Pinterest has Pushed Promotions with Influx of Gen Z Users

When you think of platforms Gen Z is flocking to, Pinterest might not immediately come to mind. However, according to Pinterest’s latest report, the platform is becoming an essential platform for younger audiences that are big on impulsive purchases. In fact, Gen Z now makes up over 40% of Pinterest’s global monthly users, with more than 200 million young users turning to the platform each month. So, while TikTok and Instagram dominate Gen Z’s social habits, Pinterest’s growth among this demographic offers marketers valuable opportunities to reach this audience in new ways.

Let’s break down what you need to know.

1. Appear When They Search

Gen Z is using Pinterest to search and save content at higher rates than older generations. This means brands need to optimise their descriptions to align with emerging search trends. Being visible when Gen Z is actively searching makes your brand more likely to be discovered. Pinterest’s Trends tool can offer insights into what’s gaining traction in real time, giving marketers a leg up in staying relevant.

2. Build Traction for Transactions

A key insight from the report is that people are seven times more likely to purchase a product they’ve saved on Pinterest. This highlights the importance of calls-to-action (CTAs) on Pins, guiding users toward taking steps after discovering products. Whether it’s a discount code or a seamless link to shop, giving Gen Z that extra push can make a huge difference.

3. Make It Shoppable

More than 63% of weekly Gen Z Pinners are “always shopping.” Pinterest’s shoppable features make it easier than ever for users to go from Pin to purchase. Marketers should ensure that Pins are not only visually appealing but also actionable, making it simple for Pinners to purchase items directly from the platform. Think of Pinterest as the middle ground between browsing and shopping, where the right shoppable content can push users towards a buy.

4. Stay Ahead of the Trends

If there’s one thing you can count on with Gen Z, it’s that trends are always changing. This generation is constantly searching for the next look or persona to try on. To keep up, marketers need to be just as nimble, staying updated with the latest shifts in fashion, culture, and aesthetics. Pinterest Trends can be a great resource here, helping brands spot emerging interests and lean into them early.

5. Connect Them to Culture

Gen Z is deeply plugged into pop culture, and Pinterest suggests marketers tie their campaigns to key cultural events like new movie releases, concerts, and festivals. Themed content around such events can feel more authentic and resonate better with this audience. Keeping content culturally relevant is key to staying on their radar.

6. Don’t Forget the People Shopping for Them

It’s easy to forget that older generations—like Gen Z’s parents—are often shopping on their behalf. For instance, over half of U.S. moms use Pinterest, many of whom are buying for their Gen Z kids. Brands need to ensure their marketing appeals not just to Gen Z, but also to the people who are buying for them. Showcase what’s popular among younger users to attract both direct and indirect buyers.

Takeaways for Marketers

So, what does all this mean? In short, marketers and brands need to recognise that Pinterest is becoming a staple for Gen Z’s discovery and shopping, and crafting campaigns that cater to their unique behaviours is key. Staying on top of trends, making your content shoppable, and connecting to cultural moments can all help capture this audience’s attention. And don’t forget: appeal to the older generations who are buying for them too.

As we move into the future, brands that can align with Gen Z’s interests and make the shopping journey seamless will win big on Pinterest.