Pinterest Focuses on Gen Z to Boost Advertising Growth

Pinterest is relying on the influence of Gen Z to drive its next phase of growth. The platform is working to build a stronger connection with this generation, which presents new challenges for how brands communicate in a way that feels real. Over 40% of Pinterest’s users now come from this group, and the company is encouraging advertisers to move away from polished, traditional campaigns and instead create relatable content that reflects how Gen Z thinks, shops and identifies.

The platform is enjoying strong momentum following a record revenue performance. In the fourth quarter of 2024, Pinterest earned $1.15 billion, reflecting an 18% increase year over year. Full-year revenue reached $3.64 billion, a 19% rise. This financial growth comes as Gen Z becomes a larger share of the user base, making them a key focus for both Pinterest and its advertisers.

Pinterest stands out as a visually-led platform where users engage through discovery and purpose-driven content. Gen Z users are 1.4 times more likely to act on shopping inspiration found on Pinterest compared to other platforms. The site also promotes its positive atmosphere as a reason marketers see success, claiming that ads placed in upbeat environments are more trusted and increase purchase intent by 94%.

Reaching Gen Z, however, takes more than imitating their aesthetic. Pinterest advises brands not to force trends or mimic the voice of younger audiences. Instead, they should focus on offering genuine value, encouraging creativity and featuring content created by users. Gen Z often sees identity as fluid and shifts styles based on mood or context. Pinterest positions itself as a tool that helps them explore and present this evolving sense of self through style and inspiration boards.

As platforms compete to win over younger users, Pinterest views Gen Z not only as future consumers but also as cultural leaders influencing buying trends. Brands that choose to meet this group with authenticity, adaptability and trust may uncover new opportunities. Still, success will likely come from listening rather than leading.

Source: Pinterest Business, Jenna Kutcher Blog, Sprout Social