Digicom Dispatch: Pinterest Spend Is Climbing, Here’s What Marketers Should Know

Pinterest isn't just a digital mood board anymore, it’s a growing player in the performance marketing space. Known for its calming interface and curated content, Pinterest has become a go-to destination for everything from outfit planning and home renovations to wedding inspiration and recipe discovery.

What sets Pinterest apart is that it doesn’t just show people what they like — it shows them what they want next. That means users are often in the mindset to take action, making it fertile ground for visual-first, product-driven brands. Whether someone’s planning a birthday party or a backyard makeover, Pinterest offers an organic way to align your product with their future.

How Does Pinterest Differ from Other Media Platforms?

Unlike Instagram or TikTok, which thrive on immediacy and trend-chasing, Pinterest is rooted in intention. It’s a search-first platform, with users often come with a purpose and stay for the possibilities.

Visual quality is key: pins that feel native to the platform (clean, aspirational, and idea-driven) tend to perform best. What’s also unique is the peer-to-peer vibe, there's less pressure to “perform” as a creator, and more focus on discovery and utility. Best of all, Pinterest allows direct linking, which can turn a scroll into a site visit with fewer distractions along the way.

Already on Pinterest? Here’s What to Expect

For marketers already running Pinterest campaigns, the platform’s recent rise won’t come as a surprise. It’s been gaining ground steadily. That said, with popularity comes competition. As more brands invest in Pinterest, ad auctions are heating up — expect some increase in CPMs and stiffer competition for premium placement. The key takeaway? Stay sharp and optimize constantly. Pinterest rewards both budget and relevance, so creative strategy matters as much as spend.

Recommendations: Stay Sharp, Stay Relevant

Pinterest’s ad auction model doesn’t operate purely on dollars. Yes, higher bids can help, but Pinterest also factors in your ad’s quality and relevance. That means a well-designed, click-worthy ad can outperform a big-budget dud. Take time to design creative that feels like it belongs on the platform: helpful, visually striking, and aligned with the user’s intent.

New to Pinterest? Don’t Worry, You’re Right on Time

If you’re just getting started with Pinterest, the platform is far from saturated, and recent data proves it. As of Q1 2025, Pinterest reported a 10% year-over-year increase in global monthly active users, reaching 570 million, with especially strong growth outside North America (Source). In Q4 2024, it also surpassed $1 billion in quarterly revenue for the first time, signaling strong advertiser confidence (Source).

Recent updates, like AI-powered ad tools and shopping integrations with Shopify and Adobe Commerce, reflect Pinterest’s commitment to becoming a leading visual discovery engine with real conversion power (Source). And with 93% of users using the platform to plan purchases, and 88% making a purchase after seeing a product, there’s clear opportunity for brands to reach high-intent shoppers (Source).

For Brands: Think Discovery, Not Disruption

Pinterest isn’t about flashy stunts or fast-paced content. It's a platform for calm, intentional exploration. That’s a big opportunity for brands that solve problems or inspire ideas. Whether you're a CPG brand looking to own a seasonal moment or a lifestyle brand tapping into aesthetic trends, Pinterest is a place to meet customers where they're headed, not where they’ve been.

Just remember: content that fits seamlessly into a user’s vision board will always outperform content that tries too hard to sell.

How to Develop Ads for Pinterest

When building your Pinterest strategy, consider these creative directions:

Idea Pins: These multi-page, video-forward pins are great for storytelling and tutorials. Think recipes, routines, or “how-to” guides.

Standard Pins: Clean, vertical images with a strong visual point and short text overlay work well for evergreen products.

Shopping Pins: Connect your product feed and let users shop directly from the pin, turning interest into instant action.

Video Pins: Capture attention quickly with mobile-friendly, loopable videos. Keep them short, styled, and benefit-forward.

Final Thoughts

Pinterest isn’t just growing, it’s evolving. As more marketers catch on, the platform’s potential only expands. But to win on Pinterest, it’s not just about showing up. It’s about understanding the mindset of someone planning their future, and making sure your brand fits into the picture they’re building. So what role can your product play in someone’s next big idea?

SO, WHERE DO YOU FIND THIS PARTNER?

Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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