What is Pinterest marketing and is it used here?

What Is Pinterest Marketing?

Pinterest marketing is the practice of using Pinterest’s visual discovery engine to reach consumers as they actively plan and research ideas. Unlike purely social platforms, Pinterest behaves like a visual search engine. People search for inspiration, save (“Pin”) ideas to boards, and click out to websites to learn more or buy. That high intent is why Pinterest can deliver reliable, evergreen traffic and conversions long after you publish a Pin.

Marketers leverage Pinterest by optimizing for search, publishing “pinnable” images and videos, organizing content into SEO-friendly boards, and using analytics and ads to scale what works. Because Pins can rank and resurface seasonally for months or years, Pinterest offers compounding returns for content creators, eCommerce stores, local businesses, and B2B brands.

Why Pinterest Works for Marketing

• Search-first behavior: Users come with intent to discover and plan, which aligns with keyword-driven discovery.
• Evergreen discoverability: Pins can resurface for months via search, related Pins, and boards, creating compounding exposure.
• High-quality outbound traffic: Pinterest encourages outbound clicks, sending users to your site, blog, or product pages.
• Visual product research: It’s ideal for showcasing lifestyle imagery, tutorials, and how-to content that informs purchase decisions.
• Scalable with SEO: Strong Pinterest SEO can drive consistent “free” impressions and clicks.

Is Pinterest Used Here? How to Check Your Market

“Here” can mean your country, city, or niche. Because adoption varies, validate demand rather than guessing. Use these free checks:

1) Pinterest Trends

Go to trends.pinterest.com and choose your country (if available). Enter keywords related to your niche or location (for example, “modern kitchen,” “bridal makeup,” “landscaping [city]”). Compare seasonality and relative search interest.

2) Ads Manager Estimated Reach

Create a dummy campaign in Pinterest Ads Manager and set location, interests, and keywords. The estimated audience size shows potential reach in your area. Cancel before launching if you’re only researching.

3) Google Trends + SERP Checks

• Search Google for site:pinterest.com + your niche + your location (for example, “site:pinterest.com patio design Austin”). If you see active, recent Pins and boards, there’s activity.
• Use Google Trends to validate niche keywords and seasonality in your region.

4) Competitor and Creator Scan

Search Pinterest for your topic and sort by “All Pins.” Check if creators in your language/region are active, posting fresh content, and getting engagement (saves, comments, and visible stats where available).

How to Decide

• If your audience searches visually (decor, fashion, food, DIY, beauty, travel, weddings, parenting, fitness, digital planners, templates), Pinterest is likely worth it.
• For local services, layer location keywords into your profile, boards, and Pins to capture nearby searchers.
• For B2B, focus on evergreen how-tos, templates, and infographics that solve problems at the research stage.

Who Should Use Pinterest (Best Niches)

• Home and garden: interior design, organization, DIY, landscaping
• Food and beverage: recipes, meal prep, baking, specialty diets
• Fashion and beauty: outfits, seasonal looks, skincare routines
• Weddings and events: planning, invitations, decor
• Travel: itineraries, guides, packing lists
• Parenting and education: activities, printables, homeschool
• Health and fitness: workouts, healthy living, routines
• Personal finance and productivity: budgeting, planners, templates
• Digital products and eCommerce: mockups, gift guides, product roundups
• B2B content: infographics, checklists, tutorials, industry guides

How Pinterest Marketing Works: Core Elements

1) Business Account and Profile Optimization

• Switch to a Pinterest Business account for analytics, Rich Pins, and ads.
• Claim your website and connect your shop (if applicable).
• Optimize your display name and bio with target keywords and your value proposition (for example, “Modern Kitchen Designs | Remodel Tips & Ideas”).
• Add a high-resolution logo and brand cover.

2) Boards with Intent

• Create boards that mirror the topics and subtopics your audience searches (for example, “Small Kitchen Storage,” “Scandinavian Living Rooms”).
• Use keyword-rich board titles and descriptions; add relevant tags.
• Organize content logically; keep boards niche-specific to strengthen topical relevance.

3) Fresh, Search-Optimized Pins

• Design vertical images (recommended 2:3 ratio, such as 1000 × 1500 px). Use strong visuals, readable text overlays, and clear value.
• Write keyword-rich titles and descriptions with natural language; include long-tail phrases and synonyms.
• Add a clear call to action and link to a relevant landing page (blog post, product, lead magnet).

4) Consistency and Cadence

• Publish fresh Pins regularly. Many creators do 3–7 fresh Pins per week to start; quality matters more than volume.
• Schedule with tools (Pinterest native scheduler or approved partners like Tailwind).

Pinterest SEO: Keywords, Content, and Boards

Keyword Research

• Use Pinterest’s search bar auto-suggestions for real queries.
• Explore Pinterest Trends for seasonality and rising topics.
• Brainstorm synonyms and related semantic terms (for example, “minimalist wardrobe,” “capsule closet,” “outfit formulas”).
• Prioritize long-tail, intent-rich keywords that match your content and products.

On-Pin Optimization

• Title: Include the primary keyword early and a benefit (for example, “Small Kitchen Storage Ideas That Double Your Space”).
• Description: Natural language with secondary keywords; add context, steps, or value. Include a soft CTA.
• Image text overlay: Reinforce the keyword and promise (for example, “10 Space-Saving Hacks”).
• Alt text: Describe the image accessibly and include a key phrase where appropriate.
• File name: Use descriptive names (for example, small-kitchen-storage-ideas.jpg).

Board Optimization

• Name boards for search, not cleverness (for example, “Minimalist Wardrobe Basics,” not “Closet Vibes”).
• Write board descriptions that use natural, keyword-rich language.
• Pin niche-relevant content to each board to build topical authority.

Content Strategy: Pins, Design, and Cadence

Pin Types and Formats

• Standard image Pins: Vertical images with text overlays; ideal for blog posts, product pages, and checklists.
• Video Pins: Short, captioned videos performing well for tutorials, recipes, and demos.
• Idea Pins (multi-page): Great for step-by-step content and storytelling; use motion and concise text.
• Carousel Pins: Multiple images in one Pin, useful for product features or before/after series.
• Rich Pins: Automatically pull metadata (title, description, price, ingredients) from your site for products, recipes, and articles.

Design Best Practices

• Use high-contrast colors, ample white space, and legible fonts.
• Keep text minimal (4–10 words) and readable on mobile.
• Feature people and lifestyle scenes for emotional context when relevant.
• Brand consistently (logo, color palette) without overwhelming the image.
• Test multiple creatives per URL to find winners.

Publishing Cadence

• Start with 3–7 fresh Pins/week per core topic or product line.
• Publish seasonally relevant content 45–60 days before the event (for example, publish holiday content by early fall).
• Repurpose long-form content into multiple Pins with different angles and creatives.

Content Ideas That Perform

• How-to tutorials and step-by-step guides
• Checklists, cheat sheets, and templates
• Before-and-after transformations
• Gift guides and product roundups
• “Do’s and don’ts” and quick tips

Website Integration, Rich Pins, and Tracking

Rich Pins

• Enable Rich Pins for articles, products, or recipes so Pinterest can pull structured data like titles, prices, or ingredients.
• Implement schema markup (Product, Recipe, Article) on your site for the most accurate metadata.

Pinterest Tag and Conversions API

• Install the Pinterest Tag (pixel) to track add-to-cart, lead, and purchase events.
• For stronger attribution, add Pinterest’s Conversions API to send server-side events.
• Use UTM parameters on Pin links to see traffic and conversions inside Google Analytics.

On-Site Save and Share

• Add a “Save to Pinterest” button to images on your site to encourage user-generated Pinning.
• Ensure page speed, mobile design, and clear CTAs — Pinterest traffic often lands on mobile.

Analytics: What to Measure

• Impressions: Are you earning visibility for target keywords and boards?
• Saves: A strong signal of relevance and quality; saves extend your Pin’s lifespan.
• Outbound clicks: The most important leading indicator of site traffic and potential conversions.
• Outbound CTR: Use to evaluate creative/title relevance and clarity.
• Top Pins and boards: Double down on themes that consistently perform.
• Site analytics: UTM-tag your links to track bounce rate, time on page, email signups, and revenue.

Look for patterns: which keywords, images, and angles drive saves and clicks, then replicate those attributes in new Pins.

Pinterest Ads: Targeting, Bidding, and ROAS

When to Use Ads

Use ads to accelerate what’s working organically, launch new products, or target seasonal surges. Pinterest users are often early in the planning phase, making it ideal for prospecting and retargeting.

Campaign Objectives

• Awareness: Maximize reach and impressions (CPM-based).
• Consideration (Traffic): Optimize for outbound clicks (CPC/CPM options).
• Conversions: Optimize for add-to-cart, checkout, leads, or purchases once your Tag/Conversions API is set up.

Targeting Options

• Keywords: Reach users searching your queries and related terms.
• Interests and demographics: Layer in age, gender, location, and interests.
• Custom audiences: Site visitors, email lists, and engagement audiences.
• Actalike audiences: Find new users similar to your converters.

Creatives and Bidding

• Test multiple creatives per ad group (image, video, carousel) with clear on-image messaging.
• Use value-forward hooks (“Save 20% space,” “Free printable,” “3-step guide”).
• Start with automatic bids or conservative manual bids; scale winners by budget increments.

Measuring ROAS

• Track view-through and click-through conversions; Pinterest often influences earlier stages.
• Use last-click and multi-touch attribution views to understand true impact.

30-Day Pinterest Action Plan

Week 1: Foundations

• Switch to a Business account; claim your site.
• Research 20–40 target keywords using Pinterest Trends and search suggestions.
• Create 6–10 SEO-friendly boards aligned with your keywords.
• Install the Pinterest Tag and set up key events; add UTM templates to your links.

Week 2: Content and Design

• Outline 6–8 evergreen content pieces (blogs, guides, product pages).
• Design 2–3 Pin variations per URL (image styles, colorways, hooks).
• Enable Rich Pins (Product/Article/Recipe) and test metadata.

Week 3: Publish and Optimize

• Publish 3–7 fresh Pins; schedule the next 2 weeks.
• Test one video or Idea Pin for a tutorial-style topic.
• Start light repinning of topically relevant content to fill boards.

Week 4: Analyze and Scale

• Review analytics: top Pins by saves and outbound clicks.
• Create new variations of the top 2 Pins (new images and titles).
• If budget allows, launch a small traffic or conversion campaign targeting your best keywords and actalikes.

Common Mistakes to Avoid

• Posting without keyword research: You’ll miss search demand.
• Overly generic boards: Create tightly themed boards instead.
• Low-contrast or text-heavy images: Hard to read on mobile; lowers CTR.
• Linking to generic homepages: Send users to the most relevant page.
• Ignoring seasonality: Publish early to ride interest peaks.
• Not installing the Tag/Conversions API: You can’t optimize ads or see true ROI.
• Inconsistent posting: Fresh Pins matter more than repins of the same image.
• Copyright issues: Only use licensed or original images; cite when necessary.
• Poor accessibility: Add descriptive alt text and legible fonts.

FAQ

Is Pinterest only for certain demographics?

No. While Pinterest has long been popular with women, adoption is broad and includes men and Gen Z. What matters more is whether your niche is visual and search-friendly.

Does Pinterest help with Google SEO?

Indirectly. Links from Pinterest are typically nofollow, but Pinterest can drive traffic, brand searches, and engagement signals. Many Pins and Pinterest boards also rank on Google for image and web results, creating additional discoverability.

How long until I see results?

New accounts often see traction in 4–8 weeks with consistent posting and SEO. Compounding growth usually appears after 3–6 months, especially for seasonal content.

What image size and ratio should I use?

Use a vertical 2:3 ratio (for example, 1000 × 1500 px). Test short videos for tutorials and product demos.

Can local businesses succeed on Pinterest?

Yes. Use location keywords (for example, “landscape design [city]”), show local projects, and link to location-specific landing pages. Pinterest can influence planning for remodels, events, weddings, and services.

Conclusion

Pinterest marketing blends the best of search and social: intent-driven discovery with visual storytelling. If your audience is planning, saving, and comparing ideas, Pinterest can deliver evergreen visibility, steady outbound clicks, and measurable conversions. To determine if it’s “used here,” validate demand with Pinterest Trends, Ads Manager reach estimates, Google Trends, and competitor scans. If you find active search interest and your niche is visually expressive, start now — optimize your profile, create SEO-friendly boards, publish fresh Pins consistently, and measure what moves the needle.

Follow the 30-day plan above to build momentum, then scale with high-performing keywords, creative variations, and targeted ads. With consistent execution, Pinterest can become a durable growth channel for content, leads, and sales.