TL;DR
- Pinterest functions more like a search engine than a traditional social media platform.
- Over 300 million people use Pinterest monthly, and 83% of weekly Pinners have made a purchase based on brand Pins.
- Advertising on Pinterest is welcomed, not avoided, making it uniquely powerful for product discovery.
- Visually compelling creative is essential, with guidelines available on the Pinterest website.
- Pinterest has integrated with DoubleVerify to strengthen ad viewability and media quality across major platforms.
What Is Pinterest?
Founded in 2010, Pinterest has grown into one of the world's most distinctive digital platforms. Rather than functioning as a conventional social network, Pinterest operates more like a visual search engine, where users actively search and browse topics they care about, saving content into curated, scrapbook-style boards.
This distinction matters for advertisers. On most social platforms, promotional content interrupts the user experience. On Pinterest, it fits right in. The platform was specifically designed to help people discover products, gather ideas, and plan purchases, which means sharing and promoting products is not perceived as intrusive. It is expected, and it is welcomed.
Pinterest by the Numbers
The scale and commercial intent of Pinterest's audience makes it a genuinely compelling channel for brands.
- More than 300 million people worldwide use Pinterest every month.
- 83% of weekly Pinners have made a purchase based on Pins they saw from brands.
- 98% of Pinners have tried something new that they discovered on the platform.
These are not passive browsers. Pinterest users arrive with intent, and that intent frequently converts.
Pinterest sits at the intersection of search behaviour and social discovery. Users are actively looking for ideas and products, which means your brand appears at the moment inspiration strikes, not as an interruption to something else. That is a fundamentally different and more valuable position.
Creative Best Practice on Pinterest
Due to the nature of the platform, Pinterest demands visually compelling creative. Pinned ads need to tell a story and give people a genuine reason to want to learn more about a topic or brand. Pinterest recognises this and has made it straightforward for advertisers to get it right.
Free webinars are available online to educate advertisers on creative best practices. Written guidelines covering format, design and messaging can also be downloaded directly via the Pinterest website. Both resources are worth reviewing before launching any campaign, particularly for brands new to the platform.
Key creative principles to follow:
- Lead with a strong visual that communicates your message without needing copy.
- Use vertical format images, as these perform best in the Pinterest feed.
- Include your brand or product clearly within the first frame.
- Write descriptions that are informative and search-friendly, not just promotional.
- Match the creative to the intent of the audience, whether that is planning, discovery or purchase.
Pinterest and DoubleVerify: Stronger Ad Verification
Pinterest has integrated with DoubleVerify, a digital media measurement, data and analytics software platform. This integration is designed to ensure proficient ad viewability and media quality across Pinterest campaigns.
DoubleVerify does not work exclusively with Pinterest. The same platform authenticates media quality across YouTube, Facebook, Snapchat, Instagram and Twitter. For advertisers managing cross-channel activity, this creates a consistent verification layer that supports more confident reporting and investment decisions.
Making Pinterest Work for Your Brand
Pinterest rewards advertisers who understand what the platform is for. It is a discovery engine, a planning tool and a purchase driver, often all within a single session. Brands that approach it with the right creative, the right targeting and a clear understanding of user intent will find it one of the most cost-effective channels available.
If you want to explore how Pinterest advertising could work within your broader media strategy, talk to us.