An Adobe study has uncovered a trend worth looking into: 39% of consumers now use Pinterest as a search engine, with 36% starting their searches there instead of Google. For Gen Z, these numbers are even higher — 47% use Pinterest for search purposes, and 39% start their searches there instead of on Google. These numbers present brands with a compelling question: How can they adapt their digital strategies to capitalise on Pinterest’s evolving role in the consumer discovery journey? Miruna Dragomir, CMO at Planable, offers perspective on what this means for brands
Pinterest has quietly transformed from a simple inspiration board into a powerful visual search engine. What’s particularly interesting is how it’s carving out its territory between traditional search and social media – creating a unique space where consumers actively discover products and ideas with higher purchase intent.
Understanding the generational shift
“The Adobe data shows nearly half of Gen Z using Pinterest for search, which signals a change in discovery behaviour. This generation has grown up with visual communication and expects search results to be visually rich and immediately actionable – something Pinterest delivers that text-heavy search engines can’t match.
Tapping into Pinterest’s trust advantage
“When 61% of users say Pinterest results feel more personalised than Google’s, that’s a significant trust indicator. Brands have an opportunity to build authentic connections through content that feels personally relevant rather than algorithmically generated.
Creating a visual search strategy
The visual nature of Pinterest – cited by 73% of users as its main appeal – requires brands to think differently about search optimisation. Success means blending beautiful photos with strategic keyword placement in a way that adds genuine value to the user experience.
Addressing the content creation bottleneck
The study reveals that content creation is the biggest challenge for 61% of businesses on Pinterest. This highlights why having efficient tools and workflows is critical. At Planable, we’ve seen how a structured approach to Pinterest content planning helps teams maintain quality while scaling their presence on the platform.
Investing in Pinterest-specific expertise
With 47% of businesses struggling to understand Pinterest’s best practices, there’s a clear knowledge gap. Brands that invest in Pinterest-specific expertise – whether through training or specialised team members – gain a significant competitive advantage in this growing search channel.
Balancing inspiration with commercial intent
While Pinterest users primarily search for inspiration in categories like design, recipes, and DIY, the study shows 13% specifically seek product recommendations. This creates a perfect environment for brands to connect with consumers early in their purchase journey through content that educates and inspires rather than directly sells.
Streamlining the Pinterest workflow
Consistency is crucial on Pinterest, but it’s challenging to maintain without the right tools. Using a dedicated Pinterest scheduler allows brands to plan content strategically rather than sporadically, ensuring they build a comprehensive presence across relevant search categories.
Pinterest’s emergence as a visual search engine shows how consumers discover products and ideas has changed. For brands, success means recognising that Pinterest requires its distinct strategy, not simply repurposed content from other channels.
The brands that will thrive on Pinterest are those that understand its unique position at the intersection of search, inspiration, and commerce. By creating content that’s both visually compelling and strategically optimised for discovery, brands can tap into a platform where consumers are actively seeking new products and ideas with high purchase intent.
