How Pinterest works

  Publish on 22/06/2025 by Limor Katz, The Marketer - Pinterest Virtual Manager

From ideas to action

On typical social media platforms, people post about what’s already happened. On Pinterest, people are here to plan what’s next. They’re looking for ideas to upgrade their everyday lives—and they’re ready to take action on those ideas.

People may not always have the words to describe what they’re looking for, but they’ll know it when they see it. With a few descriptive keystrokes, our search takes it from there, helping people to fine-tune their tastes and find just the thing they maybe didn’t even know they needed.

Building a more inspired internet

Prioritising well-being

You can’t be inspired if you don’t see yourself. That’s why Pinterest is committed to building an inclusive space that reflects our audience in our content.   

Pinterest not only builds for, but prioritises, well-being, particularly for young people. And we’re using our platform—and the AI that powers it—to create a more positive online experience with inclusive products, including body and skin type ranges and hair pattern searches.

The proof is in the outcomes

A study with UC Berkeley found that just ten minutes of time spent on Pinterest per day buffers against rising burnout, stress and social disconnectedness among Gen Z university students in the US.¹ Research also shows that Pinterest, over competitors, inspires people to take positive action in their lives.

The right choices for our consumers

We made these choices because they’re the right ones for our consumers. But research also found that people scroll more slowly on Pinterest—both on our content and ads.

Your audience is on Pinterest to shop

Today, more than 50% of people on Pinterest describe it as a place to shop.

That’s because there’s truly something for every person, taste and aesthetic. As customers browse, they find what they’re looking for with more personalised shopping recommendations along the way. 

Shopping is built-in on Pinterest

We’re meeting shoppers where they are. Today, we see 70% of products first recommended in our ‘Shop the Look’ feature rated as exact or highly relevant matches.

And this all means serious business for advertisers. Our goal is a high-quality handoff to your site—because Pinterest would rather you gain a customer than just a click.