Pinterest is Seriously Underrated: What Brands are Actually Mission Out?
January 20, 2025
Pinterest is a visual discovery platform where users can find and save ideas across a range of categories like fashion, home decor, food, and travel. As of 2025, Pinterest remains a key player in the social media world, even with stiff competition from giants like Instagram and TikTok.
However, when it comes to paid promotions, many marketers overlook Pinterest, focusing more on Google and Meta (formerly Facebook). This might be because these platforms dominate the market share for ad marketing. But dismissing Pinterest can be a big mistake, especially considering its vast reach and potential to generate revenue. Let’s explore why Pinterest is as essential as other marketing alternatives, its potential reach, target audiences, and more.
Current Reach and User Demographics
As of early 2025, Pinterest continues to be a significant player in the social media landscape, boasting over 537 million monthly active users globally. The platform’s demographics reveal a strong female presence, with 69.5% of users identifying as female, while males make up about 22.4% of the user base. This gender distribution highlights Pinterest’s appeal to women, especially in categories like fashion,
home decor, and lifestyle.
Key User Demographics
Gen Z and Millennials dominate Pinterest’s age demographics, making it a hub for trendy and aspirational content. This makes the platform particularly attractive for brands aiming to engage younger audiences who are keen on discovering new ideas and making purchasing decisions based on what they find.
Key Statistics
- Monthly Active Users: 537 million
- Potential Advertising Reach: Approximately 307.6 million people
- User Gender Breakdown: 69.5% female, 22.4% male
- US Reach: Pinterest can reach 83% of females aged 35-54, a demographic known for
influencing 80% of buying decisions in households.
Engagement and Usage Trends
Engagement Insights
Search Intent: Pinterest’s users are known for their strong search intent. They actively look for content, ideas, and products that fit their needs. This search behavior makes Pinterest an effective tool for marketers, especially those focusing on SEO-driven strategies. By optimizing content with relevant keywords and rich descriptions, brands can increase their visibility on Pinterest and attract more
targeted traffic to their websites.
Brand Discovery: Pinterest is a powerful platform for brand discovery, with about 80% of weekly users discovering new brands or products while browsing. This high rate of brand discovery highlights Pinterest’s potential to introduce users to businesses and products they might not encounter on other platforms.
Purchase Influence: Pinterest doesn’t just stop at discovery; it also has a significant impact on purchasing decisions. One in two users report making a purchase after seeing a promoted pin. This direct connection between discovery and action makes Pinterest a highly effective platform for driving sales.
Key Opportunities for Advertisers in India
Brand Discovery: Pinterest’s focus on discovery allows brands to connect with users seeking inspiration. Approximately 46% of weekly users discover new brands or products while browsing, making it an effective platform for brand awareness.
Purchase Influence: The platform has demonstrated a strong influence on purchasing decisions, with around 50% of users reporting they made a purchase after seeing a promoted pin. This direct connection between discovery and action makes Pinterest particularly valuable for marketers.
Strategic Considerations
Less Competition: Currently, Pinterest faces lower competition in India compared to other platforms like Instagram and Facebook. This presents an opportunity for brands to experiment with Pinterest ads and establish a presence before the market becomes saturated.
Innovative Ad Formats: Pinterest offers various ad formats, including Promoted Pins and Shopping Ads, which blend seamlessly into user feeds and feel less intrusive than traditional ads. This approach can enhance user engagement and improve conversion rates.
Comparing Pinterest with Facebook. & Instagram for User-Intent
Pinterest is a search-driven platform where people actively look for ideas, with about 90% using it to
help decide what to buy. On the other hand, Facebook is all about social networking, where users mainly
scroll through updates and consume content passively for entertainment. Instagram shifts the focus to
visual engagement, emphasizing lifestyle aesthetics that build brand loyalty through beautiful, eye-
catching content. While Pinterest users often have high purchase intent, Facebook users engage socially,
and Instagram fans are captivated by visual storytelling, each with different levels of purchase influence.
Platform | Primary User Intent | Engagement Style |
---|---|---|
Search for ideas/inspiration | Active search and planning | |
Social networking | Passive scrolling | |
Visual engagement/lifestyle | Aesthetic appreciation |
How Pinterest's Search-Oriented User Intent Can Drive Sales For Businesses
With over 75% of weekly users using Pinterest to plan purchases, brands can tap into this intent to drive sales through strategic approaches. Here’s how businesses can make the most of Pinterest’s unique characteristics:
Capitalize on High Purchase Intent
Targeted Advertising
Given Pinterest’s strong user intent, businesses should focus on creating targeted ads that resonate with potential buyers. Shoppable Pins are a great tool, allowing users to purchase directly from the platform, making the transition from inspiration to purchase seamless.
Engaging Content
Visual appeal is key on Pinterest. Brands should create content that showcases their products in real-life settings, inspiring users to see these items as part of their own lives. This aspirational content aligns well with Pinterest’s focus on discovery and planning.
Optimize for Search
Keyword Integration
To enhance visibility, businesses must incorporate relevant keywords into their profiles, pins, and boards. For example, a home decor brand should use terms like “interior design” or “home organization” to attract a targeted audience.
Utilize Trends and Seasonal Content
Keeping up with seasonal trends and popular searches helps businesses create timely content that resonates with users’ current interests, driving more engagement and conversions.
Drive Traffic to Websites
Linking Pins to Product Pages
Unlike other platforms, Pinterest allows direct linking to websites, which can significantly drive traffic to product pages. By combining educational content with product links, brands can engage users while steering them towards purchases.
Content Marketing Integration
Sharing blog posts or tutorials that relate to products, like a recipe featuring cooking tools, can increase engagement and encourage purchases by adding value to the user experience.
Leverage User-Generated Content (UGC)
Encouraging UGC
Brands can encourage customers to share their experiences with products on Pinterest. Featuring this content builds trust and enhances engagement by showing real-life applications, which can greatly influence potential buyers.
Utilize Analytics for Continuous Improvement
Monitor Performance
Pinterest’s analytics tools are invaluable for tracking the performance of pins and ads. By understanding which content drives the most engagement, brands can refine their strategies, ensuring their marketing efforts remain effective.
Tailoring Marketing Strategies for Pinterest’s Discovery-Focused Platform
Pinterest’s discovery-focused nature requires brands to tailor their strategies to enhance visibility and
engagement. Here are some effective ways to align with Pinterest’s unique user behaviors:
Create Visually Appealing Content
High-Quality Visuals
Pinterest thrives on bold, visually striking content. High-quality images and videos that capture attention are essential, as users often visit the platform for inspiration and ideas.
Cohesive Aesthetic
Maintaining a consistent style, color scheme, and tone across boards helps establish a recognizable brand identity, enhancing engagement and encouraging users to repin content.
Optimize for Search
Keyword Research
Using Pinterest’s search trends to identify popular keywords allows brands to improve discoverability by integrating these terms into pin descriptions, titles, and boards.
Trending Topics
Regularly monitoring emerging keywords and trends helps brands create timely content, maximizing engagement by aligning with current user interests.
Utilize Pinterest’s Advanced Features
Shoppable Pins
Shoppable Pins streamline the shopping experience by allowing direct purchases from the platform. This feature is especially effective as users are often in a buying mindset.
Pinterest Ad Labs
Participating in initiatives like Pinterest Ad Labs allows brands to experiment with innovative advertising tools, creating more personalized and engaging content.
Leverage Video Content
Engaging Video Pins
Video content on Pinterest, such as short tutorials or behind-the-scenes clips, can drive higher engagement rates than static images.
Storytelling through Video
Videos that tell a brand’s story or demonstrate product uses foster deeper connections with users, encouraging them to save or share the content.
Foster Community Engagement
Idea Boards
Creating themed idea boards based on current trends or seasonal topics can showcase products while engaging users by aligning with their interests and aspirations.
User Interaction
Encouraging customers to share their experiences with products enhances community engagement and builds trust in the brand.
Analyze Performance and Adapt Strategies
Utilize Analytics Tools
Regular analysis of performance metrics helps brands understand which content resonates best, allowing for continuous refinement of strategies.
Proactive Content Creation
By identifying potential trends early, brands can create relevant content ahead of time, keeping their offerings at the forefront of users’ searches.
Conclusion
Pinterest’s unique discovery-driven environment presents businesses with substantial opportunities to reach users exhibiting high purchase intent. By optimizing for search, brands can enhance their visibility significantly. Creating engaging, visually appealing content is essential, as it resonates with Pinterest’s audience, driving user interaction. Additionally, using advanced features such as Product Pins and Shopping Boards allows businesses to showcase their offerings effectively. This strategic approach not only increases brand awareness but also facilitates meaningful connections with potential customers, ultimately leading to higher sales conversions.