Pinterest: A Powerhouse Marketing Platform for Small Businesses
Small business owners, meet your next marketing secret weapon: Pinterest. We know, Pinterest has been around for 15 years at this point. But a recent Forbes article called it “a must-have growth tool for small businesses,” thanks to its unique combination of visual search, high-intent users, and strong return on investment. For smaller brands hoping to expand their reach and drive conversions, Pinterest offers a creative, cost-effective way to grow. Come along as we dive into the details.
Why Pinterest Works for Small Businesses
High-Intent, Engaged Users
Unlike passive scrolling on other platforms, Pinterest users are actively planning and searching. Over 1.5 billion Pins are saved each week across 10 billion+ boards, often around moments like weddings, home renovations, fashion, or business launches. Pinterest functions more like a visual search engine than a traditional social platform, making it ideal for product discovery.
Large, Growing Audience with Purchase Intent
As of 2024, Pinterest had over 550 million monthly active users, with Gen Z making up the fastest-growing demographic. In fact, Gen Z now accounts for more than 40 percent of Pinterest’s global user base. Even more fascinating: 97 percent of top searches on Pinterest are unbranded, meaning small businesses without national name recognition have a level playing field .
Exceptional Return on Investment
Pinterest advertising delivers results. According to Nielsen research, Pinterest campaigns generate up to 32 percent more return on ad spend than other platforms! Additionally, for every $1 spent, businesses earn an average of $4.30 in revenue, making it a top choice for budget-conscious entrepreneurs.
Pinterest Features That Help Small Businesses Thrive
Pinterest Business Tools
Creating a Pinterest Business account unlocks features like advanced analytics, ad targeting, and scheduling tools. With access to performance dashboards, you can track clicks, saves, impressions, and conversion behavior—all critical for refining your marketing strategy.
Rich Pins & Shoppable Tags
Rich Pins enhance your content by automatically syncing with your website to display real-time pricing, availability, and product info. You can also create Product Pins with shoppable tags, allowing folks to click directly on images and shop from your online store—perfect for turning inspiration into action.
Idea Pins, Visual Search, and AR Try-On
With Idea Pins, you can post multi-page stories using video, voiceovers, links, and tags—ideal for tutorials or product features. Pinterest Lens offers visual search, letting users find similar items just by taking a photo. And for beauty and home brands, Pinterest’s AR Try-On tools let customers test products virtually before buying.
Proven Tactics for Small Business Success
- Use Keywords Strategically: Pinterest works like a search engine, so make sure your Pin titles, descriptions, and boards are optimized with relevant keywords.
- Post Consistently: Marketing experts recommend pinning daily—up to 30 times a day if possible—to keep your content in front of users (but don’t throw all those pins up at once!).
- Monitor and Adjust: Use Pinterest Analytics to identify which Pins and boards are driving the most engagement, and double-down on what’s working.
Why Pinterest Belongs in Your Marketing Mix
Pinterest may not have the loudest voice in social media, but its power is in its intent-driven, evergreen discovery model. Users come to Pinterest with purpose, and small businesses can meet them there. Especially now, as advertisers reconsider platforms like TikTok due to regulatory uncertainty, Pinterest is emerging as a stable, ad-friendly alternative.
It’s no surprise that Pinterest’s ad revenue is surging, with more marketers shifting budget toward the platform. The visually immersive environment, strong ROI, and accessible business tools make it a smart choice for brands that want growth without overspending.
Whether you’re selling handmade goods, offering services, or building a content-driven brand, Pinterest provides the visibility, tools, and traffic you need to grow. Turn to ARF Financial for all the latest marketing trends, tips, and resources, plus best-in-class loan products to help your small business soar. Because no matter where you are with your career journey, we’re here to fund your success!
Your privacy is important to us. ARF Financial will never sell or rent your information to any third party. Click here for more information about our privacy policy. Image by Freepik