Reasons why you have a low reach on Pinterest, and how to fix it!

Well, that time of year is finally here. If you have noticed that the newer pins you post on Pinterest are not getting the reach they did, even a few weeks ago, you’re not alone

This typical drop in reach is what seasoned Pinterest users call “The Summer Slump.” 

Yes, I realize it’s not summer yet, but this drop in reach happens at the same time every single year and usually lasts till the beginning of August. 

In this post, I will talk about why this happens, other reasons your reach could be dropping, what is “normal” when it comes to pin metrics, and what you can do to help keep your traction up over the summer season. 

The Summer Slump, here is why it happens. 

First, let’s think about trends on Pinterest.

To be more specific, holiday trends start to trend 6-8 weeks before the actual holiday. Many users don’t think of “back-to-school” as a holiday, but back-to-school content is the start of the “busy Pinterest season.” 

Between August and January, Pinterest says there are typically 30-40% more active daily users on the platform. That is mainly because Pinterest is the #1 place to go for back-to-school and holiday inspiration. 

Once Christmas and New Year’s are over, things start to fizzle out because fewer users are on the platform. With fewer active users, your pins aren’t seen by as many eyes, hence the lower reach. 

A lot of times, you will see spikes around Easter and the 4th of July, but really, you won’t see a significant jump in views till around the end of August. 

Now, there are a few other reasons you could see a significant or quick drop in numbers

Other reasons your reach is dropping.

#1. One (or more) of your top-performing pins lost traction. This is COMMON and 100% normal. But it’s usually the most significant reason you will see a reach go from 200K to 125K almost overnight. 

A drop in reach like this usually causes panic, and even though it’s a bummer, it’s pretty standard. 

To determine if this is causing the drop in your reach, head over to your analytics and look at your top 3-5 pins. If you click on each pin and then click on “see more stats,” you will be able to see its performance for the past 30 days. 

For example, this pin, which you can see, reached 6K+ users for a few days, but then it dropped big time and is barely making it past 800 users a day. That was a pin I hadn’t touched in years. It took off, trended for a week or so, and then slowly lost traction. But that drop caused my overall reach to drop fairly quickly, too. 

Typically, when you see a quick drop in your overall account reach, it’s because one or more pins were reaching 10K+ users a day, and now that pin is reaching less than 200 users a day. (Obviously, those are just example numbers, but you get the point.) This happens because that pin is losing traction. And the less engagement it gets, the lower the reach will drop. 

Sadly, there isn’t much you can do about it. (Don’t worry; I will cover some tricks coming up) You will often notice pins typically in your top ten are older. Sometimes 1+ years old. That is also normal. Another reason it’s essential to check your analytics weekly is that If you have a pin driving traffic to a post that is 3 years old, you want to make sure that post is up-to-date, or even better, has something beneficial in it like an email opt-in form. You want to ensure you are taking full advantage of the uptick in website traffic! 

#2 The algorithm changed

Here is a fun fact: the algorithm is ALWAYS changing—every single day. That is how algorithms work. Algorithms fluctuate daily based on factors like search queries and user behavior on Pinterest, which change every single day. 

Take trends, for example. Easter content starts trending as the algorithm picks up on more users searching for Easter-specific content. Because of that, if you have any Easter-specific content, you will see your numbers start to trend. As time goes on and search patterns shift, the algorithm shifts, and relevant and trending content starts to drop down. (This is A HUGE reason SEO and relevancy are so important, but we will cover that in a minute, too.) 

Now, sometimes, there can be more significant algorithm shifts. For example, video pins have performed better over the past year than your standard static pins. That is because Pinterest is keener on keeping users on the platform for longer, and they make more money that way. 

Something to keep in mind is that video content isn’t going to do well for every single account. I have a few accounts I manage where static pins get a much larger reach than video pins do. That is why you have to play around with different types of pins to see what works best for you. 

What is “normal” right now when it comes to pin metrics? 

Something hard for many users to wrap their heads around (including myself) is that no one account is alike. Even if you are a food blogger, your account and performance are going to be different than your fellow food bloggers. Not because you are doing something wrong but because so many unseen factors play into reach and account performance. 

Here are the main ones: 

  1. The age of your account. Does someone in your niche have a larger reach than you? Their account could be more established. Yes, the age of your account plays a large part in reach and performance. Newer accounts tend to reach a lower reach because the algorithm still needs to rank their content. But what if your account is 6 years old? Well, the other food blogger’s account could be 8 years old. Remember, the algorithm is loving older content right now. But that doesn’t mean you should give up; that could literally change overnight. 
  2. Promoted pins. MANY accounts with a large, 1M+ reach are paying for it. I know this because, over my 9 years of working in Pinterest marketing and having managed hundreds of accounts, 95% of the time, reaches like that are paid for, especially in the summer slump season. More extensive organic reaches are more common over the fall/winter months. Again, this is due to more active users on the platform. 
  3. Consistency. Many times, people will come to me about their low reach, but they haven’t been consistently pinning, or if they have, it hasn’t been for very long. The algorithm favors consistency. Always keep that in mind. 
  4. SEO. If your reach has been consistently low, it could be due to your boards being “weak” and not ranking due to improper keywords and keyword layout. Keywords are king on Pinterest, and when they aren’t formatted correctly on your pins or your boards are not optimized properly, your content won’t get a reach. 
  5. Improper pinning. I still see it all the time. This is probably because the Pinterest rumor mill in Facebook groups is always going strong, and people are still preaching outdated strategies. Outdated pinning strategies (such as re-pinning the same image) get your account shadowbanned or flagged as spam. 
  6. Group Boards. If you are not pinning to a niche-specific, keyword-optimized board filled with pins that are relevant to your pin, the algorithm will have no clue where your pin belongs. This will hurt not only the reach of that pin but also the reach and ranking of your account as a whole. 

Remember, Pinterest favors relevancy, consistency, and keywords. You can help the algorithm figure out where your pin belongs when someone searches for something on Pinterest based on how your account, boards, and pins are optimized, where they are being saved, and if you are pinning within current guidelines. 

The Pinterest platform has been so beneficial for my website traffic and business which is why I am so passionate about helping others! Once you get it down, you will be happy you invested the time! 

REMEMBER: It’s important to remember to keep your momentum up over the summer months so when the end of July/August hits, you get all the benefits of the busy season! 

If you want to learn more about proper SEO and up-to-date pinning strategies, click HERE! 

If you are overwhelmed and want someone else to take over your Pinterest account, click HERE! 

As always, 

Happy Pinning!