Pinterest for businesses: is it still worth investing in the platform?

Learn how Pinterest works for businesses and which strategies to adopt to promote your brand on the platform.

At first glance, thinking of Pinterest for businesses might seem less common within digital marketing strategies.

After all, networks like Instagram, TikTok, and YouTube usually garner most of the attention when it comes to content production and online presence.

However, it’s important to consider that Pinterest is a very relevant environment for discovering ideas, planning purchases, and searching for visual references.

And precisely because it has a different dynamic from traditional social networks, it can still represent an interesting opportunity for brands that know how to use it strategically.

That’s why we’ve prepared this article to show how Pinterest currently works for businesses, which types of businesses the platform makes the most sense for, and how to measure the results obtained. Follow along.

Pinterest for businesses: how the platform works today

To start, it’s worth understanding that Pinterest occupies a somewhat different role within the social media ecosystem.

While platforms like Instagram and TikTok are heavily based on entertainment, social interaction, and quick content consumption, Pinterest functions more like a visual search system.

In practice, this means that users use the platform to search for ideas, references, and inspirations.

In other words, they type terms into the search, explore content suggestions, and save pins in folders called boards, organizing what they find interesting.

And this behavior significantly changes how content is consumed.

After all, instead of just passively scrolling through the feed, as happens on other social networks, people usually enter Pinterest with a specific goal in mind, such as

• finding decoration ideas,
• looking for recipes,
• searching for fashion references,
• planning trips,
• and discovering products or trends.

As a result, the platform becomes strongly associated with moments of discovery and inspiration which can often be close to purchasing decisions.

For businesses, this creates a very interesting context since the content published there can be found precisely by people who are already searching for something related to their product or service.

For what type of business does Pinterest make the most sense

Although Pinterest for businesses can be used by different segments, it’s true that some types of businesses tend to benefit more from the platform.

This is because the channel is highly visual and based on inspiration.

Thus, brands that work with visually appealing products or themes tend to have an easier time generating interest.

Thus, among the niches that tend to have good results are fashion and style, decoration and architecture, beauty and personal care, gastronomy, tourism, among many others.

In these cases, pins function almost like showcases that arouse curiosity and lead the user to explore more.

On the other hand, this doesn’t mean that B2B companies or more technical services cannot use Pinterest. In fact, the difference lies in the type of content aired.

With this, instead of focusing directly on products, these businesses can use the platform to publish educational content, explanatory infographics, and materials that direct to blog posts, for example.

In other words, Pinterest becomes a channel for generating traffic to strategic content which expands the reach of the material produced by the company.

Organic Pinterest vs Pinterest Ads

But for Pinterest marketing to really work, it’s necessary to know the existing strategies and know which ones to bet on to get good results.

Basically, there are two paths that can be followed: organic growth and Pinterest Ads.

In fact, each of these approaches has specific advantages and can be used in a complementary way, as we will see in more detail below.

Organic Pinterest

First, let’s talk about organic growth on Pinterest, which happens mainly through the publication of pins that can be found in the platform’s searches or recommended to other users.

For this, the strategy involves some important practices such as

• creating visually attractive pins,
• strategic use of keywords,
• organizing content into thematic boards,
• and including links that direct to the website, blog, or store.

Without a doubt, one of the main advantages of this model is the potential for organic traffic on Pinterest for businesses.

After all, since the content gets indexed in the platform’s search, it can be discovered even long after being published.

On the other hand, it’s important to remember that this growth is usually gradual.

In other words, the results appear progressively as the content strategy consolidates.

Pinterest Ads

Now, Pinterest Ads allows expanding the reach of content through sponsored campaigns.

In this case, the pins start being displayed to specific audiences according to interests, behaviors, or searched terms.

Thus, among the most common goals of the campaigns are:

• increasing brand recognition,
• generating traffic to the website,
• promoting specific products,
• and stimulating conversions.

In fact, the great advantage of the paid format is accelerating reach and expanding brand exposure.

But in practice, many companies use a combined approach: they first publish content organically to identify which pins perform best and then boost these materials with ads.

In this way, the investment in paid media tends to be more efficient.

Metrics that really matter on Pinterest

When we talk about performance analysis on Pinterest it’s common for some companies to use the same criteria applied to other social networks.

However, this approach doesn’t always show the real impact of the platform since likes and comments, for example, are not necessarily the most relevant indicators within the platform.

Since the main goal is usually to generate discovery and direct users to other channels, other metrics stand out in the analysis process, such as

• pin impressions,
• saves,
• pin clicks or link clicks,
• traffic generated to the website,
• and conversions.

Through these indicators, it’s possible to understand whether the content truly generates interest and leads users to the next stages of the journey.

In other words, the focus of the analysis should be less on platform popularity and more on the ability to generate qualified traffic.

Use the Reportei to track Pinterest results for businesses

In this scenario, having the right tool can make all the difference in your results analysis.

The Reportei, for example, allows integrating Pinterest data into marketing reports which makes it easier to track the platform’s performance along with other channels.

In this way, it’s possible to:

• view Pinterest metrics on organized dashboards,
• compare results with other social networks,
• track the evolution of traffic over time,
• generate automatic reports for clients or teams,
• and identify which content brings the best results for the brand.

With this broader view, marketing professionals can understand if the investment in Pinterest truly makes sense or if it’s necessary to adjust the strategy.

Therefore, if you want to track the platform’s performance more clearly and turn data into more strategic decisions, it’s worth testing the Reportei for free and analyzing your results professionally.

FAQ: frequently asked questions about Pinterest for businesses

When researching Pinterest for businesses, it’s quite common for some doubts about the platform’s functionality and its potential within digital marketing strategies to arise.

Thus, below we have gathered some of the most frequent questions on the topic.