Why Pinterest Should Be Part of Your Marketing Strategy
Pinterest may be your go-to platform for finding inspiration for your next DIY project or discovering the perfect recipe for a dinner party, but it's much more than a place to collect ideas.
It's also a powerful marketing tool.
When businesses think about social media marketing, platforms like Instagram, Facebook, and TikTok often dominate the conversation. Yet Pinterest is one platform that constantly delivers strong engagement, high-intent traffic, and long-term visibility.
Unlike traditional social media, where posts can disappear from feeds within hours, Pins can continue driving website traffic for months or even years. As a visual search engine, Pinterest helps businesses connect with users actively looking for inspiration, products, and solutions.
In this blog, we'll explore why Pinterest deserves a place in your marketing strategy, how it can support long-term business growth, and why investing in Pinterest today can continue delivering results well into the future.
Pinterest Is a Search Engine, Not Just Social Media
While platforms like Instagram and Facebook are designed to help users keep up with the people and brands they follow, Pinterest works differently. Rather than scrolling through a feed of familiar content, Pinterest users actively search for inspiration, ideas, and solutions using keywords and phrases.
With more than half a billion monthly users, Pinterest functions as a visual discovery engine where people arrive with clear intent. Whether they're planning a home renovation, researching a product, or organizing an event, users search with purpose, ready to act on what they discover.
This is what makes Pinterest such a valuable marketing platform. Instead of trying to interrupt someone's scrolling, your content is presented to people who are already looking for information, products, or services like yours.
If you're wondering whether Pinterest is worth including in your marketing strategy, the data speaks for itself:
Pinterest’s data shows 96% of all searches on the platform are unbranded, which means users aren’t searching for a specific company by name
The #1 reason people use Pinterest is to find new products and brands
About 85% of US Pinterest users have purchased Pins
Pinterest Drives High-Quality Website Traffic
Pinterest users aren’t people mindlessly scrolling, but people who are actively searching for solutions. Every Pin you create can link directly to your website, making it an effective tool for driving traffic to your blogs, product pages, or services.
Globally, around 70% of users are women and 30% are men, while Gen Z now accounts for 42% of the platform's audience, making it Pinterest's fastest-growing user segment. These users are turning to Pinterest to research products, discover new brands, and gather information before making purchasing decisions.
The platform also reaches a highly valuable audience. In the US, Pinterest reaches 40% of households earning more than $150,000 a year, giving businesses access to consumers with significant purchasing power.
When someone lands on your website from a Pin, they're not there by chance. They've searched for a topic, discovered your content, and chosen to learn more. They're already interested in what you have to offer, making them far more likely to take the next step, whether that's reading another blog, joining your email list, or making a purchase.
By creating SEO keyword-optimized Pins that link to valuable content on your website, you can consistently attract qualified visitors and guide them further along the customer journey, turning searches into meaningful business opportunities.
How to Use Pinterest as Part of Your Marketing Strategy
A successful Pinterest marketing strategy isn't about pinning content at random. It's about creating a searchable presence that complements your broader marketing strategy, helping your business attract the right audience long after you've hit publish.
Here are five simple steps to building an effective Pinterest marketing strategy:
Create a Pinterest Business Account: A Business Account gives you access to valuable features, including Pinterest Analytics, advertising options, and enhanced profile settings to help you measure and grow your performance.
Optimize your profile. Use relevant keywords throughout your profile, bio, and board descriptions so Pinterest understands what your business offers and who your content is designed to reach.
Create high-quality, branded visuals. Design eye-catching visuals that reflect your brand. Every Pin should include a compelling title, a keyword-rich description, and a direct link to the most relevant page on your website.
Organize your content. Create keyword-focused boards with clear titles and descriptions. This not only improves the user experience but also helps Pinterest categorize your content and surface it in search results.
Pin regularly! Consistency is key. Regularly publishing fresh Pins keeps your profile active, increases your visibility in search results, and gives your content more opportunities to be discovered.
One of Pinterest's biggest advantages is its ability to extend the life of your content. A single blog post can be repurposed into multiple Pins, each highlighting a different takeaway or targeting a different keyword. This allows you to maximize the value of every piece of content you create while reaching new audiences over time.
Summary Insider Tip: Don't just publish and hope for the best. Regularly review your Pinterest Analytics to see which Pins, keywords, and topics are driving the most impressions, clicks, and saves. Use these insights to refine your strategy and create more of the content your audience is actively searching for.
Ready to Make Pinterest Work for Your Business?
Utilizing Pinterest for your business can help to increase visibility, drive website traffic, and connect with customers who are actively searching for what you offer. The key is having a strategy that turns Pins into measurable results.
At Summary Content Marketing, we're proud to be Pinterest Certified, which gives us the knowledge and expertise to build Pinterest strategies that align with your broader marketing goals. Whether you're starting from scratch, looking to optimize your existing account, or want to drive more traffic to your website, we're here to help.
We’d love to grab a virtual coffee with you! Get in touch with Summary Content Marketing today, and let's create a Pinterest strategy that helps your business get discovered, drive traffic, and grow.
