Pinterest Advertising: Why It's Important For All Businesses in 2025
The interest in Pinterest has never been higher than before - with over 553 Million Active Users as of Q4 2024, with a large portion of the users based in APAC. In APAC - the numbers have climbed 50% Year-On-Year with more than 7 million pins posted everyday!
People go to Pinterest to not only Discover, but to curate items and find inspiration that they feel resonate with their personality, attitude and lifestyle. The stark difference of this compared to other social media platforms marred by cyberbullying, hateful comments and political discourse - have led to users flocking to the platform.
Some other important information figures on the usage of Pinterest include:
38.5% of their Global Audience are Females Aged 18 - 34 Years Old
In SouthEast Asia, the Top 3 countries in terms of Pinterest usage / month are: Thailand (1 Hour 38 Min), Malaysia (1H 33 Min) and Singapore (1H 23 Min)
Singaporean users, in particular, leverage Pinterest for fashion trends, home décor, recipes, and lifestyle inspiration—making it a goldmine for businesses targeting these interests.
understanding pinterest: a search first platform
Social Search is one of the hottest trends in the last few years - being that instead of finding items through the usual Google Search - users now utilise social media networks and platforms to find and discover items they are interested in. The same is true for Pinterest ; it’s a visual search engine where users actively seek out inspiration, ideas, and products.
| Feature | Other Social Media Platforms | |
|---|---|---|
| User Intent |
Users search for ideas, products, and solutions. |
Users scroll for entertainment and social updates. |
| Content Lifespan | Pins can remain discoverable for months or years through searches. | Posts have a short lifespan (days or even hours). |
| Engagement Model | Users save Pins for later, showing clear purchase intent. | Engagement is often fleeting, driven by likes and shares. |
| Algorithm Focus | Search-based, using keywords and relevance. | Engagement-based, favoring trending and viral content. |
from prospecting to conversion: Targeting users across the funnel on pinterest
Pinterest Ads provide multiple formats to help businesses drive awareness, engagement, and conversions. Some key ad types include:
Standard Pins – Promoted versions of regular Pins, ideal for boosting visibility.
Video Pins – Engaging motion-based content that captures users' attention in the feed.
Carousel Ads – Multi-image ads allowing brands to showcase multiple products or tell a richer story.
Shopping Ads – Directly connect users to product pages, making it easy for them to purchase.
HOW TO REACH YOUR TARGET AUDIENCE ON PINTEREST
By utilising a combination of formats and Pinterest’s comprehensive targeting options you will be able to reach your target audience easily.
Target High-Intent Audiences with Keyword & Interest Targeting
Since Pinterest functions as a search-first platform, keyword targeting is crucial. Brands should:
Use long-tail keywords related to their products by combining broad & exact match keywords for optimal reach.
Layer interest targeting to refine audience segments (e.g., Singapore users interested in “minimalist home décor”).
Pinterest allows brands to retarget users who have interacted with their ads or website. Strategies include:
Engagement Retargeting: Serve ads to users who have saved or clicked on previous Pins.
Website Retargeting: Show ads to people who have visited your site but haven’t converted.
Actalike Audiences: Expand your reach by targeting users similar to your existing customers.
Leverage Shopping & Catalog Ads for E-commerce
For brands selling products online, Pinterest Shopping Ads and Catalog Ads are game-changers. Steps to optimize:
Upload your product catalog to Pinterest to enable dynamic shopping ads.
Use collection ads to showcase multiple products in one ad.
Ensure your product images are high-quality and mobile-friendly.
Optimize Pinterest Ads for Mobile & Local Trends
Since 80% of Pinterest traffic comes from mobile devices, ad creatives must be optimized for mobile users.
Use vertical images (2:3 aspect ratio) for better visibility.
Localize content for Singapore’s audience (e.g., trending fashion, home décor, or food inspiration)
If you are interested in finding out more about how Pinterest can help your brand reach out to your brand advocates - contact us through our lead form below to find out more!
Sources:
We Are Social 2025 Report
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