By: Jessie LaMacchia
When it comes to a brand’s social media strategy, Instagram and Facebook tend to come first to mind. But as Account Executive Jessie LaMacchia shares in this Hot Take, there’s an unsung hero more brands should be utilizing.
In my experience working across industries, from outdoor and active lifestyle to the arts, education, and more, Facebook and Instagram are often seen as the “gold standard” of social media. These are the platforms that brand leaders consider essential for their overall communications strategy. What if the platform that holds the key to your business content success is one you already know, yet it operates in a way you never expected?
Pinterest marketing has been around since 2010—and while you may have your personal biases about its rises and falls in popularity over the years (remember when Mason jar DIYs had us in a chokehold?), one thing is true: it’s here to stay and more relevant than ever. As of February 2025, Pinterest boasts around 553 million monthly active users (source: Pinterest). While it doesn’t compete with the 2 billion users on Instagram or 2.9 billion on Facebook, it’s still nothing to scoff at. While Pinterest’s active user base is smaller compared to these “pillar” platforms, what if I told you there are deeper reasons Pinterest could offer a more engaged and relevant audience for your brand? Here are a few.
Pinterest is Search-Friendly
Pinterest is more of a search engine than a traditional social media platform. Users come to Pinterest actively searching for ideas, making it an excellent tool for discovering new trends, planning events, or gathering resources. It’s not just about who you follow but what you actively seek out. Depending on your industry, you’re likely to find an active audience of people searching for exactly what your company provides. Think about it—how many times have you turned to the internet for travel inspiration, outfit ideas, or recipes? Pinterest makes it simple to organize inspiration boards for just about anything you can think up (recipes, travel itineraries, outfits, hairstyles, home decor, workouts, parenting, beauty, gardening—the list goes on!).
For example, in our work with The Travel Yogi, we connect with audiences interested in the intersection between travel, adventure, and yoga—audiences actively searching for exactly what they offer. Pinterest for Business lets brands tap into this search-oriented behavior, creating valuable exposure.
Pinterest Complements Your PR + SEO Strategy
Unlike Facebook or Instagram, Pinterest posts are evergreen. This means that pins tend to have a longer lifespan compared to posts on other platforms. A pin can continue to be discovered and shared months or even years after it’s posted, giving creators and brands more sustained visibility. Pinterest is a game-changer for SEO because it helps boost organic search. While content on Facebook and Instagram quickly becomes outdated and buried, Pinterest content has the potential for long-term engagement. You can leverage the evergreen nature of Pinterest to promote long-form content, which drives traffic back to your website and strengthens your SEO strategy and backlink profile. This, in turn, helps your website gain relevance and traction over time. So, integrating Pinterest into your PR strategy doesn’t just improve brand visibility—it helps in long-term growth.
Pinterest Feeds Give Less Distractions, More Potential
If you’ve never been on Pinterest, I highly recommend signing up and taking a scroll through. One of the first things you’ll notice is how refreshingly free it is from political drama—something that’s nearly impossible to escape on Facebook or Instagram. Don’t get me wrong, I love a good debate, but sometimes we all need a break to gather some inspiration without wading through the chaos. I don’t know about you, but I’m not a fan of political “jump scares” while I’m trying to enjoy videos of cats, vacation spots, and recipes.
With fewer distractions comes a higher chance that your products will be seen—and your audience will be ready to engage and take action. This means more value for your brand and less noise. This also ties directly into Pinterest’s e-commerce potential. Pinterest has robust integration with shopping features, allowing users to discover products and directly purchase them through pinned images. This makes it a powerful tool for businesses to showcase their products in a way that feels seamless and organic.
Pinterest is the Platform You Didn’t Know You Needed
In conclusion, Pinterest is a worthwhile social media platform that holds its weight in the digital world. While often overlooked, it may be worth experimenting with for your brand to reach new, niche, and hyper-engaged audiences. Whether you’re using it to complement your PR strategy, enhance your SEO efforts, or boost e-commerce potential, Pinterest for Business offers unique benefits that shouldn’t be ignored.
If your brand is already on Pinterest, we’d love to know what you find most compelling about its unique features. And if you are interested in exploring what Pinterest could do for your brand, drop us a line here!