How to Use Pinterest for Business

Pinterest is far more than a digital scrapbook for recipes and home decor ideas, it's a powerful visual discovery engine where millions of people come to find inspiration, plan purchases, and discover new brands. This guide will walk you through exactly how to set up your profile, create content that gets noticed, and build a strategy that drives real traffic and sales for your business.

Why Pinterest is a Goldmine for Businesses

Unlike other social media platforms where the focus is on what's happening right now, Pinterest is future-focused. Users, often called Pinners, are actively planning and searching for ideas for their next project, trip, or purchase. This creates a unique opportunity for businesses.

• It's a Search Engine, Not a Social Network: People don't come to Pinterest to scroll through updates from friends. They come with intent, actively searching for solutions and inspiration using keywords, just like on Google. This means your content is discovered by people who are already looking for what you offer.
• Pinners are Ready to Buy: A huge segment of Pinners use the platform to find and shop for products. They're in a discovery mindset, making them more receptive to branded content and direct links to product pages than users on any other platform.
• Content Has a Long Lifespan: A Tweet lasts minutes, a Facebook post a few hours. A successful Pin can continue to drive traffic and engagement for months, even years, after it's initially published. Your effort compounds over time, building a lasting source of referral traffic.

Step 1: Setting Up Your Pinterest Business Account

Before you can start sharing your amazing content, you need to set up your profile for success. This foundation is what allows you to track results and look professional.

Creating Your Business Profile

You have two options: convert an existing personal account or start a fresh business account. If you've already been Pinning content related to your business, converting might be a good idea. Otherwise, starting fresh is clean and simple.

Having a business account is non-negotiable. It unlocks access to Pinterest Analytics, the ability to run ads, and special features like claiming your website. Simply go to pinterest.com/business/create to get started.

Optimizing Your Profile for Discovery

Once your account is live, it's time to optimize it so people can find you. Think of your profile as the front door to your business on Pinterest.

• Profile Photo: Use your company's logo. Keep it clean and recognizable, even at a small size. A 165x165 pixel image is a good start.
• Display Name & @Username: Your display name should be your full business name. Try to make your @username the same as your handles on other social platforms for consistency.
• Bio: You have a limited space, so make it count. Clearly state what your business does and who you help. Most importantly, fill your bio with relevant keywords that your ideal customer would be searching for.
• Claim Your Website: This is a hugely important step. Claiming your website links it to your Pinterest profile, adding your profile photo to any Pins that come from your site. It also gives you access to analytics for Pins created from your domain and unlocks the ability to use Rich Pins, which pull extra information directly from your website onto the Pin.

Step 2: Crafting Pins That Stop the Scroll

On a visual platform like Pinterest, your content's design is the first - and most important - thing that will capture attention. A great Pin blends beautiful imagery with compelling, keyword-rich text.

Visuals are Everything

Pinterest is a sea of images, so you need yours to stand out. Follow these best practices to create thumb-stopping visuals.

• Use a Vertical Aspect Ratio: Pinterest is designed for vertical scrolling on mobile devices. Your Pins should be too. A 2:3 aspect ratio (like 1000 x 1500 pixels) is the sweet spot. It takes up more screen space and is significantly more eye-catching than a square or horizontal image.
• Create High-Quality Graphics: Use sharp, clear, well-lit photos and videos. Avoid blurry, poorly composed, or pixelated images at all costs. Stock photos can work in a pinch, but original photography or well-designed graphics perform best.
• Add a Text Overlay: Don't assume people will read your Pin's description. Add a bold, readable headline directly onto the Pin image. This instantly tells Pinners what your content is about and why they should click. Use your brand fonts and colors to build recognition.
• Brand Your Pins Subtly: Add your logo or website URL to the bottom of every Pin you create. This helps build brand awareness and discourages others from stealing your content.

Writing Pin Descriptions That Work

A beautiful image gets the initial interest, but the description is what helps your content get found through search and entices users to click through.

• Lead with Keywords: Since Pinterest functions as a search engine, your descriptions need to be optimized. Think about what a user would type into the search bar to find you. Integrate 1-3 of your most important keywords naturally into the first sentence or two of your description.
• Be Clear and Actionable: Tell people what they'll find when they click. Is it a blog post? A product page? A video tutorial? Use clear language and add a gentle call-to-action like, "Discover the full recipe on our blog," or "Shop the collection now."
• Use Relevant Hashtags: After you've written a helpful description, add a few targeted hashtags at the end. Use a mix of broad (#digitalmarketing) and niche (#socialmediatipsforbeginners) hashtags to expand your reach.

Step 3: Building Your Pinterest Content Strategy

Randomly pinning content won't get you very far. You need a dedicated strategy that aligns with your business goals and consistently provides value to your target audience.

Organize Your Ideas with Boards

Pinterest Boards are how you categorize and organize your Pins for your followers. Think of them as the content pillars of your business.

• Create relevant Boards: Your board titles should be based on topics your target audience cares about. A home goods brand, for example, might have boards like "Modern Farmhouse Decor," "Small Living Room Ideas," and "DIY Home Accents," instead of just boards for their own products.
• Optimize Your Boards: Just like your profile and Pins, your boards need to be optimized for search. Use clear, keyword-rich titles and write a detailed description for each one explaining what type of content Pinners will find there.

What to Pin: Fresh Content Ideas

Your ultimate goal on Pinterest is to drive traffic back to your own website. Therefore, a majority of what you Pin should link to your own content.

• Blog Posts: This is the bread and butter of Pinterest marketing. Every blog post you publish should have several unique, vertical Pin graphics created for it. Always Pin these to your relevant boards.
• Product Pages: Showcase your products with beautiful lifestyle photography. Create Pins that link directly to the product page for easy shopping.
• Video Pins: Short-form video performs incredibly well. Create simple video tutorials showing your product in use, quick tips, or behind-the-scenes glimpses of your brand.
• Idea Pins: This multi-page format is perfect for step-by-step guides, lists, and tutorials that live directly on Pinterest. While they don't have a direct link, they are fantastic for growing your followers and engagement on the platform.

How Often to Pin: The Power of Consistency

Consistency is more important than volume on Pinterest. The algorithm prioritizes accounts that regularly publish high-quality, fresh Pins. A fresh Pin is an image or video that Pinterest's system has never seen before, even if it links to a URL you've shared previously. You can create 5 different Pin graphics for the same blog post, and each one is considered "fresh."

Aim to publish anywhere from 3-10 fresh Pins per day. This doesn't mean you need to be glued to the platform. Using a scheduler is essential for maintaining this pace without burning out.

Step 4: Leveraging Pinterest's Advanced Features

Once you’ve mastered the basics, you can use Pinterest’s built-in tools to refine your strategy and accelerate your growth.

Unlock Insights with Pinterest Analytics

Your Pinterest Analytics dashboard is your source of truth. It shows you exactly which Pins and boards are performing best, so you can stop guessing what works and start making data-driven decisions. Pay close attention to these key metrics:

• Impressions: The number of times your Pins were seen.
• Pin Clicks: The number of times people clicked on your Pin to view it up close.
• Outbound Clicks: The most important metric. This is the number of times people clicked from your Pin to your website.

Check your analytics regularly to see which topics, formats, and designs are driving the most outbound clicks, then create more of what’s working.

Expand Your Reach with Group Boards

Group boards are collaborative boards where multiple people can contribute Pins. Joining active, high-quality group boards in your niche can be a great way to get your content in front of a larger, pre-built audience. Look for boards with clear rules and high engagement.

Consider Pinterest Ads

If you're looking to speed up your results, Pinterest Ads can be highly effective. Because users are already in a planning and buying mindset, ads often feel less intrusive than on other platforms. A great way to begin is by promoting one of your best-performing organic Pins to a targeted audience to drive even more traffic to your website.

Final Thoughts

Using Pinterest for business is a long-term game that rewards a consistent, strategic approach. By setting up a keyword-optimized profile and creating valuable, visually appealing content, you can turn this powerful platform into a reliable source of high-intent traffic for your brand.

Staying consistent with new Pin designs and a regular schedule is the foundation of a strong Pinterest strategy, but managing it on top of all your other social channels can feel like a lot. That’s why we built Postbase with a clean, visual calendar that lets you see your entire content plan at a glance. You can schedule everything for Instagram, TikTok, and yes, Pinterest, from one simple dashboard, helping you get your valuable time back while your social channels grow.