How brands can tap into Pinterest’s resurgence
Gen Z users turn to Pinterest for inspiration and community.
Pinterest has become powerful tool for brands looking to drive traffic, boost sales and engage would-be consumers.
With clicks up 55% and posting frequency rising 26% since 2023, the platform – now fueled by Gen Z, which makes up 42% of its 500 million monthly users – offers PR professionals an opportunity to build brand visibility and connect with highly engaged audiences.
But to do so, it’s vital for them to tap into what makes Pinterest so popular among its core group of users.
“Pinterest is a unique platform where consumers come to find inspiration, to learn and to discover,” said Chanel Lake, head of influencer at Weber Shandwick’s West division.
Something that sets the platform apart is how tightly the platform relies on community – “one that’s inclusive, positive and safe for users,” added Maggie Younkin, director of digital marketing at FleishmanHillard.
“That’s part of what makes it a great platform for both consumers and brands moving into 2025,” Younkin said. She gave the example of features that resonate with its audience of Gen Z and Millennials, including a body type filter that allows users searching for fashion ideas to see products modeled on people who resemble them.
“A positive platform is something most social media users are wanting, and Pinterest truly offers that,” Younkin said.
Not a one-size-fits-all platform
A critical aspect to every successful Pinterest campaign is clarity of intent.
“All too often brands create content to serve everyone,” Lake said. “That makes it challenging to clearly align the purpose for a consumer to go to their page and pins.”
As Lake pointed out, messaging on Pinterest is about delivering solutions, frequently through the search bar. Brands should optimize content with relevant keywords to match the specific products or services consumers are hunting.
Brands that can show various types of inspiration and allow the audience to take action or make a purchase will perform best.
Embedding landing page URLs or online shops within Pinterest content is a must for tracking traffic and boosting brand awareness.
“When you can tie your keywords across platforms, it enhances the search flywheel,” Lake said. “It’s building consideration with the consumer through frequency.”
Storytelling across pins
Pinterest offers brands the opportunity to craft a story that connects across various types of pins, whether through images, carousels or videos.
“It is a way to keep your brand top of mind and test sequential messaging,” Lake said.
She noted that stills are the primary content format on Pinterest, but motion-based videos can stand out for the audience as well. Don’t worry if they’re not overly polished. Lake said there’s a power of “real” content that resonates with Pinterest users seeking guidance.
“Feel free to make it lo-fi,” Lake said. “Unless highly curated is the brand aesthetic, it doesn’t need to be.”
Video is the talk of the social media town right now, especially short form. But on Pinterest it doesn’t work quite as well.
Data from social media management tool Metricool showed that image impressions on Pinterest grew by 24% from 2023 to 2024, but video impressions dropped by 54%.
Anniston Ward, Metricool’s PR and education specialist, pointed out that Pinterest’s “visually curated aesthetic” favors images over casual video content.
For PR professionals, this reinforces the importance of prioritizing images that are both eye-catching and informative. Pinterest users tend to respond better to static visuals that offer creative solutions.
“Brands should focus on keywords and tutorial-style content,” Ward said. “Videos can still work, but they should align with Pinterest’s unique, visually focused environment.”
Younkin also stressed the importance of selecting images that work with the aesthetic of the platform. One of Younkin’s clients, a woodworking company, used the platform to attract homeowners and furniture buyers.
“In this case, when showcasing images of a high-end corner pullout cabinet organizer, we made sure the product was featured in a high-end kitchen with bright lighting and had the product in use,” Younkin said. “We would also feature upscale bathrooms or bedrooms, depending on the product we were showcasing.”
On Pinterest, brands want to use more creativity and help the viewer envision the product in their own home or a home they inspire to have, Younkin said.
“Our client had their own branded page on Pinterest, which allowed us to curate a theme and color palette based on their branding,” she added. Brand colors and fonts were featured in every pin for consistency to assist with brand awareness.
Younkin recommended that all brands, no matter the platform, have a creative brand guide to help bring their brand identity to each platform for consistency across posts, images, videos and campaigns.
The power of UGC
Lake spoke highly of the impact of user-generated content as brand assets on Pinterest, which can demonstrate products in use.
“There’s something about a peer sharing their perspective that resonates deeply on Pinterest,” Lake said. “It’s an essential part of creating authentic, compelling content that works.”
Younkin stressed that Pinterest is still evolving as a platform as is its audience. As such, testing new opportunities can help brands discover new audiences.
Those looking to post on Pinterest need to remember a simple concept: Pinners want to find inspiration without feeling overwhelmed.
“Great marketing is about fitting in with the audience and the content they’re consuming,” Younkin said.
If you’re interested in learning about the latest digital trends, plan to attend Ragan’s Social Media Conference at Walt Disney World from March 19-21. You can find more details on the event website.
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.
This was a great article! As someone who uses Pinterest for personal reasons, it’s cool to see it used by brands to communicate with consumers and boost sales. It’s especially interesting to see how Gen Z’s influence is shaping the platform’s focus on inclusivity and authenticity. Excited to see how brands continue to adapt their storytelling to Pinterest’s unique strengths! – Ella Kate Baker, Platform Magazine writer/editor