TheSoul Publishing furthers global expansion with Pinterest’s account claiming feature

Limassol-based TheSoul Publishing has been furthering its global expansion by using Pinterest’s Instagram account claiming feature.

The publisher, which creates original content in 21 languages for dozens of channels, boasts over 25 billion monthly views across platforms.

With thousands of pieces of content on their existing channels, TheSoul Publishing was looking to extend the use of its video content. And this is where Pinterest’s Instagram account claiming feature came in.

TheSoul Publishing saw an opportunity to leverage its existing content by increasing the number of Pins it was sharing and growing its audience on an additional platform. By claiming the Instagram accounts associated with some of its most popular channels, the publisher aimed to get even more eyes on its content and drive engagement in the process.

The strategy

According to an article on Pintarest’s website, TheSoul Publishing planned to ultimately claim all of its Instagram accounts and began by selecting an initial batch of 27 channels. The identified channels, including favourites 5-Minute Crafts, 5-Minute Recipes and 123Go!, had existing Instagram accounts that were ready to claim on Pinterest.

In October 2024, the publisher linked the corresponding Pinterest and Instagram accounts and opted into the back-catalogue upload, which brought each channel’s previous 90 days of content over to Pinterest. This created an immediate influx of content to the claimed accounts’ Pinterest profiles. TheSoul Publishing also opted to enable auto-publish for all claimed accounts so that future Instagram posts would automatically be shared to Pinterest as well. This hands-off approach seamlessly added Pinterest to their cross-platform content strategy.

The result

Between October and December 2024, the claimed accounts saw a combined 33% increase in impressions and 75% video Pin saves.

“At TheSoul Publishing, we're always exploring innovative ways to connect with our audience,” said Francesco Miceli, VP, Platform Partnerships at TheSoul Publishing. “Pinterest's Instagram claiming feature allowed us to seamlessly extend our multi-platform presence, resulting in a substantial growth in video impressions and engagement for the enabled accounts and demonstrating the power of streamlined content distribution.”

(Source: create.pinterest.com)