Is Pinterest Good for Advertising? A Deep Dive for Modern Brands

Pinterest might not be the first platform that comes to mind when planning your paid social campaigns, but it absolutely deserves a seat at the table. In an age where digital attention is fragmented across channels, Pinterest offers a unique space: part search engine, part social media, and fully visual. So, is Pinterest good for advertising?

In this blog, we explore what Pinterest is, how it works, who uses it, what kinds of campaigns thrive on the platform, and what to consider before including it in your media mix.

What Is Pinterest?

Pinterest is a visual discovery engine designed to help users find inspiration for everything from fashion and home decor to recipes, wellness, travel, and more. Users create virtual pinboards by saving “pins” (images or videos) linked to external content like blog posts, e-commerce sites, or how-to guides.

What sets Pinterest apart is its future-focused intent. People don’t come here to comment, scroll aimlessly, or argue about current events. They come with purpose—to plan, to dream, and to take action.

How Does Pinterest Advertising Work?

Pinterest advertising allows brands to promote content through various ad formats that appear seamlessly alongside organic pins. These include:

Standard Pins: Promote a single image or video.
Carousel Ads: Feature multiple images that users can swipe through.
Shopping Ads: Direct users to a product feed for e-commerce.
Collections Ads: Pair a hero asset with several smaller images for product discovery.
Idea Ads: Short-form video content created with influencers or partners.

Pinterest ads are targeted using audience characteristics (interests, age, gender, etc.), device types, or keywords (much like paid search), and can be optimised for objectives like traffic, awareness, conversions, or catalogue sales.

Who Uses Pinterest?

Pinterest has over 450 million monthly active users globally. The platform is especially popular in the United States, with growing usage across the UK, Europe, and other markets.

Key Pinterest audience insights:

Predominantly female: Around 60-70% of users are women.
High intent: Users actively search and save products or inspiration.
Millennials and Gen Z: Core demographics are 25–44, with increasing Gen Z adoption.
Affluent and decision-making: Many users are in household purchase decision roles.
Seasonal and event-based planners: Weddings, holidays, birthdays, and home renovations are common themes.

In short, Pinterest users aren’t passive viewers—they’re active planners, often looking to act on future decisions.

Benefits of Advertising on Pinterest

1. High-Intent Environment

Unlike other social platforms, Pinterest is discovery-based rather than engagement-based. This means users are actively seeking ideas, products, and services—and are more receptive to branded content.

2. Extended Content Lifespan

Pins have a far longer shelf life than posts on platforms like Instagram or TikTok. A promoted pin can continue circulating and driving traffic for weeks or months after the campaign ends.

3. Trendspotting and Market Insights

Pinterest offers its own trend reports and forecasting tools. Brands can identify upcoming trends before they hit mainstream channels and align their messaging accordingly.

4. E-commerce Friendly

With features like product tagging, catalogue integration, and direct links to product pages, Pinterest is particularly effective for online retailers and lifestyle brands.

5. Brand Safety and Positivity

Pinterest is generally free from the controversies and toxicity often associated with other platforms. It’s a brand-safe, feel-good environment.

6. Strong Visual Storytelling

If your product is visually appealing or lifestyle-driven, Pinterest allows you to show, not just tell. It’s a platform made for aesthetic storytelling.

When Pinterest Might Not Be the Best Fit

Despite its benefits, Pinterest isn’t right for every brand or objective.

1. Low Visual Appeal

If your product or service doesn’t lend itself well to visuals or lifestyle contexts, it may struggle to gain traction here.

2. Short-Term Urgency Campaigns

Because Pinterest traffic builds over time, it may not deliver the same quick bursts of awareness or conversions as Meta or TikTok for flash sales or limited-time offers.

3. Male-Dominated Audiences

Although male users on Pinterest are growing, if your core audience is highly male-skewed, you may find better scale on other platforms.

That said, Pinterest can still complement your strategy if you're looking for longer-term discovery and inspiration-focused engagement.

Expert Insight from Kerry Parker, Senior Paid Social Media Manager at One Day Agency

“Pinterest is one of the most underused platforms in digital advertising. Too many brands overlook it, assuming it's niche or outdated. But that’s a mistake. Pinterest is where tomorrow’s trends quietly emerge. It’s where consumers go to plan what’s next. If you're not listening, you're missing the early signals that can inform your entire marketing strategy.”

Best Industries for Pinterest Advertising

Pinterest shines for brands in industries like:

Home decor & renovation
Fashion and beauty
Weddings and events
Health and wellness
Parenting and family
Food and drink
Travel and experiences

If your offering fits into a visual, lifestyle-driven category, Pinterest could be a growth engine waiting to be tapped.

Getting Started with Pinterest Ads

Interested in trying Pinterest for your brand? Here are the first steps:

Set up a Pinterest Business account
Install the Pinterest tag on your website for tracking
Upload your product feed (for e-commerce brands)
Start with promoted pins targeting high-intent keywords or audience interests
Test and optimise: Try different creative styles, formats, and messaging

If you’re already advertising on platforms like Meta, much of your content can be repurposed for Pinterest—especially if you lean into a lifestyle or aspirational angle.

Final Thoughts

Pinterest is not a "maybe" channel—it's a strategic opportunity that many brands overlook. While it may not be suitable for every product, it shines in discovery, inspiration, and planning-based environments.

As more consumers turn to Pinterest to explore future purchases and ideas, forward-thinking brands can leverage the platform to insert themselves early in the decision-making process. And with smart creative and the right targeting, Pinterest can become one of the most cost-effective and brand-safe platforms in your mix.

Ready to explore Pinterest advertising? Get in touch with us at One Day Agency—we’ll help you pin down the perfect strategy.

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