Food publisher finds recipe for success on Pinterest with repurposed content and third-party partner

Ever had that ‘full-fridge-but-nothing-to-eat’ feeling? Lecker.de (@leckerde) has you covered. The German food publisher’s website houses over 45,000 tried-and-tested recipes for home cooks, plus tips on healthy eating and sustainability, useful household tips and interesting facts about the most popular cooking and baking ingredients and preparation techniques. To share their extensive site content on Pinterest regularly, the publisher connected their RSS feeds—but the Pin images came through in a horizontal format optimised for their site. They wanted a simple way to optimise and publish their web content Pinterest—and they knew just where to turn.

The goal

Lecker.de was looking to streamline their content posting and repurposing processes. They hoped that by integrating third-party partner CleverPush into their workflow, they could find an automated way to reformat and optimise their web content for Pinterest to help engage their audience and drive site traffic. 

The strategy

Instead of connecting their RSS feeds directly to Pinterest to bulk-upload their content, Lecker.de connected their feeds to CleverPush to take advantage of their custom layouts. This feature enabled them to create two predefined layouts, one with text overlay and one without, in a vertical image ratio optimised for Pinterest. Using these templates, CleverPush automatically pulled Lecker.de’s site content into the two layouts and published each as a new Pin.

This process helped to more efficiently repurpose Lecker.de’s site content. Plus, it created opportunities for the publisher to effortlessly increase their content volume while testing and learning which image format worked best for different types of content.

The result

Beyond saving Lecker.de time and effort, which was a win in itself, combining Pinterest with a third-party partner drove serious results. In the six months after optimising their workflow with CleverPush, Lecker.de garnered 517% more impressions, 303% more saves and 183% more outbound clicks compared to the same six months the previous year. The publisher also shared 254% more Pins while reducing working time.

‘Since we started automating the posting process with CleverPush, we now save 2–3 hours per week,’ said Antonia Wiechmann, Social Media Specialist at Lecker.de. ‘We’ve also been able to better analyse our designs and adapt them to the community, improving our Pin selection and performance.’ 

Tips to try

Get more out of your Pinterest content with these best practices.

Find a partner in creation
Explore the full list of Pinterest approved partners to see how they could help to optimise your workflow and make it even easier to post on Pinterest.

Reduce (effort), reuse (images), repurpose (content) Get more out of what you’ve already created. Bring web content to Pinterest by connecting your RSS feed directly or through a partner platform.

Optimise content for Pinterest
Following some simple Pin best practices can have a big impact on performance. Think vertical content orientation, adding titles and including keyword-rich descriptions. Psst… start here.