Pinterest is unique in audience behavior but not in reach. It attracts users with specific intent, often planners, researchers, and decision-makers, particularly in areas like home improvement, fashion, health, lifestyle, and creative services. For businesses, Pinterest works best when content aligns with aspirational or problem-solving searches. While it is not as broadly used as platforms like Facebook or LinkedIn, it is highly valuable in the right context, making it a strategic niche platform rather than a mass one. Pinterest users are often in a buying mindset, which offers businesses a fantastic opportunity.
The Power of Visual Search
Pinterest acts as a visual search engine, not just a social platform. This means that users come to Pinterest with a specific goal in mind, whether it's finding inspiration for their next home project, discovering new recipes, or planning their dream wedding. This intent-driven behavior makes Pinterest an incredibly powerful tool for businesses looking to drive traffic to their websites.
Evergreen Content
One of the key advantages of Pinterest is the longevity of its content. Unlike traditional social media posts, which quickly lose visibility, pins continue to be discovered long after they are posted, thanks to search queries. This evergreen nature of content means that well-optimised pins (especially around timeless topics like home improvement, marketing tips, recipes, and lifestyle inspiration) can drive impressions and engagement for months or even years.
Pinterest Monthly Views Are High!
Pinterest's unique algorithm promotes content based on user engagement and relevance, rather than the recency of the post. This means that pins can continue to gain traction and visibility long after they are first posted. Users browse and re-pin a lot of content. People often scroll, save, and repin without clicking, meaning a pin can gather thousands of views even if it generates fewer actual website clicks. Pinterest promotes related pins aggressively. When users engage with a topic or pin, Pinterest automatically suggests similar content, boosting views across a wider range of pins, including older ones.
Demographic Insights
The demographic that spends the most time on Pinterest is women aged 25–44, particularly in the United States, UK, and Canada. Over 60% of Pinterest’s global audience are women, though male usage is gradually increasing. The core user group is millennial women (25–34), followed by Gen X women (35–44). High household income users are well-represented, especially in English-speaking countries. Many users are in a planning or purchasing mindset, often using Pinterest for inspiration before making decisions (e.g., home improvement, events, wellness, business branding). Pinterest is particularly effective for brands targeting women in lifestyle, design, professional services, retail, or wellness sectors.
Top Tips for Driving Traffic via Pinterest
1. Use SEO Principles in Pin Descriptions and Boards
Pinterest operates like a search engine. Use keywords naturally in your pin titles, descriptions, and board names. Research Pinterest-specific keywords through the search bar suggestions. For example, if you are in the home improvement niche, you might use keywords like "DIY home projects," "home renovation ideas," or "kitchen remodel tips." Incorporating these keywords into your pin descriptions and board names will help your content appear in relevant search results, increasing its visibility and potential for engagement.
2. Create Fresh, High-Quality Pins Consistently
Pinterest prioritises fresh content. Regularly create new pins, even for existing content, and vary your visuals, headlines, and formats to maintain engagement. High-quality pins are visually appealing and provide value to the user. Use high-resolution images, clear and concise text overlays, and compelling headlines to capture attention. Consistency is key, so aim to create and share new pins regularly to keep your audience engaged and attract new followers.
3. Link Every Pin to a Relevant, Optimised Landing Page
Always link pins directly to relevant, optimised pages — not just the homepage — to improve user experience and boost conversions. For example, if you have a pin about a specific DIY project, link it to a detailed blog post or tutorial on your website. Ensure that the landing page is optimised for SEO, with relevant keywords, high-quality content, and a clear call-to-action to encourage visitors to take the next step, whether it's signing up for a newsletter, making a purchase, or exploring more content on your site.
4. Design Eye-Catching, Vertical Pins
Use a 2:3 aspect ratio (e.g., 1000 x 1500 pixels). Bright visuals, clear text overlays, and strong calls-to-action help pins stand out. Vertical pins take up more space in the Pinterest feed, making them more likely to catch the eye of users as they scroll. Use bold colors, high-contrast text, and engaging images to create pins that are visually appealing and encourage users to click through to your website.
5. Use Rich Pins
Rich Pins automatically pull metadata from your website, providing extra context directly on the pin. They help improve engagement, trust, and click-through rates. Types of Rich Pins include:
- Article Pins – Show the headline, author, and story description.
- Product Pins – Include real-time pricing, availability, and purchase information.
- Recipe Pins – Show ingredients, cooking times, and serving information.
- App Pins – Include an install button for iOS apps (limited use).
Rich Pins provide additional information that can help users make informed decisions and increase the likelihood of engagement. For example, Product Pins can display up-to-date pricing and availability, making it easier for users to make a purchase decision.
6. Create Niche-Specific Boards
Organise pins into themed boards tailored to specific audiences or industries, improving discoverability. For example, if you run a lifestyle blog, you might create boards for "Healthy Recipes," "Home Decor Ideas," "Fitness Tips," and "Travel Inspiration." By organising your content into specific categories, you make it easier for users to find and engage with your pins. Additionally, niche-specific boards can help you attract a more targeted audience, increasing the likelihood of driving relevant traffic to your website.
7. Optimise Your Pinterest Profile
Use a professional profile image, write a keyword-rich business description, and include a direct website link. Your Pinterest profile is often the first impression users will have of your brand, so make sure it is polished and professional. Use a high-quality profile image that represents your brand, and write a clear and concise business description that includes relevant keywords. Include a direct link to your website to make it easy for users to visit your site and learn more about your business.
8. Focus on Seasonal and Trending Content
Pinterest users plan ahead. Post seasonal content (Christmas, Summer, Back-to-School) months in advance and use trending topics to capture more traffic. For example, if you have a blog post about holiday decorating tips, start pinning it in early fall to capture users who are planning their holiday decor. Similarly, keep an eye on trending topics and create content that aligns with current interests and events. By staying ahead of the curve, you can attract more traffic and keep your content relevant.
9. Encourage Saving and Sharing
Add Pinterest 'Save' buttons to blog images and encourage users to pin content, widening your reach. Make it easy for users to share your content by adding Pinterest 'Save' buttons to your blog images and other visual content. Encourage your audience to pin and share your content by including calls-to-action in your blog posts and social media updates. The more your content is shared, the wider your reach and the more traffic you can drive to your website.
10. Monitor Analytics and Adjust Your Strategy
Use Pinterest Analytics to track which pins and boards drive the most clicks and traffic. Focus on what performs best and refine your approach based on real data. Pinterest Analytics provides valuable insights into how your content is performing, including which pins are getting the most engagement, which boards are driving the most traffic, and what your audience is interested in. Use this data to identify trends and adjust your strategy accordingly. For example, if you notice that pins with certain keywords or visuals are performing well, create more content that aligns with those trends.
11. Incorporate Pinterest Ads to Boost Visibility
Consider using Pinterest Ads (also called Promoted Pins) to reach a wider audience faster. Pinterest Ads allow you to target users by keywords, interests, location, age, and even behaviors, helping you drive more traffic to your website from highly engaged users. Promoted Pins appear in users' feeds and search results, making them more likely to be seen and clicked on. Use Pinterest Ads to promote your best-performing pins, drive traffic to specific landing pages, and reach a larger audience.
12. Leverage Group Boards
Group boards are collaborative boards where multiple users can contribute pins. Joining and contributing to group boards can help you reach a wider audience and increase your visibility on Pinterest. Look for group boards that are relevant to your niche and have active contributors. By sharing your content on group boards, you can tap into the followers of other contributors and drive more traffic to your website.
13. Utilise Pinterest Communities
Pinterest Communities are groups of users who share a common interest or goal. Joining and participating in Pinterest Communities can help you connect with like-minded users, share your content, and drive traffic to your website. Look for communities that align with your niche and actively engage with other members by sharing valuable content and participating in discussions.
14. Implement a Pinning Schedule
Consistency is key on Pinterest, so create a pinning schedule to ensure you are regularly sharing new content. Use tools like Tailwind to schedule your pins in advance and maintain a consistent presence on the platform. A pinning schedule can help you stay organised, save time, and ensure that your content is being shared at optimal times for engagement.