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This article was last updated in September 2025
In a landscape where Pinterest has evolved dramatically the past few years, businesses must adapt their strategies to remain competitive. Let’s update these classic tips with insights grounded in today’s trends, features, and user behavior as of September 2025.
1. Know Your Audience—Especially Gen Z
- Gen Z now makes up 42% of Pinterest’s user base and is the fastest-growing, most active demographic on the platform.
- They value authenticity, creativity, and financial savviness—so your content should reflect genuine storytelling, self-expression, and value, not forced “relatability”.
2. Use a Pinterest Business Account—Still Essential
- A business account remains the gateway to tools like Rich Pins, advanced analytics, and ad formats such as Idea Pins and product ads
- Forbes underscores its importance as a “must-have growth tool” in 2025.
3. Leverage AI-Powered Tools & Automation
- Pinterest’s AI has gotten smarter—now guiding personalized feeds and ad targeting via Pinterest Performance+, enhancing both organic reach and ad precision.
- Use AI insights to inform your content calendar, pin scheduling, and keyword strategy.
4. Embrace Video (Idea Pins)
- Video content is now a must-have—especially short-form “Idea Pins” that educate, entertain, or showcase behind-the-scenes glimpses.
- These perform exceptionally well in both organic discovery and ad formats.
5. Build Shoppable Pins & Use Product Catalogs
- Incorporate product catalogs and Shopping Ads to make your inventory shoppable and discoverable directly on Pinterest—especially effective for driving conversions.
- A recent integration with Wix now allows merchants to sync their website products directly and run Pinterest ads with minimal setup.
6. Stay Aware of AI-Generated Content
- Pinterest now labels AI-generated or edited images with an “AI modified” tag, and users can choose to see fewer of them using filters.
- If authenticity matters for your brand (and it does), lean into real photos or videos—even consider signalling that your visuals are human-made to appeal to discerning audiences.
7. Tap into Trending Aesthetics
- The “Martha Stewart aesthetic” has exploded with a 2,889% spike in related searches—embracing content around garden-to-table living, homesteading, crochet, and digital detox aligns well with Gen Z’s return to nature and authenticity.
- Meanwhile, Art Deco décor is trending this autumn—perfect for lifestyle and home-focused brands.
8. Harness “Moments” Marketing
- Pinterest now encourages planning around “moments”—seasonal campaigns and cultural moments beyond standard holidays.
- Their 2025 Moments Marketing Guide helps small businesses structure timely campaigns that resonate.
9. Optimize Boards & Descriptions with Natural Language Keywords
- Natural, conversational, long-tail keywords are more effective than generic or spammy terms—especially with the rise of AI and smarter discovery logic.
- Be specific and value-driven in your board titles and pin descriptions.
10. Use Analytics to Let High-Performers Work for You
- Pinterest content continues to gain traction over time—analytics help identify evergreen pins that keep bringing in traffic long after posting.
- Use that data to double down on high-performing topics and styles.
11. Continue to Curate & Repin Strategically
- Curating high-quality content from others remains valuable—it builds your authority, helps Pinterest algorithms associate you with quality content, and fuels engagement from like-minded users.
12. Design with Aesthetic Tactics Updated for 2025
- 2:3 vertical pins still work well—but now, video pins, authentic lifestyle photography, infographics and collages (e.g., using the Shuffles app) can elevate engagement.
- Aesthetics tied to trending styles—like Martha-Stewart vibes or Art Deco richness—catch eyes and evoke engagement.
13. Schedule Consistently with AI-Aided Tools
- Use scheduling tools that integrate AI or smart timing features to maintain consistency.
- Tailwind still works, but tools with AI analytics offer better optimization for post times and formats.
14. Learn from Leaders—But Be Authentic
- Study top-performing Pinterest creators and brands to learn what’s trending—but always maintain your unique voice and style.
- Gen Z will detect inauthenticity instantly, so authenticity is your competitive advantage.
Bonus Tip: Consider Shuffles and Collage-Style Content
- Pinterest’s Shuffles app (launched in 2022) helps create dynamic, aesthetic collages and mood boards—a hit with Gen Z creators.
- Use it to visualize product collections, inspiration boards, or brand concepts that feel more tactile and creative.
Wrapping It Up: Your 2025 Pinterest Playbook
| Strategy Area | Updated 2025 Tip |
|---|---|
| Audience | Focus on Gen Z—authentic, value-driven, expressive content |
| Platform Features | Use business account, rich pins, product catalogs, AI targeting |
| Content Formats | Prioritize short video (Idea Pins), shoppable images, collages |
| Trends & Aesthetics | Embrace nature, nostalgia, trending styles like Art Deco |
| Analytics & AI | Let data guide evergreen content, use AI for timing & discovery |
| Authenticity | Prioritize real imagery, honest storytelling, transparency about AI |
By updating your Pinterest strategy based on these 2025 insights, your small business can leverage the platform’s evolving features—and rising audiences—to build engagement, trust, and conversions in a brand-safe, inspiring environment.
Also read: Why Your Pinterest Boards Have More Followers Than Your Account; Common Causes
Image source: DepositPhotos.com
Sources and additional reading
https://neilpatel.com/blog/ultimate-pinterest-marketing-guide
https://pinhouss.com/2024/12/04/pinterest-2025/
https://www.techradar.com/pro/website-building/wix-partners-with-pinterest-to-expand-social-shopping
https://www.theverge.com/news/659485/pinterest-ai-image-label-filter-features https://business.pinterest.com/en-gb/blog/guide-top-pinterest-marketing-moments-2025/https://jennakutcherblog.com/pinterest-trends-2025-life-first-marketing-strategies-for-creators
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