A new era of performance

New innovations are powering Pinterest’s growth, with Gen Z now making up over half of its 578M monthly users.

Pinterest positions itself as a full-funnel performance solution, aiming to serve both brand-building and conversion objectives. Over the past three years, Pinterest has overhauled its advertising suite and launched AI-powered tools like Pinterest Performance+, designed to improve efficiency and targeting.

According to Pinterest, these AI-driven products have contributed to record audience growth and engagement on the platform.

Be where decisions are made

Pinterest reported that users are 70% more likely to follow through on a purchase after discovering it on the platform.

Online shopping often overwhelms consumers with endless choices and algorithmic loops, creating decision fatigue. For brands, this means reaching ready-to-convert consumers is critical, and Pinterest is positioning itself as a place where intent-driven discovery translates into action.

• Visual Search: Every pin saved is treated as a signal of intent. Uploading product catalogs makes brands discoverable for free, while shopping ads can insert products into the search journey.
• Pinterest Boards: Boards remain a core feature, with users revisiting them frequently. Pinterest shared that conversion likelihood increases to 80% when products are promoted. New board features aim to make products more visible.
• Influencer marketing: With authenticity a challenge across influencer marketing, Pinterest is leaning on its Creator Collective of over one million global creators. The Creator Directory is intended to help brands identify partners who align with their values.

Expand your performance playbook

To help brands diversify beyond a few dominant platforms, Pinterest continues to strengthen its position as a full-funnel solution with two powerful tools:

• Trends Tool: Pinterest trends reportedly emerge 4x faster than before and last almost twice as long, which could offer extended opportunities for brands. The updated tool also provides deeper audience insights and can surface trends up to 90 days in advance to support campaign planning.
• Pinterest Performance+: Framed as a way to simplify setup and optimize campaigns with AI, including new tools such as image cropping and ROAS bidding aiming to help drive results.

Go all in on your growth

Pinterest is also focusing on partnerships and integrations to reduce friction for advertisers.

Recent collaborations with Smartly, Shopify, MikMak, Pear Commerce, and AppsFlyer are intended to streamline workflows and improve the customer journey. New partnerships with Northbeam and Triple Whale aim to give brands better visibility into performance measurement.

Take action to level up your performance with Pinterest

Now’s the time to level up your performance with Pinterest. Read more here and explore their Path to Performance guide for expert tips on optimizing campaigns for conversions and growth.