Pinterest files to go public, and the move confirms what many marketers have known for years: visual discovery is not just a user preference — it’s a strategic channel for search, branding, and buyer influence. Unlike Google’s text-based results or Instagram’s endless scroll, Pinterest thrives on intent-driven visuals. Users come to plan, search, and save — which makes this moment a milestone not just in tech investing, but in how we build visibility.
Pinterest operates differently from traditional social platforms. It’s not built around followers or comments, but around cataloging ideas. For B2C brands in lifestyle, home, fashion, food, and travel, it remains a high-conversion engine. But now, with a public offering on the table, B2B marketers and digital strategists are rethinking how visual-first platforms can play a role in events, campaigns, and top-of-funnel awareness.
Why This Matters for B2B vs. B2C
For B2C, Pinterest is a proven product discovery engine. With over 250 million monthly active users and billions of Pins saved, the path from pin to purchase is clear. Users engage with content intending to take action — whether it’s trying a recipe, booking a trip, or buying decor.
For B2B, Pinterest offers untapped potential. Visuals like infographics, diagrams, data snapshots, and event promos are ideal for educating early-stage buyers. Service providers, consultants, and SaaS firms can create Pinboards that showcase expertise or walk users through workflows. The key is aligning visual storytelling with strategic outcomes — moving beyond pretty pictures to purposeful pathways.
Factics
What the data says:
- Pinterest reports over 250 million monthly users and more than 175 billion saved Pins prior to IPO (Pinterest Newsroom, 2019).
- 98% of users try what they find on Pinterest; 77% discover new products or brands (Millward Brown, 2018).
- Visual search is projected to grow faster than traditional search in ecommerce contexts (eMarketer, 2018).
- Vertical content (2:3 ratio) performs significantly better than horizontal images on mobile (Hootsuite, 2018).
How we can apply it:
- Use high-quality, branded vertical images with keyword-rich descriptions.
- Create boards by theme or customer journey — not just product category.
- Optimize Pins for SEO by including clear titles and calls to action.
- Track engagement using Pinterest Analytics to refine what content performs.
- For B2B, visualize reports, guides, or FAQs and link back to your funnel content.
- Repurpose webinar slides, blog visuals, or customer case studies as Pins.
- Combine Pinterest with Google Trends to identify visual search behavior around events, seasons, or product launches.
Applied Example
Nina runs content for a boutique travel agency. Rather than relying solely on Instagram, she builds Pinterest boards for each destination — featuring itineraries, packing lists, and visual guides. Her content ranks in Google Image search and generates recurring traffic. Using Pinterest Analytics, she sees spikes in saves and clicks on Tuesday afternoons, which she uses to schedule new Pins. After six months, Pinterest becomes her second-highest referral source behind organic search.
References
- Pinterest Newsroom. (2019). Pinterest files for IPO. https://newsroom.pinterest.com/en/post/pinterest-files-for-ipo
- Millward Brown. (2018). Pinterest Path to Purchase Study. https://business.pinterest.com/en/blog/path-to-purchase/
- eMarketer. (2018). Visual search gains traction. https://www.emarketer.com/content/visual-search-2018
- Statista. (2019). Pinterest user growth worldwide. https://www.statista.com/statistics/463353/pinterest-global-mau/
- Wired. (2019). Pinterest’s IPO bet: vision over conversation. https://www.wired.com/story/pinterest-ipo-vision-over-conversation/
- TechCrunch. (2019). Pinterest reveals monetization plans in IPO filing. https://techcrunch.com/2019/03/22/pinterest-ipo/
- Hootsuite. (2018). Pinterest marketing trends. https://blog.hootsuite.com/pinterest-marketing/
- Search Engine Watch. (2018). Pinterest SEO tips for visual marketers. https://www.searchenginewatch.com/2018/10/12/pinterest-seo-tips/
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