The Smartest 2025 Pinterest Strategies That Convert for Your Small Business

Did you know that Pinterest traffic can keep working for you long after you post? It’s one of the few platforms where your content doesn’t expire in 24 hours or get buried under an endless scroll. In fact, that one well-optimized pin you published six months ago? It could be quietly growing your list, sending people to your sales page, and attracting ready-to-buy customers, right now.

I recently sat down on Strategy Talks with Pinterest and SEO expert Trona Freeman, who helps small businesses make Pinterest profitable. We don’t often do deep dives into single platforms on the show, but Pinterest deserved a spotlight. And Trona brought the gold.

Let’s walk through what’s actually working on Pinterest in 2025, from what kind of content converts to how AI and search intent shape your success.

Why Pinterest Still Matters in 2025

Pinterest is no longer a social media platform, or a visual mood board for DIY and recipe ideas. It has evolved into a full-blown e-commerce search engine with social features, and if you're not using it for your business, you're probably leaving traffic (and revenue) on the table.

Trona shared,

“Gen Z is having a large push on Pinterest... they're bigger than they've ever been. And under the leadership of CEO Bill Ready, the platform has shifted to focus not just on traffic, but shopping intent."

People still go to Pinterest for inspiration, but now they also go there to shop, and that’s a huge opportunity for small businesses with limited ad budgets.

Pinterest Strategies That Convert: Start With Visual Storytelling

One of my favorite parts of this conversation was learning how Trona’s art history background shaped her Pinterest strategy. If you've ever felt your pins were falling flat, this might be why.

“Much of what you learn in art history is about iconography and how words and visuals communicate ideas... That’s very similar to advertising and marketing.”

In other words, Pinterest isn’t just about throwing up pretty pictures. It’s about telling a visual story that aligns with what your audience is searching for. That’s how you grab attention and guide users toward conversion.

Trona reminded us,

“Visuals get through to the brain so much quicker than reading a block of text.”

That’s why your pin images, colors, and layout matter just as much as the description.

Quick Wins for Small Business Owners on Pinterest

If Pinterest sounds overwhelming, don’t worry, it doesn’t have to be. I asked Trona to share some quick wins that any small business owner can implement right away.

Here’s what she recommended:

• Repurpose Instagram Reels: Most of us are already creating short-form video content. Download those reels (without the watermark!), remove copyrighted music, and reuse them as Pinterest video pins.

• Use Pinterest Search to Find Keywords: Don’t overthink SEO. Type in your main topic and let Pinterest autocomplete the rest. Those suggestions are gold, because they show what people are actively searching for.

• Start With What You Already Have: “Even product images or older blog posts can be repurposed. Start from where you are.”

This tip really resonated with me, because so many small business owners think they need to create new content from scratch. Not true! You already have content. You just need to reposition it for Pinterest’s search intent.

Timing Trends on Pinterest Is Everything

Unlike social media platforms that reward immediacy, Pinterest thrives on planning and saving. Your audience is not just looking, they're organizing their future.

That’s why timing trends ahead of the curve is one of the smartest Pinterest strategies that convert.

For example, if you're planning a Christmas campaign, Trona says,

“You should be creating those Christmas pins in July or August.”

Why? Because Pinterest needs time to index your pins, and users often save ideas weeks (or even months) before they’re ready to purchase.

It’s not unusual for Pinterest users to plan their holiday shopping in early fall, or even during spring, especially in uncertain times like we saw during COVID.

Pinterest’s Algorithm: What’s Working Now?

We had to address the Pinterest algorithm, because let’s be real—it’s changed a lot in recent years. If you're dusting off your old group boards or still pinning just static images, it’s time to update your approach.

Here’s what the algorithm currently favors:

1. Saves are king: Pinterest sees saves as a strong signal that your content is valuable. The more saves, the more reach.

2. Outbound clicks still matter: Clicks to your site are key, but they’re not the only metric.

3. Board context counts: The board name, description, and surrounding pins all help Pinterest understand what your content is about. Organize your boards with intent.

Trona summed it up beautifully:

“Pinterest is almost counter to Instagram. It’s not about quick dopamine hits, it’s about long-term, useful content that keeps working.”

How AI Is Changing Pinterest in 2025

Of course, I had to ask about AI.

Trona shared that Pinterest is using AI in two big ways:

1. To improve search results for users, especially in the fashion category, where Pinterest uses AI to auto-label items in pins and suggest similar looks.

2. To protect the platform from spammy AI-generated content. Trona noted that Pinterest has become more proactive in flagging low-quality, AI-written content and even uses watermarks to mark AI-generated images.

So, while Pinterest isn't offering ChatGPT-style tools yet, it's using AI behind the scenes to improve the user experience and your pin performance.

Paid Pinterest Ads: Yes, They Still Work

I asked Trona when it makes sense to start running paid ads on Pinterest, and her answer was refreshingly honest:

“Previously, I would have said: build an organic strategy first. Now, it depends.”

Why? Because she’s seen strong results from clients who had limited organic presence but well-optimized websites. So even if your Pinterest account is new, if your website is ready to convert, you can start running Pinterest ads.

Just make sure:

• You have the Pinterest tag (like a Facebook pixel) installed

• Your landing pages are mobile-friendly and built to convert

• You’re tracking conversion actions like “add to cart” or “checkout started”

This combination of organic and paid traffic is where many small businesses can get real ROI.

Final Thoughts: Why Pinterest Deserves a Fresh Look

Pinterest isn't just relevant in 2025. It might be one of the most underutilized marketing tools for small businesses right now.

It’s a search engine, visual platform, and e-commerce channel all in one. It rewards evergreen content, lets you repurpose what you’ve already created, and helps you connect with customers in their planning stages—when they’re still open to discovering you.

So, if you’ve been sleeping on Pinterest or haven’t logged in since 2019, maybe it’s time to dust off your boards and rethink your strategy. Trona’s advice is clear:

“Start from where you are, reuse your content, and think like your audience.”

You’ve got this, and Pinterest is ready for you.

10 Smart Prompts to Ask ChatGPT If You Want to Master Pinterest Strategies That Convert

• What are the best Pinterest strategies that convert for small businesses in 2025?

• How do I repurpose Instagram Reels for Pinterest?

• What’s the ideal Pinterest pin format for video content?

• How do I find keywords people are searching for on Pinterest?

• What makes a high-converting Pinterest board?

• How do I time seasonal content on Pinterest effectively?

• What are the latest Pinterest algorithm updates?

• How can I set up Pinterest ads for my online store?

• What AI features does Pinterest use in 2025?

• How can I audit my Pinterest account for quick wins?