This is the only platform where people are not scrolling to be entertained: they search, they save, and they come back months later. The whole behaviour of the content follows from that.
The intention is in the future
That is what changes everything compared with an ordinary feed.
Elsewhere, the user looks at what is happening now. Here, they are preparing something: a move, a meal, some work on the house, a gift, a trip, a party.
So the content has to answer an intention to prepare: lists, steps, comparisons, before and after, quantities, dimensions. A mood video with no information does not get saved.
Post seasonal content absurdly early
It is the hardest reflex to acquire and the most profitable.
People plan well before the event: end-of-year preparations start in autumn, the garden in February, the school year in July. Content published on the day of the event arrives after the decision.
Count two to three months ahead, sometimes more for projects that require purchases. And republish the same content the following year, with the same lead time: it is not out of date, it is starting its cycle again.
The still image still counts
That is the platform's technical particularity.
People often save without watching, then come back to the thumbnail much later. What they find then is a frozen image, not a video.
So choose that image deliberately, with the subject written on it in a few words, enough contrast to be legible small, and a vertical framing. It is the element that decides whether the content is found again, and it is prepared in the edit.
The content works for years
That is what changes the way it is bought.
A well-indexed video keeps bringing traffic long after publication, with no additional spending. So it is worth buying long, written rights, and avoiding anything that dates the video.
In practice: no price, no promotion, no mention of a year, no news element, no outfit too marked by a season. Those are the five things that turn a durable asset into expired content.
What that implies for Canada
Two specific points.
Bilingualism, handled above, with a practical consequence: budget for two dressings from the quote onwards, not as an option.
And seasonality, far more marked than elsewhere: a long winter, a short intense summer, a clear September. Winter content is prepared in September, summer content in March, and cottage content in April.
What the format imposes
| Element | What works | What fails |
|---|---|---|
| Frame | Vertical, tall | A cropped square |
| Text | Three words maximum | A full sentence |
| Subject | An object in a real setting | An abstract composition |
What is prepared as a series
Five images from the same session, same light, same background: a series holds better than a single image.
What is checked before publishing
The link to the right page, readability on a phone screen and the absence of a price that can change.
How to measure
Two figures, and neither is views.
The number of saves, which shows the intention to come back. And the traffic received after thirty days, which shows whether the content was found again.
A post with few views in the first week and many saves is a success; the reverse is content that has not understood the platform.
Sources
Checked on 4 September 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
