How Does Pinterest Work For Marketing?
- Amy Brown
- Jul 21
- 5 min read
Updated: Jul 24
People often ask me, “How does Pinterest actually work?” or “How could Pinterest marketing possibly help my business?”
And honestly? It’s one of my favorite questions.
Pinterest is not just a place for planning weddings and finding new recipes (although, let’s be honest, we all go there for that too!). It’s actually a visual search engine that drives significant website traffic, increases brand awareness, and introduces your business to a whole new audience who’s actively looking for what you offer, even if they don’t know you exist yet.
So whether you’re a wedding photographer trying to book more dream clients or an interior designer looking to grow your inquiries, this post is for you.
What Is Pinterest and How Does It Work?
Pinterest is made up of pins (images or videos) and boards (folders you organize your pins into). I like to describe it like this:
Your Pinterest profile is like a house.
Your boards are the rooms.
Your pins are the decor inside each room.
Pinners (aka Pinterest users) hop on Pinterest to search for inspiration, discover new ideas, and find things they didn’t even know existed, like you and your business.
Unlike Instagram or TikTok, Pinterest success has nothing to do with how many followers you have or how much engagement you get on a post. That’s right, follower count isn’t a metric that matters to the Pinterest algorithm.
What does matter to the algorithm? Being searchable. Because the Pinterest algorithm works as a visual search engine, not a social media app.
Pinterest Is a Positive, Action-Driven Platform
Here’s something interesting:
📊 8 in 10 Pinterest users say they go to Pinterest to feel positive.
That makes Pinterest one of the most optimistic corners of the internet and an ideal space to market your business in a way that feels genuine, helpful, and aligned.
Pinterest users are planners and action-takers. They’re dreaming, researching, and preparing for big (and small) moments in life, which means they’re more open to discovering you as the solution they’re looking for.
And with over 570 million users (and growing), the reach is massive.
Why Pinterest Works for Creatives, Especially Photographers & Designers
If your work is visual, Pinterest is your best friend. Full stop.
As a wedding photographer, maybe your ideal client is searching for:
“Beach elopement ideas”
“Charleston engagement photo inspiration”
“What to wear for engagement photos”
As an interior designer, they might be searching:
“Neutral living room with warm accents”
“Modern cottagecore home office”
“Boho guest bedroom makeover”
Pinterest lets you show up right in the middle of their planning process, even if they’ve never heard of you before. And if they click through to your site, they’re already interested in what you offer.
How Does Pinterest Actually Work?
As a Pinterest manager, here’s how I set things up for my clients (or teach you to do it yourself if you're in Pin School!):
How to maximize your Pinterest marketing strategy:
Each pin should include:
A beautiful image or graphic
A keyword-rich pin title
A strategic pin description
A board (with keywords!)
A URL that leads somewhere valuable (a product, service page, freebie download, blog post, podcast show notes, or YouTube video)
Once created, these pins get scheduled to go out consistently. Then Pinterest’s algorithm goes to work.
How the Pinterest Algorithm Works
It scans your pin, figures out what it’s about, and shows it to people who are searching for or engaging with similar content. If users start clicking and saving, Pinterest shows it to even more people.
But here’s the key: it takes time.
You won’t see overnight results. In fact, most pins take a few weeks to pick up traction, but once they do? They can stay in circulation for months or even years.
Think about the last time you searched for a recipe or decor idea. Chances are, you clicked a pin that was 3+ years old.
That’s the magic of Pinterest: evergreen traffic.
It’s Not About Other People’s Content — It’s About Yours
A common misconception? That Pinterest is just for saving other people’s ideas.
Not anymore.
As a business owner, Pinterest becomes your online storefront. You’re not building boards with inspo from others. You’re creating a curated collection of your own content so people can find and fall in love with your work.
Pinterest LOVES Repurposing (And you should, too)
Since Pinterest users don’t scroll through your profile like they do on Instagram, and because it's all about search, we can talk about the same offer in multiple ways.
Let’s say you're promoting a lead magnet, perhaps a freebie to grow your email list. We can:
Design multiple pins with different looks
Use a variety of keywords to reach different audiences
Track which version performs best
That’s not spammy. That's a smart Pinterest strategy.
Pinterest Analytics = Powerful Insight
Pinterest gives you incredibly helpful data to guide your marketing decisions.
What Pinterest Analytics Mean:
Impressions = how often your pins were seen
Saves = how many times someone pinned your pin to a board
Outbound clicks = how often someone clicked through to your site
Pin clicks = how many times someone clicked on your Pin to enlarge it
Profile views = the amount of times someone saw your Pin and then checked out your Pinterest profile
Over time, this helps us know what’s working and what your audience loves, which shapes future content and improves results.
And the best part? Pins keep working long after they’re posted, so the value just continues to grow.
The Secret to Success with Pinterest Marketing: Keyword Strategy
Since Pinterest is a search engine, your keywords matter.
From pin titles to descriptions to board names, we want to be intentional about which keywords we use on Pinterest. That’s how we make sure your content gets found in search.
When done right, your business will start showing up consistently in relevant search results. Whether it’s for “fine art branding photographer” or “vintage modern living room inspo,” you’ll be seen by the right people at the right time.
Learn more about how to use keywords in your Pinterest Pins with this free guide!
Ready to Get Started?
If you’re curious about using Pinterest to market your business, you’ve got a few options:
Want someone to handle it all for you? Book a discovery call to chat about my full Pinterest management services.
Looking to DIY it with guidance? Let’s start with a custom Pinterest strategy session to map out your path.
Want to learn step-by-step? Check out Pin School — my online course where you’ll learn how to master Pinterest marketing at your own pace.
No matter what path you choose, just know this: Pinterest isn’t about going viral. It’s about getting found. And that can make all the difference for a business like yours.
