Art Room draws on a translation-powered strategy for global audience growth

They say art transcends cultural boundaries. Art Room (@artroomoff), a France-based  publisher that specialises in drawing and painting tutorials, knew this was true. 

Art is one of the top interest categories on Pinterest, drawing in millions of people looking for aesthetics, inspiration and tips. Art Room noticed that despite this popularity, there were few professional publishers sharing art-related content. And they came up with a fast and surefire way to add their colour to that blank space.

The goal

Art Room’s videos follow a simple formula: bright, colourful images paired with catchy or relaxing music. The videos, which offer viewers a satisfying and relaxing moment while also sharing playful or educational content, were already performing well. And the publisher saw an opportunity to appeal to a wider, untapped art-loving audience across regions by simply repurposing their content.

The brand hoped that by translating their videos to additional languages, they could better reach new and existing audiences—and create more opportunities for meaningful engagement.

The strategy

Art Room started by prioritising the United Kingdom, Spain and Brazil as new markets for the brand. Once they knew where they would be expanding, the brand worked to reach the new audiences as efficiently as possible. 

Art Room scoured their content repository and selected videos with no text, just visuals, to use in other regions. That way, the videos could be easily adapted by adding a title and caption in the relevant language. They launched new local handles in each of the targeted regions with localised profile details and content. This way, when users clicked through from content titled in their native language, they would find a profile—and more content—designed for them.

In the meantime, Art Room assessed their videos that included text prompts, and got to work translating and then sharing those to their relevant accounts as well. As Art Room continued to develop new content, they also created it in multiple languages.

By bringing their existing content to new audiences and creating new, regionally shareable content, Art Room could serve up an ample supply of fresh content. When the art-seeking audience on Pinterest was searching for new inspo, Art Room’s content was at the ready thanks to their always-on content strategy.

The result

Producing their content across languages translated into major success for Art Room. Their consistent posting and increased volume in new regions helped Art Room to quickly reach an average of over 12M monthly views in 2024. They also saw an increase in engagement, with an average of over 100K monthly repins. The translated content has proved so impactful that Art Room is continuing to expand into new regions.

Tips to try

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

Look for gaps—and fill them
Find things that your audience should have, but doesn’t. Then, make it! Create or repurpose your content to fit that niche. Don’t forget to use relevant titles, keywords and engaging thumbnails to make your content even easier to find.

Think outside the (local) box
Despite the distance, we all have a lot in common. Assess your content to see what might resonate with people outside of your geographical area. Consider taking your content global by repurposing it with other regions in mind.

Keep on keeping on
Adopting an always-on content strategy (i.e. posting consistently and often) can help your content get to where it needs to go: in front of people looking for content like yours.