Pinterest Marketing
Definition
Using Pinterest to reach users actively planning purchases and projects, through visual pins that link back to your website.
What is Pinterest Marketing?
Pinterest marketing involves using the visual discovery platform to reach potential customers. Unlike other social networks, Pinterest functions more like a search engine – users actively search for ideas, inspiration, and products they intend to purchase.
Pins link directly to websites, making Pinterest an effective traffic driver for the right businesses.
Why Pinterest Matters
High Purchase Intent
Pinterest users are planning – weddings, home renovations, recipes, outfits. They're often ready to buy.
Long Content Lifespan
Pins can drive traffic for months or years, unlike social posts that disappear within hours. The platform compounds rather than decays.
Website Traffic Driver
Pinterest is designed to send users elsewhere. Every pin is a potential click to your site.
Predominantly Female Audience
Over 60% of Pinterest users are women, making it essential for businesses targeting female consumers.
Who Pinterest Works For
Pinterest performs exceptionally well for specific industries:
- Home and interiors – Furniture, decor, DIY projects
- Fashion and beauty – Clothing, makeup, hairstyles
- Food and drink – Recipes, restaurant inspiration
- Weddings and events – Venues, decorations, ideas
- Crafts and DIY – Projects, tutorials, supplies
- Travel – Destination inspiration, trip planning
B2B and service businesses typically find less success on Pinterest.
Pinterest Content Strategy
Vertical Images
Pinterest favours tall, vertical images (2:3 ratio). Horizontal images get lost in the feed.
Rich Pins
Enhanced pins that pull extra information from your website – product details, recipe ingredients, article metadata.
Keyword Optimisation
Pinterest is a search engine. Research and use keywords in pin titles, descriptions, and board names.
Consistent Pinning
Regular activity matters more than sporadic bursts. Pin daily or use scheduling tools.
Pinterest Advertising
Pinterest ads appear seamlessly alongside organic pins. Promoted pins, shopping ads, and idea ads help reach users at key decision moments. Lower competition often means lower costs than other platforms.