Everything was going super well for me on Pinterest. I had a strategy in place that Tailwind was helping me stick to, and my pins were nicely directing people to my blog in the way I’d intended. My MUV — monthly unique viewers — were increasing by the day, and I was on my way to seeing 1 million.
ONE FREAKING MILLION.
Honestly, I couldn’t wait for that moment. I had my little social media captions and images ready and raring to go. As soon as I saw that magical little number, I’d hit the send button and celebrate my Pinterest glory.
*I missed the 1 million MUV celebration on one of my other accounts. And 2 million. And 3, 4, and 5. I basically pinned a bunch of stuff, forgot all about it, and came back a year and a half later to 5 million+ MUV and 13K followers. As someone who has been managing Pinterest accounts for many years, I can tell you that things rarely happen this way. Thank you, Pinterest Lords!
Sadly, I didn’t hit 1 million monthly unique viewers on the ukwordgirl Pinterest account.
Overnight, my numbers plummeted … and kept plummeting.
That’ll teach me for getting cocky and having my celebration stuff ready, won’t it?
WHY DID MY MONTHLY UNIQUE VIEWERS DROP ON PINTEREST?
I’d exprienced a monthly unique viewers drop on Pinterest before, so I wasn’t overly worried about things at first. I’d regularly see my numbers have little up-and-down spurts — 300K, then 350K, then 320K, then up to 400K, and then back down to 350K again. I would consider that kinda normal for *my* account, although I wish it wouldn’t do that.
This time, however, the numbers didn’t go up; they just kept going down.
I went from 850K MUV to 694K (my last Pinterest blog post update) to 509K. And the number kept going down. Honestly, this was the point at which I realised something was seriously wrong. It wasn’t just an up-and-down phase … I was actually losing viewers.
1 – One of your Pins has been hijacked!
If you’ve noticed a sudden monthly unique viewers drop on Pinterest, it might be a good time to start checking those popular pins. There’s a chance that one or more of them could have been hijacked. I have discussed this in great, ranting detail in this blog post: Pinterest Pin Hijacking — The New Thing You Need to Worry About, but the long and short of it is this:
Popular pins are having their links changed so that they benefit the repinner, rather than the original creator of the content.
People that think they’re clicking on a pin to find your blog posts are actually being directed to someone else’s post or website. The shady link-changing pinner is getting all of the traffic that you should be getting.
The cheek of it!
This has happened to me once before. I came across my own pin on the home/popular feed, clicked on it to check out the person who’d repinned it for me, and saw that the link was to HER blog and not my own.
Keep an eye on your popular pins. It is unlikely that unpopular pins will get hijacked, but those ones that perform well are a problem waiting to happen. If someone wanted to hijack one of *MY* little blog’s pins to steal my blog traffic, they’ll probably do the same to yours too.
2 – You’re not pinning frequently enough.
You don’t need to pin 100 times a day in order to grow your MUV and engagement on Pinterest, but it certainly does help if you pin at least something. Daily interaction is essential for most of the social platforms, and that’s the case with Pinterest too. Thankfully, automated pinning using tools such as Tailwind makes this a breeze.
The more you share original content or repin other bloggers’ content, the more the stuff you share or repin will get seen. That’s just basic common sense. If you only pin once a month, your potential audience is only going to see just that one pin per month. If you pin 20 times per month, your audience will get 20 changes. Pin a hundred times a month and your audience will get a hundred chances.
Helpful blog post: Questions & Answers: Pinterest Marketing Tips For Bloggers
3 – You deleted some Pins.
I did this. I went through and deleted a bunch of pins that I thought weren’t performing very well. Within days of doing this, my MUV had dropped by a few thousand. I left my pins alone for a few weeks, wondering if the deletion could have been the cause, and my MUV slowly went up.
That’s when I did the same thing again — I deleted a bunch of pins that either didn’t fit with the theme I was going for, or I felt weren’t performing well. And again, my MUV dropped.
Deleting pins can make your monthly engaged go up because when you get rid of poorly-performing content, the content that is left is all well-performing stuff.
HOWEVER, you might delete a pin that was more popular than you thought, causing your MUV to drop.
I probably won’t bother deleting pins again. There are more productive things I could be doing with my time, and I don’t think it’s a coincidence that my MUV drops every time I do.
4 – You’ve stopped creating killer content.
Okay, so, I’m not saying that you’re creating crap content. I wouldn’t dare say that to you. But what I am saying to you is that you need to keep your eye on everything. Don’t neglect your blog and creating amazing content just so that you can have a killer Pinterest strategy. If you’re spending three hours creating Pinterest pins for a blog post that only actually took you ten minutes to write, it might be time to turn things around.
Don’t become so obsessed with Pinterest that it takes up all of your time and the quality of your work suffers. If you’re not creating content that people want to read, they’re not going to click on your pins.
If you’re not creating content at all, you’ll have nothing to promote on Pinterest.
5 – It’s time to switch your strategy.
Unfortunately, you can’t just stick one Pinterest strategy for your blog and then run with it. Social media — and what you need to do on each platform to see growth — is ever-changing and evolving. Algorithms change. That’s why you can do really well on Instagram one day, and then do really badly the next.
There’s nothing you can do about that.
What you can do, however, is roll with the changes and switch up what you’re doing. My Pinterest MUV dropped from 800K to 546K in a matter of weeks, for seemingly no reason. I checked all of the above points, even going as far as to check that every single one of previously well-performing Pins hadn’t been stolen, reported, etc. There appeared to be nothing wrong. That’s good news, of course. At the same time, though, it’s bad news. It means that things needed to change — the way I use the social media platform needed to change.
So, I changed.
I cleared my pin schedule in Tailwind and started again, picking different times — a mix of what the scheduling tool suggested and what made sense to me.
I also dropped the frequency of my pins. Before, I had around 40 to 50 slots per day, but I reduced to 15 or 20. I can increase the number of scheduled slots later on, but for now, I need to figure out what’s working and what’s not.
By doing those things — changing the times I pin and how many times per day I share mine and other people’s pins — I have managed to stop my constantly-dropping MUV. Better than that, I’ve managed to get growth on my side again. My MUV is going back up. Slowly but surely, it’s happening.
*Little happy dance*
Changes are still happening, but for now, I’m happy that my MUV isn’t dropping to the bottom of the ocean every time I look.
AS A FINAL NOTE …
Your MUV is important, yes, but it’s not *that* important. The highest MUV in the world won’t help you if none of those viewers are clicking through to land on and then read your blog. That’s what your “engaged” number is — the number of people who are actually taking a closer look at and clicking on your pins.
I’ve done a little bit of digging around to see what kind of monthly engaged numbers other bloggers were getting from high MUV figures, and this is what I came across —
- 5 million MUV = 90,000 monthly blog page views from Pinterest
- 4 million MUV = 45,000 monthly blog page views from Pinterest
- 300K MUV = 500 monthly blog page views from Pinterest
As you can see, things vary. A lot. A high MUV doesn’t always mean lots of engagement and blog page views.
The aim of the game is to achieve a high MUV with high engagement.
Helpful blog post: How to Convert Pinterest Views into Blog Traffic
Thanks so much for reading, lovelies! I hope you found this useful and you were able to fix your monthly unique viewers drop on Pinterest. If you’ve ever got any questions, feel free to get in touch with me on social media, or leave your comments in the space below.
Don’t forget to leave your blog links so I can check you out too!
Have an awesome day!