24 Jan 2025
An enormous opportunity for businesses to get discovered by audiences who are genuinely open to new ideas and products.
Blog
When it comes to social media marketing, Pinterest might not immediately spring to mind. Flashier platforms like TikTok and Instagram often steal the spotlight. However, Pinterest is quietly proving its value as a unique and powerful tool for brands, especially with its growing user base of over 537 million monthly active users and a focus on turning inspiration into action.
Recently, Pinterest introduced a dedicated mini-site that highlights the advantages of its improved ad tools. This new resource demonstrates Pinterest’s commitment to helping businesses reach their goals with tailored advertising solutions. It’s a big step forward and a signal that marketers should take a closer look at what Pinterest has to offer.
Unlike other platforms where users aimlessly scroll for entertainment, Pinterest is purpose-driven. People visit to plan events, brainstorm projects, or shop for specific items. It’s an environment where intent meets action, which is a dream scenario for marketers.
Here’s an eye-opener: 85% of Pinterest users say they rely on the platform when starting a project or making a purchase decision. What’s even more interesting? The majority of searches—97%, to be exact—are unbranded. This creates an enormous opportunity for businesses to get discovered by audiences who are genuinely open to new ideas and products.
While Pinterest has long been popular with Millennials, its audience is evolving. Gen Z, known for their trend-savviness and appetite for creativity, is increasingly embracing Pinterest. The platform’s visual appeal and personalised recommendations make it a hit with this younger demographic, giving brands access to a wider, more diverse audience.
If you’re new to Pinterest advertising, it’s worth exploring. The platform provides a range of tools that can help businesses of all sizes achieve their goals, whether that’s boosting visibility or driving sales. Here’s how to get started:
In 2025, Pinterest is leaning into artificial intelligence to make its platform even more user-friendly. Its AI-driven tool, Pinterest Performance+, helps personalise users’ experiences by suggesting content and products they’re likely to love—even before they start searching.
For brands, this means a better chance of connecting with the right audience at the right time, giving campaigns a greater impact.
If you’re not already incorporating videos into your Pinterest strategy, 2025 is the year to start. Short, visually engaging videos perform exceptionally well on the platform. They grab attention, hold interest, and encourage users to take action.
Video ads, in particular, are a fantastic way to showcase your products in action. Whether it’s a quick tutorial or a behind-the-scenes glimpse, video content can drive clicks and conversions like nothing else.
Pinterest has always been a great platform for product discovery, but it’s stepping up its shopping game this year. New features like enhanced product tagging and integrated checkout options make it easier than ever for users to shop directly from pins.
To make the most of these updates, ensure your product pins are up-to-date. Include clear descriptions, accurate pricing, and take advantage of Pinterest’s product catalogue feature to showcase your inventory. You can also experiment with Shopping Ads to target users who are actively searching for products like yours.
Pinterest isn’t just about individual inspiration anymore. New features like shared boards and creator collaborations encourage interaction and community building. These tools make it easier for brands to connect with their audiences on a deeper level, fostering loyalty and engagement.
Pinterest is carving out a unique place in the social media landscape. As a visual search engine, it attracts users who are ready to discover, plan, and purchase. With its innovative ad tools, evolving audience demographics, and shopping-friendly features, Pinterest offers a wealth of opportunities for businesses to grow. If Pinterest hasn’t been part of your strategy yet, now’s the perfect time to start exploring its potential.
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