Why Pinterest still matters for your business in 2025

It’s time to stop sleeping on Pinterest. Once seen as the home of DIY hacks, wedding moodboards and banana bread recipes, the platform has quietly evolved into a powerful search engine and discovery tool, especially for Gen Z.

Gen Z now makes up over 40% of Pinterest’s global user base, making them the platform’s fastest-growing demographic. And while many brands are still pouring their budgets into Instagram and TikTok, Pinterest offers something that’s becoming increasingly rare in the social media space: intent.

Unlike the passive scrolling you find on most social platforms, Gen Z uses Pinterest to actively seek inspiration, discover new products, and plan purchases. 

That means every search, every Pin, every saved board is a signal of future intent and that’s a goldmine for brands with the right social media strategy.

But why are Gen Z turning to Pinterest?

So, what’s fuelling this Gen Z surge? For one, Pinterest offers a much-needed break from the performative, fast-paced, comparison-fuelled experience of other platforms. On Pinterest, there are no likes, no public follower counts, and no pressure to “go viral.” Instead, users are given a safe space to explore ideas, try on new identities, and visualise who they want to be.

The platform’s algorithm works differently, too. It doesn’t just reward popularity, it rewards relevance. That means Gen Z can discover hyper-personalised content based on their interests, not on who they follow. And in a world where authenticity and self-expression matter more than ever, that’s a huge win for user experience.

How Pinterest guides Gen Z from discovery to decision

Let’s talk numbers. 97% of the top searches on Pinterest are unbranded. That tells us users aren’t looking for a specific product, they’re open to discovering new ones. Pinterest is where decisions start, whether it’s a new skincare routine, a flat redecoration, or a capsule wardrobe refresh.

This makes Pinterest an incredibly valuable platform for Gen Z marketing. Unlike TikTok, where content can be fleeting, Pinterest offers evergreen exposure. A single Pin can resurface weeks or even months later, continuing to drive traffic and sales long after it’s posted.

Even better? Gen Z Pinners are planners. They use Pinterest to map out goals, save ideas and curate future purchases—meaning brands have a longer runway to influence decision-making. This creates a lower-pressure, more considered form of engagement, ideal for building trust and loyalty over time.

‍How to build a smarter Pinterest strategy? 

Pinterest doesn’t behave like a traditional social platform and that’s precisely why it should be treated differently in your marketing mix.

Here’s how brands should adapt their social media strategy:

• Create content that solves problems. Pinterest is a visual search engine. Think SEO-first, not aesthetics-first. Optimise your Pins with strong keywords, useful titles and clear descriptions to increase discoverability.
  
  
• Lean into storytelling. Gen Z responds to brands that align with their values. Use Pinterest boards and Pin collections to tell a broader story—whether it’s around sustainability, identity, creativity or wellness.
  
  
• Tap into trends early. Pinterest’s trend forecasting tools offer rich insights into what’s coming next. From “quiet luxury” to “de-influencing,” understanding these shifts allows brands to stay relevant before trends hit the mainstream.
  
  
• Prioritise visual content with utility. How-to guides, checklists, infographics and step-by-step tutorials perform especially well. Pinterest users are planners and doers—meet them with content that helps them take action.
  
  

The new roles of audience segmentation

Pinterest’s growth among Gen Z isn’t a sign to abandon your existing audience, t’s a call to evolve your segmentation strategy.

Instead of grouping users by static demographics, brands should consider intent-based audience segmentation. That means identifying users not just by age or gender, but by what they’re actively searching for, saving, and planning.

This shift allows you to create campaigns that are contextually relevant and emotionally resonant, especially important for a generation that sees right through inauthentic marketing.

But what does this mean for your brand? 

Pinterest isn’t just a nice-to-have, it’s a strategic channel for forward-thinking brands. With Gen Z turning to the platform for everything from outfit ideas to career planning, there’s an open invitation for brands to inspire, educate and engage.

More than just a place for Pinning pretty pictures, Pinterest is a playground for possibility, a space where your brand can help Gen Z imagine (and eventually purchase) their future. But to get it right, you’ll need a platform-specific strategy rooted in user experience, social listening and audience intent.

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If you're not already on Pinterest or not giving it the attention it deserves, now's the time. Because the brands that win on Pinterest aren’t just selling products. They’re shaping futures.

Ready to turn Pins into profit? Let’s build a Pinterest strategy that delivers. Get in touch with us and we’ll make it work for your brand.