The challenge: Pinterest publishes annual

The challenge: Pinterest publishes annual color trend predictions (Palette). Historically, this content lived as a blog post — a one-and-done format that didn't hold up well over the following months.

The strategy shift: I led the move from a blog-style post to a long-form, evergreen landing page — a content structure and IA decision, not just a copy refresh. The new page ran 75% longer than the prior year's post.

The results (30-day comparison vs. the prior year's blog post, same calendar window):

+300% increase in visitors scrolling 100% of the page

Page abandonment (visitors who scrolled 0%) dropped from 79% to 28%

+164% increase in "Create Ad" clicks

+50% increase in brand visits

The takeaway: Despite being significantly longer, the new format kept people engaged rather than losing them