Pinterest is more than just a platform for discovering recipes and home decor ideas—it’s a powerful tool for businesses looking to drive traffic and increase brand visibility. With the right approach, Pinterest marketing can help brands connect with audiences actively searching for inspiration and solutions.
Unlike other social media platforms, Pinterest functions as a visual search engine, making it ideal for businesses that rely on strong imagery to engage potential customers. Whether you’re in e-commerce, travel, or creative industries, leveraging Pinterest strategically can generate long-term organic traffic and conversions.
Here’s how to make Pinterest work for your marketing efforts.
Key Takeaways
- Pinterest supports long-term traffic generation, brand awareness, and community engagement. Unlike other platforms, its content remains discoverable for months, making it a cost-effective marketing tool.
- A well-structured content plan, active audience engagement, and Pinterest SEO help businesses maximise reach. Using vertical images and trending keywords improves discoverability.
- Tools like Tailwind, Canva, and Pinterest Analytics help automate scheduling, enhance design, and track campaign performance for better efficiency and results.
- Pinterest Ads offer multiple formats, including Standard Pins, Video Pins, and Shopping Ads. Best practices include optimising visuals, leveraging audience targeting, and A/B testing ad variations.
What is Pinterest Marketing?
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Pinterest is a dynamic platform that enables businesses to visually showcase their products and services, effectively engaging potential customers. In Singapore, Pinterest holds a notable position among social media platforms, accounting for approximately 10.48% of the market share as of January 2025.
This indicates a substantial user base, presenting a valuable opportunity for brands to connect with a diverse and engaged audience.
Globally, Pinterest boasts over 400 million users, with a significant portion actively seeking new ideas and inspirations. Notably, 97% of searches on Pinterest are unbranded, highlighting users’ openness to discovering new brands and products. This trend is mirrored in Singapore, where users frequently turn to the platform for inspiration in areas such as fashion, home décor, and culinary experiences.
For Singaporean businesses, leveraging Pinterest as part of their marketing strategy can lead to increased brand awareness and customer engagement. By creating visually appealing and locally relevant content, brands can tap into the platform’s potential to drive traffic and conversions.
Benefits of Pinterest Marketing
Pinterest marketing offers businesses several advantages, from increasing brand visibility to driving long-term website traffic. One of its biggest strengths lies in its function as a visual search engine, where users actively seek inspiration and new ideas.
| Feature | Other Social Media Platforms | |
| Content Lifespan | Long-lasting (months/years) | Short-lived (hours/days) |
| Traffic Generation | High, with direct website links | Lower, requires continuous posting |
| User Intent | Discovery & inspiration | Social interactions & updates |
| Engagement Style | Saves, shares, and searches | Likes, comments, and shares |
Let’s explain the benefits further:
Enhanced Brand Awareness
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Unlike traditional social media platforms, Pinterest allows businesses to reach users who are already in discovery mode. e-Commerce is projected to hit S$14.2 billion by 2025 in Singapore. Having a strong Pinterest presence can help brands showcase their products to a ready-to-buy audience. Optimising pins with keywords and high-quality visuals can increase visibility and ensure that businesses appear in relevant searches.
Community Building and Engagement
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Pinterest fosters organic engagement by allowing users to save and share content. Singaporeans are highly visual consumers, with over 70% of digital shoppers relying on images and videos before making a purchase. Businesses can capitalise on this by creating engaging, shareable content that resonates with local audiences, such as trend-based boards, how-to guides, and user-generated content.
Long-Term Traffic Generation
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Unlike platforms where posts disappear within hours, Pinterest pins have a much longer lifespan—they can continue driving traffic for months or even years. This is particularly beneficial for Singaporean businesses looking to generate sustained website visits without continuous ad spending. By incorporating links in their pins, brands can direct users straight to their websites, boosting sales and conversions.
Pinterest Marketing Strategies
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Successfully leveraging Pinterest for marketing requires a strategic approach that combines content planning, audience engagement, and search engine optimisation (SEO).
Unlike other social platforms, Pinterest users are actively searching for inspiration and products, making it an excellent platform for businesses to attract potential customers. A well-crafted strategy can help businesses in Singapore stand out, drive website traffic, and convert casual browsers into loyal customers.
Below are key Pinterest marketing strategies to enhance brand visibility and engagement.
Content Planning
A structured content plan ensures consistency and relevance, which is crucial for maintaining an active Pinterest presence. Businesses should create a content calendar to schedule regular pinning and align their posts with seasonal trends and consumer interests.
Research shows that pins related to seasonal events or trending topics see up to 94% more engagement than generic content. Using high-quality visuals is also key, as Pinterest is a visually driven platform. Pins with vertical images (2:3 aspect ratio) receive 60% more engagement compared to other formats. Businesses should invest in professional photography, infographics, and carousel pins to diversify their content.
Additionally, using tools like Tailwind for scheduling posts at optimal times can help brands reach a larger audience without overwhelming their followers.
Audience Engagement
Building a loyal Pinterest following requires more than just posting content—it involves engaging directly with users. One way to do this is by responding to comments, re-pinning relevant content from others, and creating interactive boards. Pins with detailed descriptions and clear calls-to-action (CTAs) receive 80% more engagement, making it essential for businesses to craft compelling descriptions.
Joining group boards is another effective way to expand reach. Businesses in Singapore can collaborate with influencers or industry experts to tap into their follower base. Since Pinterest users are 66% more likely to try new brands, participating in collaborative boards increases visibility and encourages more engagement. Running contests or polls can also drive interaction, making followers feel more connected to the brand.
SEO
Pinterest operates like a search engine, meaning optimising content for discoverability is essential. Conducting keyword research helps businesses understand what their target audience is searching for. Incorporating high-ranking keywords naturally into pin descriptions, board titles, and profile bios increases the likelihood of appearing in search results. Properly optimised pins receive up to 30% more organic traffic than non-optimised ones.
Hashtags also play a role in discoverability, helping pins appear in trending searches. Brands should use a mix of broad and niche hashtags to maximise visibility. Additionally, verifying a business website on Pinterest allows for Rich Pins, which automatically sync product details and descriptions from a brand’s website, boosting credibility and conversions.
By implementing these strategies, businesses in Singapore can effectively position themselves on Pinterest, drive organic traffic, and build stronger customer relationships.
7 Tools for Pinterest Marketing
Pinterest is more than just a platform for inspiration—it’s a powerful marketing channel that can drive traffic, build brand awareness, and boost sales. However, to maximise its potential, businesses need the right tools to streamline content creation, automate scheduling, track performance, and optimise advertising efforts.
From designing eye-catching pins to analysing audience engagement, leveraging the right technology can save time and improve results. Below are seven essential tools that can help businesses in Singapore enhance their Pinterest marketing strategy, ensuring efficiency and growth in a competitive digital landscape.
Pallyy
Pallyy is a visual scheduling tool designed for Pinterest and other social platforms. It allows users to plan and preview their pins on a drag-and-drop calendar, ensuring posts go live at optimal times. The platform also provides analytics to track post performance and engagement, helping businesses refine their content strategy.
Key Features:
- Visual content calendar for easy scheduling.
- Best time recommendations for increased engagement.
- Bulk upload and auto-publishing of pins.
Tailwind
Tailwind is a powerful scheduling and analytics tool that helps businesses automate their Pinterest marketing efforts. It allows users to schedule pins in bulk, track engagement, and discover trending content.
Tailwind’s “SmartSchedule” feature ensures posts go live when audiences are most active, increasing visibility.
Key Features:
- Automated pin scheduling with optimal posting times.
- Tailwind Communities (formerly Tribes) for networking and content sharing.
- Detailed analytics and pin performance tracking.
- Hashtag Finder for optimised discoverability.
Canva
Canva is an intuitive graphic design platform that allows businesses to create stunning Pinterest pins without requiring professional design skills. It offers thousands of templates tailored for Pinterest, ensuring visually appealing and optimised content.
Key Features:
- Drag-and-drop interface with pre-made Pinterest templates.
- Access to a vast library of stock photos, icons, and fonts.
- Ability to create branded designs with custom colours and logos.
- Resize feature for multi-platform content adaptation.
Jasper AI
Jasper AI is an AI-powered content generation tool that helps businesses write compelling pin descriptions, blog posts, and ad copy. It can assist in crafting engaging captions that align with Pinterest SEO best practices, boosting content discoverability.
Key Features:
- AI-generated text for pin descriptions and blog posts.
- Pre-trained on high-performing marketing copy.
- Tone adjustment to match brand voice.
- Integration with SEO tools for keyword-rich content.
Pinterest Analytics
Pinterest Analytics is a built-in tool that provides valuable insights into pin performance, audience demographics, and engagement trends. It helps businesses understand what content resonates with their audience and refine their strategy accordingly.
Key Features:
- Real-time data on pin impressions, saves, and clicks.
- Audience insights, including demographics and interests.
- Performance comparison across multiple campaigns.
- Conversion tracking for e-commerce businesses.
Social Champ
Social Champ is a Pinterest scheduling and analytics tool that simplifies content management. It allows users to schedule, monitor, and analyse their Pinterest marketing efforts all in one place.
Key Features:
- Bulk scheduling and automated pin posting.
- Detailed engagement reports for performance tracking.
- Cross-platform social media management.
- Team collaboration tools for multi-user accounts.
Pinterest Performance+
Pinterest Performance+ is an AI-driven advertising tool that helps businesses run efficient ad campaigns with minimal manual effort. It leverages automation to improve targeting, ensuring ads reach the right audience.
Key Features:
- AI-powered ad placement for better conversions.
- Automated budget adjustments based on campaign performance.
- Smart bidding strategies to maximise ROI.
- Audience segmentation for personalised ad experiences.
Incorporating these tools into your Pinterest marketing strategy can streamline operations, enhance content quality, and provide valuable insights, ultimately leading to improved engagement and reach.
Running Ads on Pinterest
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Pinterest advertising offers businesses an opportunity to reach engaged users actively searching for ideas, products, and inspiration. With visually driven ad formats, precise targeting options, and data-backed strategies, brands can boost visibility and drive conversions effectively. Here’s how to make the most of Pinterest Ads.
Types of Pinterest Ads
Pinterest provides several ad formats tailored to different marketing objectives. Choosing the right format ensures that your content aligns with user intent and maximises engagement.
| Ad Type | Description | Best For | Key Features |
| Standard Pins (Promoted Pins) | Regular Pins that are promoted to a wider audience but look organic. | Increasing brand awareness & driving website traffic. | Appear in home feeds, search results & related Pins. |
| Video Pins | Short or long-form video ads that autoplay to capture user attention. | Product storytelling, tutorials & brand awareness. | Supports various video lengths; autoplay feature. |
| Carousel Ads | Multi-image ads that users can swipe through. | Showcasing multiple product angles or features. | Supports up to 5 images per ad; interactive format. |
| Shopping Ads (Product Pins) | Auto-generated Pins from a product catalogue that link directly to purchase pages. | E-commerce brands looking to drive direct sales. | Syncs with online store inventory; shoppable format. |
| Collection Ads | A lifestyle image with smaller product images underneath. | Showcasing product collections in a single ad. | Ideal for retail & fashion; encourages product discovery. |
| Idea Ads | Interactive, step-by-step guides or influencer collaborations. | Engaging audiences with tutorials or how-to content. | Encourages deeper engagement; storytelling-focused. |
Pinterest Ad Targeting Options
Pinterest’s advanced targeting capabilities help businesses reach the right audience based on user interests, behaviours, and demographics.
- Interest & Keyword Targeting
- Targets users based on their browsing habits and search queries.
- Useful for aligning ads with specific Pinterest search terms (e.g., “best home office setup”).
- Demographic Targeting
- Allows brands to filter audiences by location, age, gender, and device usage.
- Ideal for tailoring campaigns to specific customer segments in Singapore.
- Custom Audiences (Retargeting)
- Uses website data (via the Pinterest Tag) to retarget users who have visited your site.
- Encourages returning visitors to complete purchases or sign up for services.
- Actalike Audiences (Similar to Lookalike Audiences)
- Identifies users with similar interests and behaviours as your existing customers.
- Helps businesses expand their reach beyond their current audience.
- Placement Targeting
- Enables brands to choose where their ads appear (e.g., home feed, search results, related Pins).
- Ensures ads are served in high-intent browsing areas.
Best Practices for Running Pinterest Ads
To achieve the best results with Pinterest Ads, businesses should follow key best practices for campaign setup, creative optimisation, and performance tracking.
- Optimise Pin Design for Engagement: High-quality visuals are essential for Pinterest Ads. Use vertical images with a 2:3 aspect ratio to ensure your ad displays correctly on all devices. Incorporate bold, readable text overlays to communicate key messages quickly. Maintaining consistent branding with company colours and logos helps reinforce brand recognition.
- Include Clear Call-to-Actions (CTAs): A strong CTA encourages users to take action. Use phrases like “Shop Now,” “Learn More,” or “Get Inspired” to drive engagement. CTAs should be visible within the Pin image and in the description to maximise conversions.
- Use Pinterest SEO to Improve Ad Discoverability: Like organic Pins, Pinterest Ads benefit from keyword optimisation. Conduct research to identify relevant search terms and integrate them naturally into Pin titles, descriptions, and hashtags. This increases the chances of your ads appearing in search results.
- Leverage Interest & Audience Targeting: Pinterest offers interest-based and demographic targeting, allowing businesses to reach users who are actively searching for related content. Additionally, custom audiences and Actalike audiences (similar to Lookalike audiences) can be used to retarget past visitors or find new potential customers.
- A/B Test Different Ad Variations: Testing multiple ad versions helps identify what resonates best with your audience. Experiment with different Pin designs, headlines, descriptions, and targeting options. Monitor performance metrics like click-through rate (CTR) and engagement rate to determine which version performs best.
- Set a Competitive Bidding Strategy: Pinterest Ads operate on a bidding system, where advertisers compete for ad placements. Adjust bids based on your cost-per-click (CPC) or cost-per-mille (CPM) goals. If an ad is performing well, consider increasing the bid to scale results while maintaining profitability.
- Monitor & Optimise Performance Regularly: Use Pinterest Analytics to track key performance indicators (KPIs) such as impressions, saves, clicks, and conversions. Regularly review these insights and refine your ad strategy by adjusting bids, updating creatives, or refining audience targeting.
By following these best practices, businesses in Singapore can create high-performing Pinterest Ads that drive brand awareness, website traffic, and sales effectively.
Develop Your Pinterest Marketing Strategy
Image Credit: CoSchedule
Pinterest is a powerful platform that blends inspiration with intent, making it an excellent tool for businesses looking to boost brand awareness, drive traffic, and increase sales. By leveraging the right ad formats, refining audience targeting, and optimising content for engagement, brands can tap into a highly motivated audience actively searching for ideas and products.
A well-planned Pinterest strategy involves more than just creating visually appealing Pins—it requires a data-driven approach, consistent testing, and the use of automation tools to streamline efforts. Whether you’re a small business or a large e-commerce brand, integrating Pinterest into your digital marketing mix can yield long-term benefits.
If you’re looking to maximise your results with a professionally crafted Pinterest strategy, MediaOne can help. Our team of experts specialises in performance-driven Pinterest marketing strategies tailored for businesses in Singapore. Get in touch with us today to take your brand’s Pinterest presence to the next level.
Frequently Asked Questions
Is Pinterest marketing free?
Yes, Pinterest marketing can be free if you focus on organic strategies like creating high-quality Pins, optimising for SEO, and engaging with your audience. However, businesses can also invest in paid ads to boost reach and conversions.
How do I promote my products on Pinterest?
You can promote products by creating visually appealing Pins, using keyword-rich descriptions, and linking directly to your website. Pinterest Shopping Ads and Rich Pins help showcase products effectively, making it easier for Singaporean shoppers to discover and buy from you.
How many times should I post on Pinterest a day?
For optimal engagement, posting 5–10 times a day is recommended, spreading Pins throughout the day. Using scheduling tools like Tailwind can help maintain consistency without overwhelming your audience.
How to get 1k followers on Pinterest fast?
To grow followers quickly, create high-quality, niche-focused content and use relevant keywords for discoverability. Engage with trending topics, join group boards, and repin popular content to expand your reach within the Singaporean market.
How do I start posting on Pinterest?
Set up a business account, create visually appealing Pins with keyword-rich descriptions, and organise them into relevant boards. Use a mix of original content and curated Pins to maintain an engaging and active profile.
What content works best on Pinterest?
Visually appealing, high-quality images and videos perform best, especially in vertical formats. Popular content includes DIY guides, product showcases, infographics, and lifestyle inspiration, which resonate well with Singaporean users.
