Seasonality on Pinterest

It isn’t that surprising that seasonality plays a role on Pinterest. Many of the big categories on it have obvious seasonal moments, for example nail ideas get filled with Valentine’s Day designs in February and food recipes get flooded with turkey and mashed potato ideas in November. What I was surprised by was just how important seasonality was to my coloring book account. Since starting in October I have posted about 1200 pins including 60 Christmas Pins and 72 Valentine’s Day pins. Though only making 11% of my total, these seasonal pins have generated 33% of my impressions!

This stat tells me that seasonal pins have the potential to way outperform my “evergreen” pins (for coloring books those would include my superhero, nature scene and flower coloring page boards). In response I have doubled down on seasonal themes and have already made 65 Easter coloring pages with 30 more on the way.

I don’t want to miss this opportunity in my other accounts so I went a step further and made a tool that tells me all the seasonal moments in a Pinterest category and when the peak week of the year is for that moment. It works by scraping Pinterest for key search terms I input, extracting common annotations from the pins that show up, using an Open AI assistant to find which of those annotations could be seasonal and then scraping Google Trends to see the search history of these seasonal annotations. I then start posting seasonal pins 8 weeks before their peek week.

Here is a sample output for Hairstyles:

I am going to be using this tool going forward to take advantage of the seasonal moments for all the categories I am posting in as I believe that will be essential in maximizing my possible impressions and clicks.