When most brands think about paid social, Pinterest does not always make the list (a crying shame if you ask us!). Meta and TikTok usually steal the spotlight, while Google gets most of the credit for high-intent search. But Pinterest sits in a really interesting middle ground.
It brings together the visual, scroll-friendly feel of social media with the more intent-led behaviour you’d normally associate with search. That makes it a strong option for brands looking to reach people earlier in their journey, while still tapping into genuine purchase intent. And with 96% of Pinterest searches being unbranded, it creates a more level playing field for brands of all sizes to show up and be discovered.
For the right business, Pinterest isn’t just a nice-to-have channel. It can play a valuable role in a full-funnel strategy, helping to drive better-quality traffic, stronger conversions, and in some cases, a higher average order value too.
Pinterest is often misunderstood as just another social platform. In reality, people use it very differently.
People don’t tend to go on Pinterest to pass the time in the same way they might on other platforms. More often than not, they’re there because they’ve got something in mind.
That could be planning a new kitchen, a wedding, refreshing their wardrobe, moving house, or even just looking into something quite specific like “sleek hairstyles” or “contemporary wall art”.
What’s interesting is how that changes the way people use the platform. They’re not just scrolling for the sake of it, they’re actively looking for ideas, weighing up options, and starting to picture how something might fit into their life.
Google is brilliant when someone is showing bottom-of-the-funnel intent and already knows what they’re looking for, or they’re at least close to figuring it out.
Meta and TikTok tend to work a bit differently. People aren’t usually there to find a specific product, they’re scrolling, catching up, passing time. But with the right creative, you can catch their attention and introduce something they weren’t actively looking for.
Pinterest sits somewhere between the two. Which means you get a mix of both worlds, the intent you’d normally associate with search, alongside the more visual, discovery-led experience you get from social. And because of that, it tends to feel a lot more natural than a typical search ad.
A big reason Pinterest can perform well is that the audience tends to be in a more receptive mindset. They are not being sold to in the same way they might be on some other platforms. They are exploring ideas, comparing options, and narrowing down choices.
That makes the click feel more natural. And when the landing page, product feed, or offer lines up with what they were looking for, conversion rates can follow.
Pinterest users may not be ready to buy immediately, but they are often further along than a cold social audience. They are actively collecting ideas and moving towards a decision.
That means Pinterest can work beautifully for products and services where inspiration plays a big role in the buying journey. Think interiors, fashion, beauty, weddings, homeware, travel, food, and lifestyle brands.
One of the biggest reasons marketers should pay attention to Pinterest is the potential impact on average order value. People who buy after discovering a brand on Pinterest often arrive with more context and stronger intent.
They have seen the idea, saved inspiration, and imagined how it fits into their life. That can lead to larger baskets and better-quality purchases.
On other platforms, ads can feel like they are interrupting the experience. On Pinterest, paid content tends to sit more comfortably alongside organic pins. That makes the whole experience feel less jarring and often more aspirational.
For lifestyle-led brands, that is a huge advantage, especially if your creative is strong. It just needs to look like it belongs amongst other pins.
Compared with some of the bigger auction environments, Pinterest can feel less crowded. That does not mean success is automatic, of course. But it can mean there is more room for good creative and smart targeting to do the heavy lifting.
Pinterest rewards brands that understand how people actually use it. It is not about hard selling or quick wins, but about showing up at the right moment with the right kind of inspiration.
When you lean into that behaviour, aligning your creative, targeting, and landing experience with what users are already looking for, it can become a really effective commercial channel.
Not just for driving clicks, but for bringing in more considered, higher-value customers who are already partway on their journey. For brands willing to look beyond the usual platforms, Pinterest is well worth a place in the mix.
Keep an eye out for our next Pinterest blog, where we’ll explore how marketers can put this into action and how you can use Pinterest to drive stronger brand engagement and ultimately turn that intent into sales.