The Marketing Power of Pinterest.

Pinterest has quietly become one of the most powerful tools in digital marketing, offering businesses a unique way to reach customers, increase website traffic, and inspire action. With over 530 million monthly active users and a rise of 50 million new users in just the last year, Pinterest is a force to be reckoned with. It may not dominate headlines like some social media platforms, but when it comes to online sales, Pinterest marketing is delivering results. But what makes Pinterest such a game-changer for businesses? Let’s dive into what Pinterest is, how to use Pinterest for marketing, and how you can harness its potential to grow your brand.

What is Pinterest?

Imagine a visual search engine where people can discover, save, and share ideas from home décor tips to the latest fashion trends. That’s Pinterest at its finest.

It’s been around for 15 years and ranks as the 15th most popular social media site, but it’s not your typical social network. Pinterest’s key strength lies in its ability to turn casual browsing into intentional action, with 75% of weekly Pinterest users planning their purchases on the platform.

When considering how to use Pinterest for businesses, it’s important to know that Pinterest isn’t just about users scrolling aimlessly. Whether planning a wedding, designing a new living room, or starting a side hustle, users turn to Pinterest with purpose. For brands, this is a golden opportunity to connect with customers directly when they’re most open to new ideas and products. A well-optimised Pinterest profile or Pinterest business account allows brands to engage with this audience in meaningful, targeted ways.

How are businesses using Pinterest?

Businesses are increasingly learning how to use Pinterest for marketing by creating visually engaging content that aligns with what users are actively seeking. From fashion retailers to home improvement companies, Pinterest has become a go-to platform for any solid Pinterest strategy. In fact, 61% of users start new projects using Pinterest. Whether it’s planning a wardrobe refresh or a kitchen remodel, Pinterest’s audience is highly engaged and ready to take action.

To succeed, brands often rely on a mix of visual content, compelling descriptions, and a consistent presence through tools that schedule pins in advance. By doing so, they can build a steady stream of engagement while maintaining creative momentum.

Many brands are also using Pinterest for affiliate marketing, creating boards and pins that link directly to affiliate products. This method allows influencers and businesses to earn commission while providing value to users by showcasing products they’re genuinely interested in. Writing optimised pin descriptions with related keywords ensures this content appears in more user searches, making each pin work harder for visibility.

A key part of any Pinterest marketing strategy is the use of Pinterest advertising. Promoted Pins blend seamlessly into users’ feeds, providing businesses with a highly effective way to showcase their products without being disruptive. The numbers speak for themselves: Pinterest delivers 2x better return on ad spend (ROAS) compared to other platforms. When optimised with relevant keywords, strong visuals, and strategic Pinterest SEO, these ads can generate impressive engagement and conversions.

Don’t forget Pinterest analytics

Understanding what works (and what doesn’t) is key to growth. That’s where Pinterest analytics comes in. For any Pinterest business account, the analytics dashboard provides insights into pin performance, user interaction, audience demographics, and referral traffic. These data points help businesses identify their most engaging pins, tweak their Pinterest strategy, and refine future content.

By reviewing analytics regularly, brands can uncover patterns such as which pin titles attract the most clicks or which boards drive the highest impressions and use that information to optimise their overall campaign.

How do users interact with Pinterest?

Pinterest users are planners, dreamers, and doers. They create highly personalised boards and save pins that reflect their tastes, projects, and purchase goals. Users engage with Pinterest differently than they do with other social platforms they’re not just scrolling through random content, they’re carefully curating collections of ideas for their future. Understanding how users interact with Pinterest is key to a successful Pinterest marketing approach.

This behaviour makes Pinterest a goldmine for businesses. For example, if a user is planning a kitchen renovation, they might save pins from various brands over a few months, revisiting those ideas when they’re ready to make a purchase. For brands, being present at these key moments is essential. Using Pinterest for business allows companies to build long-term relationships with users who are actively planning their next big project.

Some marketers have also begun experimenting with the Pinterest algorithm, tailoring their posting times and pin formats to improve visibility. While the algorithm favours fresh content, it also rewards relevance meaning the more accurately your pin descriptions reflect user intent, the more likely your content is to appear in search.

The current state of Pinterest

Pinterest in 2025 is more than just a platform for pretty pictures. It has evolved into an inclusive and inspiring space where users can explore and create freely. Businesses using Pinterest as part of their broader Pinterest strategy are able to tap into this creativity while reaching a diverse and global audience. For instance, Pinterest offers features like searching by hair pattern or skin tone, ensuring that everyone searching feels represented.

Pinterest also stands out for its focus on well-being. Research shows that spending just 10 minutes a day engaging with inspiring content on Pinterest can reduce stress and burnout. And while other platforms may focus on endless scrolling, Pinterest encourages users to spend time meaningfully.

Its AI is designed to be “additive – not addictive,” ensuring a positive experience for users. For brands, this means a more engaged and thoughtful audience ideal for Pinterest advertising and nurturing a more meaningful connection with your target audience.

Pinterest Predicts: what is it and why is it groundbreaking?

If you want to know how to advertise on Pinterest more effectively, one key tool to explore is Pinterest Predicts. This trend-forecasting tool analyses billions of searches to predict what will be trending in the months ahead. It’s a crucial part of any forward-thinking Pinterest strategy.

Over the past four years, more than 80% of Pinterest Predicts trends have come true, giving brands a real advantage in staying ahead of consumer preferences. Whether you're focused on Pinterest SEO, content planning, or Pinterest advertising, aligning with these emerging trends gives you a competitive edge.

For instance, Pinterest Predicts identified a 2024 trend called “Dirt Flirts,” which highlighted a surge in interest in off-road adventure gear. Searches for "overland gear" were up 110%, "off-road camping" grew by 90%, and "adventure car" searches spiked by 80%.

Brands in the travel and outdoor industry could capitalise on this trend by acting early and driving their products to the top of users’ Pinterest boards and wish lists.

Success stories

Pinterest is full of success stories from brands that have mastered Pinterest marketing.

Take Malibu, for example. Their "Do Whatever Tastes Good" campaign used Pinterest’s trend predictions to tap into the fringe fashion movement. In the 2023 trends report, Pinterest predicted that fringed finishing would make a major comeback, with searches rising for “fringe dress outfits” (+255%), “tassel jackets” (+60%), and “beaded fringe dresses” (+75%) to name a few. To drive awareness and consideration for Malibu’s campaign, they set their sights on Pinterest Predicts, giving their strategy a unique twist by aligning it to an incoming trend for their target audience.

Malibu / Pinterest Campaign

In collaboration with their agency partner, MG OMD, Malibu developed a suite of assets incorporating the trend with a lifestyle focus. Additionally, each ad featured the “Pinterest Predicts Trend” badge. Using static and video Pinterest ads, their creative aligned with the trend beautifully, showing people in fringe-embellished clothing and enjoying a tasty Malibu drink. They shared recipe ideas for DIY Malibu cocktails at home, and the overall look and feel of the ads gave a bold, brilliant, fantasy-style setting grabbing attention in people’s feeds looking for lifestyle inspiration.

This strategic alignment led to a 2.3% increase in action intent and a 6.3% increase in brand favourability in men among their Pinterest audience. By using Pinterest Predicts, Malibu was able to deliver highly relevant content at exactly the right time.

Another shining example is Dulux, which used Pinterest’s "Home Front" trend to boost its Weathershield paint campaign. Dulux recognised the importance of first impressions and secured the 2023 “Home Front Pinterest Predicts Trend Badge,” positioning their products at the centre of this rising trend.

Dulux / Pinterest Campaign

With searches for "front door transformation" rising by 85%, Dulux’s Pinterest ads immediately saw a 23% higher ad recall. In addition, Pinterest search data showed people were thinking about the first impression their home makes. People on Pinterest are planning. So, Dulux’s multi-objective approach targeted a broad audience with creative content designed to drive awareness and product consideration.

These impressive results show the power of aligning campaigns with emerging Pinterest trends and how Pinterest continues to deliver returns when strategy meets insight.

Thinking outside the box…

When it comes to Pinterest marketing, creativity is key. Pinterest is a platform that thrives on originality, imagination, and visual storytelling, so thinking outside the box is crucial for brands looking to stand out. Whether you're using shoppable pins, product pins, or building a rich Pinterest account that reflects your brand identity, the more original your approach, the better.

From trend-based content that anticipates seasonal moments, to pins that reflect emerging aesthetics and interests, the opportunities for engagement are vast. The more innovative your Pinterest strategy, the more you can capture attention and drive results for your brand.

The power of Pinterest marketing is already at your fingertips

Pinterest is a powerful visual marketing platform that allows businesses to connect with customers in fresh, meaningful ways. Whether you’re learning how to use Pinterest for marketing or perfecting how to advertise on Pinterest, this platform offers the tools and data to succeed. With a user base that’s ready to take action and features like Pinterest Predicts helping you stay ahead of trends, Pinterest offers businesses the chance to inspire, engage, and convert all in one visually stunning space.

By using Pinterest for business, brands can grow their presence in a space designed for inspiration and action. Whether you’re a small business looking to get started or a larger company aiming to optimise your efforts, the power of Pinterest advertising is right at your fingertips.

Want to make Pinterest work for you? At Bluesoup, we specialise in creating tailored creative that you can adapt to your Pinterest strategies to deliver real results. With the power of our paid media services, we can additionally supercharge your Pinterest ads’ performance. From promoted pins to full-scale brand campaigns, we can help you unlock the true potential of Pinterest marketing.

Ready to grow your brand? Get in touch with Bluesoup today and let’s make it happen.