If you asked 100 local business owners which social media platform drives the best results, you'd hear the usual suspects: Facebook, Instagram, and maybe LinkedIn.
Almost no one would say Pinterest.
And according to our brand new State of Local Business Social Media 2026 report, that assumption is costing local service businesses a tremendous amount of traffic.
We analyzed aggregate platform data to see where local businesses were posting, and more importantly, where their audience was actually interacting. The disparity we found regarding Pinterest is nothing short of incredible.
The Pinterest Disconnect
Let's look at the numbers. Out of the platforms we tracked, local businesses (which includes roofers, real estate agents, home stagers, and landscapers) are connecting to Pinterest at an abysmal rate before using Glow Social:
- Facebook connections: 14
- Instagram connections: 11
- Pinterest connections: 4
It makes sense on the surface. Pinterest is historically viewed as a platform for recipes, wedding planning, and DIY crafts. It doesn't scream "emergency HVAC repair."
But when we sorted our data by Engagement Rate, the results shattered conventional wisdom:
- Pinterest: 7.7%
- Threads: 2.61%
- LinkedIn: 2.24%
- Instagram: 2.14%
- Facebook: 2.01%
Pinterest's engagement rate wasn't just higher than Instagram's (2.14%)—it was higher than Instagram and Facebook combined.
Why Pinterest Works for Local Services
How is a platform built for mood boards outperforming the giants of social media for local businesses?
It comes down to Search Intent vs. Interruption.
When a user scrolls through Instagram, a post from a local contractor is interrupting their feed of friends and influencers. But when a user is on Pinterest, they are in a planning mindset. They are actively searching for "kitchen remodel ideas," "backyard landscaping layouts," or "master bath transformations."
When your business's project photos show up in their discovery phase, it isn't an interruption—it's an answer.
1. The Lifespan of a Pin
A post on Facebook or X (Twitter) has a lifespan measured in hours. It appears in a chronological feed and is quickly pushed down into oblivion.A Pin, however, is treated like a search engine result. It can surface in relevant user searches months or even years after it was originally posted. This means the ROI on a single Pinterest post compounds over time.
2. High Purchase Intent
Pinterest users are planners and buyers. They use the platform to organize aspirational projects that eventually become tangible purchases. A local interior designer or custom home builder who captures a user's attention at the "mood board" phase holds a massive advantage when that user is finally ready to hire someone.Stop Ignoring the Best Platform in the Room
Local businesses are exhausting themselves fighting the algorithmic churn of Instagram and Facebook for a 2% engagement rate, while completely ignoring the 7.7% engagement rate waiting for them on Pinterest.
The barrier for most businesses is simply the friction of formatting and publishing to yet another platform.
That's the friction we eliminate. With Glow Social, you don't have to choose between platforms. We automatically generate visual pins from your existing content and publish them to Pinterest alongside your required Google Business Profile, Facebook, and Instagram updates.
You get the compounding search authority of Pinterest without the tedious manual management.
Review the complete data behind these insights on our Research Findings Page.