Industry News
Pinterest: A Growing Opportunity For Savvy Eyewear Retailers
While mainstream social media gurus fixate on Instagram reels and TikTok trends, Pinterest has been steadily building a visual search empire of its own. And here’s the kicker — it’s a perfect match if you sell high-end fashion eyewear. In their recent Q1 2025 reported results, Pinterest pulled in 17 million new monthly users. Their revenue jumped 16% year-on-year.
And Gen Z? They’re now the fastest-growing segment on the platform. Pinterest is shifting gears, and fashion is driving a lot of that growth. And here’s where it gets interesting for Australian optometrists. This trend isn’t staying overseas. It’s picking up pace right here, as well.
Pinterest’s Growth & Australian Market Snapshot
Why does this matter to eyewear retailers in Sydney, Melbourne or Brisbane? Because Pinterest isn’t some fringe platform in this country. It’s already woven into the daily scrolls of over 5.3 million Australians. That’s 20% of the population — and rising fast. In fact, Pinterest’s potential advertising audience grew by 54% last year alone.
Dig deeper and you’ll see why that’s important for eyewear. The Pinterest audience is 71.8% female, largely urban, and heavily skewed towards lifestyle and fashion content. That fits the exact profile of someone who walks into a boutique optical store looking for their next statement frame.
While some businesses keep fishing in overcrowded waters, Pinterest offers space, attention, and an opportunity for smart fashion eyewear sellers.
Why Pinterest Is a Perfect Fit for Fashion Eyewear Marketing
Who’s actually using Pinterest? Answer: people looking for ideas, not distractions. That’s the sweet spot for premium eyewear. Pinterest works more like a visual search engine than a social app. Users go there to plan purchases, save looks, and build style boards. They're actively making decisions, not killing time.
Fun fact. 97% of top Pinterest searches are unbranded. That means users aren’t typing “Ray-Ban” or “Gucci.” They’re searching for “cat-eye frames for round face” or “neutral-toned glasses for office wear.” That’s a massive opening for independent optometrists to get discovered.
Add to that the visual nature of the platform, and it becomes obvious. Fashion eyewear is a product is designed to be seen. From face shape guides to seasonal trends, stylish frames are made for "pinning".
Gen Z and millennials are leading the charge, and both groups are comfortable researching online before they buy and sharing what they love.
Getting Started: Tips for Pinterest Success
Where do you begin if you want Pinterest to work for your clinic?
First, switch to a Business Pinterest account. That unlocks analytics and lets you run ads. Then set up boards around what real people are searching — like “Oversized Fashion Frames For Melbourne” or “Sydney Rimless Eyewear Trends.” Each pin needs clear keywords and a clean, mobile-friendly image. Post regularly, just like you would on Instagram, but focus on evergreen content — things people will search for month after month.
Unlike Instagram, where posts vanish in a day, pins stay active for months. That’s long-tail traffic with zero ongoing cost. Each pin should link back to something useful — whether it’s a blog post on lens options or a direct appointment booking page.
Want a boost? A small ad campaign can push seasonal promotions or new stock.
Final Thoughts: Worth a Look, Even Without the Hype
Pinterest isn’t loud. It’s not flashy. But for style-led businesses, that’s exactly the point. It quietly attracts people who are actively looking for ideas, and making decisions while they scroll. For optometrists offering premium eyewear, that behaviour lines up remarkably well. The platform’s visual nature, its strong growth in Australia, and its clear pull with fashion-conscious users make it a smart place to explore. It doesn’t demand a huge budget or a content production team — just thoughtful, consistent presence.
If you're working with high-end frames and want your brand in front of the right eyes, Pinterest is well worth testing.
Sources:
https://www.socialmediatoday.com/news/pinterest-adds-users-revenue-q1-2025/747617/
https://datareportal.com/reports/digital-2024-australia
AUTHOR BIO
Paul Sallaway is the founder, owner and web strategist behind Optics Digital Marketing. His agency specialises in assisting business growth for eye care practices through conversion optimised websites and data driven marketing. For a free consultation, visit: opticsdigital.net.
