January 30, 2025
Pinterest is making moves. The platform has announced a slew of ad updates for 2025, pushing harder into video, automation, and shopping integrations. With an active user base of 465 million, it’s a space brands can’t ignore. But is it worth your ad spend? Let’s break it down.
Pinterest’s algorithm is prioritising video more than ever. The platform is rolling out improved video ad placements, including immersive, full-screen experiences. If your brand isn’t thinking visually, you’ll struggle to stand out. Video content has become the dominant force across social media, and Pinterest is ensuring it doesn’t fall behind. Brands that invest in high-quality, eye-catching visuals will have a better chance of engaging audiences. Short-form videos and animated ads are likely to perform well, as Pinterest leans into user preferences for dynamic content over static imagery.
More AI-driven features are on the way, including improved targeting and creative automation. The goal? To make ad creation more seamless and (theoretically) more effective. But as we know, AI isn’t always a magic bullet—lazy execution still leads to forgettable ads. The increased use of machine learning means advertisers will have access to better audience insights, ad recommendations, and performance analytics. However, it’s essential to keep a human touch. AI can optimise placements, but compelling storytelling and strong branding will set successful campaigns apart.
Pinterest’s e-commerce push continues. New ad formats will integrate more tightly with search results and product recommendations, making discovery even easier. Great news for brands with a strong visual identity and clear purchase intent. Shoppable Pins, which allow users to buy directly from the platform, are becoming more advanced, making Pinterest a stronger competitor in the social commerce space. The more Pinterest becomes an end-to-end shopping destination, the more brands will need to refine their presence, ensuring products are easy to discover and visually compelling.
Pinterest has traditionally been seen as a B2C playground, but there’s untapped potential for B2B marketers—especially in industries like design, events, and professional services. The platform’s audience is actively searching for inspiration, solutions, and how-to content, making it ripe for thought leadership and brand awareness campaigns. However, if your content isn’t inherently visual or inspirational, you’ll struggle to gain traction. A generic corporate post won’t cut it here. B2B brands that can lean into visual storytelling—whether through infographics, step-by-step guides, or case studies—can carve out a space in Pinterest’s evolving ad ecosystem.
As competition increases, brands need to stay ahead of Pinterest’s algorithm changes and ad best practices. Simply repurposing content from other platforms won’t be enough. Instead, consider how your brand can add value in a way that aligns with Pinterest’s highly visual and search-driven experience. Conducting keyword research for Pinterest-specific searches, optimising Pins for discovery, and experimenting with different ad formats will be key strategies for success.
Pinterest is betting big on video, AI, and shopping to keep users engaged and advertisers spending. For brands that can adapt to a highly visual, intent-driven environment, there’s plenty of opportunity. But like any ad platform, success hinges on execution—simply showing up won’t be enough. Advertisers will need to test, learn, and refine their approach to keep up with the rapid changes.
Will Pinterest’s push for ads pay off? For brands willing to experiment, refine, and create scroll-stopping content, the answer is likely yes. The rest? Well, they’ll just get lost in the feed.