spring cleaning, tax advice

Prom, Festival season, Summer travel, outdoor activities
MarchEaster, St Patricks Day, Prom, Spring Break

Budgeting, outdoor activities, pastels,

Cinco de Mayo, Mother’s Day (US), Graduation, Festival season, cleaning tips, cocktails
AprilCinco de Mayo, Mother’s Day (US), Prom, Festival season

Weddings, fitness tips, summer fashion

July 4th, Father’s Day, Graduation, summer tips
MayCinco de Mayo, Mother’s Day (US), July 4th, Father’s Day, Festival season

Swimsuits, summer weddings, summer recipes, outdoors and camping tips

Back to school (US), summer travel, Graduation, 4th July
June4th July, Father’s Day, Graduation, Summer travel

Grilling, swimwear, gardening

Back to school, Back to college, fall tips
July4th July, Back to school, Back to college

BBQ recipes, summer food, summer cocktails, vacation tips, gardening, Christmas in July

Halloween, Christmas

Organisation tips, financial planning, fall cleaning

AugustBack to school, Back to college

Organisation and routine building, camping, football (US), grilling recipes

Halloween, Thanksgiving, Black Friday, Christmas

Fall tips, comfort food

SeptemberHalloween, Back to school, Bonfire Night (UK)

Comfort food, football food (US), Preserving, Christmas budgeting, family photos

Thanksgiving, Black Friday, Christmas
OctoberHalloween, Thanksgiving, Black Friday, Christmas

Fall foods, Crocktober (crockpot cooking), autumn travel, winter fashion

New Year
NovemberThanksgiving, Black Friday, Christmas, Hanukkah

Dinner parties, gift guides

New Year, Valentine’s Day, Super Bowl (US)

Party planning, healthy eating, fitness, weight loss, budgeting tips

DecemberChristmas, New Year

New Year’s resolutions, party planning, winter weddings, holiday fashion

Valentine’s Day, Super Bowl (US)

 

If you want more of this kind of ideas, Tailwind has a whole section dedicated to what to pin when to create a Pinterest strategy.

Creating a Pinterest strategy

What all this means is that you need to be ahead to have success with Pinterest.  Now not all of these events, holidays and trends are going to be relevant to your niche – the key is to find the ones that are and schedule your content accordingly.  If you are a travel blogger, for example, you want to be looking to start creating summer travel tips content in around February to catch those early planners.

pinterest strategy what to pin and when - planning by the calendar

Here are my top tips for creating your strategy around events and holidays:

  • Plan your editorial calendar at least 60 days ahead
  • Look at holidays and other events you want to pin about
  • Look at boards for these pins
  • Make sure pins and posts are created in plenty of time
  • Create new pins for the same post a little nearer the time to refresh interest
  • Start pinning other people’s content around this holiday 45-60 days before to make boards active

Also, don’t be surprised if there is a lull after this holiday content is finished.  People tend to drop off a topic pretty quick when it is finished.  You can even make out of season boards secret until nearer the time then make them public once more.  You can still add content to secret boards if you want to keep building them up out of season.

Building that traffic

The point of Pinterest is to grow the traffic to your website with people that are interested in what you do.  If there are holidays or other events that are relevant to your niche and that your audience is interested in, creating content at the right time can make a huge difference to your traffic.  It just takes a little bit of planning!

Do you create seasonal content?  What’s your best tip for getting the best out of Pinterest for it?  Pop it in the comments below!