How Pinterest Became The Cool Kid Again And What Brands Should Do About It

So you know that platform everyone kind of forgot about while they were busy making 15-second dance videos? Yeah, Pinterest is having a moment, and not in that awkward "trying too hard to be cool again" way. The platform is genuinely thriving with clicks up 55% and posting frequency rising 26% since 2023. I mean, that's the kind of growth statistic that makes marketers do a little happy dance in their office chairs.

Here's the kicker: Gen Z makes up 42% of Pinterest's 500 million monthly users. That's right—the generation we all thought was permanently glued to TikTok is secretly curating mood boards and planning their dream spaces on Pinterest. And honestly? I get it. Sometimes you need a break from dance challenges to figure out how to decorate your tiny apartment like it belongs to someone who has their life together.

WHAT MAKES PINTEREST DIFFERENT IN 2025

Pinterest has this weird superpower where it's managed to stay positive in the digital wasteland of doom-scrolling and internet arguments. It's like that one friend who somehow remains optimistic despite watching the news.

The platform stands out as a place for inspiration, learning, and discovery rather than endless comparison and negativity. I imagine it's what my brain would look like if it weren't filled with song lyrics and random movie quotes—just beautiful, organized inspiration.

What really sets Pinterest apart is its community focus. Unlike other platforms where you're constantly being subjected to whatever bizarre trend the algorithm thinks you'll engage with, Pinterest creates a space that's inclusive, positive, and actually safe for users. In the world of social media, finding a platform that doesn't make you question humanity's future is practically a unicorn.

Pinterest has even added features like body type filters that let users see fashion ideas modeled on people who look like actual humans rather than photoshopped fantasies. As someone who's had the "is this cute or am I just looking at a tall person" crisis in dressing rooms, I deeply appreciate this innovation.

Don't Try to Be Everything to Everyone

If I've learned anything from awkward high school attempts to fit in with every clique simultaneously, it's that trying to please everyone pleases no one. The same goes for your Pinterest strategy.

Many brands make the mistake of creating generic content aimed at serving everyone. This approach makes it nearly impossible to clearly communicate why a consumer should visit their page and pins. It's like being that person at a party who tries so hard to be likable they end up being forgettable.

Messaging on Pinterest works best when it delivers specific solutions that users can find through search. Smart brands optimize their content with relevant keywords that match exactly what consumers are hunting for. It's like being a mind reader, except instead of reading minds, you're just paying really close attention to what people are typing into search bars.

Brands that show various types of inspiration and enable audiences to take immediate action or make purchases perform best on the platform. Including landing page URLs or online shop links within Pinterest content is essential for tracking traffic and building brand awareness. When brands connect their keywords across platforms, it creates a search ecosystem that builds consumer consideration through frequency.

STORYTELLING ACROSS DIFFERENT PIN TYPES

One of Pinterest's underrated superpowers is letting brands craft stories that connect across various pin types—images, carousels, or videos. It's like creating a mini-series instead of a one-off post.

Despite what you might assume in our video-obsessed social media landscape, still images remain the primary content format on Pinterest. In fact, image impressions grew by 24% from 2023 to 2024, while video impressions dropped by a whopping 54%, according to data from Metricool's social media research.

This doesn't mean videos don't work—they absolutely can, especially when they stand out. But here's the beautiful part for PR teams everywhere: content doesn't need to be overly polished. There's real power in authentic content that resonates with Pinterest users seeking genuine guidance. You can actually skip the 15 production assistants and the perfect lighting. Unless a highly curated aesthetic is core to your brand identity, keeping it real often works better.

THE USER-GENERATED CONTENT GOLDMINE

Let's talk about the marketing equivalent of finding $20 in your coat pocket: user-generated content. On Pinterest, seeing peers share their genuine experiences with products creates an authenticity that perfectly staged brand photos just can't match.

UGC demonstrates products actually being used in real life, which resonates deeply with Pinterest users. It's essentially social proof without the awkwardness of asking people to write reviews. When someone shows off how they styled your brand's coffee table in their actually-lived-in living room, it does more for potential customers than any glossy catalog shot ever could.

THE PINTEREST SWEET SPOT

As the platform continues to grow alongside its audience, brands willing to experiment can discover entirely new market segments. The most successful Pinterest strategies remember one simple truth: Pinners want inspiration without feeling overwhelmed.

Great marketing on Pinterest means fitting naturally into the user experience rather than disrupting it. It's about being the helpful suggestion at exactly the right moment, not the annoying person shouting about sales. The brands that master this balance—offering specific solutions within Pinterest's positive, inspiration-seeking ecosystem—are the ones winning in 2025.

Whether you're just starting out or looking to refresh your Pinterest strategy, remember that users come to the platform seeking ideas and solutions in a positive environment. Meet them there with content that helps rather than hypes, and you'll find yourself with an engaged audience that actually wants to see what you pin next.