Look, Pinterest isn’t what you think it is
If you’re running a retail shop in Brisbane—whether you’re selling handmade furniture in Woolloongabba or boutique kids' clothes in Ascot—you’ve probably been told you need to be 'on socials.'
Usually, that means Facebook or Instagram. Maybe TikTok if you’re feeling brave. But most shop owners I talk to completely ignore Pinterest. They think it’s just for people planning weddings they’ll never have or looking up recipes for sourdough.
That’s a massive mistake.
Here’s the honest truth: Pinterest isn’t a social media platform. It’s a search engine. People don’t go there to see what their ex-partner had for lunch. They go there to find things to buy.
If you play your cards right, Pinterest can be the hardest working salesperson in your business. And the best part? Unlike Instagram, where your post dies after 24 hours, a good pin can keep bringing you customers for years.
Let’s sit down and walk through how to actually make money from this thing without wasting your life on it.
Why Pinterest is better for your wallet than Instagram
Most social media is a treadmill. You post, people like it, and by tomorrow, it’s gone. You have to keep feeding the beast just to stay visible. It’s exhausting and, frankly, a lot of it is just posting for nothing if you aren't careful.
Pinterest is different. It’s a slow burn that actually lasts.
When you put a product on Pinterest, you aren't shouting into a crowd. You’re putting a signpost in front of someone who is literally searching for what you sell. If someone searches for 'leather boots' or 'outdoor patio ideas,' and your product pops up, they’re already in the mood to spend money.
It’s about intent. In marketing speak, we call it 'high intent.' In plain English, it means they’ve got their credit card out and they’re looking for a reason to use it.
Step 1: Set up for sales, not for fun
Don’t just use your personal account. You need a Pinterest Business account. It’s free, and it gives you the numbers so you can see what’s actually working.
Claim your website
This is the only 'techy' bit, but it’s vital. You need to verify that you own your website. Once you do this, Pinterest trusts you more. Your profile picture will show up next to every pin that comes from your site, and you get access to better data. If you’re on Shopify or WooCommerce, there’s usually a simple button to click to get this done.The 'Shop' tab
If you have an online store, you can connect your product catalogue. This turns your Pinterest profile into a digital storefront. Customers can see the price and if it’s in stock without even leaving the app. It makes closing more sales much easier because you’ve removed the friction.Step 2: Stop taking 'pretty' photos and start taking 'useful' ones
On Instagram, people want 'vibe.' On Pinterest, people want 'value.'
If you sell cushions, don’t just post a photo of a cushion on a white background. That’s boring. Post a photo of that cushion on a styled sofa with a throw rug and a coffee table nearby. Show them how to use it.
The 'Tall' Rule
Pinterest is a vertical world. Your photos need to be tall, not wide. If you post a square photo, it gets lost. Aim for a 2:3 aspect ratio. Basically, hold your phone vertically, not sideways.Text overlays
This is a big one. Put a bit of text on the image. Not a lot—just enough to tell them what it is. - Bad: A photo of a lamp. - Good: A photo of a lamp with text that says 'The perfect reading light for small bedrooms.'See the difference? You’re solving a problem for them.
Step 3: Keywords are your best friend
Remember, this is a search engine. You need to use the words your customers use.
If you sell 'artisanal ceramic vessels,' that’s lovely. But your customers are probably typing in 'blue flower vase' or 'handmade gift ideas.'
Write your Pin titles and descriptions like you’re explaining the product to a mate who can’t see it. - Use the brand name. - Use the colour. - Use the material. - Use the occasion (e.g., 'Mother’s Day gift' or 'Wedding decor').
Don’t try to be poetic. Be obvious. Obvious wins on Pinterest.
Step 4: Organize your boards like a shop floor
Think of your Pinterest boards like the aisles in your shop. You wouldn’t put a hammer next to a loaf of bread.
Organize them by category or by 'look.' - 'Summer Outfit Ideas' - 'Modern Kitchen Reno' - 'Gifts Under $50'
Each board should have a clear name and a description filled with those keywords we talked about. This helps Google find you too, which is a nice little bonus for your website traffic.
Step 5: The 'Set and Forget' (Almost) Strategy
The biggest worry for small business owners is time. You’ve got a shop to run, staff to manage, and stock to order. You don’t have three hours a day to pin things.
The good news? You don’t have to.
You can use scheduling tools like Tailwind, or even Pinterest’s own built-in scheduler. Spend two hours on a Sunday night (with a beer or a wine, I won't judge) and schedule your pins for the whole week.
Aim for 1-3 pins a day. That’s it. You don’t need to go crazy. Consistency is better than a massive dump of 50 pins once a month.
Step 6: What about the cost?
Organic Pinterest (the free stuff) works great, but it takes time—usually 3 to 6 months to really see the momentum build.
If you want results faster, you can put some money behind your pins. Pinterest ads are actually quite affordable compared to Facebook. Because you can target based on what people are searching for, you aren't wasting money showing your ads to people who don't care.
I usually tell people to start small. Maybe $5 or $10 a day on your best-performing pin. See if it turns into sales. If it doesn't, stop. If it does, keep going. Simple.
The reality check: Is this right for you?
Look, I’ll be honest. Pinterest isn’t for everyone.
If you’re an emergency plumber in Chermside, Pinterest is probably a waste of your time. Nobody 'pins' a burst pipe for later inspiration. You’re better off focusing on getting customers through local experts or Google Search.
But if you sell something visual—clothes, furniture, jewellery, home decor, garden supplies, art—you are leaving money on the table by not being here.
Common mistakes to avoid
1. Linking to your homepage: Never do this. If someone clicks a pin of a red dress, they should land on the page where they can buy that red dress. If they land on your homepage and have to search for it, they’ll leave. 2. Low-quality images: If the photo looks like it was taken in a dark basement, don’t post it. Natural light is your best friend. 3. Giving up too soon: Pinterest is a long game. It’s like planting a garden. You won't see tomatoes the next day. Give it at least 90 days of consistent effort before you decide if it’s working.
Your Action Plan
If you want to give this a crack, here is what I’d do this week:
1. Switch to a Business Account: It takes two minutes. 2. Take 10 good photos: Use a window for natural light. Show your products being used. 3. Create 5 Boards: Give them clear, search-friendly names. 4. Pin 2 things a day: Use the scheduler so you don't have to think about it. 5. Check your stats in a month: See which images people are clicking on. Do more of that.
Bottom line: Will this make you money?
Yes, if you have a product people want to look at.
Pinterest users spend more money per transaction than users on almost any other platform. They aren't there to argue about politics; they’re there to shop.
If you’re tired of the 'pay to play' game on Facebook and you want a way to get your products in front of people who actually want to buy them, give Pinterest a go. It’s the closest thing to a 'set and forget' marketing strategy we have.
If you’re feeling overwhelmed or you just want someone to handle the heavy lifting so you can get back to running your business, give us a shout at Local Marketing Group. We help Brisbane businesses get seen by the right people without all the fluff.
You can find us here: https://lmgroup.au/contact. Let’s have a chat about what’s actually going to move the needle for your shop.