Updated December 2021

Back in February of 2020 Pinterest announced that the platform favoured fresh content. There were quite a few webinars about it back then. A year on and Pinterest is still very much in favour of this. However, a lot of people are still ‘struggling’ to understand what it actually means and still feel uncertain as to how to create fresh content. This blog will look at what fresh content is, why it is important to create fresh content and how to create it. 

Learn more:

What is Pinterest and how to use it for my business

6 Pinterest Marketing Services you can (and should) outsource

How to add pins to Pinterest

What is fresh content exactly?

Before we can start creating fresh content, or fresh pins, we need to know what it means. As you know inspiration and useful ideas are at the heart of Pinterest. Knowing that, it goes without saying that Pinterest does not want to see old content or in other words content that is being used over and over again. 

To put it very very simply,  a fresh pin on Pinterest means a fresh image. Obviously it is not as clear cut as that but that is what it basically boils down to. 

The next question we then need to answer is ‘what is NOT a fresh pin?’ An image that has been used before classifies as not being fresh content. 

Keep above in mind and we will get back to it in a minute. 

Why does Pinterest want us to create fresh content?

Having addressed the ‘what’, let’s look at the ‘why’! Why does Pinterest want pinners to post fresh content? The answer is simple really, because they noticed that new images on the platform received more engagement than old(er) content. It makes sense if you think about it, you wouldn’t want to read the same book twice. So recency is as important as relevancy! 

We all know that all social media platforms change their algorithms from time to time, Pinterest does the same. One of the reasons they do this is to keep us digital marketeers on our toes and make sure we are not using old, stale content.

Benefits of creating fresh content

Pinterest makes it very clear that they value recency and relevancy as key factors with regards to content. This means that the more recent and relevant content will be distributed more and reach a larger audience. Not just on the home feed but also in search results.

Less fresh content or stale content as Pinterest identifies it will be distributed less. What is the lesson from this? It is in our best interest to invest the time to create new pins. 

How to create fresh pins.

Now we know what the basics of a fresh pin are, why Pinterest wants us to create fresh pins and what the benefits are for your business, let’s have a look at what that means in the real world!

A pin basically consists of two main elements: the image and the copy.

Looking at the image first, the same image can be used for several pins as long as you move it around, rotate it, change the angle and use different filters. When creating a fresh pin, the question to keep in the back of your head is ‘Does my pin look different from the first pin I created with this image?’ If you can answer this with yes then you are on the right track. The key is that Pinterest recognises the pin as new content, so it will, as discussed before, be distributed more. This will get you the exposure and ultimately saves and link clicks. 

It is recommended to do the same with your copy. Change the fonts, colours, position and incorporate different elements to make the copy look fresh as well. 

With regards to your old content, do not bin it, you can still use it. Look at the Pinterest trends to see when the best time is to schedule these posts and create a new pin template for them. The URL can stay the same. 

However, just changing the pin title or description doesn’t count as a new pin as the title and description are attached to the pin and are not ON the pin. Remember it is the image as a whole Pinterest is interested in!

Learn more:

How to use Canva

How to create beautiful pins

How to claim your website on Pinterest

Other things to be aware of

Pinterest wants you to pin your content to the most relevant boards and does not like it when you pin the same pin to more than 10 boards. This means that if you have a new fresh pin that you can pin to more than 10 boards, you need to create a second image. 

Sometimes I have a pin that can go on 15-17 relevant boards. In order to do this I create two sets of pins, A and B, and pin them to about 7-8 boards each. 

If you are uncertain about the amount you are pinning, if you are using Tailwind it’s SmartGuide will keep you in check! So as long as the SmartGuide is not giving you any warnings, you are ok. 


So all in all creating fresh content is not too complicated. What you always need to keep in mind is that Pinterest wants to keep the platform interesting for its users. If the platform becomes stale with old content, users will leave. We, as businesses, want to attract our audience, hence relevancy and recency are important to keep your audience inspired. 

Creating fresh pins can be time-consuming, time you can spend on other aspects of your business. You could hire a Pinterest strategist to do the design process for you. IF you feel you want somebody to do the pin creation for you, DM me, I am happy to help or check out the Clever Pins shop, which has sets of pin templates ready to go.

If you want more Pinterest information then sign up for the Clever Pins newsletter. It comes out once a month and is full of Pinterest and Clever Pins news. You get the Clever Pins Perfect Size Guide FREE!

Other helpful resources:

Perfect Pin Guide – How to create the perfect pin image!

Perfect Pinterest Planner – Know what to pin when!

Let me know how you are getting on!

Happy pinning lovely peeps!