Creator Lauren Sephton’s ingredients for a winning Pinterest strategy

Combining passions can be a recipe for success. That’s been true for Lauren Sephton, an author, food photographer and self-taught baker. She uses her food blog Bright Moment Co. (@brightmomentco) to share photos and recipes of indulgent, home-cooked dishes that inspire bright moments both inside and outside of the kitchen. Lauren saw the potential of using Pinterest’s board-sharing feature to reach audiences on other platforms, and trying out content-optimisation tweaks to help boost the performance of her existing Pins.

The goal

Lauren was already sharing her seasonal recipes on Pinterest. And she wanted to increase awareness of her Pinterest presence to make sure that her followers on other platforms could find her. Since people on Pinterest are ready to take action, she also wanted to make sure that her content was as discoverable and actionable as possible.

The strategy

To promote her Pinterest account on other platforms, Lauren knew board sharing was the perfect place to start. As summer turned to autumn, she curated a board using her existing autumnal recipes. She used the board-sharing feature to transform the Pins within her autumn board into a visually compelling video montage. She then shared this to her Instagram Stories, along with a link to the full board, and invited her audience to take a look at her Pinterest account for more meal inspiration for the season ahead.

Next, it was best practice time. Lauren began posting more frequently and consistently to make sure that there was always a fresh supply of relevant content for people on Pinterest to explore. She also included links in her Pins that directed people to the full recipes on her blog.

To stay ahead of what people were searching for, Lauren used the Pinterest Trends tool. With the tool, she could easily discover highly searched keywords to incorporate into the titles and descriptions of her new and existing boards and Pins. For example: updating the title of her (adorably named) board ‘tomato girl summer’ to ‘summer recipes’, which would make it more search-friendly. Lauren also compared similar keywords against each other and used the more popular option to make her content more discoverable. She even made checking what’s trending a part of her ongoing strategy, using the tool to help plan and prioritise new content as she rolled out autumn recipes and started planning new ones for winter.

The result

Board sharing and best practices proved a tasty combo for Bright Moment Co. By sharing the autumn board video to her Instagram Stories and linking back to Pinterest, Lauren reached over 7,000 people and drove more than 300 clicks on/from Instagram.

From the month of August 2024 to September 2024, Lauren’s audience grew, with 120% more impressions, and became more leaned in, with a 128% increase in saves and a 138% increase in engagements compared to the previous month. And just as she’d hoped, those impressions and engagements turned into actions, with 149% more outbound clicks to the Bright Moment Co. blog and Instagram profile.

Tips to try

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

Think search first
Remember: Pinterest is a visual search engine. So, to play to its strengths, consider the words that you—and your audience—use to look for content like yours. Then use those words when writing your Pins’ titles and descriptions.

Get your other platforms on board
Share your boards with your audiences on other platforms. Amplifying your work could help to bring additional eyes to your Pinterest content.

(Best) practice makes perfect
Incorporate strategies that can help your Pins and boards to work harder for you. A good way to start: Choose visually appealing images, add keyword-rich titles and detailed descriptions and add a link to your destination of choice so that your audience can easily take action.