What is Pinterest, and how does a freelance Pinterest specialist work?

By Carsten Bjerregaard, Addcapacity.com

Pinterest is a visual search and inspiration platform where users actively search for ideas, products and solutions. Unlike traditional social media, Pinterest is closer to a search engine – users are often in the research and planning phase. The platform is particularly strong in lifestyle, home, fashion, food, DIY and e-commerce, but is also used strategically in B2B niches with a visual focus. Pinterest combines organic visibility via pins and boards with paid distribution through the advertising platform. A freelance Pinterest specialist ensures that content, keywords and advertising work together and create both traffic and conversion.

1. What are Pinterest’s basic functions and core purposes?

Pinterest’s core purpose is to connect users with visual ideas and products through search and recommendations. Content is organized into pins and boards that can be optimized with keywords and descriptions.
The platform’s algorithm prioritizes relevance and quality, and pins can have a long lifespan compared to other social media. Advertising is handled via promoted pins, which are naturally integrated into the feed.

Key features

• Organic pins and boards
• Keyword optimization
• Promoted pins (advertising)
• Shopping and product feeds
• Analysis and performance data

A concrete example: A webshop optimizes its product pins with relevant keywords and experiences stable traffic over several months without additional advertising budget.

2. What business value does Pinterest create?

Pinterest creates business value by capturing users in the inspiration and planning phase. This means that the traffic often has high commercial intent. For marketing, this means a channel with a long lifespan and a strong SEO-like effect. For management, the value is about stable traffic and sales without constant campaign pressure.

Value-adding elements

• High purchase intent
• Long-lasting content
• Stable organic traffic
• Effective e-commerce channel
• Combination of search and inspiration

In practice: A real estate agent generates ongoing traffic to guides and products via optimized pins.

3. How comprehensive is Pinterest – and who is the platform for?

Pinterest is particularly well suited to B2C companies with visually strong products or concepts. The platform is less relevant for highly technical B2B products without a visual dimension. In terms of budget, Pinterest can be used both organically and with an advertising budget. The effect depends on the quality of the visual material and the keyword strategy.

Typical uses

• E-commerce and retail
• Lifestyle and home brands
• Recipes and guides
• Product launches
• Traffic to blog and content

An example: A D2C company uses Pinterest as a supplement to Meta and Google Ads to diversify traffic.

4. What other platforms are there in the same category?

Pinterest operates at the intersection of social media and search. The choice depends on the target audience and the buying journey. Pinterest often works best as a complement to other channels.

• Alternative platforms
• Instagram (visual branding)
• TikTok (video and trends)
• Google (search-based traffic)
• Meta-platforms (broad performance)

In practice: Pinterest is used for the upper and middle part of the customer journey, while Google converts the active demand.

5. What role and tasks can a freelance Pinterest specialist perform?

A freelance Pinterest specialist works with both strategy and execution. The focus is on developing keyword strategy, optimizing pins and structuring the ad account correctly. The specialist can also ensure integration with webshop and product feeds, so that shopping functions are optimally utilized.

Typical tasks

• Keyword and content strategy
• Setting up boards and structure
• Ad campaigns
• Product feed integration
• Performance analysis

A specific scenario: A freelancer restructures the account’s boards and optimizes descriptions, which significantly increases organic visibility.

6. What work and financial benefits can you achieve by using a freelance specialist?

Pinterest requires an understanding of both visual communication and keyword optimization. An experienced freelancer can quickly identify opportunities and create structure. The collaboration can be adapted to the season, campaigns and product launches.

Benefits in practice

• Quick start-up
• Specialized platform experience
• Flexible resource use
• Focus on traffic and conversion

In practice: A company uses a freelancer to establish the Pinterest structure and then continues with ongoing optimization.

7. What are the advantages of using a freelancer over an agency or consultancy?

When it comes to Pinterest marketing, many companies choose freelancers over agencies. The collaboration is closer, and the efforts can be targeted precisely at the most value-creating areas.

Hourly rates are often 30–40% lower, and there is less organizational overhead.

Key differences

• 30–40% lower hourly rates
• Closer collaboration
• Faster implementation
• Smaller project structure

A typical choice: The freelancer establishes the strategy and ad setup, while the marketing team produces the content itself.

How do you quickly get in touch with freelance Pinterest specialists who match your tasks?

Pinterest specialists have different strengths – some are strongest in organic visibility and SEO-like optimization, others in e-commerce and advertising. At Addcapacity.com, we take the specific tasks and the function to be solved – whether the work is hands-on setup or strategic channel development.

We have a large network of experienced paid social and content profiles and help identify three strong candidates who match both professionalism and scope. You can use the “Get 3 strong candidates” function. It is non-binding, and we always make an initial call to clarify the need and ensure the right match.

The process in brief

• Clarification of goals and target group
• Selection of 3 relevant candidates
• Dialogue and quick start