ICYMI: Pinterest isn’t just a pretty mood-board playground. It’s a visual search engine and a legit revenue driver for brands of all sizes.
This guide breaks down how to build a Pinterest marketing strategy that actually works in 2026.
Key takeaways
- Pinterest is built for discovery, making it a powerful way to grow brand awareness.
- The platform reaches high-intent shoppers, helping brands drive traffic and conversions.
- Pinterest works like a visual search engine, so keyword-optimized content is key.
- A smart Pinterest strategy includes strong visuals, consistent posting, and SEO-friendly Pins.
- Tools like Hootsuite make it easier to plan, schedule, analyze, and scale your Pinterest marketing.
What is Pinterest marketing?
Pinterest marketing is the practice of sharing content on Pinterest to get in front of new shoppers, send more traffic to your website, and spark actions that matter to your business – think email sign-ups, content downloads, and (best of all) purchases.
It involves creating Pins, organizing them into boards, and using relevant keywords so your content shows up when people search.
Unlike other social platforms, Pinterest content blends naturally into the feed, allowing brands to inspire rather than interrupt. Or, as Pinterest likes to say, “Content from brands doesn’t interrupt on Pinterest — it inspires.”
What is affiliate marketing on Pinterest?
Affiliate marketing on Pinterest is when creators share trackable links in their Pins and earn a commission when someone clicks or buys.
The setup is simple: creators add an affiliate link, people discover the product, and Pinterest does what Pinterest does best: inspire someone to take action.
It’s a win on both sides. Customers get an easy, seamless way to shop, and your brand gets quick, low-cost results from people who are already in discovery mode.
What are the benefits of Pinterest marketing for brands?
Pinterest helps brands increase brand awareness, reach high-intent shoppers, and drive meaningful actions like clicks, saves, and purchases.
Let’s dive into the deets:
Brand awareness
At the heart of Pinterest is discovery.
Proof: 80% of Pinners have discovered a new brand or product on Pinterest.
Users take to the platform to discover new products, brands, and projects while using other social networks to connect with loved ones and pop culture.
Plus, 96% of Pinterest’s top searches are unbranded, making the platform a goldmine of untapped potential.
Reach new shoppers
Play your cards right and your Pinterest strategy could have you seeing (several) dollar signs.
It’s true: 75% of weekly Pinterest users say they’re always shopping, which is a pretty clear signal of buying intent. And Pinterest reaches 40% of U.S. households earning more than $150K a year (not a bad audience to get in front of).
Source: Pinterest
Olivia Sabotnicu, freelance Growth Marketing Consultant, knows this best.
“Unlike other platforms, Pinterest users often exhibit a stronger intent to purchase or plan, as they curate boards for ideas, wish lists, and inspiration,” she says.
Still need more proof?
Bonus: Download a free guide that teaches you how to make money with Pinterest advertising in six easy steps, using the tools you already have.
Target audiences of all ages (but especially Gen Z)
If Gen Z is on your radar, Pinterest should be too. It’s now the fastest-growing demographic on the platform, making up 42% of its global audience.
They’re also shopping more than any other generation, and their top reason for using Pinterest is to find information about products and brands.
But they’re not the only ones browsing. Pinterest also reaches 40% of people ages 25-34, and 39% of people ages 35-44.
Long story short: If you want to meet your audience where they’re already searching, Pinterest is it.
Community building
Pinterest Community lets Pinterest users connect with other brands and creators in their niche to discuss tips and tricks, questions, and simply connect.
Joining (or creating) a community is a no-brainer for brands to build direct relationships with your industry’s influencers, and get even more users to engage with your account.
Plus, Group Boards — shared Pinterest boards that multiple Pinterest users Pin to — unlock a whole new world of collaboration and exposure!
How to build a Pinterest marketing strategy (step-by-step)
Step-by-step, here’s how to build a results-driven Pinterest content strategy.
1. Determine potential ROI
Start by evaluating whether Pinterest makes sense for your brand.
The platform works especially well for industries like home décor, lifestyle, and parenting. But more niche or service-focused brands may need to be more intentional with their approach.
Even if Pinterest isn’t an obvious fit, you can still tap into topics your audience cares about or test paid and affiliate content to reach people with adjacent interests.
For example, a travel brand could target adventure-seekers with a promoted Pin about financing their next trip.
2. Set SMART goals
Before you get down to business, it’s essential to define your SMART goals and metrics:
- Specific
- Measurable
- Attainable
- Relevant
- Time-bound
Are you looking to build brand awareness? Drive clicks? Generate more leads?
This will allow you to outline your Pinterest marketing strategy with specific results.
3. Pin down your Pinterest audience
Take time to understand who uses Pinterest and whether they overlap with your target customers.
For example, Gen Z is now the platform’s fastest-growing group, which might be a very different crowd from the one you reach on Facebook or LinkedIn.
If your audience skews younger on Pinterest, you may want to shift your content to feel more vibrant, authentic, and culturally aware. Think trends, social issues, sustainability, or anything that reflects how younger users plan and express themselves.
Source: Pinterest
Read 23 Pinterest Demographics for Social Media Marketers for more on determining your target audience.
4. Scope (and track) the competition
When it comes to creating a marketing strategy, don’t be afraid to take a peek in your own backyard for inspiration.
Do some homework on what your competitors are doing on Pinterest. Look at their content themes, posting frequency, influencer partnerships, and any shopping features they use.What are they doing well? What can you do better?
Pro tip 💡: Use Hootsuite Listening to track what people are saying about you, your top competitors, and your products.
5. Plan (and schedule) content
By this point, you’ve set your goals and know your target audience. Now it’s the fun part: creating content that fits Pinterest’s visual style.
If you’re short on time or creative resources, tools like OwlyWriter AI can help you generate ideas and write copy quickly.
Many brands also repurpose content from Reels, TikTok, or YouTube Shorts, saving them time and getting more mileage from what they already have. And since Gen Z is a major force on Pinterest, short and engaging video Pins tend to perform well.
Once you have a solid batch of content, add it to your social media calendar so you can publish consistently. Luckily, Hootsuite has you covered for easy scheduling and content management — Pinterest and beyond.
And once your posts are scheduled, you can review and edit them from a single calendar that gives you a bird’s eye view of your content plan across social channels. No, you’re not dreaming.
6. Optimize for Pinterest SEO
Think of Pinterest as a search engine. Keywords matter here just as much as they do on Google, so you can’t skip on keyword research.
Here are the main places to use keywords on Pinterest:
- Your profile: Add a few keywords to your profile name and bio. These fields appear in search, so they help the right people discover you.
- Your pins: Sprinkle keywords into your Pin titles, descriptions, and alt text. But keep it natural. You’re aiming for clarity, not keyword stuffing.
- Your boards: Give your boards clear titles that match what people are already searching for. This improves your chances of showing up in topic searches.
- In product pins: If you’re a retailer, use accurate product names with keyword-rich phrasing. Pinterest pulls from this data when surfacing items in shopping feeds.
The Knot does this really well. The wedding planning company uses keyword-rich language in their Pinterest profile, including wedding trends, reception decor, and wedding invitations.
And their boards follow the same strategy. Titles like Anniversary Ideas, Bachelorette Party Ideas, and Beach Weddings mirror common search terms. This helps The Knot show up when users look for inspiration across related wedding topics.
Source: The Knot
Pro tip💡: Want to rank even higher on Pinterest? Check out our collection of Pinterest SEO tips (and one secret!)
7. Analyze & adjust
Once your Pinterest posting cadence is a well-oiled machine, it’s important to keep track of what’s working and what’s not, and adjust.
Are users resonating with your content? What are the month’s top and bottom performing posts? How are you tracking towards your goals?
In any case, we recommend an analytics tool for smooth sailing.
Good news: Hootsuite Analytics lets you easily track the performance of all your social channels in one place, so you can replicate what works and get more engagement.
The tool also makes it easy to create custom reports to showcase your results to your boss and share insights with your team.
8 foolproof tips for Pinterest marketing
Get ready to take notes.
1. Be patient (and realistic)
Pinterest growth often takes time, so don’t get discouraged if results aren’t instant.
As Content Marketer and Strategist D’Loraine Miranda points out, the platform isn’t chronological, which means older Pins can suddenly take off when they match a trending search.
“I’ve experienced Pins from months (even years) past blow up overnight based on trending topics and what users are searching for,” she shares..
Olivia can relate. In 2020, the marketer ran a Pinterest campaign for a fashion e-commerce client that struggled to achieve conversions at the company’s price point.
“Reflecting on it now, I see that the short duration (only a few weeks) and tight budget didn’t allow for sufficient testing and optimization,” Olivia explains.
“Patience and realistic targets are essential for success.”
2. Keep tabs on trending keywords
Pinterest is a planning platform at heart. People often search weeks or even months before they take action. That’s why staying ahead of trending keywords is such a big advantage.
D’Loraine’s secret weapon? Pinterest Trends, “a great tool to gauge when keywords will be trending and what users are searching for month over month.”
Use these insights to time your content around demand and give your Pins the best chance to show up when it matters.
3. Track everything
You know the drill. Tracking is essential for understanding what works. Use UTMs on your links to see which Pins drive clicks, traffic, and conversions.
Olivia’s advice: “Use UTMs on your links to monitor performance and gain insights into what drives traffic.”
4. Use website links strategically
The links you attach to your content should be used strategically. Make sure each Pin leads to a key destination (a product page, an email sign-up form, and so on).
“The ultimate goal should be to direct traffic to your website, where conversions happen,” Olivia says.
5. Experiment with how-to content
How-to content is an engagement magnet on Pinterest. It makes sense: people come to Pinterest looking for ideas, solutions, and tutorials.
Source: Pinterest
“If you’re a fashion retailer, put together some styling guides featuring your products. If you sell wallpaper, make a tutorial on how to apply it,” D’Loraine says.
Especially on Pinterest, it’s all about meeting consumers where they’re at.
6. Format images
High-quality visuals matter on a visual-first platform, and a little extra effort goes a long way.
“Avoid simply pinning images from your website,” Olivia advises. Instead, custom visuals help your Pins stand out and can improve both organic reach and paid performance.
“[Especially for ads] create dedicated, high-quality pins tailored to Pinterest’s preferred formats to stand out.”
7. Think seasonally
‘Tis the season, whichever one it may be!
Pinterest is a planning platform, so seasonal content performs especially well.
“For example, come January, users will undoubtedly be searching for content adjacent to New Year’s resolutions like healthy recipes, fitness, self-help, and money,” D’Loraine observes.
She adds, “Knowing what’s top of mind for users during certain times of year can help you optimize your content in order to reach a wider audience.”
Source: Pinterest
Another reason to plan your content in advance!
8. Be adaptable
Like any social media platform, change is inevitable on Pinterest, so it’s important to keep up with new features and content trends..
“Pinterest is always rolling out new features, whether it be Idea Pins or collages. Platforms usually prioritize this type of content, so get out there and experiment,” D’Loraine says.
What’s trending among consumers is always changing, too. D’Loraine recommends the annual Pinterest Predicts report to stay in-the-know.
“A few years ago, Pinterest predicted the rise in ‘skinimalism’ (a ‘less is more’ approach to beauty and skincare), and I feel it’s still relevant,” D’Loraine says.
Pro tip 💡: Read Hootsuite’s 2025 Social Media Trends report for the latest in all things social media.
5 Pinterest marketing tools
Psst: Pinterest suggests that “using a third-party platform can help to increase how much and how often you post, with minimal added effort.”
So, here are five powerful tools for Pinterest marketers:
1. Hootsuite
Best for: Business owners who run their own social media, social media managers at small-to-medium-sized businesses, and large marketing teams
Coolest feature: Create new boards and Pin to multiple boards at once
Price: Starting at $99/month
From an intuitive social media scheduler and planner to in-depth analytics, Hootsuite brings everything to one place so you get more done and save time along the way.
You can easily manage and grow your Pinterest presence alongside all of your other social accounts with Hootsuite, your all-in-one social media management tool.
- Schedule Pins in advance
- Create new public or private Pinterest boards
- Ensure your Pins always the right size and aspect ratio with Canva templates right in Hootsuite Composer
- Track your results in real-time
- Create custom reports to showcase your success
- Handle Pinterest, Instagram, TikTok, Facebook, Twitter, YouTube, and LinkedIn from one dashboard
#1 for Pinterest marketing
Schedule Pins and measure their performance from one simple dashboard. It’s seriously easy.
Start free 30-day trial
2. Pinterest’s in-app tools
Best for: Brands and freelancers dipping their toes into Pinterest marketing
Coolest feature: Auto-publish Instagram content directly to Pinterest up to two weeks in advance
Price: Free
Did you know that with a Pinterest Business account, you can auto-publish your Instagram content directly to Pinterest, up to two weeks in advance?
While limited, this means your OOTDs, recipe videos, and home decor inspiration can reach Pinterest’s 520 million+ monthly users — all within a few taps.
Source: Pinterest Analytics
Plus, Pinterest’s native analytics tool is a good option if you’re looking for data directly within the platform.
Note: Pinterest’s in-app tools are not available on personal accounts.
3. Canva
Best for: Amateur designers and smaller social teams looking to create quick, aesthetic Pins
Coolest feature: Pinterest templates for occasions and industries of all types
Price: Pro plans starting at $10/month
Whether you’re an amateur designer or a creative pro, Canva is a one stop shop for creating eye-catching designs — including Pins.
Source: Canva
And while the platform has plenty of Pinterest templates ready to experiment with, you’ll have to take your content scheduling and analytics elsewhere.
4. Adobe
Best for: Brands with in-house designers capable of creating advanced visual content
Coolest feature: Custom and animated Pins with Adobe Express
Price: Premium plans starting at $12.99/month
Packed with a suite of visual media apps — like Photoshop, Illustration, and Lightroom — Adobe is a good option for brands looking to create premium quality Pins.
Source: Adobe Express
But with great power comes great responsibility (an in-house designer with the hardware to sustain Adobe’s memory-heavy apps).
And although Adobe Express has Pin templates, the limited options will cost you.
5. Sprout Social
Best for: Marketing teams at large organizations
Coolest feature: Ready-made reports depending on your goals
Price: Starting at $199/month
For social media managers at enterprise companies looking to streamline their Pinterest (and overall social media) efforts, Sprout Social is a popular choice.
Source: Sprout Social
Sprout is on the pricier side compared to Hootsuite. See how it compares in terms of features and integrations.
So, are you ready to get started with Pinterest marketing?
Bookmark these tips and get cracking — we’ll see you on our feed!
FAQ: Pinterest marketing
What is the best Pinterest marketing strategy for large brands?
Big brands win on Pinterest when they show up consistently with helpful, beautiful content that feels native to the platform. Create Pins that match high-intent searches, title your boards to mirror common search terms, and consider using paid campaigns to amplify what’s already working.
Which Pinterest analytics matter most for measuring ROI?
The most important Pinterest metrics for ROI are saves, clicks, and conversions. Saves show long-term value, clicks tell you whether your content is driving action, and conversions reveal your real return.
Impressions are helpful for understanding reach, but saves and clicks are what signal whether Pinterest is actually moving people toward your business goals.
How do top ecommerce brands scale Pinterest content production?
Top ecommerce brands scale Pinterest by creating Pin templates, centralizing creative assets, and repurposing content from other channels. They also rely on scheduling tools and approval workflows to keep everything consistent.
What tools help manage Pinterest at an enterprise level?
Enterprise teams use tools like Hootsuite to manage scheduling, approvals, team permissions, and performance reporting all in one place.
Pair that with Pinterest Trends for forecasting demand and your ecommerce platform for feeding product data into Product Pins. Together, these tools help you stay efficient, consistent, and ahead of what your audience is searching for.
Save time managing your Pinterest presence using Hootsuite. Compose, schedule, and publish Pins, create new boards, Pin to multiple boards at once, and run all your other social media profiles — all from one intuitive dashboard. Try it free today.
