Pinterest for joyful, intentional marketing
Is a more positive, joyful way of marketing possible?
Pinterest thinks so. And honestly, I do too.
Unlike traditional social media, Pinterest isn’t built around likes or followers. It’s a visual search engine. People come with purpose- they’re planning, dreaming, gathering ideas. That means your business isn’t interrupting them- it’s part of their process.
Most social media platforms are built to keep us scrolling. Algorithms are designed to grab attention and hold it, often by showing us the most dramatic, extreme, or addictive content.
That constant scroll might keep us entertained for a moment, gives us that little dopamine hit. But it often leaves us feeling worse. More overwhelmed. Less connected. Especially for younger people, the effects on mental health are becoming impossible to ignore.
But it doesn’t have to be that way.
Pinterest has taken a different approach and it’s one of the reasons I love using it, both personally and professionally. Bill Ready, Pinterest CEO, envisions Pinterest as the “Volvo of social media,” prioritising safety and user well-being. He hopes other platforms will follow suit.
Pinterest is built differently. Their algorithms are designed to NOT push clickbait, or harmful content. They know that optimisation built on just user engagement often surfaces content driven by hate.
Instead of rewarding content that shocks or divides, Pinterest focuses on inspiration. Its algorithm pays more attention to what people actively engage with - like saving ideas - rather than just what gets the most views.
And that shift makes a huge difference.
Because when people are saving your content, it means they’re thinking about using it. Acting on it. Returning to it. Whether it’s a recipe, a product, a blog post, or a business idea - saved content is purposeful content. And that’s the kind of action that helps businesses grow and helps people feel better, not worse.
In fact, Pinterest worked with researchers at UC Berkeley to study how the platform affects well-being. They found that just 10 minutes a day engaging with inspiring content on Pinterest helped Gen Z users feel less stressed, less burnt out, and more connected.
I was recently part of a call with the amazing Emma Lembke- founder of the Log Off Movement, advocating for healthier tech for young people.
I asked her what she thought about Pinterest. And she said what I’d hoped: they’re doing it right.
That was backed up by Half the Story, another brilliant non-profit focused on digital wellness. Pinterest is one of the few platforms truly putting in the work to stay positive and safe.
It’s also why values-led brands like Lush have ditched Meta platforms and are active on Pinterest instead. Lush have been off Instagram and Facebook for four years now and have no intentions of returning.
Pinterest also continues to build in tools and policies to support safety and representation - especially for teens and underrepresented groups. From inclusive search features like skin tone and hair pattern filters, to strict moderation on harmful content, they’re taking steps that most platforms aren’t even talking about yet.
It’s not perfect, no platform is. But it’s different - in a good way.
And when you're using it as a small business owner? That same intention flows through. You're not fighting for fleeting attention- you're building long-term visibility, reaching people who are actively searching, saving, and planning.
It’s not about being louder. It’s about being useful, thoughtful, and present in the right moments. And to me, that’s a much more sustainable (and human) way to do marketing.
In a world of constant scroll, Pinterest invites us to pause. To gather. To create from a place of care, not just urgency.
And I think we need more of that- not just in how we market, but in how we live and work.
If you’ve been longing for a more joyful, intentional way to show up online, maybe it’s not about doing more. Maybe it’s about choosing the spaces - and the strategies - that align with your energy and your values.
Because when you build your business from a place of intention, everything feels more meaningful - including your marketing.
Marketing your business online can feel like a lot. There’s so much noise. So much pressure. So many “musts.” Be everywhere. Post daily. Dance. Perform. Entertain.
It’s no wonder so many small business owners feel burnt out, overwhelmed, or disconnected from their own message.
Pinterest offers a quieter corner of the internet; a space that values curiosity, intention, and inspiration over volume and speed. A slower, more sustainable way to show up.
If you’re craving a way to market that feels inspiring, joyful, ethical, and strategic- not like shouting into the void- I think you’ll love Pinterest.
Trona Freeman is a Pinterest and SEO specialist based in Scotland, she’s been helping small businesses grow online for six years and counting.
Main image by contributor Lena Kinast of tobetold.
