How one UK creator boosts engagement with seasonal content

Each new season brings with it new changes—and new opportunities. UK-based creator Lily (@pintsizedpins) makes aesthetic lifestyle content all year round. Her cosy, whimsical style already resonated with Pinterest audiences, and she was hoping that some simple tweaks to her content strategy could make a big impact in making sure her content reached the right people. 

The goal

Lily knew that timely content was key when it came to engaging her audience and had been posting in real time, sharing Pins about the current season. By posting and curating content in advance, she aimed to reach and grow her community on Pinterest. 

The strategy

Lily saw that searches for autumn content in the UK started increasing in early July 2024. To take advantage of her audience’s interest in the upcoming season, Lily created content that leaned into autumn themes such as autumn recipes, décor and autumnal aesthetics, and began posting it during the summer. She also audited her content for high-performing existing Pins that she could repurpose, and recreated successful ideas such as aesthetic recipe videos and content themed around popular seasonal books and films from previous seasons. By sharing her autumn content in late summer, Lily ensured that it would be discoverable as soon as her audience started searching for it—a full season in advance.

Throughout the year, Lily curated her content into boards for winter, spring, summer and autumn, updating each continuously as she posted new Pins. She created additional boards for festive occasions including Halloween and Christmas, and curated around trends such as Cottagecore, Dark Academia, Princesscore and others that naturally aligned with her content and her audience’s interests. By applying these same practices to her autumn content collections, Lily gave her Pins more context, allowed her audience to find and engage with her content more easily, and helped her Pins to show up in relevant searches. 

The result

Lily’s focus on seasonality paid off. During autumn 2024, her in-season content outperformed non-seasonal posts, driving 47% more saves, with twice as many saves per Pin and greater overall reach per Pin. Her autumn content also garnered 42% more impressions and drove 267% more clicks than non-autumn content posted during the same time frame. And since content on Pinterest stays discoverable, her autumnal Pins can continue to drive results year after year. 

Tips to try

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

Stay ahead of the (seasonal) curve
Don’t wait until a season starts to begin planning. Look at the season ahead and identify opportunities to highlight aesthetics and milestones, especially ones that are local to you. Give yourself a leg up by starting early—and remember to incorporate seasonal themes not only into your imagery but also by including keywords in your titles and descriptions.

Become a curator
Collect inspiring ideas and visuals in one place. Create boards that lean into your own style, trending themes and aesthetics for inspiration.