DTC Marketing on Pinterest: 5 Low-Effort Tactics for Organic Growth
Pinterest is one of the most underutilised platforms in DTC marketing. If you’re in the DTC e-commerce space and not using Pinterest (or gave up on it), it’s time to rethink. Unlike other platforms where people scroll mindlessly, Pinterest users are actively looking for new ideas and products, making it a prime place for brands to get discovered. And yet, so many DTC brands either dismiss it or don’t realise its full potential. The best part? You don’t need a massive budget or a complicated strategy to see results. In this article, I’ll explain why Pinterest deserves a spot in your marketing strategy and how how you can make it work for your brand.
Need help with this Pinterest stuff?
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Need help with this Pinterest stuff?
We’re here for you! Let’s talk.
Pinterest: The Overlooked Marketing Tool for DTC Marketing
When I first set out to write this post, my goal was to highlight DTC brands successfully using Pinterest as a marketing channel. So, I started searching for lifestyle brands that could serve as great examples. Easy, right? Not so much. The challenge wasn’t in finding brands – it was in finding brands with an active Pinterest presence. And those that did post? Most were inconsistent and lacked strategy.
That’s a huge missed opportunity! Even if you don’t have tons of time, experience, or resources, Pinterest can drive organic traffic with minimal effort. The key? Setting up your account strategically and activating a few free, time-saving features to keep content flowing. More on that below!
But first, let’s talk about why Pinterest should be a key part of your DTC marketing strategy.
5 Reasons for DTC Marketing on Pinterest
It sends qualified top of funnel traffic to your website. Users come to Pinterest with intent, they’re looking for ideas, inspiration, and solutions, making them more likely to engage with your content. Especially, when it’s optimised for search so that it shows up in the right context to attract quality prospects. Plus, better quality traffic = lower bounce rate!
It introduces your products to a brand new audience. Unlike other platforms where visibility depends on followers, Pinterest’s algorithm prioritises fresh content, meaning most of your Pins will be shown to people who don’t know you yet. For our clients, around 80% of Pinterest traffic are first-time visitors.
It provides a perfect opportunity to influence purchase decisions early on in the purchase journey. A large proportion of users engage weeks or even months in advance, because they use Pinterest to plan. Show up and get on their radar! Anyone saving your pins to their boards or visiting your website becomes a potential prospect that may sign up for your mailing list or who you can retarget with paid ads.
It has a high income user base – 1 in 3 Pinterest shoppers have an average annual income of $100,000 or more. Around 40% of Pinterest users worldwide have a household income of $100,000 or more. AOV is higher than on other platforms.
It generates sustained, long-term traffic – Since Pinterest is a search engine, content has a MUCH longer lifespan. Unlike social media platforms where content disappears quickly, SEO optimised pins continue driving traffic for months, since they resurface repeatedly as users look for specific content over time.
Exclusive Audiences You’ll Only Find on Pinterest
Pinterest is booming with Gen Z users, making it the platform’s fastest-growing audience. They now account for a huge 40% of global monthly users. But did you know that half of Pinterest’s 50+ audience isn’t active on any other social platform?
While younger audiences flock to TikTok, Pinterest is where over-50s go for inspiration and half of them aren’t active anywhere else! They turn to Pinterest with purpose, searching for ideas, saving inspiration, and shopping for milestone moments like dream home projects, bucket-list travel, wellness goals, and family celebrations. This audience isn’t just passively scrolling, they’re actively planning and purchasing.
But if your brand isn’t on Pinterest, you’re invisible to 50% of them. They’ve chosen Pinterest as their go-to space for planning, discovering, and shopping, making it the only place where you can connect with them as they search for ideas and products to bring their plans to life.
If your brand wants to engage with this target market, Pinterest should be an integral part of your marketing strategy.
DTC Marketing: 5 Ways to Drive Organic Traffic
Did you know that 97% of Pinterest searches are unbranded? That means users are actively looking for new brands and products, just like yours! If you’re a DTC brand, leveraging Pinterest’s organic reach is a no-brainer. With a few strategic optimisations, you can turn Pinterest into a free traffic source for your store. Here’s how.
1. Quick Win! Connect Your Product Catalogue
Even if you do nothing else, do this! Connecting your product catalogue to Pinterest is an easy win that puts your products in front of the right audience, automatically. Here’s why it’s a smart move:
The more SKUs you have, the better your chances of getting discovered by shoppers actively searching for products like yours. Every additional item in your catalogue is another opportunity to appear in search results and home feeds of high-intent shoppers, completely free.
Setting this up is easy if you have a Shopify store. Pinterest offers built-in integration to streamline the process. Want a step-by-step guide? Check out Pinterest for Shopify: 5 Steps to Turn Pins into Sales to get started.
2. Connect Your Instagram Feed
Another easy way to feed content to Pinterest is through Instagram. Although many DTC brands neglect or ignore Pinterest, most do have an active Instagram account. If that’s you, then connecting your Instagram account to Pinterest is a simple way to automatically feed organic content to Pinterest. Instead of manually creating new pins, you can let your Instagram posts do the work for you, while also ensuring that any Instagram content shared on Pinterest links back to you. Here’s why setting this up is a smart move:
3. Optimise Your Pinterest Account for Pinterest SEO
Connecting your product catalogue and Instagram account are easy wins for keeping your Pinterest profile active with minimal effort. These content feeds help you maintain a steady flow of fresh Pins without extra manual work. To set them up, you’ll need a Pinterest business account, which is free and simple to create. Here’s how to get started in just three easy steps.
With your Pinterest business account set up and your product catalogue and Instagram feed are connected, the next big organic win is Pinterest SEO, because Pinterest is a search engine. The key to driving targeted traffic to your store with Pinterest is a profile that works smarter. Just like SEO helps your website rank on Google, optimising your Pinterest account for SEO ensures your content gets discovered by the right audience. Here’s how to do it:
Conduct Keyword Research
To make your content more discoverable on Pinterest, start by identifying the right keywords for your niche. An easy way to do this is by using Pinterest’s search bar – type in relevant topics and see what popular search terms appear. These are the exact phrases people are actively looking for, making them valuable for your strategy. Take note of the most relevant keywords and incorporate them into your board names, descriptions, and Pin titles.
Optimise Your Boards for Discovery
Content on your Pinterest account is organised in boards. Create at least 5 boards with clear, keyword-rich board titles that align with your niche. Board names and descriptions should be optimised for Pinterest search to boost visibility. Instead of generic names like “Healthy Food” or “Bucket List Ideas,” go for specific, SEO-friendly titles that directly reflect your content.
A well-named board helps Pinterest understand its relevance, improves search rankings, and attracts the right audience, making your content easier to find and engage with. Once you’ve created the boards, add 3-5 SEO-optimised pins to each. You now have an account that can be indexed by Pinterest for the right kind type of keywords, so that it can surface your content in the right context.
Get The Pinterest Makeover Your Brand Deserves!
Don’t have the time or resources to do this yourself? We can build a brand new Pinterest page for you or clean up your existing account. We’ll optimise your page to look amazing and designed to deliver results, whether you’re building it from scratch or refreshing an existing profile. Say hello to a Pinterest profile that turns heads and gets clicks!
Get The Pinterest Makeover Your Brand Deserves!
Don’t have the time or resources to do this yourself? We can build a brand new Pinterest page for you or clean up your existing account. We make sure that your account is SEO-optimised and on-brand. We’ll also help you get your website connected to Pinterest to set you up for regular organic and paid advertising activities. Say hello to a Pinterest profile that turns heads and gets clicks!
4. Apply for Verified Merchant Status
Pinterest’s Verified Merchant Program (VMP) is an excellent way to increase product visibility and drive organic sales. As a verified merchant, your products can surface in search results and shopping feeds, making it easier for potential buyers to find you. The VMP badge also builds trust, signalling to shoppers that your brand is legitimate and reliable. Consult Pinterest’s VMP page to check if you’re eligible.
Here’s a great example of an optimised Pinterest account for Patch Plants with Verified Merchant status and boards with search optimised titles:
If you do nothing else, make sure you implement these organic Pinterest features! Even with minimal time or resources, these simple updates can increase your visibility and help your content reach the right audience. Once you’ve set them up, let them work for you. Then check Pinterest Analytics in a few weeks to track how much engagement and traffic they’re driving to your content.
These organic Pinterest updates lay the groundwork for a successful strategy and set you up for future growth, whether organic or paid. Think of them as your Pinterest power move! By putting them in place now, you’ll be one step ahead when you’re ready to take your Pinterest marketing to the next level.
5. Pin Daily for More Visibility on Pinterest
One of the secrets of success on Pinterest is to make pinning a daily habit! Consistency is key here, the more regularly you pin, the better your chances of boosting your visibility and ranking higher in Pinterest searches. Daily pinning signals to Pinterest that you’re an active, engaged user, which can help your content appear more frequently in users’ feeds.
Starting with about 1-2 pins a day is a good approach, and you can build up as you go. But remember, consistency matters more than sheer volume. It’s better to pin a steady amount daily or weekly than to post a lot one day and nothing the next. Regularity is key.
DTC Marketing on Pinterest – Organic vs Paid Ads
If you’re already driving organic traffic on Pinterest, adding paid ads is the next smart move. Ads speed up discovery, ensuring your products reach high-intent shoppers faster. Plus, they provide extra insights, like keyword trends and conversion data, helping you fine-tune both your paid and organic strategy.
With Pinterest’s precise targeting, you can reach users based on their interests, demographics, search behaviour, or even retarget people who’ve already engaged with your brand. This means your ads get in front of the right audience at the right time, maximising conversions.
The secret? Organic and paid work best together. Strong organic content keeps your brand relevant, while ads supercharge visibility and engagement, making them a powerful duo for long-term Pinterest success.
Ready to turn Pinterest into a growth channel for your DTC brand?
Let’s Create a Pinterest Page that’s Designed to Convert!
The key to attracting high-value clients on Pinterest is a profile that works smarter. With a strategic, conversion-focused setup, your Pinterest profile becomes a magnet for the right audience that drives clicks to your website. Not sure where to start, or don’t have time to do this yourself? We can help!
You’ll see the value of working with them from day one
Pin for later!
Mary Lumley – Pinterest Marketing for eCommerce & Travel / DTC Marketing on Pinterest: 5 Low-Effort Tactics for Organic Growth