Most authors think of Pinterest as a place for recipes, outfits, or home décor. But for millions of readers, Pinterest is actually a search engine they use to plan what they’ll buy and read next. In a recent CraveBooks conversation, Pinterest strategist Heather Ferris (an 8‑year Pinterest veteran who now educates creators for Pinterest itself) broke down how indie authors can tap into that behavior to drive long‑term traffic and book sales.
Why Pinterest Is Different for Authors
Most authors think of Pinterest as a place for recipes, outfits, or home décor. In reality, it’s a search engine where readers actively plan what they’ll buy and read next. Unlike social media posts that disappear in a day, Pinterest content can keep driving traffic for years.
That difference matters.
Readers Arrive With Intent (Not to Scroll)
Pinterest users don’t show up to be entertained — they arrive with intent. They search phrases like:
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“Books like Fourth Wing”
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“Fantasy romance series”
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“Beach reads”
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“Cozy mystery book club picks”
In fact, 96% of Pinterest searches are unbranded, which means readers aren’t looking for you by name yet. They’re looking for a type of book or reading experience. That’s exactly where indie authors can compete.
This is why Pinterest behaves more like Amazon search or Google SEO than Instagram or TikTok. Once your content is properly keyworded, it can resurface again and again as readers plan future reads.
How Readers Use Pinterest to Buy Books
Readers use Pinterest as a digital planning board. They save pins to collections like:
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Vacation TBR
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Dark Fantasy
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Romantasy Reads
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Bookish Aesthetic
They don’t buy immediately. They save first — then come back later and purchase. If your books, reader magnets, or series lists are pinned correctly, they can live inside those boards long after you post them.
Pinterest Explained in Author Terms
Think of Pinterest like a filing system for readers:
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Your profile is your storefront
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Boards are genre shelves or reader categories
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Pins are visual ads that link anywhere you want (Amazon, your site, newsletter, direct store)
One of the biggest takeaways from Pinterest strategist Heather Ferris is that niche profiles consistently outperform broad, personal ones. Authors who focus tightly on their genre and readers see far more traction than those mixing books with unrelated personal content.
Your author account should be about your books and your readers — not your entire life.
What to Pin (Without Overthinking It)
You don’t need advanced design skills. Canva templates work well for Pinterest.
Strong starter content includes:
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Book cover pins (retailer links and direct store links)
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Free reader magnets and bonus content
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“If you like this, you’ll love that” lists
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Reviews, quotes, or short excerpts
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Short-form video reused from Instagram or TikTok
If it helps readers discover you or move closer to reading your books, it’s worth pinning.
How Often You Actually Need to Pin
You do not need to post constantly to see results.
A realistic approach:
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Start with one pin per day
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Even 7–10 quality pins per week can build momentum
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Focus on consistency, not volume
Pinterest rewards clarity and usefulness far more than hustle.
Quick Profile Optimizations That Matter
Before creating a lot of content, it’s worth tightening your profile:
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Use your genre in your profile name (not just “Author”)
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Include clear keywords in your bio describing who your books are for
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Treat your banner like a billboard: genre, hook, and book visuals
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Keep personal interests on secret boards or a separate account
These small changes make it easier for Pinterest — and readers — to understand who you’re for.
Why This Is an Opportunity Right Now
Most author marketing advice still pushes Facebook, Instagram, and TikTok. That’s exactly why Pinterest remains overlooked.
Pinterest favors:
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Search over trends
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Systems over constant posting
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Assets that quietly work in the background for years
As Pinterest continues moving toward deeper ecommerce, authors who establish their presence now will be positioned well ahead of the curve.
Ready to Pin Your Way to More Book Sales?
CraveBooks Standard and Pro members get exclusive access to the CravePerks page, featuring Pin Profit Academy by Pinterest expert Heather Farris—at 20% off her full course price.
Master keywords, pin design, automation, and board strategy to boost your book traffic and sales—plus get coaching, Canva templates, and a private author community.
Claim your 20% member discount now and turn Pinterest into your evergreen marketing machine. Access CravePerks →