If you’ve ever spent time crafting the perfect Instagram post only to watch it disappear from the feed a few hours later… you’re not alone.
In this week’s Money Talks, Pinterest strategist Dana Johnson joined RPC’s Katie Mast to talk about why so many wedding pros are pouring energy into platforms that reward constant posting—and how Pinterest offers a very different (and often more sustainable) approach.
The big shift? Thinking of Pinterest as a search engine, not a social platform.
Couples aren’t just scrolling for entertainment. They’re actively planning, saving ideas, and searching for inspiration—often months or even a year before they book their vendors. That means your work can show up right when they’re looking.
Here are a few of our biggest takeaways:
- Intent Over Entertainment: Pinterest users aren’t mindlessly scrolling—they’re planning. They’re searching for ideas, venues, and vendors for a real event. That means your content can show up as the solution instead of fighting for attention in a crowded feed.
- The “Fine Wine” Effect: An Instagram post might have a good day. A Pinterest Pin can have a good year. Pins keep resurfacing as long as they’re relevant, turning one piece of content into a long-term visibility play.
- Keywords > Hashtags: Pinterest runs on search, not hashtags. Think like your ideal client and use clear, descriptive phrases—like “romantic garden wedding venue in Charlotte, NC”—in your bio, boards, and pin descriptions.
- Work Smarter, Not Harder: You don’t need to create brand-new content. Turn your existing blog posts, galleries, and social content into pins. Add a quick text overlay so Pinterest knows what the image is about.
- Ignore the Vanity Metrics: Likes and followers aren’t the goal here. What actually matters: Impressions (are people seeing your content?) and Outbound Clicks (are they making it to your website?).
Pinterest is all about longevity and searchability. Start by auditing your best-performing website content, create a few targeted pins for each piece, and let them work for you over time.
Want Dana’s full step-by-step strategy? Catch the full replay here.
