It's not just social media; it's a visual search engine

Unlike other social platforms, Pinterest also functions as a visual search engine and retains quite a personal feel. Users are actively searching for ideas, inspiration, and solutions and because of how it displays branded content, brands can fit seamlessly into the scroll and end up on a user’s board to come back to. This can also allow your brand to build trust with users as you naturally align with their interests.

An audience ready to buy

85% of users use Pinterest when starting a new project, planning a purchase, or seeking inspiration, with 80% of regular users saying they've discovered a new brand or product on Pinterest. Although they might not buy instantly, the strong intent is there and you can use different formats and integrate your e-commerce activity to create a seamless shopping experience.

Extended content longevity

We’re big advocates of making content work as hard as possible! Unlike posts on Instagram or on X (formerly Twitter), posts on Pinterest - known as ‘Pins’ - have a much longer shelf life. A single Pin can drive traffic to your website months or even years after it’s been posted. This evergreen nature allows your content to continuously work for you without requiring constant updates.

It’s not just for B2C brands

Although most people would consider Pinterest as a primarily B2C or D2C platform, the range of interests and niches means that there is opportunity for B2B companies as well. The long lead conversion time and the move, according to recent research, towards more personal factors playing into purchase decisions, suits the style of Pinterest. Coupled with a diverse user base and content categories, it means you can connect with a highly targeted audience.

Pinterest Prowess

Here are some brands excelling on the platform and leveraging its unique strengths:

1. Tesco

Tesco uses Pinterest to share easy-to-follow recipes, complete with step-by-step instructions and short, engaging food videos. These posts link directly to their website, where users can view full recipes and conveniently add all the necessary ingredients to their shopping basket. Tesco keeps their content relevant, such as featuring vegan recipes during 'Veganuary', ensuring they stay aligned with seasonal trends.

2. Lush

Lush captures Pinterest’s visually driven audience by showcasing new products and creating tailored gift guides for occasions like Christmas, Valentine’s Day, and even fun zodiac-inspired shopping guides. Each of these guides utilise shopping pins so you can easily find and buy each item. They also tap into growing trends with ASMR content, leveraging soothing, sensory-driven video formats to connect with a broader audience.

3. Loaf home

Loaf Home excels by presenting new seasonal furniture collections, offering curated colour guides, and providing room-by-room décor inspiration. Their boards appeal to Pinterest users who are seeking ideas to transform their homes with practical yet stylish solutions.

4. IKEA
No discussion about Pinterest is complete without mentioning IKEA, a giant in the space. Beyond their own posts, IKEA benefits from extensive user-generated content, as people share inspiration and hacks using their furniture. IKEA maximises this engagement by creating timely new boards aligned with emerging trends while continuously updating popular boards with fresh content.

These brands demonstrate that Pinterest is a platform with untapped potential for driving engagement, building brand loyalty, and converting pins into purchases.

If you’re looking to refresh your digital marketing strategy in 2025, Pinterest could be an untapped source to help you achieve your business goals.