Pinterest: A Visual Search Engine for Cannabis Marketing -

Why Pinterest is an Untapped Opportunity for Cannabis Brands

In the world of digital marketing, cannabis brands face unique challenges. Strict advertising policies on major platforms like Facebook, Instagram, and Google make it difficult to run paid ads. However, there is one major platform where cannabis brands can thrive organically: Pinterest.

Unlike traditional social media platforms, Pinterest functions as a visual search engine, meaning content is discoverable long after it is posted. With a high-intent audience actively searching for inspiration, education, and product recommendations, Pinterest offers cannabis brands an unparalleled opportunity to build brand awareness, drive traffic, and increase sales.

Understanding Pinterest as a Visual Search Engine

How Pinterest’s Algorithm Works:

Pinterest operates like a search engine, prioritizing content based on:

Keywords: Optimizing Pin titles, descriptions, and board names helps content rank higher.
Engagement Signals: Pins with high saves, clicks, and comments are favored by the algorithm.
Image Recognition: Pinterest can identify objects in images, making high-quality visuals essential for visibility.

Pinterest vs. Google Search:

Longevity: Unlike Google, where rankings fluctuate frequently, Pins remain discoverable for months or even years.
Visual Discovery: While Google relies primarily on text, Pinterest’s algorithm prioritizes engaging, visually appealing content.

Pinterest vs. Social Media:

Evergreen Traffic: Instagram and Facebook posts disappear quickly, whereas Pins continue driving traffic over time.
Search Intent: Users come to Pinterest to research and plan purchases, making them more likely to convert.

Cannabis Industry Trends & Opportunities on Pinterest

Growing Interest in Cannabis-Related Topics:

Wellness & CBD: Searches for CBD benefits, alternative medicine, and self-care routines are rising.
Cannabis Recipes & Edibles: Users look for DIY edibles, cannabis-infused beverages, and home-growing tips.

How to Optimize Cannabis Content for Pinterest SEO

1. Pinterest Keyword Research & Strategy

Use Pinterest Trends and predictive search to find high-traffic keywords.
Place keywords strategically in Pin titles, descriptions, board names, alt text, and URLs to improve rankings.

2. Creating High-Engagement Pins

Best Pin Design Practices for the Cannabis Industry:

Use visually compliant images that align with Pinterest’s policies.
Include text overlays to make Pins more informative and engaging.

Ideal Pin Sizes & Formats:

Static images: Best for product showcases and infographics.
Video Pins: Ideal for tutorials, behind-the-scenes content, and product demos.
Carousel Pins: Great for storytelling and step-by-step guides.

3. Optimizing Pin Descriptions & Hashtags

Write compelling, SEO-friendly descriptions that encourage clicks.
Use relevant hashtags to increase discoverability while staying compliant.

4. Board Optimization & Content Clustering

Create niche boards like “CBD Wellness,” “Cannabis Edibles,” and “Medical Cannabis Guide.”
Organize content in a way that encourages engagement and repeated visits.

Driving Traffic & Sales from Pinterest

Using Rich Pins to Increase Clicks & Conversions

Article Pins: Drive blog traffic by providing educational content.
Product Pins: Highlight cannabis accessories and CBD products.
Recipe Pins: Showcase cannabis-infused foods and drinks.

Building a Pinterest Content Funnel

Move users from discovery to conversion with strategic Pin placement.
Capture emails from Pinterest traffic for retargeting and lead nurturing.

Staying Compliant: Navigating Pinterest’s Cannabis Policies

What Cannabis Content is Allowed vs. Restricted

Allowed: Educational content, wellness-related topics, DIY guides, and legal product information.
Restricted: Direct promotion of THC products, sales-driven messaging, and misleading claims.

Best Practices to Avoid Account Suspension

Frame content in an educational and informative way.
Avoid direct promotion of cannabis sales.
Dispute flagged content if necessary by demonstrating compliance.

Actionable Next Steps:

Start keyword research using Pinterest Trends.
Design high-engagement, compliant Pins.
Optimize Pin descriptions, hashtags, and board structures.
Implement a Pinterest content funnel to convert visitors into customers.

Measuring Pinterest Performance & Scaling Success

Key Metrics to Track:

Impressions, saves, clicks, and outbound traffic.
Conversion tracking for eCommerce and lead generation.

Pinterest Analytics & Optimization Strategies

Use Pinterest Analytics to refine your strategy.
A/B tests different Pins and doubles down on high-performing content.

Scaling with Group Boards & Collaborations

Partner with influencers to expand reach.
Cross-promote Pins on other digital platforms for maximum exposure.

To Summarize

Pinterest is an underutilized, organic marketing channel that cannabis brands can leverage for long-term success. By optimizing for Pinterest SEO, creating high-quality Pins, and staying compliant with platform guidelines, cannabis businesses can drive traffic, boost brand awareness, and increase conversions.

Looking for expert Pinterest marketing strategies? Contact Spokes Digital for a personalized consultation and unlock the full potential of Pinterest for your cannabis brand!

Joshua Katz

Co-Founder, Dad Grass

Working with Spokes, and especially Shraddha Singh, has been a game-changer for our brand. In a highly regulated industry like cannabis, where SEO can feel like navigating a minefield, Shraddha’s expertise has been nothing short of invaluable. Her deep understanding of the challenges we face and her ability to tailor strategies that comply with Google’s complex regulations have propelled our site’s organic growth to new heights. What truly sets Shraddha apart is her meticulous attention to detail and her data-driven approach. She has an incredible ability to collect and analyze vast amounts of data about our products and how they’re performing. This insight has helped us prioritize efforts with maximum leverage, guiding our work in the most impactful directions. After more than three years of partnership, it’s clear that Shraddha and the Spokes team are not just service providers—they’re an extension of our brand’s success. We couldn’t recommend them more highly to any cannabis or CBD brand looking to grow in an ever-changing digital landscape.

Camila Seidel

Brand Manager ,Cannabiz Credit Association

Spokes has been a key element in the growth of both of our companies. We started working with them when very little SEO efforts were done, and they not only came up with the best optimization and plan but explained everything perfectly. They demonstrated a great understanding of the unique cannabis industry. They took the time to understand our needs and goals and delivered exactly what we needed. The impact of their efforts has been essential to getting leads, traffic, and conversions. We would not be where we are today without them. Thank you for everything!

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Shay Owensby

Marketing Director, 420 Marketeers

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George Cleveland

Director of Digital Products, Growth, WholesomeCo Cannabis

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Co-Founder and CEO, TribeTokes

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Managing Partner, CannaBIZ Collects

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Ashley LeCount

Crativ Packaging

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Sarah Skinner

Digital Marketing Consultant Papa and Barkley

"I had the pleasure to work alongside Varun and his team helping one of my clients in the CBD space. The Spokes Digital team are experts in compliance and finding ways around policy restrictions. His agency is thorough, smart, fast with excellent reporting and support. I recommend them to all my CBD clients as a go-to for their paid search strategy."

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Chief Marketing Officer Earthly Body

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Amanda Denz

Co-founder & CMO SAVA

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Abby Uriarte

Digital Marketing Manager MedMen

Spokes team came to me at a time when zero effort had been put into SEO. Being a cannabis company, SEM wasn't even on our radar given current regulations. Spokes team enabled us to leverage these channels in ways that we did not think were achievable and helped us see the value in allocating marketing budget to these areas. Spokes team continually pushed themselves to optimize campaigns and drive results.

Rae Gross

Director of Ecommerce & Marketing Foria Wellness

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CEO Atlanta Digital

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CEO & President Pineapple Ventures, Inc

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