Simple Pin Podcast Episode Summary

Episode: How to Market to Gen Z on Pinterest

Host: Kate Ahl
Date: October 22, 2025

Overview

In this episode, Kate Ahl delves into the rapid growth of Gen Z on Pinterest and how brands can effectively market to this powerful, trend-setting demographic. She shares actionable strategies, up-to-date statistics, and highlights the distinctive ways Gen Z uses and shops on Pinterest. The episode is packed with data, insights into Gen Z’s values and habits, and step-by-step marketing advice tailored for today’s Pinterest landscape.

Key Discussion Points & Insights

1. Gen Z’s Takeover of Pinterest

• Demographic Shift (04:00–07:00)

  • Gen Z now makes up 42–50% of Pinterest’s monthly user base.
  • Over 200 million Gen Z users visit monthly; 26.1 million are projected in the US by end of 2025.
  • Gen Z user growth is 9.7% year over year—nearly 10x the millennial growth rate.

• Platform ‘Aging Down’

  • "Pinterest is aging down, which is a pretty rare phenomenon in social media… Brands can no longer ignore Pinterest as part of their Gen Z strategy." – Kate (06:30)
  • Pinterest now competes with TikTok and Instagram as a Gen Z hub.

2. How Gen Z Uses Pinterest Differently

• Search, Curation, and Boards (08:00–11:30)

  • Gen Z uses Pinterest as a visual search engine far more than other generations.
  • Saves 2.5x more pins; creates 66% more boards.
  • Average session: 15 minutes on mobile.
  • "When people engage on Pinterest, they have high intent… They want to see it, not just read about it." – Kate (10:30)

• Shopping Behaviors

  • Seven times more likely to purchase a product they’ve previously saved.
  • 63% of weekly Gen Z users report, “I’m always shopping.”
  • 1.3x more likely to shop online compared to non-Pinterest users.
  • Despite wealth gaps, Gen Z invests in “right-fit” products discovered via Pinterest.

3. What Gen Z is Looking For

• Aesthetics & Identity (13:30–18:00)

  • Popular searches: “old money aesthetic,” “goth guy outfits,” "brother core outfit."
  • “Aesthetics and identity really top the list. They’re constantly on the hunt for new looks and personas to try on…” – Kate (14:10)

• Authenticity & Values

  • 33% are willing to pay 5–10% more for sustainable products.
  • High preference for vintage/thrift; desire real proof of sustainability.
  • “They want real proof behind sustainability claims… They’ll dig to find it.” – Kate (16:00)

• Visual Discovery & Inspiration

  • Pinterest Lens usage has grown 27% among Gen Z (17:00).
  • Mood boards for planning and delayed purchase.
  • Pinterest considered a positive, low-pressure space vs. Instagram/TikTok.

4. Effective Gen Z Marketing Strategies on Pinterest

• Search Optimization (20:00–24:00)

  • Treat Pinterest as a search engine—focus on pin titles, descriptions, keywords.
  • "Think of it like Google, it is like YouTube. It is not like Instagram or TikTok." – Kate (21:30)

• Trend Monitoring & Long-term Planning

  • Monitor Pinterest Trends; plan for 45–90 days in advance for seasonal relevance.
  • Encourage “see/save for later” CTAs instead of pushing immediate buys.

• Make it Shoppable

  • Integrate e-commerce catalogs (especially Shopify) for seamless shopping.
  • “Make it easy for them to buy your products… It’s really easy.” – Kate (23:50)

• Alignment with Aesthetics

  • Build multiple boards showcasing your products through various angles, aesthetics, and use-cases.

• Think Beyond Gen Z (25:30–27:00)

  • Over 50% of US moms are on Pinterest; many shop for Gen Z gifts.
  • 87% of parents say Gen Z children influence household purchases.
  • Create gift guides for “gift givers” (multigenerational buying power).

• Embrace Video & Dynamic Content

  • Video ads: 25% of total ad spend on Pinterest.
  • Use organic video, animation, and interactive pins for higher engagement.
  • 88% of Pinterest traffic is from mobile users—design accordingly.

5. Pinterest Marketing ROI & Impact

• Measurable Results (29:00–30:30)
  • Pinterest delivers 32% higher ROAS than other digital platforms.
  • Brands targeting Gen Z saw a 16% ROI increase (2025 vs. 2024).
  • Small businesses report 31% average increase in referral traffic from Pinterest ads.
  • 21% of Gen Z purchase decisions (lifestyle and decor) influenced by Pinterest.

Notable Quotes & Memorable Moments

• “It’s not Gen X’s digital scrapbook anymore… Gen Z is quickly taking over.” – Kate (01:00)
• “They want to make sure your sustainability claim is actually true and real and authentic… They will dig to find it.” – Kate (16:15)
• “If you have never created a sustainable or eco-friendly gift guide, it’s your time to do it!” – Kate (26:30)
• “Followers? Maybe 10th most important. Focus on search and discovery, not just followers.” – Kate (33:00)
• Kate’s daughter’s reaction: “You can follow people on Pinterest?”—underscoring how Gen Z doesn’t care about followers (33:30)

Actionable Takeaways & Recap

• Gen Z is reshaping Pinterest. Youth-focused brands must not ignore the platform.
• Think search-first, not follower-first. Optimize for discovery, use keywords, focus on being found.
• Plan ahead (45–90 days) for trends, seasonal moments, and inspiration-driven searches.
• Prioritize authenticity—especially around values like sustainability.
• Tie into Gen Z aesthetics—let them see themselves and their identities in your boards, pins, and products.
• Eliminate friction. Connect catalogs, optimize mobile, make discovery and checkout seamless.
• Don’t ignore parents, older demos, and gift givers—they have buying power too.

Key Timestamps

| Timestamp | Topic | |-----------|-------| | 00:00-04:00 | Setting up Gen Z’s impact and episode purpose | | 04:00-07:00 | Gen Z user stats & demographic shift | | 08:00-11:30 | How Gen Z uses Pinterest: search, saves, boards | | 13:30-18:00 | Gen Z’s interests: aesthetics, authenticity, shopping habits | | 20:00-24:00 | Marketing strategies: search optimization, shoppability | | 25:30-27:00 | Multi-generational influences; gift guides | | 29:00-30:30 | Pinterest ROI; measurable gains | | 33:00-35:00 | Recap, actionable steps, and final thoughts |

For more Pinterest marketing advice:
Visit simplepinmedia.com or email hello@simplepinmedia.com

This summary delivers the main themes, insights, and strategies from Kate Ahl’s “How to Market to Gen Z on Pinterest” episode, giving you a comprehensive guide to understanding and engaging Gen Z on Pinterest—even if you haven’t listened in.