Why Pinterest belongs in your content strategy

Pinterest is a visual social network and a search engine, where people find inspiration and ideas on all kinds of topics. Think of it as an online mood board. Pins can link back to websites, which makes Pinterest great for traffic and sales. With 600 million monthly active users worldwide (autumn 2025), it's an opportunity you don't want to miss.

Update: we wrote this article in 2021. We replaced the user figures with recent ones and removed older statistics we can no longer verify.

Pinterest works like a search engine. People who search on Pinterest are qualified traffic: they know what they're looking for and are ready to engage with what they find. When someone searches, your website content shows up as images. A click on the image takes them to your website, which brings you organic traffic.

Pinterest's search makes your content easy to discover. Add keywords to your pins: they help Pinterest understand what your pins are about and show them to the right people.

Pinterest's audience is mostly young and mostly female, and many of them come to the platform looking for inspiration for things to buy.

One of the biggest advantages of Pinterest is how long your pins stay visible. When you share a pin, others can save it again and increase your reach. The more appealing your pin and the more value it gives, the better your visibility.

Some pins stay visible for years, much longer than a post on X or Facebook. Create several pins per page you want to share: different styles appeal to different people, which makes your pins last longer. With the right approach, Pinterest makes your products and services easier to find, and many people discover new brands there.

Pinterest's analytics show your audience's interests, where they are and which device they use. That's valuable when you shape your content or decide how to reach more people. Combine them with your website analytics and you learn a lot about what interests your audience.

Analyse that data well and you adjust your pins, and even your products and services, to your audience. Pinterest lets you segment not only by gender but also by category. That leads to targeted content that creates buzz, builds a community and generates sales.

Pinterest is visual, and many people use it to plan purchases: they save the products they like and come back to buy them. That makes Pinterest a catalyst for online sales.

With Pinterest ads (formerly Promoted Pins), you show your products to people who don't know your brand yet. For an e-commerce manager, that means new customers who are ready to buy.

Do you run an online store and want a channel that reaches a young audience looking for ideas? Then start using Pinterest.

Pinterest works well for brands because a picture says more than a thousand words, and visual communication is often more effective than text. Pinterest leans towards B2C, but that doesn't mean it's useless for B2B marketers.

B2B companies can use it for the visual parts of their campaigns: infographics, webinars, photos of happy customers and employees, slides, presentations, cases and more. For B2B, Pinterest is mainly a branding channel. For B2C brands, it can be a goldmine.

So Pinterest can be worthwhile for both, depending on how you organise your marketing. Use the platform strategically and you can get good results.

Also read our tips for LinkedIn, Facebook and Instagram.

Questions about Pinterest for your business? Get in touch: we're happy to help.