If you’re wondering whether Pinterest is still worth your time as a business owner in 2025, here’s your answer: absolutely yes. While other platforms come and go with fleeting trends, Pinterest continues to be one of the most powerful engines for driving long-term, high-quality traffic to your website. Over 60% of Saves were from Pins over a year old, proving that your content can keep working for you long after you hit publish.
Unlike the ephemeral nature of most social media, where your posts disappear into the void after a few hours, Pinterest operates more like a visual search engine where your content can drive engagement for years. That longevity makes it an incredibly valuable marketing channel for businesses ready to play the long game.
Still not convinced? Tailwind customers alone generate over 98 million clicks, 59 million saves, and 9.8 billion impressions each month. That’s a lot of business value!
Why Pinterest Is Still a Powerhouse for Business
Think of Pinterest as Google’s visual cousin rather than just another social media platform. When someone saves your Pin, they’re not just double-tapping mindlessly — they’re bookmarking your content because they genuinely plan to use it later. This intent-driven behavior is what makes Pinterest such a goldmine for businesses.
The staying power of Pins is truly remarkable. Among the Pins that drove engagement during the study period, those that were between one and two years old saw the greatest number of Saves per Pin, being saved on average 68 times in the last 90 days.
Compare that to social media posts that get buried in feeds within hours, and you’ll understand why savvy businesses are doubling down on Pinterest.
The platform’s evolution away from Idea Pins has created new opportunities. With Idea Pins being retired recently, the mix of content surfacing in Pinners’ home feeds and search results is changing rapidly, enabling the emergence of new content creators as well as re-emergence of some who fell off during the Idea Pin era. Billions of impressions per month are up for grabs that would have previously gone to Idea Pins.
Pinterest Marketing Strategy in 2025
Start with a Pinterest Business Account
If you’re still using a personal Pinterest account for your business, you’re leaving serious opportunities on the table.
A business account gives you access to Pinterest Analytics, Rich Pins, and advertising options that personal accounts simply don’t have. Plus, it builds credibility with your audience.
Setting up your business account properly means filling out every section of your profile with keyword-rich descriptions. Think about what your ideal customer might search for and weave those terms naturally into your bio and business description.
Create a Keyword-Driven Profile & Boards
Pinterest is fundamentally a search engine, so keyword optimization isn’t optional — it’s essential. Your boards should be named with terms people actually search for, not clever puns that only make sense to you.
Need help naming a board? Try Tailwind’s Free Board Title Generator.
When creating board descriptions, think like your customer. If you’re a home decor business, a board called “Cozy Living Room Ideas” will perform infinitely better than something like “My Favorite Spaces.” Use natural language that describes what people will actually find when they click on your board.
The key is understanding that Pinterest distributes content largely on the basis of its substance; that is, what ideas or information a Pin represents. This means your keyword strategy needs to be crystal clear and focused.
Post Fresh Pins (not just Saves)
Here’s where many businesses get it wrong: they spend all their time saving other people’s content instead of creating their own. While saving can be part of your strategy, the real magic happens when you create Fresh Pins — original content that links back to your website.
The vast majority of traffic being driven to content creators’ websites are coming from their own original Fresh Pins. Pinterest has significantly reduced the distribution of Saves, funneling that visibility toward the original Creates instead. This increases visibility for content creators, which helps them grow followers faster.
The most successful Pin formats in 2025 are refreshingly simple. 89% of the most viral Pins were Image Pins, so you don’t need to stress about creating complex video content. Static images are clearly winning the distribution game.
For video content that you do create, vertical still rules. Vertical videos with an aspect ratio of 2:3 or shorter were by far most prevalent in the viral Pins data set, comprising 76% of video Pins. Interestingly, slightly taller videos with an aspect ratio between 2:3 and 1:2 showed stronger engagement statistics, including more Saves and Outbound Clicks per Pin on average.
How to Promote a Business on Pinterest
Use Tailwind to Schedule Strategically
Consistency beats perfection every time on Pinterest, but posting manually every day isn’t realistic for most business owners. That’s where scheduling tools become invaluable. Tailwind recommends posting times for you based on when your specific audience is most active, taking the guesswork out of timing.
The platform’s SmartSchedule feature analyzes your account data to suggest optimal posting times. Those times can be adjusted based on your preferences, but having data-driven recommendations gives you a major head start.
Pinterest is partly a numbers game: the more quality content you publish, the better your chances of hitting viral status. Most of your Pins won’t succeed, but if you publish more Fresh content, you have a better chance of generating a higher number of winning Pins over time.
Use Tailwind Create for Fast Visual Content
Creating dozens of Pins each week used to mean hours in design tools, but that’s changed dramatically. Tools like Tailwind Create can help you build branded Fresh Pins in a fraction of the time, letting you focus on strategy rather than getting bogged down in design details.
The research reveals interesting insights about design tools. 60% of the viral Pins with designed images appear to have been created using Tailwind Create or a similar tool. There was not a single designed Pin image amongst the most viral Pins that appeared to require a professional tool such as Photoshop to create.
This suggests that design tools that optimize for time efficiency in creating good Pins appear to be correlated with a higher propensity to end up with more viral Pins when compared to tools that optimize for more granular customization in the design process.
Tailwind SmartPin is also a great tool to automate Pin creation. Any time you post a new blog or product, pull the link into SmartPin. Tailwind will generate a new, keyword-optimized Pin for you every week. All you have to do is approve and schedule.
Link Every Pin to a Conversion Goal
Every Pin you create should have a purpose beyond just looking pretty. Whether you’re driving traffic to blog posts, lead magnets, or product pages, make sure each Pin has a clear destination and strong call-to-action.
The most effective Pins include compelling overlay text that tells viewers exactly what they’ll get when they click through. Think “How to organize your closet in 30 minutes” rather than just “Closet organization.” Specificity wins on Pinterest.
Pinterest for Small Business
Use Pinterest to Drive Traffic, Not Just Brand Awareness
While brand awareness has its place, Pinterest’s real superpower is driving qualified traffic to your website. The platform excels at connecting people who are actively looking for solutions with businesses that provide them.
Small businesses often see better results on Pinterest than larger competitors because they can move quickly, test new content ideas, and adapt their strategy based on what’s working. You don’t need a massive content team to succeed — you just need to be strategic and consistent.
Of note: Fashion, Decor and Beauty are much stronger than expected in the past, while Food seems to have taken a step back from its prior dominant position. The top six categories account for 80% of the most Viral Pins, but the shift in content mix shows Pinterest’s evolving user base.
Pinterest Business Tips for 2025
Success on Pinterest in 2025 comes down to several key principles, backed by solid data from recent research.
Pin consistently. Aim for at least 3-5 times per week, but daily is even better if you can manage it. The algorithm rewards accounts that show up regularly with fresh, valuable content. This is partly because Pinterest recommends that creators try to publish as much as 5-25 new Fresh Pins per day, recognizing that success is in part a numbers game.
Pro Tip:
Use Tailwind’s Weekly Pin Volume indicator to stay on track with your posting volume.
Use the right dimensions. Stick with vertical formats. The ideal dimensions remain 1000×1500 pixels for images, though Pinterest will automatically adjust the height if you go longer. Maximize your Pinterest reach with the perfect Pin size using a 2:3 aspect ratio.
Keep descriptions focused. The most viral Pins tended to have shorter descriptions, averaging in the range of 220-232 characters. Instead of trying to cram multiple ideas into one description, create separate Pins for each concept. Since Pinterest distributes content primarily based on topical relevance, sending mixed signals about what a Pin is about could lead to your content being ranked lower on each individual term.
Include alt text. This is critical for accessibility and may impact performance. Pins with alt text are earning 25% more Impressions, 123% more outbound clicks, and 56% more profile visits on average. If you’re unsure how to write strong alt text, try Tailwind’s free image alt text generator.
Use strategic color choices. When analyzing viral Pins, 87 of the top 100 hex codes identified as dominant colors in Pin images were white, near white, or some shade of light grey. This doesn’t mean your Pins should be mostly white, but it indicates you shouldn’t be afraid of significant lighter spaces in your Pins.
Consider your visual approach by category. The right visual approach to your content may vary significantly depending on your category. There was close to a 50/50 split across using raw images versus designed Pin images among viral content, but this varied dramatically by category.
Wrap Up: The Best Way to Use Pinterest for Business in 2025
The formula for Pinterest success in 2025 isn’t complicated, but it does require consistency and strategic thinking.
Focus on creating Fresh Pins that link back to valuable content on your website, use smart scheduling tools like Tailwind to maintain regular posting, and treat Pinterest like the search engine it truly is.
The businesses winning on Pinterest right now understand that it’s not about going viral with every single Pin — it’s about creating a steady stream of quality content that serves your ideal customer.
Some Pins will hit big, others will perform moderately, and some won’t take off at all. That’s perfectly normal and expected.
The amazing power of Pinterest marketing is that when your content wins, not only can it win big, but it can keep winning big for a very long time. The oldest Pin still driving engagement in the data set was created in July 2010 — over 14 years ago, and despite its age, that Pin received over 10,000 new impressions and over 200 clicks in just the last 90 days.
Use tools to streamline your workflow, but remember that tools are only as good as the strategy behind them. Start with a solid understanding of your target audience, create content that serves their needs, and let Pinterest’s algorithm do what it does best: connecting people with the ideas they’re looking for.
Most importantly, think long-term. Your Pinterest efforts today are building a library of content that can drive traffic to your business for years to come. That’s a level of ROI that’s hard to find anywhere else in digital marketing.
Frequently Asked Questions
How often should I post on Pinterest for business?
Aim for 3-5 Fresh Pins per week minimum, though daily posting is ideal if you can manage it consistently. Pinterest recommends that creators try to publish as much as 5-25 new Fresh Pins per day because success is partly a numbers game. Most Pins won’t go viral, but publishing more content increases your chances of creating winners.
What’s the difference between Fresh Pins and Saves?
Fresh Pins (also called Creates) are brand new Pins you create that typically link to your own website content. Saves are when someone saves an existing Pin to their boards. Over 90% of traffic to creator and brand websites were from Creates, so focus your energy on creating original content rather than just saving others’ Pins.
Do I need a Pinterest business account?
Absolutely. A business account gives you access to Pinterest Analytics, Rich Pins, advertising options, and other features that personal accounts don’t have. It also builds credibility with your audience and allows you to properly optimize your profile for search.
What image size works best for Pinterest?
Stick with vertical images using a 2:3 aspect ratio. The ideal dimensions are 1000 pixels wide by 1500 pixels tall, though Pinterest will automatically adjust the height if you go longer. For video content, vertical videos with an aspect ratio of 2:3 or shorter were by far most prevalent in the viral Pins data set, comprising 76% of video Pins.
Should I use hashtags on Pinterest?
Hashtags are fine to use and won’t hurt your performance. 19% of the most viral Pins included one or more hashtags, and Pinterest likely interprets them as keywords to help categorize your content. If you use them, the average is around seven hashtags, but don’t feel obligated to include them.
How long does it take to see results on Pinterest?
Pinterest is a long-term strategy. Pins may technically live forever, but when it comes to which Pins Pinterest actually shows to users in feeds and search results, even the most viral Pins will eventually peak and then start fading. However, Pins between one and two years old saw the greatest number of Saves per Pin, so your content can continue performing well long after you publish it.
Can I schedule my Pinterest posts?
Yes, and you should. Pins driving high volumes of traffic were up to 54% more likely to be published through Tailwind than to be published directly on Pinterest or through any other means. Scheduling tools help ensure consistency and optimal timing without the need to post manually every day.
The post How to Use Pinterest for Business in 2025 appeared first on Tailwind Blog.
