GOAL scores audience growth on Pinterest with repurposed content

When it comes to football intel, GOAL is the place to go. The publisher is dedicated to all things football, sharing news, analysis, scores and updates from local teams and from around the world. GOAL en Español (@Goal_en_espanol) had already won over Spanish-speaking audiences with their presence on other platforms, and they were looking for a simple and effective way to start their Pinterest presence from scratch. 

The goal

GOAL covers the world’s most popular sport, so their audience could be anywhere and everywhere. To reach as many people as possible, with as little effort as possible, the publisher wanted a way to use existing content to reach new audiences. They hoped to use Pinterest’s Instagram account-claiming feature to easily establish and manage their presence on Pinterest. With the ability to cross-post content, they aimed to expand their reach and quickly evaluate their content’s performance on a new platform. 

The strategy

GOAL en Español was already posting a high volume of videos, images, infographics and more to their Instagram account. Their coverage spanned leagues and players from across the globe with a focus on Latin America. To easily bring this content to Pinterest, the publisher used Pinterest’s Instagram account-claiming feature and enabled the auto-publishing option. This helped to kick-start their presence on the platform and ensured that their Instagram content would also be published directly to Pinterest moving forwards. 

In addition to this easy, always-on approach, GOAL en Español also opted to bring their past few months of content along. This helped the publisher to immediately fill their profile with an influx of content. It also allowed them to gain insight into what Pinterest audiences were interested in by monitoring Pinterest Analytics to learn which topics and formats performed best.

The result

Claiming their Instagram account helped GOAL to easily start and maintain their Pinterest account, and learn which content got football fans looking, clicking and engaging. Between August and November 2025, the GOAL en Español account automatically published over 2,000 Pins via Instagram account-claiming, giving them a consistent supply of fresh, relevant content about the latest matches and news. The account racked up nearly 1.4 million impressions and approximately 70,000 engagements. Not only did audiences engage with their content, they actively sought it out, with people frequently searching for their content after major events such as tournament finals, award ceremonies or standout performances.

The publisher also used their first few months of performance to gain valuable insights into their new Pinterest audience, discovering which image and video post types drove the most engagement. These findings are helping to shape their content strategy moving forwards and opening opportunities for further curation and creation.

‘At GOAL, we are always focused on doing more with less, prioritising content that is easy to consume and, above all, easy to share,’ said Omar Ramírez Luckie, Latin America Editor at GOAL. ‘Pinterest naturally fits that philosophy, as it allows us to extend the lifespan of our stories and connect with new audiences—without becoming an additional task—thanks to its integration with Instagram. More than simply launching on a new platform, it has meant expanding our content ecosystem into a space where fans truly save and return to what inspires them. We see great potential to continue growing [on Pinterest] in the future.’

Tips to try

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

Claim your Instagram account
Quickly start, scale or supercharge your Pinterest presence by repurposing your Instagram content in real time.

Use variety to your advantage
Building a new audience or working to grow your existing one? Try out different format types and post topics to keep content fresh and present similar information in new and exciting ways.

Let your audience lead
You don’t need to guess what people are looking for—they’re telling you. Check on your performance metrics to learn which types of content are resonating. Then lean into what your audience loves.