Why Pinterest Should Be Part of Your Social Media Strategy in 2025

When was the last time you opened Pinterest? Was it a few months ago while searching for decor inspiration for your new place, or earlier this morning while looking for the perfect visual to add to a presentation? Though it may not occupy the same mental real estate as platforms like Instagram, Facebook, or TikTok, Pinterest has quietly, yet significantly, grown in popularity over the past few years.

For brands and businesses aiming to increase visibility and drive engagement, Pinterest offers unique opportunities, particularly for those in the beauty, fashion, and lifestyle industries. Its visually driven, highly organized platform is a game-changer for social media teams seeking a fresh way to connect with audiences.

A Search Engine Above All

What sets Pinterest apart is its core function as a search engine. Unlike other platforms, Pinterest is where users actively search for inspiration and solutions. From planning meals and outfits to deciding on their next travel destination, 85% of Pinners say Pinterest is their go-to when starting a new project¹.

Unlike traditional search engines, Pinterest’s algorithm fosters open-minded exploration. With 96% of top searches being unbranded², users arrive ready to discover and often leave with decisions made. This unique behavior makes Pinterest a fertile ground for introducing new ideas, products, and brands to an engaged audience.

More Visibility for Your Brand

With over 537 million global users visiting Pinterest monthly³, generating 6 billion searches per month⁴, and 1.5 billion saves per week⁵, the platform is an unmatched tool for building brand awareness. Profiles on Pinterest include standard elements like usernames, URLs, and follower counts, but they also feature unique metrics such as monthly views, which reflect how often a profile has been viewed in the past 30 days.

Content on Pinterest, whether it be organic or paid, is designed to inspire. Businesses can upload original content, organize it into boards, and even create sub-sections for hyper-specific categorization. This level of organization enhances discoverability and delivers targeted inspiration to users.

Unlike other platforms where content peaks quickly, Pinterest’s algorithm favors quality over quantity, allowing content to achieve a slower, more sustainable reach. With over 6 billion boards and 300 billion pins created as of 2020⁶, Pinterest offers a unique ecosystem for brand storytelling.

The Perfect Place for Ads

Pinterest doesn’t just inspire, it converts. 89% of Pinners have used the platform for purchase inspiration⁷. By aligning content with the Pinner mindset and purchase funnel, brands can craft campaigns that build awareness, drive consideration, and ultimately lead to conversions.

The statistics say it all. 66% of Pinterest users say the platform helps them make purchase decisions and 40% add products to their cart after discovering them on Pinterest⁸. Additionally, 44% of Millennial Pinners (ages 25-34) have made a purchase as a result of seeing branded content on Pinterest¹⁰. With ad formats ranging from carousels, to shopping ads, to interactive quizzes, Pinterest offers options for every marketing strategy, whether focused on awareness, consideration, or conversion.

As an added bonus, buyable items saw a 50% increase in click-throughs and saves in Q2 2023 compared to the previous year⁹, revealing the platform’s ability to drive action.

A Platform Loved by Gen Z and Millennials

Pinterest’s audience is highly diverse, with strong representation among both Gen Z and Millennials. Globally, Gen Z represents Pinterest’s fastest-growing audience¹², making up 42% of its user base¹³. This demographic values Pinterest for discovering new brands and, ultimately, shopping¹⁴. For brands targeting younger audiences, Pinterest provides a direct line to this high-intent, digitally savvy group.

Why Pinterest in 2025?

Pinterest’s unique combination of searchability, visual inspiration, and high-intent user behavior makes it a must-have for brands looking to stand out. By prioritizing quality content, leveraging its organizational tools, and tapping into its powerful ad formats, you can elevate your social media strategy and reach audiences where they are actively seeking inspiration.