As wedding photographers, we need effective marketing strategies to reach our dream clients. While Instagram and TikTok might be the go-to platforms for many, there’s a powerful, often overlooked tool that could transform your business: Pinterest. In this episode of The Sundae Best podcast, I chatted with Pinterest and blog expert Paula from Pin with Paula about how photographers can leverage this platform to book more weddings.
What we’ll cover in this episode:
- Why Pinterest is different from other platforms
- How Pinterest traffic turns into bookings
- Common Pinterest mistakes photographers make
- Content strategies for Pinterest vs. Instagram
- The longevity advantage of Pinterest marketing
- How to get started with Pinterest marketing
- What content performs best for photographers
- Timeline for seeing results
- My personal experience with Pinterest marketing
- Resources to help you master Pinterest
Why Pinterest is different from other marketing platforms
If you’re thinking about Pinterest as just another social media platform, it’s time to shift your perspective. According to Paula, Pinterest functions much more like a search engine than a social platform:
“Pinterest is actually a search engine. So we should think about it like Google,” Paula explains. “While we share beautiful photos similar to Instagram, when people go on Pinterest, they are actively searching for solutions.”
This is what makes Pinterest so powerful for wedding photographers. When couples visit Pinterest, they’re not mindlessly scrolling—they’re intentionally searching for wedding inspiration, venue ideas, and potential vendors with terms like “boho wedding inspiration” or “Colorado wedding venues.”
How Pinterest traffic turns into bookings
Understanding the Pinterest-to-booking funnel is crucial for success on the platform. Paula shared that inquiries don’t come directly from Pinterest itself, but rather from the website traffic it generates:
“What we should think when we think of Pinterest is that it’s a platform that helps us get in front of many dream clients and get those dream clients onto our website and blogs.”
For this strategy to work effectively, you need:
- A professional, well-designed website that converts visitors
- High-quality blog content that showcases your work and provides value
- Strategic Pinterest pins that lead to that content
When potential clients click through from a pin, they should land on content-rich blog posts rather than just a contact form. This gives them more inspiration and information about your work before they decide to inquire.
“There is nothing worse for a dream client when you find a beautiful photo and want to see more of that gallery, and you jump directly to the person’s contact form versus a blog that talks about that venue, that big day, and provides more inspiration,” Paula advises.
Common mistakes photographers make when using Pinterest
Based on Paula’s expertise, here are the biggest mistakes photographers make with their Pinterest strategy:
Inconsistency
“Usually, what I see is that photographers don’t use Pinterest consistently. You create a profile, maybe pin 10-20 images, and then nothing.”
Paula recommends aiming for at least three pins per day for optimal results. Consistency is key to building momentum on the platform.
Poor keyword strategy
Since Pinterest is a search engine, using the right keywords is essential. Many photographers either:
- Leave their pins without descriptions
- Use Instagram-style captions that aren’t optimized for search
- Stuff descriptions with irrelevant keywords
“Since Pinterest CAN read images and context, even if you don’t include keywords, Pinterest will eventually understand what you do. But it will take far, far longer, so I’d really encourage using keywords,” Paula explains.
Content strategies for Pinterest vs. Instagram
Your approach to content creation on Pinterest should be fundamentally different from your Instagram strategy:
Instagram focuses on storytelling and connecting with your audience through captions that showcase your personality and brand voice.
Pinterest is all about searchability and keywords. As Paula explains:
“Pinterest is super duper keyword-based since it’s a search engine. You should include keywords in your pins, pin titles, and pin descriptions.”
Even the visual format differs between platforms. Instagram’s preferred aspect ratio isn’t ideal for Pinterest, so simply resharing your Instagram posts won’t yield the best results. Pinterest-specific content will perform better and drive more traffic to your site.
The longevity advantage of Pinterest marketing
One of the most compelling reasons to invest in Pinterest is the longevity of your content. Unlike Instagram posts that disappear from feeds within hours, Pinterest pins can continue driving traffic to your website for months or even years.
I shared my own experience during the podcast: “I have a pin that I posted over a year ago, like Valentine’s Day last year, and it is still trending today. It died off for a little bit, and now it’s back as my top performer.”
This longevity means that once established, your Pinterest content works for you 24/7, even when you’re offline or focused on other aspects of your business.
How to get started with Pinterest marketing
If you’re ready to dive into Pinterest marketing, Paula recommends these three steps to get started:
1. Know your dream clients
Before you start pinning, make sure you understand exactly who you’re trying to reach. This knowledge will inform your keyword strategy and the type of content you create.
2. Research keywords
“Go to the Pinterest search bar and type in keywords related to your work. For example, if you’re pinning a boho beach wedding in Florida, try searching ‘Florida beach wedding’ or ‘boho beach wedding’ separately.”
Pinterest will provide a dropdown list of suggested keywords that people are actively searching for. Document these in a spreadsheet for reference.
3. Use those keywords strategically
Include your researched keywords in pin titles and descriptions in a natural way. Paula suggests:
“Write as you speak and include those keywords naturally. For example: ‘John and Stacey’s boho beach wedding in Florida was so dreamy. Get inspired by their boho beach wedding vibes, beach couple photos, and Florida wedding location ideas.'”
What content performs best for photographers on Pinterest
Not all wedding content performs equally well on Pinterest. While couple portraits are popular, Paula revealed that detail shots often get the most engagement:
“What performs really well are all the details. The floral arrangements, the tablescapes, the color schemes, the bridesmaid dress inspiration… People like to plan their weddings meticulously from start to finish.”
For my wedding photography brand, Paula noted that pins showcasing vibrant color schemes perform exceptionally well: “People love color for weddings.”
Consider splitting your wedding galleries into themed pins:
- Reception inspiration
- Bridesmaid dress ideas
- Groomsmen photo inspiration
- Table decor and florals
- Venue-specific shots
Timeline for seeing results
It’s important to have realistic expectations about when you’ll start seeing results from your Pinterest efforts.
“Six to 12 months is the average,” Paula explains. “Nowadays, it can be even more than a year sometimes because Pinterest, like all platforms, is going a little bit more ads-heavy.”
However, results can sometimes come much faster. In my case, I started seeing inquiries after just 20 outbound clicks, within the first two weeks of implementing Paula’s strategy. I even booked a dream wedding at a venue I had been hoping to work at!
The key is consistency. If after a year you’re not seeing results, it might be time to reevaluate your strategy—are you using the right keywords? Linking to valuable blog content? Maintaining consistency?
My personal experience with Pinterest marketing
When I first connected with Paula, I was at a point in my business where I couldn’t wear all the hats anymore. I was tired of just posting on Facebook and Instagram without a strategy, and the inquiries I was getting weren’t always aligned with my pricing or ideal clients.
I started with Paula’s VIP week, where she set me up with a Pinterest strategy, blogs, and three months of Pinterest content. The results came quickly—I began receiving inquiries from Pinterest and booked a dream wedding at Villa Parker.
Now, Paula manages my Pinterest, blogs, and Instagram, which has freed up my time and consistently brings in aligned inquiries. While it’s totally doable to implement these strategies yourself, having an expert handle it ensures consistency and better results.
Resources to help you master Pinterest
Ready to leverage Pinterest for your wedding photography business? Here are some resources to help you get started:
Work with Paula, a Pinterest and Blog Manager for Wedding Photographers
Paula is currently booking 1:1 Pinterest and blogging management clients. She also offers a VIP week option if you want to get set up quickly with a strategy you can implement yourself.
Free Pinterest Guide
Paula offers an extensive free guide to DIY your Pinterest strategy! Download it here: Pin to Win Guide
Connect with Paula
- Instagram: @pinwithpaula
- Website: pinwithpaula.com
Final Thoughts on Using Pinterest as a Marketing Strategy
Adding Pinterest to your marketing strategy takes time and consistency, but the long-term benefits are well worth the investment. As Paula reminds us:
“Wouldn’t it be great if the pins you make today would get you clients after that year? It’s like this little nice surprise in your email of leads that you didn’t need to work hard for.”
Remember, the consistent, long-term marketing is what sets apart photographers who are booking weddings consistently into the future. And the longer you delay starting, the longer you delay seeing those results.
Meet Our Guest: Paula of Pin With Paula
Paula is a Pinterest and blog manager for wedding photographers, helping them attract their dream clients with strategic content that actually works. With almost 3 years of experience in the wedding industry, Paula knows how to turn gorgeous images into traffic-driving pins and SEO-friendly blog posts.
When Paula isn’t geeking out over analytics and keyword strategy, you will find her chilling with her two cats and her husband or planning her next trip in Europe!
Meet Your Host of The Sundae Best
Logan Ferree – Colorado Wedding Photographer and Mentor
Hey there! I’m Logan Ferree, a Colorado-based wedding photographer, mentor, and host of The Sundae Best podcast. I’m passionate about helping fellow photographers grow successful businesses that attract dream clients and provide the freedom and flexibility we all crave.
After years of trial and error in my own business, I now share what works (and what doesn’t) to help you skip the struggle and fast-track your success. When I’m not photographing colorful, joy-filled weddings, you can find me mentoring photographers, recording podcast episodes, trying a new recipe, or exploring Colorado with my husband.
For more photography business insights and resources:
- Learn about 1:1 mentorships with me, Logan Ferree, Colorado wedding photographer and mentor!
- Follow me on Instagram for more tips and interviews: @the.sundae.best
- Visit our show website for more episodes: thesundaebest.com
Thanks for joining me on The Sundae Best! New episodes drop every Sunday on Apple Podcasts and Spotify. You can sign up here if you’d like to receive these straight to your inbox!
