May 6, 2025
A recent Adobe study found that 39% of consumers use Pinterest as a search engine, which is quite a surprising statistic when you take into account the lack of attention surrounding marketing on Pinterest. But, the study highlights that Pinterest is actually an under-appreciated marketing avenue for many businesses.
With that in mind, let's take a closer look at what the study reveals and what it means for you.
73% of respondents said the reason they use Pinterest is because of its visual appeal - this comes as no surprise considering the image-focused nature of the platform. 56% of people said they use it because it’s easy to save ideas that they can come back to later.
30% of respondents feel that Pinterest provides more personalised results than traditional search engines. In the modern era of technology, personalisation has become a must. In fact, 42% of consumers are actually annoyed when content isn’t personalised. The fact that almost a third of consumers look to Pinterest because of its personalisation certainly calls attention to the importance of using personalised content in your marketing efforts.
Additionally, one in four people have never seen AI-generated or low-quality content on Pinterest. With AI rapidly inserting itself into every aspect of our online activities, people are looking to platforms like Pinterest that feature much less of this type of content.
Only 24% of businesses are using Pinterest. The main reasons these companies use the channel are driving traffic to their website (76%) and building awareness of their brand (57%).
Businesses reported that the biggest challenge to creating content on Pinterest is finding the time to create high-quality content (61%) and understanding Pinterest SEO (47%).
It can be tricky to work out which digital marketing channel is right for you. But if your business relies heavily on visuals to promote a product or service, Pinterest could be an important avenue to explore.
Since only 24% of businesses use the platform, now could be a good time to get ahead of your competition. It’s especially ideal for smaller businesses who may be struggling to cut through the considerable amounts of competition seen on traditional search engines.
Pinterest has 553 million monthly active users, and with 39% of consumers using Pinterest as a search engine, by not using it you could be missing out on a significant amount of valuable traffic and brand recognition.
Pinterest’s lack of AI-generated content, highly personalised feeds, and visually appealing nature is attracting customers. If you’re looking for a platform with plenty of potential and a low level of competition, Pinterest could be worth the investment. But keep in mind the main challenges that come with marketing on Pinterest - making time to craft high-quality content and following SEO best practices.
If you want expert help increasing traffic to your website or building brand awareness, don’t hesitate to get in touch with us today.
