How to market your home decor business with Pinterest

85% of Pinterest users say that’s where they go to start a new project. Get them using your room visualizer for up to 5x more conversions.


As a home decor business, imagine there was a place you could go where people are specifically looking to find ideas for their home decor projects, and to shop for them.

Well, turns out that place already exists.

It’s called Pinterest.

While you might reach a broader audience on other platforms – with its 465 million monthly users, it may not rank in the top 10 most-used social media platforms – Pinterest is perfectly suited to home decor businesses. 

By its own definition, Pinterest functions less as a social media platform and more as a visual search engine designed to ignite inspiration, particularly in areas like “home and style.”

“People come to Pinterest to plan for what could happen, not scroll through pictures of what already did,” Pinterest states in their advertising guide.

Consider this: a striking 85% of Pinterest users have identified the platform as their go-to starting point for launching new projects. And as per the advertising guide, the same percentage of users have bought something based on content, or “pins,” they’ve seen from brands. Add in the fact that home decor is the most popular category on the platform, and it’s easy to see why Pinterest needs to be factored into your social media marketing strategy.

Ready to kickstart a Pinterest account? Aiming to elevate your presence? Or simply looking to optimize your existing Pinterest account for success? You’ve come to the right place.

Here are the essentials to marketing your home decor business on Pinterest.

Set up Pinterest business account

It doesn’t get any more essential than this.

For starters, setting up a Pinterest business account grants you access to vital tools like analytics, ad creation functionality, and the ability to “claim your website,” which prominently displays a clickable URL on your profile, among other benefits. A business account is also a prerequisite for enabling rich pins, a topic we’ll discuss shortly, and for seamlessly integrating your e-commerce product catalog – turning your products into browsable product pins.

These powerful features are designed to empower businesses in driving more traffic and achieving higher conversion rates. Leveraging these tools is a definite must.

Pinterest business accounts engaged in online product sales, like The Rug Company, can also join the Verified Merchant Program. This program helps solidify your brand’s reputation as a trusted and reliable source. 

Enable rich pins

If you’re a home decor brand, it’s highly likely that shoppers will be pinning images from your website so they can store them on their own Pinterest boards for future reference. And then, these pins may be further saved, or “re-pinned,” onto other boards, creating a ripple effect of engagement.

By enabling rich pins, you’re making sure that your brand and messaging is featured prominently on Pinterest regardless of who’s sharing your content.

Rich pins automatically extract metadata from your website, including the title and description of your product or blog article. This means your title and description, which should ideally include relevant keywords for the purposes of search engine optimization (SEO), will always appear with any imagery pinned from your website.

As an added benefit, the title will be bolded and link back to the page where it came from. If you’ve claimed your website, your Pinterest username (which should be your business name) and profile photo will also appear with a “follow” button.

This image pinned from the Cali Floors website automatically populates with a title and product description.

Add Pinterest button to your product pages

After enabling rich pins, you’ll want to do everything you can to encourage people to “pin” content from your website. Because every time that happens, you’re getting more of your content on Pinterest, which will naturally lead to more impressions and clicks back to your website.

You can accomplish this by adding a Pinterest save button directly to your product pages. Once someone clicks on this button, they’ll be given the option to save any image from your product page to the Pinterest board of their choice – without having to leave your website.

Product pages are the centrepiece of any e-commerce website because that’s where shoppers usually make their purchasing decisions. Get more people engaging with them, and the sales are likely to follow.

MSI has a Pinterest button right above the images displayed on their product pages, making it easy for shoppers to “pin” the image(s) to their own boards.

Use beautiful visuals

Let’s not forget: Pinterest is a visual search engine. So, a lot of your success on the platform will come down to the visuals.

Knowing that people go to Pinterest to get inspired, focus on sharing aesthetically pleasing photos and videos of your products in beautiful room scenes. Don’t just show people your hardwood floor. Show them your hardwood floor in a big, bright living room. Don’t just show people your marble tile. Show them your marble tile being used as a shower surround in a luxurious bathroom.

It’s not a hard and fast rule – for example, a closeup of the vibrant colours and intricate patterns of your area rug or wallpaper could be more impactful than a room scene in some cases. But generally speaking, you’ll want to show people what’s possible and allow them to dream.

That’s what Pinterest is all about.

In addition to linking these pins to the appropriate product page or most relevant landing page on your website, you can also tag up to eight products from your claimed website within the image itself.

Text overlays, like these from Daltile, can be used to give your visuals additional context when appearing on a user’s Pinterest feed.

Create themed boards

Another important aspect of Pinterest is how you organize your content.

Each one of your individual pins needs to be part of a collection, or folder, called a “board.” These boards make it easy for your followers to discover the type of content or product they’re looking for. Even if someone isn’t following your account, they can find your board through search and follow it directly.  

Many home decor brands have themed boards for each of the different types of living spaces, such as bathrooms, kitchens, and bedrooms. So, anyone looking to renovate those spaces will know exactly where to go for inspiration. A board for DIY tips is also something to consider, seeing as though it’s another one of the most popular categories on the platform.

Just make sure your board titles and descriptions, as well as the individual pins within them, follow Pinterest SEO best practices for maximum visibility.  

Flooret has a “Resources” board where they share all of their latest blogs, which can be a highly effective strategy to drive more traffic to your website.

Incorporate your room visualizer

As we’ve established, Pinterest is the place people go to plan their home decor projects, explore new design possibilities, and dream about what could be. This also happens to be the exact function of Roomvo’s industry-leading room visualizer, which allows consumers to virtually preview your floors, rugs, countertops, wall coverings, and paint in their own homes.

They truly go hand-in-hand.

A shopper may find a product they like on one of your Pinterest boards, for example. And after seeing it visualized in their home using Roomvo, they’ll be up to 5x more likely to make a purchase. In other words, Pinterest can help you inspire new customers.

And Roomvo can help you convert them.

With this mind, you should explore how to incorporate the room visualizer into your Pinterest content — perhaps by posting a video that explains how it works, or by including room visualization within a “how to shop for home decor” carousel — as a means to turn those browsers into buyers.

The Home Depot promoted their Roomvo-powered visualizer on Pinterest as part of a four-image carousel designed to help shoppers “find the perfect tile.”

The power of Pinterest

It’s almost as if Pinterest was made specifically for home decor businesses to market their products. When used the right way, it can be an extremely powerful tool to boost brand awareness, drive product views, and, ultimately, increase sales.

Written by:

  • Farhan Devji

    Farhan Devji is a published author and content writer who’s written for some of Canada’s biggest newspapers and worked in communications/marketing for close to a decade. His new book, Alphonso Davies: A New Hope, was published in May 2023 with ECW Press.

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