When it comes to social media, Pinterest often flies under the radar for brands, especially compared to giants like Instagram and TikTok. Pinterest, however, has been having a bit of a revival and is attracting marketers who are starting to realize the platform’s unique potential. So, the question is: do brands really belong here?
In short — yes, and they’d be missing out if they didn’t take advantage of Pinterest’s potential for authentic engagement. Here’s how some brands are thriving on the platform, and why we think any brand can (authentically) fit in on Pinterest.
Pinterest is less about mindless scrolling and more about intentional discovery. It’s a visual search engine where people actively seek out ideas, whether it’s for home projects, recipes, or style inspiration. Brands that understand this can create a presence that’s more than just ads — it’s about adding value.
Sephora and The New York Times are prime examples. Sephora uses Pinterest Shopping ads to showcase their entire product catalog, making it easy for users to find, browse, and purchase beauty products without leaving the app.
The New York Times takes a different, more brand-focused approach. Instead of pushing hard-hitting news, they surprisingly highlight lifestyle content — like recipes, travel, and culture — showing that sometimes Pinterest is more about brand awareness than direct conversions.
Source: The New York Times on Pinterest
We showed you a couple of examples of what companies like Sephora and The New York Times are doing on Pinterest, but if you’re curious about where to start with yours, here are some effective strategies top brands are using to engage users and drive results:
Source: Affirm on Pinterest
Pinterest is all about inspiration, not intrusion. Brands that bring genuine, helpful content stand out and attract loyal followers. Instead of trying to “sell,” the best brands offer a slice of something valuable — whether it’s tips, tutorials, or relatable inspiration.
For brands looking to make a real connection, Pinterest is a platform worth exploring. While it may require a more thoughtful approach, brands that strike the right balance between helpfulness and authenticity can make Pinterest a powerful addition to their marketing strategy.
If you’re still wondering whether your brand belongs on Pinterest, remember that the platform has the tools and audience to support almost any marketing goal, from awareness to conversion. The key is to be authentic and strategic, keeping user experience and interests top of mind. Give Pinterest a try, and you might find your brand connecting with a highly engaged, intentional audience you won’t find elsewhere.
Ready to see if Pinterest is the right fit for your brand? Reach out to learn how we can help you tap into its potential for authentic engagement.
