Social media marketing
Pinterest is B2C advertising’s underused channel — the user is there planning future purchases. Who does it work for and who does it not?
In brief
- Pinterest works very well for interiors, fashion and anything wedding-related.
- The audience is mainly women aged 25–55.
- Minimum budget: €400/month of media.
- Click prices: €0.20–1.50.
- Pinterest is a “slow” conversion channel — the buying decision comes weeks later.
Who does Pinterest suit?
- Interiors, DIY and home products: Pinterest’s heart and soul.
- Fashion and beauty: visually appealing products.
- Weddings and events — Pinterest is brides’ number one planning platform.
- Food and recipes: works well for restaurants too.
Ad formats on Pinterest
- Standard Pins: a traditional ad appearing in the feed.
- Video Pins: the video format, which converts better than a still.
- Shopping Ads: automatic advertising from a product feed for online stores.
Why does Pinterest ROI show up late?
- Users save pins to buy later.
- Attribution has to be set to a 30–90 day window.
- A 7-day attribution window shows Pinterest in a false light.
Frequently asked questions
How much budget?
€400–2,500/month of media. Below €400 it is not worth trying.
Does Pinterest suit B2B?
Generally not. Interior architects and designers are the exception.
Is the Pinterest audience large enough?
Yes. Hundreds of thousands of active users, enough for most small brands.
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