Once upon a time, Pinterest was the land of evergreen content dreams. You could post something once, and it would float around in Pinterest-land forever like a glittery balloon of possibility. But those days are, well not gone, but they’ve definitely evolved. Pinterest is now a full-on seasonal search engine, and if you’re still treating it like an endless archive of timeless posts, you might be missing the boat. Or the sleigh. Or the beach towel. (You get where I’m going here!)
Let’s talk about why Pinterest is all-in on seasonal marketing now, what that means for your content, and—most importantly—how to spin your existing posts into seasonal GOLD without losing your mind.
Pinterest's Seasonal Shift: From Evergreen to Timely Trends
Okay, so Pinterest didn’t send out a memo, but they did send signals—and if you’ve been paying attention (which I KNOW you have), you’ve seen the shift.
Content that matches seasonal search intent is now getting more love. Just like they once weighted Idea Pins (remember that 15% search allocation push?), Pinterest is now gently nudging us all toward timely, seasonal content.
And honestly? It makes sense. People go to Pinterest to plan ahead, whether it’s for fall outfits, Easter brunch, or summer porch vibes. So why not meet them where they’re already looking?
The Algorithm's Seasonal Bias
Let’s be honest, Pinterest is a little like your aunt who puts out Christmas decorations before Halloween.
They LOVE a long lead time. Pinterest engineers have hinted at weighting seasonal content in search and discovery (source: Pinterest Engineering Blog), which means your content is more likely to be seen if it fits into the current or upcoming season.
And just like those Idea Pins of yore, seasonal content is getting a slice of that algorithmic pie. You can’t ignore it anymore—seasonality is built into the Pinterest DNA now!
The Importance of Seasonal Content for Publishers
If you’re a content creator or business owner relying on Pinterest for traffic, ignoring seasonal content is basically like walking past a piñata and refusing to take a swing.
Pinterest is literally showing us where the candy is—why wouldn’t we go after it? Seasonal content performs better, reaches wider, and drives more traffic. Period.
If you’re only posting evergreen and expecting Pinterest to keep pushing it year-round, you’re missing a HUGE opportunity!
Transforming Evergreen Content into Seasonal Gold
This is where the magic happens and where your strategy needs to get SMART!
Take your evergreen content and dress it up for the season. Got a DIY candle tutorial? Boom, make a Spring Candles version with floral themes or a Fall Candles version with pumpkin spice vibes.
Got a slow cooker pot roast recipe? That’s “Winter Comfort Food,” baby! And don’t even get me started on “Summer Entertaining Ideas” for your charcuterie board post. You don’t need brand-new content every time—just new seasonal angles!
Optimal Timing: When to Post Seasonal Content
Remember Pinterest’s Aunt Christmas? She plans way ahead, and so should you.
Pinterest recommends posting seasonal content 45 to 90 days before the actual event or holiday.
So if you’re posting Halloween content in mid-October, you’re already late to the party. Start thinking like a retailer... spring content in winter, fall content in summer. That way Pinterest has time to index it, test it, and get it in front of pinners when they’re most actively searching!
Leveraging Pinterest Trends for Seasonal Insights
Pinterest Trends (it’s a free tool!) is your secret weapon. You can literally type in a seasonal theme and see when interest spikes. For example, “Mother’s Day Gifts” starts climbing in March, and “Back to School” is already popping by July. Use these insights to plan your seasonal content calendar—and don’t forget to check back for updates each year. Trends shift!
Case Studies: Successful Seasonal Campaigns
I’ve seen it in action over and over again. One year I had a client who posted a “DIY Holiday Wreath” tutorial in August. August, y’all.
We thought it was too early, but by October it was going viral!
Pinterest needs TIME to work its magic, and when you post early, your pins can catch the wave at the right moment. Conversely, another client launched “Valentine’s Date Ideas” in February... and let’s just say, it was crickets. Lesson learned!
Creating a Seasonal Content Calendar
You don’t have to wing it. In fact, PLEASE don’t wing it!
I created a full-blown Seasonal Marketing Calendar with key dates, holidays, hashtags, and keywords to help you stay on track.
Having a visual plan helps you prep content early and avoid the last-minute scramble. Treat seasonal planning like a campaign, not an afterthought!
Conclusion: Embrace the Seasonal Strategy
Pinterest is no longer the land of eternal spring (or summer or Christmas). It’s a dynamic, seasonal search engine that rewards creators who can think a few months ahead and adapt their content accordingly.
Whether you're a solopreneur or a seasoned marketer, embracing seasonal content on Pinterest can give your strategy a serious boost and make your old content feel fresh again.
So go ahead, dig into your archives, give those posts a seasonal makeover, and start planning your pinning calendar like the boss you are.
Here are some more great articles that you might love!
- Super Handy List of Marketing Holidays and Seasonal Advertising Themes
- Fun Halloween Marketing Campaign Ideas
- Fun Christmas Marketing Campaign Ideas
