Overlook chasing tendencies. Pinterest is the place folks plan them weeks, generally months, earlier than anybody else catches on. That future-focused mindset makes Pinterest a strong house for influencer advertising, even when manufacturers aren’t fairly positive the right way to faucet into it.
Pinterest works otherwise than different social networks. It capabilities extra like a digital temper board than a newsfeed. It’s the place the place folks search for inspiration on every part from kitchen remodels to capsule wardrobes to vacation want lists. Pins even have a protracted lifespan. A single piece of content material can resurface for months, even years, driving site visitors and conversions lengthy after a marketing campaign ends.
This text breaks down why you must attempt Pinterest influencer advertising and the right way to construct impactful campaigns that drive measurable outcomes. You’ll see what makes creator content material carry out over time and the way prime manufacturers in meals, trend, house and sweetness are utilizing Pinterest to develop.
Why Pinterest issues for influencer advertising
Few social networks join curiosity and intent as seamlessly as Pinterest. With over 553 million month-to-month energetic customers and a 23% year-over-year viewers development price, it’s one of many fastest-growing social networks, second solely to Instagram.
Pinterest additionally brings a set of traits that make influencer advertising particularly efficient.
A search engine for inspiration
Pinterest capabilities like a visible search engine. In an impartial Adobe research, 73% of respondents mentioned Pinterest’s visible search outcomes outperform conventional search and 36% of respondents begin their searches on Pinterest as a substitute of Google or Bing. Customers listed here are actively looking, saving and organizing concepts, giving manufacturers the possibility to succeed in high-intent customers whereas they’re planning what to purchase or do subsequent.
A unique form of person intent
Each social community fulfills totally different person wants. In accordance with Sprout’s 2024 Social Media Content material Technique Report, Instagram is the place folks scroll to attach with mates and unwind. TikTok is the go-to for short-form leisure and pattern discovery. Fb is a hub for information, native updates and customer support interactions. And Pinterest is an area to supply and acquire contemporary concepts with out the noise of different networks. At this yr’s ZCon, influencer Nia Soux even known as the community her “completely satisfied place” and finds it enjoyable.
Content material that lasts
Pinterest rewards persistence and high quality. A powerful Pin can hold circulating as customers save, search and share it throughout the platform. Pinterest reviews that high-quality content material usually reappears seasonally as folks return to plan new initiatives. That regular rediscovery can flip a single marketing campaign right into a long-term supply of engagement and site visitors.
A direct line from thought to buy
Options like Shoppable Pins, product tags and built-in hyperlinks shorten the trail to checkout for Pinterest customers. A Nielsen evaluation discovered that Pinterest campaigns ship a 32% greater return on advert spend (ROAS) than different digital platforms, making it a high-performing channel for sponsored content material.
Seasonal discovery
Sprout Social’s This fall 2025 Pulse Survey discovered that 45% of social customers are most probably to show to social media for vacation present concepts, second solely to bodily shops. This quantity rises amongst Gen Z (63%) and Millennials (51%), two teams extremely energetic on Pinterest. Not solely that however, 80% of social customers plan to make use of social media as a lot if not more to search out items this yr in comparison with 2024.
Pinterest captures this intent sooner than most platforms. Some 96% of searches are non-branded, indicating that individuals are open to discovering new merchandise and creators. One other 31% of customers create present lists as early as October, they usually spend 12% extra throughout the holidays than non-users. These patterns present how early planning turns into buying choices, giving manufacturers and influencers a head begin within the shopping for journey.
All these insights level to at least one factor: Pinterest customers and content material behave otherwise from different networks. Folks come right here with a plan, trying to find one thing particular, like what to make for dinner or the right way to adorn a room. When influencers share useful content material, reminiscent of recipes or DIY guides, they meet their viewers proper at that second of motion.
Moreover, since Pins reside longer and most searches are non-branded, influencer content material right here works extra like evergreen website positioning. So long as it aligns with what individuals are trying to find, a single marketing campaign can appeal to new audiences and ship outcomes lengthy after it goes reside.
How manufacturers can construct a Pinterest influencer advertising technique
Diving into Pinterest influencer advertising and not using a technique is like assembling IKEA furnishings with out the handbook. Even if in case you have all the proper items—artistic ideas, clear objectives, brand-aligned influencers—you want a plan to make them match collectively.
From discovering the proper creators to turning inspiration into measurable outcomes, this part breaks the entire course of down step-by-step.
1. Outline and align your objectives
Earlier than you choose influencers or plan content material, determine what you wish to get out of it. Extra site visitors? Extra gross sales? Extra folks discovering your model? Your objectives form each selection that follows.
As soon as you already know what you’re aiming for, join your Pinterest campaigns to your larger advertising efforts. Should you’re targeted on driving purchases, associate with influencers who create how-to content material or product Pins folks can store from, like seasonal decor tutorials or fast recipe movies that hyperlink on to components. Should you’re constructing consciousness, search for thought leaders and trendsetters who’re already beginning conversations in your area of interest.
When your objectives and partnerships work collectively, your Pinterest influencer technique turns into a part of a much bigger image that helps the remainder of your advertising.
2. Funds for influencer partnerships and paid amplification
A stable influencer advertising funds units the inspiration for a clean marketing campaign. Analysis the kinds of influencers you wish to work with and what their charges sometimes appear like. Pricing will range primarily based on follower dimension, engagement and the kind of content material you need, so collect just a few examples earlier than finalizing the numbers.
When you safe your partnerships, plan for paid help. Turning top-performing influencer Pins—like a shelf styling information that’s getting quite a lot of saves—into advertisements helps prolong their attain and hold engagement rising nicely past the preliminary launch. Even a small increase could make a giant distinction, particularly whenever you promote Pins that already present robust natural efficiency.
3. Discover and vet Pinterest influencers
Discovering the proper influencers is extra about match than follower rely. First, define what issues most to your model, reminiscent of their area of interest, content material fashion, engagement price and viewers demographics. This will probably be your standards for evaluating potential companions.
Then, use Pinterest itself as a analysis place to begin. Seek for key phrases and classes associated to your services or products to search out influencers who seem in related outcomes. A sustainable trend model may search for influencers who put up eco-friendly outfit concepts and use key phrases like “capsule wardrobe” or “gradual fashion.” Examine what rivals and related manufacturers are doing and observe which partnerships appear to drive robust engagement.
To hurry up the method, use influencer advertising instruments like Sprout Social Influencer Advertising and marketing. Its AI-powered discovery and vetting options can assist you shortly establish potential companions and analyze whether or not their content material subjects, attain and engagement align along with your marketing campaign objectives.
4. Begin your partnerships on the proper foot
Whenever you attain out to influencers, personalize your message. Reference their content material, clarify why they’re a match and share what you hope to attain collectively. Influencer partnerships are a two-way avenue. Clear communication and mutual respect at the beginning set you up for clean campaigns later.
When you’re aligned, create a transparent influencer advertising temporary that outlines your objectives, key messages, accredited visuals and instance Pins. Consider it as a roadmap, not a script. Influencers know what resonates with their viewers, so go away house for his or her creativity. Hanging a stability between model route and influencer voice will result in higher content material and campaigns that really feel genuine to everybody concerned.
5. Observe key metrics to show ROI
Knowledge is what turns a superb Pinterest advertising marketing campaign right into a repeatable one. As soon as your influencer content material is reside, observe key metrics like web site site visitors, outbound clicks, conversions and Pin saves. Saves are particularly telling as they sign long-term curiosity and may drive long-term site visitors.
Additionally, examine the efficiency of your influencer Pins to your model’s natural content material. Which visuals, codecs and key phrases get probably the most engagement? These insights will provide help to spot what’s connecting and what deserves paid help or repurposing throughout different channels.
Lastly, use all this information to calculate ROI. Mix marketing campaign prices with measurable outcomes, reminiscent of conversions or income pushed by tracked hyperlinks. The extra you tie efficiency again to enterprise affect, the better it’s to show the worth of Pinterest influencer advertising and construct the case for larger campaigns sooner or later.
Greatest practices to maximise engagement and conversions
It takes greater than fairly footage to get observed on Pinterest. The manufacturers that see outcomes mix creativity with technique, fine-tuning for search, experimenting with content material codecs and constructing robust partnerships with influencers of all sizes. When all these items come collectively, each Pin works more durable.
Right here’s the right way to get it proper:
Optimize for search
The precise key phrases assist your Pins present up when customers seek for every part from “trendy house workplace concepts” to “straightforward weeknight dinners.”
Begin by researching trending subjects and customary search phrases in your area of interest. Pinterest Tendencies and the platform’s search bar solutions are nice locations to identify what individuals are already exploring. After you have a stable record, weave them naturally into your Pin titles, descriptions and Board names.
Small particulars go a great distance. A Pin titled “Cozy fall outfit concepts” will seemingly carry out higher than one labeled “My favourite appears to be like.” Clear, searchable language tells Pinterest precisely the place to floor your content material. Over time, these constant key phrase indicators assist your Pins keep seen longer and attain people who find themselves able to take motion.
Use high-converting content material codecs
Every content material format on Pinterest performs a unique position in shifting folks from discovery to motion. Consider them as instruments in a artistic toolbox, every one constructed for a unique job.
- Thought Pins work finest for storytelling and training. Use them for tutorials, DIYs or step-by-step guides. They’re nice for constructing consciousness and belief.
- Video Pins catch consideration quick. Preserve them quick, visually putting and guarantee they work with or with out sound. Use captions or textual content overlays to make your message clear inside the first few seconds.
- Shoppable Product Pins shut the loop. Tag merchandise instantly within the Pin so customers can transfer from “I really like that” to checkout in just a few faucets.
Collectively, these codecs provide you with room to experiment. Combine them into your content material plan, take a look at what drives probably the most engagement and regulate primarily based on efficiency.
Embrace micro- and nano-Influencers for genuine attain
What micro-influencers and nano-influencers lack in follower rely, they sometimes make up for in engagement and belief. Additionally they usually specialize deeply in a single space, which helps their content material really feel extra helpful than promotional.
Begin by figuring out creators whose content material already aligns along with your area of interest. A UK homeware model may collaborate with a London-based DIY creator recognized for renter-friendly upgrades. An Australian journey firm may work with a nano-influencer who paperwork hidden-coast street journeys and native weekend escapes.
These partnerships usually ship extra significant outcomes for much less funds, giving manufacturers an opportunity to check artistic concepts and collect insights earlier than scaling up. Plus, their Pins mix seamlessly into search outcomes, sparking saves and clicks from folks genuinely curious about their area of interest.
Domesticate long-term influencer relationships
The extra persistently your model exhibits up by way of trusted influencers, the extra acquainted and credible it feels to audiences. Lengthy-term partnerships provide help to construct that form of belief.
Begin by nurturing influencer relationships past a single marketing campaign. Be in contact with influencers who carry out nicely and contain them in your planning course of. When creators perceive your objectives and model story, their content material feels extra pure and their viewers begins to acknowledge your model as a part of their common inspiration feed.
For instance, a US furnishings retailer may work with the identical inside design influencer throughout a number of seasonal collections. Or a UK meals model may associate with a recipe creator all year long to focus on new product launches.
A lot of these ongoing collaborations assist influencers inform your model’s story in a gradual, plausible manner.
Combine Pinterest influencer advertising into your social technique
Pinterest shouldn’t reside in a silo. Share influencer content material throughout your different social channels to develop visibility. Repurpose top-performing Pins for advertisements or your web site, ensuring you’ve the right rights in place.
An activewear model, for instance, may put up a behind-the-scenes take a look at a brand new assortment on TikTok, level followers to Pinterest for outfit concepts and exercise styling boards and switch influencer try-on movies into advert artistic.
Coordinating posts this manner helps your viewers see your model in additional locations, extra usually, whereas preserving your content material contemporary and linked.
Examples of influencer campaigns from the preferred niches on Pinterest
Sturdy Pinterest campaigns begin with a transparent match between what your model represents and what folks already interact with. Right here’s a take a look at how Pinterest influencer advertising partnerships come to life throughout totally different niches.
Residence decor and DIY
Primarily based within the Pacific Northwest, inside designer Emily Henderson (533.7K Pinterest followers, 5M month-to-month views) teamed up with Wayfair for a Halloween décor marketing campaign that turned seasonal styling into shoppable inspiration.
Her static Pin (“How one Wayfair order can get your yard prepared for Halloween”) paired a moody entrance porch reveal with a weblog put up linking on to Wayfair merchandise. With elevated eerie touches, Emily’s content material confirmed how influencer-led seasonal campaigns can drive each engagement and conversions with out dropping model polish.
Trend and sweetness
Washington, D.C.–primarily based fashion blogger Chi Chi of Supplechic (27.2K followers, 81.6K month-to-month views) partnered with trend model VICI for a try-on haul that introduced character to Pinterest’s buying expertise.
Her video Pin featured a number of outfits, daring textual content (“Vici Dolls Haul, use code CHICHI30”) and trustworthy sizing notes. With focused key phrases like “trip outfits” and “marriage ceremony visitor appears to be like,” the collaboration blended authenticity and discoverability.
Meals and recipes
Brisbane-based nanoinfluencer Grace Vlcek (19 followers, 11.1K month-to-month views) introduced an easy appeal to a marketing campaign with ALDI Australia.
Her “Dinner Occasion” video, repurposed from Instagram (the place she boasts 3.1K followers), highlights the grocery store’s Restricted Time Solely vary with the caption, “POV: You mentioned sure to internet hosting the banquet and Aldi understood the project.”
The informal tone and fast cuts made the content material really feel pure to Pinterest’s feed. It’s a pointy instance of how manufacturers can reuse influencer content material throughout platforms whereas preserving it native and relatable.
Journey
Austin-based journey influencer SweetLikeOyin (19K followers, 10.5K month-to-month views) partnered with Bahamas Tourism for a multi-slide Thought Pin that doubled as a visible journey information.
Her “Journey with Me to The Bahamas” put up showcased every part from journey necessities to swimming with dolphins and visiting the well-known pig seaside. The marketing campaign captured each journey and practicality, giving followers a motive to put it aside for his or her subsequent journey.
Well being, wellness and health
Miami-based influencer Jocelyn (@chasingcarpediem) collaborated with Lululemon forward of an area 10K run, sharing a Shoppable Product Pin that featured her unboxing new gear.
With clickable product tags and real enthusiasm, the Pin seamlessly tied group storytelling to commerce. Jocelyn’s collaboration highlights how wellness influencers can mix way of life content material and shoppable options to drive engagement from audiences planning their subsequent occasion or purpose.
Enjoying the lengthy recreation of Pinterest influencer advertising
Pinterest influencer advertising takes time, however the payoff’s value it. The how-to movies and seasonal concepts you put up right this moment can nonetheless drive engagement months and years from now. That’s the actual worth: content material that retains working when you give attention to what’s subsequent.
Preserve experimenting and refining as you go. Check new codecs, observe efficiency and associate with creators who make your model really feel like a pure a part of the feed. The extra you be taught from what works, the stronger your outcomes get.
To continue to grow and safe extra help for larger, bolder campaigns, you’ll want to show ROI. That’s the place having the proper framework makes all of the distinction. Obtain Sprout’s Influencer Advertising and marketing Toolkit for proprietary information, confirmed workflows and sensible templates that will help you measure affect and plan your subsequent marketing campaign with confidence.
