Why Pinterest is Great for Small Businesses
When it comes to social media, platforms like Instagram, Facebook, and TikTok often dominate the conversation. But there’s one that consistently flies under the radar despite offering incredible value to small businesses—Pinterest. For businesses looking to drive traffic, increase visibility, and convert browsers into buyers, Pinterest is a goldmine of untapped potential.
Whether you run an eCommerce store, provide local services, or specialize in crafting, Pinterest’s unique format and audience make it one of the most effective tools for driving real, measurable results. And the best part? You don’t need a massive ad budget to succeed.
This article explores why Pinterest should be a key part of your small business marketing strategy and how even a modest ad budget can deliver impactful returns.
Is Pinterest Good for Small Businesses?
Absolutely. Pinterest isn’t just a social media platform—it’s a powerful visual search engine. With over 450 million active users every month, it's one of the few platforms where users actively search for ideas, products, and inspiration. This makes Pinterest an incredible tool for businesses looking to catch customers in the discovery phase of their buying decision process.
Here are a few reasons Pinterest is such a game-changer:
1. A Highly Engaged, Purchase-Driven Audience
Unlike platforms where users scroll for entertainment, Pinterest attracts people who are ready to take action. Consider this:
85% of Pinterest users say they use the platform to start new projects.
97% of searches on Pinterest are unbranded, meaning users are open to discovering new brands like yours.
40% of pinners report a household income of $75,000 or more, meaning they have spending power.
Whether they’re planning a wedding, redecorating a home, or looking for the next must-have skincare product, pinners are often at the start (or the middle) of their purchasing journeys.
2. Long-Term Content Impact
While Instagram Reels or TikTok videos may lose traction after a few days, Pinterest pins are evergreen. This means that a well-designed pin can continue driving traffic to your website or store for months—or even years—without requiring constant updates. It’s a long-term win in terms of your content marketing efforts.
A single pin holds immense power. For example, a pin about “easy workout routines” could get repinned thousands of times, broadening your reach. The lifespan of a pin easily outpaces posts on other platforms.
3. Visual Format That Drives Discovery
If your small business offers visually appealing products or services—think fashion boutiques, crafts, home decor, or even online courses—Pinterest is the perfect platform. Users actively search for visually engaging content, making Pinterest an ideal match for brands that serve aesthetic or aspirational niches.
4. Direct Links That Connect to Sales
The ability to add clickable links to pins directly connecting users to your shop or website eliminates one of the most significant barriers found on many platforms. This frictionless experience can result in higher traffic and conversions for small businesses on Pinterest.