Pinterest isn’t just a discovery platform — it’s a conversion machine. With Pins continuing to drive traffic and engagement for years (our 2025 Pinterest Benchmark Study shows over 60% of Saves were from Pins over a year old), smart marketers are using Pinterest funnel strategies to turn casual browsers into loyal customers.
Here’s the thing: most people approach Pinterest like they’re throwing spaghetti at the wall. They create a Pin, hope for the best, and wonder why their traffic isn’t converting. But when you understand how to map your Pins to a full-funnel journey, everything changes. You’ll drive saves, clicks, and actual conversions — not just pretty engagement metrics.
This post will help you build a Pinterest marketing funnel that works like clockwork, guiding users from initial discovery all the way to purchase. Ready to transform your Pinterest strategy from random to revenue-generating?
Understanding the Pinterest Funnel
Your Pinterest funnel works differently than other social media platforms, and that’s exactly why it’s so powerful. While Instagram posts might get engagement for a few hours, Pinterest Pins can continue driving traffic for years.
Top of Funnel (TOFU): Discovery Phase
This is where Fresh Pins shine. Users discover your content through Pinterest search results or their home feed. They’re not actively looking to buy; they’re browsing, gathering ideas, and getting inspired. Your goal here is to catch their attention with keyword-rich titles, bright visuals, and clear value propositions.
Middle of Funnel (MOFU): Consideration Phase
Now users are saving your Pins to their boards, visiting your profile, and clicking through to learn more. They’re moving from casual interest to genuine consideration. This is where your board organization and profile optimization become crucial.
Bottom of Funnel (BOFU): Conversion Phase
Users are ready to take action. They’re visiting your website, signing up for your newsletter, or making purchases. Your Pins need strong calls-to-action and seamless user experiences to seal the deal.
What makes Pinterest unique is its visual search intent and incredibly long content lifespan. Unlike other platforms where content disappears into the void after 24 hours, your Pins can continue working for you months or even years later.
How to Map Your Content to Each Funnel Stage
Here’s where the magic happens: creating Pinterest Pin strategies that move people seamlessly from discovery to conversion.
TOFU – Create Clickworthy Fresh Pins
Your top-of-funnel strategy should focus on Fresh Pins that grab attention and provide immediate value. According to our benchmark study, over 90% of traffic to creator and brand websites comes from Creates (Fresh Pins), not Saves.
What makes a Fresh Pin clickworthy:
- Use keyword-rich titles that clearly communicate value
- Create bright, vertical visuals (2:3 aspect ratio works best)
- Focus on solving a specific problem or answering a question
- Include soft, inspiring CTAs like “Learn more,” “Get ideas,” or “Discover how”
For scheduling your Fresh Pins, Tailwind’s SmartSchedule recommends posting times based on your specific audience data. These recommended times can be adjusted as you learn what works best for your content.
Pro tip:
Don’t just create one Pin per piece of content. Our research shows the top 1% of Pins drive the majority of impressions and clicks, so success is partly a numbers game. Try creating multiple Pin designs for each blog post or product to increase your chances of hitting viral status. Tailwind’s SmartPin feature makes this easy by automatically generating and publishing new, high-quality Fresh Pins for you each week — no extra effort required.
MOFU – Optimize Boards & Profiles
Your middle-of-funnel Pinterest funnel strategy is all about building trust and keeping users engaged with your brand. When someone saves your Pin, they’re essentially raising their hand and saying “I’m interested.” Now you need to nurture that interest.
Board optimization strategies:
- Create keyword-rich board titles and descriptions that clearly communicate what’s inside
- Organize boards logically around topics your audience cares about. See Simple Pin Media’s saved content for excellent board organization examples:
- Save your own Fresh Pins to multiple relevant boards (this helps with categorization, not distribution)
- Mix your own content with high-quality Saves from others to create value-packed boards
Profile optimization tactics:
- Use a clear, professional profile photo and compelling bio
- Include your target keywords in your profile description
- Create board covers that visually represent your brand aesthetic
- Keep your most important boards pinned to the top
See example profile from Heather Farris. She includes her value proposition in her profile image and her bio is loaded with keywords.
Remember, when users visit your profile after engaging with one of your Pins, they’re evaluating whether you’re worth following. Make sure your profile tells a cohesive story about who you are and what value you provide.
BOFU – Drive Action on Your Website
This is where your Pinterest conversion strategy comes into play. Users who click through to your website are showing high intent. Don’t waste this opportunity.
Conversion optimization essentials:
- Ensure your Pin descriptions and visuals match your landing pages
- Use strong, action-oriented CTAs in your Pin copy (“Try free,” “Shop now,” “Get the template”)
- Make sure your links work and are optimized for mobile (most Pinterest traffic is mobile)
- Consider using UTM parameters to track Pinterest traffic in your analytics
Landing page best practices:
- Remove navigation distractions that might send users elsewhere
- Include social proof like testimonials or reviews
- Make your call-to-action button prominent and compelling
- Ensure fast loading times (Pinterest users expect quick experiences)
The goal isn’t just to get clicks — it’s to get conversions. Every element from your Pin to your landing page should work together to guide users toward your desired action.
Metrics That Matter in a Pinterest Funnel
Not all Pinterest metrics are created equal. Here’s what you should actually be tracking for your Pinterest funnel strategy:
Save Rate = Top of Funnel Interest
High save rates indicate your content resonates with your audience. If people are saving your Pins but not clicking through, you might need stronger CTAs or more compelling value propositions.
Click-Through Rate = Mid-Funnel Intent
When users click from Pinterest to your website, they’re showing genuine interest in learning more. Track which types of Pins generate the highest click-through rates and create more content in those categories.
Conversion Rate = Bottom of Funnel Success
This is where the rubber meets the road. Are Pinterest visitors actually taking the actions you want? Set up goal tracking in Google Analytics to measure Pinterest’s impact on your business metrics.
Long-term Performance Tracking
Here’s what makes Pinterest special: a Pin you create today can convert customers months later. Track your Pins’ performance over time, not just in the first few days or weeks.
Pinterest Funnel Strategy in Action: A Real Example
Let me show you how this works with a concrete example. Imagine you’re a home organization blogger who just wrote a post about “Small Closet Organization Ideas.”
TOFU Fresh Pin Creation: You create multiple Pin designs with titles like “Transform Your Tiny Closet in One Weekend” and “Small Closet Organization Hacks That Actually Work.” Each Pin uses bright, clear images showing before-and-after transformations.
MOFU Board Strategy:
You save these Pins to relevant boards like “Small Space Solutions,” “Bedroom Organization,” and “DIY Home Projects.” You also create a new board specifically for “Closet Organization Ideas” to capture users interested in this specific topic.
BOFU Conversion Path:
Your Pin description includes a clear CTA: “Get my free closet organization checklist + see the full tutorial.” When users click through, they land on your blog post with an opt-in form for your email list, leading to your paid organization course.
Results Tracking:
After three months, you notice your closet organization Pins are driving steady traffic and email signups. You create more content around this topic and develop it into a key pillar of your content strategy.
This is how strategic Pinterest marketers think: every Pin is part of a larger funnel designed to move users toward a specific goal.
Final Tips for a High-Converting Pinterest Funnel
Want to maximize your Pinterest Pin strategy results? Here are the tactics that separate successful Pinterest marketers from the rest:
Always Start with Fresh Pins
Never save existing Pins to new boards hoping for distribution. According to our research, Pinterest heavily favors Fresh Pins for distribution. When you create original content, you move up the “freshness scale” and increase your chances of being seen.
Leverage Keyword Research
Use tools like Tailwind’s Pinterest Keyword Finder to discover what your audience is actually searching for. Include these keywords naturally in your Pin titles, descriptions, and alt text to help Pinterest understand and categorize your content correctly.
Align with Seasonality and Trends
Pinterest users plan ahead: they’re searching for Halloween content in August and Christmas ideas in October. Create Pins that align with upcoming seasons and trends to catch users when they’re actively planning.
Create Multiple Board Touchpoints
Save your Fresh Pins to multiple relevant boards to help Pinterest understand the context and reach different audience segments. Just remember: boards help with categorization, Fresh Pins drive distribution.
Test, Measure, and Iterate
Your first Pin might not be your best Pin. Create multiple versions, test different headlines and images, and let the data guide your decisions. Pinterest success often comes from consistent experimentation and optimization.
The beauty of a well-designed Pinterest marketing funnel is that it works while you sleep. Once you understand how to create Pins that move users from discovery to conversion, you’ll have a sustainable traffic and lead generation system that compounds over time.
FAQ: Pinterest Funnel Strategy
How long does it take for a Pinterest funnel to start working?
Pinterest is a long-term game. While you might see some immediate traffic, Pins typically peak in engagement between year one and two. Focus on consistency and creating high-quality Fresh Pins rather than expecting overnight results.
Should I create different Pins for each stage of the funnel?
Not necessarily. A well-crafted Pin can serve multiple funnel stages, attracting new users while also converting ready-to-buy customers. Focus on creating valuable content that naturally guides users toward your desired action.
How does Tailwind support each stage of your Pinterest funnel?
Tailwind offers tools designed for each part of the Pinterest funnel:
- Top of Funnel: Use Tailwind Create to produce multiple eye-catching Fresh Pins and SmartSchedule to publish them at optimal times.
- Middle of Funnel: Organize your content with keyword-rich board titles and use Keyword Finder to refine your strategy.
- Bottom of Funnel: Tailwind helps you track traffic, Saves, and clicks so you can optimize for conversions over time.
How many Pins should I create per blog post or product?
Create at least 3-5 different Pin designs per piece of content. With the top 1% of Pins driving the majority of traffic, having multiple chances to “win” the Pinterest lottery increases your odds of success.
Do I need to use hashtags in my Pinterest strategy?
Hashtags are optional on Pinterest. Our research shows 19% of viral Pins used hashtags, averaging 7.3 per Pin. Pinterest treats hashtags as keywords, so use them if they help categorize your content, but focus primarily on keyword-rich titles and descriptions.
How do I know if my Pinterest funnel is working?
Track save rates (top funnel), click-through rates (middle funnel), and conversion rates (bottom funnel). Also monitor long-term metrics; Pinterest’s magic happens over months and years, not days and weeks.
The post Pinterest Funnel Strategy: How Pins Guide Users to Action appeared first on Tailwind Blog.
