How Visual Search on Pinterest Boosts PR & Brand Authority
Discover how visual SEO can amplify PR campaigns for both B2B and B2C brands.
Introduction:
In 2025, PR teams are still focusing mainly on Google, press releases, and traditional media—but one platform is often overlooked: Pinterest. Many think of it as just a “DIY and lifestyle” site. In reality, Pinterest has become a visual-first search engine with a highly engaged, idea-driven audience.
For brands wanting to build authority and get media coverage, Pinterest is a hidden goldmine. This guide will show how PR and visual SEO can work together to create new opportunities for both B2B and B2C brands.
Why Pinterest Is the Most Underused PR Channel in 2025
Pinterest has grown rapidly in recent years:
- Over 450 million monthly active users around the world.
- A high-intent audience actively searching for ideas, insights, and solutions.
- A visual-first search engine, where graphics can rank just like text content on Google.
Despite this, PR teams still focus mostly on Google, media outreach, and press releases. By leveraging Pinterest, brands can showcase thought leadership, infographics, and campaign highlights for audiences who discover content visually.
How Visual Search on Pinterest Works (And Why PR Pros Should Care)
Pinterest is not just social media; it’s a visual search engine powered by AI. Its features include:
- Pinterest Lens – Users can snap or upload images to find related content.
- AI-driven recommendations – Visual similarity drives discovery beyond text keywords.
- Pin search – Keywords in descriptions, board titles, and alt text surface content in search.
This is also relevant for PR:
- Journalists find story inspiration and data visualizations.
- Influencers curate industry insights and trends.
- Buyers explore product launches and thought leadership graphics.
Visual search allows press releases, infographics, and branded content to reach audiences outside traditional media networks—including stakeholders who might otherwise never see your campaigns.
Optimizing Pins for Visual SEO: Secrets PR Agencies Ignore
Many PR teams stop at publishing content. But Pinterest SEO requires a visual-first strategy:
Pin SEO Basics
- Alt text: Describe your visual content with searchable terms.
- Keyword-rich descriptions: Use industry-specific phrases journalists and buyers are searching for.
- Board taxonomy: Organize pins into clearly labeled boards for thematic authority.
Creating PR-Friendly Visuals
- Infographics summarizing reports or press releases.
- Brand story graphics showing your impact or campaigns.
- Saveable news visuals: Make content that encourages users to pin and share.
Example: A fintech brand turned its quarterly report into a “visual highlights” infographic. Within weeks, it was pinned to hundreds of boards curated by journalists and industry analysts, generating backlinks and press inquiries.
Real Pinterest Case Studies: B2B and B2C Brands Winning Authority on Pinterest
Dorko – Reaching Gen Z
Dorko used Pinterest to showcase streetwear styles. People discovered and saved their favorite looks, generating 25x return on ad spend in five months.
Aperol – Boosting Awareness
Aperol’s carousel ads helped people notice, save, and share content, nearly doubled ad recall, and increased brand visibility.
Nordstrom – Inspiring Trend Discovery
Boards like “Our Favorite Things” let people explore fashion trends and save products, driving more traffic and engagement.
Sephora – Engaging Beauty Fans
Sephora’s pins encouraged people to save tutorials and products, building a community of 300,000 followers while increasing site visits.
GE – Showcasing Innovation
Boards like “Badass Machines” and “Fabulous Kitchens” allowed people to explore GE’s technology and products, reaching both consumers and B2B audiences.
Building a Pinterest PR Campaign: Actionable Framework for 2025
- Start with your press release: Identify visuals, charts, or story angles.
- Design pins for visual search: Infographics, product launches, and thought leadership pieces.
- Optimize for SEO: Include descriptive alt text, keywords, and board structure.
- Collaborate internally: Align comms, designers, and media teams.
- Amplify reach: Track Pinterest analytics, find boards and influencers, and engage journalists who are active on the platform.
FAQs
Is Pinterest just for products or consumer brands?
No. B2B companies can share reports, data visuals, and thought leadership, which journalists and buyers actively discover.
What content themes perform best for PR on Pinterest?
- Industry data and insights
- Case studies in visual format
- Press releases redesigned as infographics.
- Trendspotting visuals
How does visual search differ from Google SEO?
Pinterest surfaces content based on image similarity and context, not just keywords, giving visually optimized content a competitive advantage.
Can you measure PR impact on Pinterest?
Yes. Metrics include pin impressions, saves, traffic referrals to your website, backlinks, and coverage generated through shared visuals.
Conclusion
Pinterest visual search offers a hidden yet powerful channel for PR teams to reach journalists, influencers, and decision-makers. By combining visual SEO, thoughtful pin creation, and targeted PR strategies, brands can:
- Expand visibility beyond traditional media
- Establish authority through shareable visuals
- Generate press coverage and backlinks
Next step: Pilot a Pinterest-first PR campaign this quarter. Start with one press release, design a visual pin, and watch your brand discover new visibility channels that traditional PR often misses.