How Call me Tini turned creative passion into a growing creator business

Esther Sultan Osechas, aka Call me Tini (@CallmeTini_), has always been a host. A childhood hobby of collecting plates, silverware and designing elaborate tablescapes grew into a passion for creating beautiful events that felt like unique experiences. While Tini had been using Pinterest for years, finding and saving ideas for her events, her own creations had remained entirely offline. 

Then in early 2025, at a friend’s suggestion, Tini posted for the first time. The account was purely personal, capturing holidays at home, events she hosted for family and friends and holiday trips. But her personal touches and keen eye quickly captured attention both online and offline. By the summer, Tini was asked to host her first professional event, and shortly afterward she saw her first post go viral on another platform. As she looked at all the content she’d collected, she thought to herself, “That’s so Pinterest.” Pinterest had always been her source of inspiration, and she saw that her content could inspire others. 

Building a content plan around inspiration

For Tini, every platform plays a specific role. She thinks carefully about how her different profiles can work together so that both she and her audience get unique value from each one. On Pinterest, she’s found a place where she can go deeper into each event, and her audience can slow down and dive into the details. Rather than a one-off post or a single image, she creates multiple Pins capturing both the bigger picture and the individual details. By creating many Pins from a single hosting opportunity, she gets more out of each event and gives each element its own chance to shine. “If you want to see my content, if you want to appreciate my work and see the whole depth of the event, you have to go on my Pinterest,” Tini says. 

As a long-time Pinterest user, she also knew that when she started posting on Pinterest, she needed to think not like a creator, but like a consumer. She approaches titles and descriptions with the mindset of her audience, writing based on what someone would search for. 

On Pinterest that means trading personal details for descriptive ones. While on other platforms she might caption an image to tell the story of an event, she builds her Pin titles and descriptions around event themes, occasions, color palettes and aesthetics so people can easily find her when they search.

Intentional strategy meets creativity

Tini pairs her creative instincts with a highly intentional workflow. She tracks performance closely, studies what resonates and sets monthly goals around impressions, outbound clicks and affiliate earnings. Her system is built around three tiers: setting a conservative goal, a stretch goal and a viral goal each month. Tini also credits consistency as one of the biggest drivers of her growth. Tini posts on Pinterest daily and uses SEO-led descriptions to help get the most out of each piece of content. Then, she reviews how those Pins perform to inform her future content. “I started listening to my content and started to see what was working and what was not,” Tini says. After identifying what her high performers have in common, Tini has been able to use AI as a support tool, training it to reflect her voice and help shape descriptions that feel natural, align with how people search and lean into her top-performing patterns. 

The result is a content strategy that blends inspiration with clear goals. By October 2026, one year after starting her Pinterest presence, Tini’s monthly impressions had increased 185% from the previous year.1

Turning saves into shopping intent

As Tini’s Pinterest presence has grown, so has her focus on commerce. She has been testing product tagging to make her content more actionable. 

She has also experimented with different Pin formats and found particular success with collage Pins, which, in her experience, see strong engagement and drive clicks and saves. Tini has started creating collages of products for tablescapes to help her audience recreate her looks, and she adds calls to action that make it easy for people to take the next step.  

Meeting audiences where they are

Tini believes many creators still underestimate Pinterest’s role in the content journey. “It’s the first social platform that you use for inspiration. It's where everything starts,” she says. “You want to create an outfit, you go to Pinterest. You want to travel, you go to Pinterest. You want to update your home, you go to Pinterest.” 

For Tini, it’s the ability to be where that action starts, to adopt new tools and formats early and to go deep on creativity that keep her coming back.