TheSoul Publishing leverages existing content to further global expansion on Pinterest

When it comes to viral videos, TheSoul Publishing is a powerhouse. The publisher is not only prolific—creating original content in 21 languages for dozens of channels—but also extremely popular, boasting over 25 billion monthly views across platforms. With thousands of pieces of content on their existing channels, TheSoul Publishing was looking to seamlessly extend the use of their video content. And with Pinterest’s Instagram account claiming feature, they found a way to do just that.

The goal

TheSoul Publishing saw an opportunity to leverage their existing content by increasing the number of Pins that they were sharing and growing their audience on an additional platform. By claiming the Instagram accounts associated with some of their most popular channels, the publisher aimed to get even more eyes on their content and drive engagement in the process.

The strategy

TheSoul Publishing planned to ultimately claim all of their Instagram accounts, and began by selecting an initial batch of 27 channels. The identified channels, including favourites 5-Minute Crafts, 5-Minute Recipes and 123 Go!, had existing Instagram accounts that were ready to claim on Pinterest. In October 2024, the publisher linked the corresponding Pinterest and Instagram accounts and opted in to the back-catalogue upload, which brought each channel’s previous 90 days of content over to Pinterest. This created an immediate influx of content to the claimed accounts’ Pinterest profiles. TheSoul Publishing also opted to enable auto-publishing for all claimed accounts so that future Instagram posts would automatically be shared to Pinterest as well. This hands-off approach seamlessly added Pinterest to their cross-platform content strategy.

The result

TheSoul Publishing was looking for results, and Instagram account claiming delivered. Between October and December 2024, the claimed accounts saw a combined 33% increase in impressions and a 75% increase in video Pin saves. 

‘At TheSoul Publishing, we’re always exploring innovative ways to connect with our audience,’ said Francesco Miceli, VP of Platform Partnerships at TheSoul Publishing. ‘Pinterest’s Instagram claiming feature allowed us to seamlessly extend our multi-platform presence, resulting in substantial growth in video impressions and engagement for the enabled accounts and demonstrating the power of streamlined content distribution.’

Tips to try

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

Claim your Instagram account(s)
Whether you’re a small business with one account or an agency managing hundreds, claiming your Instagram account and enabling auto-publishing makes it simple to start posting on Pinterest. What’s more, the feature lets you reach an audience that’s ready to take action.

Work smarter, not harder
Your best ideas and most creative content can easily find new life on Pinterest, with minimal effort on your part. Repurpose your content and explore other tools that can help to make creating content on Pinterest a breeze.