Pinterest is stepping up its advertising game with a suite of new products and partnerships designed to align more closely with how users – particularly Gen Z – engage with the platform.
With younger audiences increasingly turning to Pinterest as a starting point for their shopping journeys, the company is retooling its ad formats to help advertisers capture attention at key decision-making moments.
Gen Z at the Centre of Pinterest’s Growth
While Pinterest’s user growth in the United States has levelled off, the platform continues to add new users globally – and notably, half of its user base is now Gen Z.
According to company research, 39% of Gen Z consumers prefer to start their shopping searches on Pinterest, positioning the platform as a rising destination for younger, discovery-minded shoppers.
Yet until now, Pinterest has faced challenges in converting that activity into advertising results. The introduction of new ad formats aims to bridge that gap, making the platform more commercially effective for brands seeking to reach this demographic.
Top of Search Ads: Winning Where It Matters
One of the headline developments is the Top of Search ad product, now in beta testing. Pinterest data shows that 96% of its top searches are unbranded, despite the fact that 45% of user clicks occur within the top 10 search result slots.
The Top of Search format ensures that advertisers can appear in those highly coveted positions, as well as in the Related Pins section. Early testing has been promising: Pinterest reports a 29% higher average click-through rate and a 32% higher likelihood of driving new clickers compared to standard placements.
Local Inventory Ads: Driving Footfall to Retailers
In another move, Pinterest is expanding the availability of local inventory ads. This format allows merchants to showcase real-time product availability and pricing within a user’s local area, effectively linking inspiration to in-store action.
The format has already demonstrated impact. Canadian Tire Company, the first retailer in Canada to adopt it, achieved a 16.5% higher store visit rate by integrating local inventory ads into its strategy.
This builds on Pinterest’s recently launched “where to buy” links, which direct users to stores carrying the product instead of solely relying on retailer websites.
Media Connect: Data Collaboration for Advertisers
Advertisers will also gain access to the Pinterest Media Connect tool, a new feature within Pinterest Ads Manager. This enables media networks to securely share first-party audience data, product catalogues, and conversion data with advertisers.
The move aligns Pinterest with the growing trend of retail media networks, which continue to attract increasing advertiser investment.
Notably, Pinterest has formed partnerships with Instacart and Kroger Precision Marketing, making shoppable ads more accessible and extending the platform’s role in retail ecosystems.
Financial Momentum and Market Positioning
The new offerings come on the back of solid financial results. In Q2 2025, Pinterest reported a 17% increase in revenue globally, with an 11% gain in the U.S. and Canada compared to the previous year.
This signals advertiser confidence in the platform and provides a strong foundation for further investment in ad innovation.
Conclusion: A Platform in Evolution
Pinterest’s latest updates reflect its shift from being a visual inspiration hub to a true shopping discovery engine.
With Gen Z now representing half of its user base, the company is investing in tools that allow advertisers to reach users more effectively at the point of search and intent. From Top of Search placements and local inventory ads to Media Connect partnerships, the platform is refining its role as both a digital marketplace and a retail driver.
For brands, the message is clear: Pinterest is no longer just about pinning ideas – it’s increasingly about converting them into purchases.
