The Pinterest Marketing world was shaken up quite a bit in late June of this year when Board Booster shut down amid talks with Pinterest regarding partner status. Unfortunately for all of us that loved Board Booster for it’s unique features, we’ve been left to adjust our pinning strategy to either manual pinning only or to one of the official Pinterest pin-scheduler partners (say THAT five times fast!). That leaves Hootsuite, Buffer, and Tailwind as our current options.
Of these three, Tailwind is by far the most robust and will be the easiest transition for previous Board Booster users. You can accomplish many of the same things with Tailwind as you did with Board Booster, just the mechanics of it are a bit different. Honestly, what took me the most time to get used to was the user interface of Tailwind. Once you learn where everything is and how it works and/or replaces previous Board Booster features (may they rest in peace), using Tailwind to manage your pinning strategy will be just as easy as it was before.
I’ve even discovered a few new tricks with Tailwind that make sourcing pins for your scheduler way easier than it ever was in Board Booster.
The biggest plus for making the switch though? Tailwind as an official partner doesn’t violate the TOS of Pinterest and so there is no risk of your account or pins being penalized for being published through this program. And with Pinterest putting extra focus on new, fresh, pins (versus repins), Tailwind provides some security there too – whenever you pin the same pin to multiple boards via Tailwind, each instance of that pin is a “fresh” pin – not a copy (repin) of the original. Mischief managed! (Harry Potter fans unite!)
Okay, so ALL that said, HOW do you take that lovely streamlined easy peasy pinterest strategy you had all figured out in Board Booster and transfer it over to Tailwind without giving yourself a grade A migraine in the process?
Introducing…. THE BLUE FAIRY STUDIOS ULTIMATE GUIDE TO MAKING THE SWITCH FROM BOARD BOOSTER TO TAILWIND! (Ta-da!)
Setting up the scheduler (Tailwind’s Publisher feature)
What you did in Board Booster: Selected the boards you wanted to pin to and set up dates, times, and number of pins for each board. Board Booster created secret boards which you then curated your pins onto and BB took care of releasing them to your publicly visible boards according to the schedule you set up.
What you need to do in Tailwind: Identify how many times you want to pin each day to your various boards, TOTAL. Create a smart schedule in the publisher under “your schedule”. Tell tailwind how many times per day you want to post. I recommend 20-30. It will generate a schedule for each day of the week with recommended time slots that you can edit, delete, or add to.
NOTE: each day will probably NOT have the exact number of pin times you requested. For instance if you chose to pin 20 times per day, some days may have more than 20 and some days may have less than 20, but over the course of a week, the pinning AVERAGE will be 20/day.
Adding Pins to Publisher
What you did in Board Booster: browsed Pinterest and pin directly to secret feeder boards.
What you need to to in Tailwind: source pins within Tailwind itself, as well as within Pinterest using the Tailwind extension. I’ll cover some of the unique ways to source pins from within Tailwind in a bit. For now, let’s focus on what happens when we source a pin from within Pinterest.
Whenever you want to add a pin to add to the publisher from within Pinterest, you’ll want to click the tailwind icon that appears when you hover over the pin. Then choose which board you want to pin to. From there the easiest thing to do is to simply add to queue – since you’ve got this lovely smart schedule all set up. Don’t worry about it if you’re adding a bunch of pins to the same board in a row. Once you are done adding all your pins, you can simply visit the “Scheduled Pins” section under the Publisher feature and shuffle the queue a few times to mix them up. However, you CAN also assign specific dates/times to each pin at the time of pinning. To do this, just click the little clock in the corner of the pin preview that pops up after clicking the tailwind icon.
Within the “scheduled pins” screen itself, you can drag pins around to different time slots, lock pins in place so they don’t get shuffled, and send scheduled pins back to drafts for editing. Just click and drag the thumbnails or click the timestamp on the larger pin views to the left to edit.
Sourcing Pins (from within Tailwind):
Maybe you used the Pin Sourcing feature on Board Booster to automatically find pins for you based on a board, or a keyword search term, etc. Tailwind doesn’t have that feature, but it does have a few different ways to help you find quality, relevant, content to reshare to your own boards and fill up your scheduler.
One such way to find related content is to hop over to the “published pins” screen, under the Publisher feature. There you’ll see pins you’ve added recently. You can filter these by board, by category, and by url source. Then you can look at the pins that performed the best and click “find similar content”. From the pop-up screen, you can refresh the suggestions over and over if you’d like.
You can also repeat this same process from the “pin inspector” screen under “insights”.
Another way to find relevant pin content is to head over to the “Insights” tab and click “Board Insights”. This screen will show you a report of your individual boards’ performances including the number of pins on the board, number of people following the board, number of repins from the board, a virality score (tailwind specific metric), and engagement score (tailwind specific metric).
I like to deselect group and secret boards so it only shows the boards you have publicly visible and that you curated yourself. From there, you simply click the find similar content button for the board of your choice, and add pins to the queue as usual.
The last way to source pins from within Tailwind is via the Tribes feature. You’ll have to look for tribes that fit your niche well and then you simply browse the pins that have been added to that tribe and send them to your queue as usual!
Contributing to Tribes
That brings me to the issue of tribes on Tailwind vs. Tribes on Board Booster. They are totally different, and not automated on Tailwind, so you need to be sure to follow each tribes rules to a T, or you’ll be removed from the tribe.
What you did on Board Booster: With Board Booster tribes, you simply added your pins into the tribe and selected which board you wanted tribe repins to go to. Then Board Booster automated the repinning, making sure everyone’s content had an equal chance to be repinned.
The great thing about that system was that everyone had a chance to get repins. The bad thing about that system is you often ended up with not very well niched tribes, your pins got repinned to irrelevant boards, etc. Also, these pins did not go into your secret feeder boards/scheduler, so using Board Booser tribes could crazy increase how many pins you were pinning each day – which could come across as spammy behavior.
What you need to do on Tailwind: Join niche-relevant tribes and contribute your best pins. Reshare other’s pins by adding to your scheduler queue.
Since each tribe member is responsible for adding pins from the tribe to their queue, and it’s not automated, you get to pick and choose which pins to share. And unlike Board Booster where all tribe pins were forced to go to the same board(s), regardless of relevancy, you can pick a different target board for each pin you decide to use.
The bad thing about Tailwind’s system is your pin may not get picked at all. There’s no guarantee tribe members will choose to repin your content. HOWEVER, if you are creating quality pins and joining niched, relevant, tribes, your chances of getting reshared are good. If you find your pins aren’t getting reshared at all after a period of time (let’s say a month) then you need to either up your pin design game or find a different tribe to join.
You can also create your own tribes, invite members to tribes you belong to, and see how well your pins are performing within each tribe you belong to.
NOTE: Unless you pay for the tribe boost (upgrade), on the PLUS plan you’ll be limited to 5 tribes and 30 pin contributions (total across all tribes) per month.
Pinning your own original content
What you did on Board Booster: Set up a “scheduled campaign” to enable you to pin your original content pins once to multiple related boards or group boards, based on an interval schedule you set.
What you need to do on Tailwind: Create Board Lists and utilize Intervals.
First, go into the Publisher tab and click on Board Lists. Create groupings of boards you will commonly want to pin the same pin to. For instance, your newest blog post would normally get pinned to x, y, and z personal board plus your 5 blogger group boards. Put all of these boards into a board list and give the list a title that will help you remember when to use it (i.e. new blog post pins).
TIP: Put the MOST relevant board as the first board in the list – I.E your dedicated blog or biz board – or manually pin to the most relevant board and then schedule out the rest. This is important because repins will retain all the SEO information of the first board the pin is pinned to.
Then, whenever you are ready to schedule out your original content, go into the “scheduled pins” section of the publisher and click create new pin. Upload your pin image files from your computer, instagram, or a browser extension button. The uploaded images will go into the drafts section where you can edit urls, descriptions, and choose which boards they should be pinned to. Choose the board list (marked with a yellow star) you want to use and add any other individual boards that may be relevant to that particular pin.
Then DO NOT click add to queue!!! This is important. In order to add these pins to the scheduler in a LOCKED position, so they won’t get shuffled up and are guaranteed to go out on the right day at a specific time, and be spread over a period of time rather then all at once, you want to use INTERVALS.
You will not see this option until you have selected multiple boards (or a board list), so make sure you have the target boards designated first.
Then look at the bottom of the pin and next to “add to queue” you’ll see “use interval”. Click that. Then click “optimized”. This will put the pin in your scheduler in a LOCKED time spot that is OUTSIDE of your designated time slots already (so your original content won’t take up a time slot, or be at risk of getting shuffled around, and you can be sure you’re keeping a good ratio of your content to other pinner’s content).
You’ll need to select what day and time you want the interval pinning to begin, and how long tailwind should wait before releasing the pin to the next board. I recommend 1 day intervals, unless you have a LOT of boards that pin is going to (like, more than 7). In that case I do some math so that all my boards will get pinned to within a week’s time. So depending on how many boards are getting the pin, your interval might be 8, 10, or 12 hours (for instance).
TIP: I upload about 3-7 original pins per week in order to constantly have fresh content going out
Alright, I think that pretty much covers everything – except looping (and random campaigns from Board Booster, which was essentially another looping feature). Tailwind has Smart Loop in beta right now and I haven’t personally experimented with it, so that will have to be a blog post for another day.
Hope this guide has helped your transition anxiety and provided some valuable insight into how to use Tailwind to effectively manage your pinning strategy! If you have any questions, leave a comment or tag me in our Pinterest Mastermind Community on Facebook!