Pinterest algorithm : How it actually works in 2025

Last Updated on July 28, 2025 by Himanshu Rawat

“Pinterest is not a social network; it’s a visual discovery engine.”
– Ben Silbermann, Co-founder of Pinterest

Pinterest isn’t just a place for pretty pictures and DIY ideas anymore—it’s become a powerful discovery engine where creators, marketers, and eCommerce brands can drive real, long-term results. 

With over 498 million monthly active users as of early 2025, Pinterest continues to thrive as a unique hybrid: part visual search engine, part content library, and part shopping assistant (Statista, 2025).

What sets Pinterest apart is intent. Users aren’t just scrolling for entertainment—they’re actively searching for inspiration, products, and ideas they plan to act on. Whether it’s a recipe for tonight’s dinner, an outfit for next month’s vacation, or a product they’re ready to buy, Pinterest meets users mid-funnel or lower. 

That makes it incredibly valuable for both content creators looking to grow and monetize their audience and for brands aiming to drive traffic and sales.

But to truly succeed on Pinterest, you need to understand how the Pinterest algorithm works—and how to work with it, not against it. Unlike fast-feed platforms like Instagram or TikTok, Pinterest rewards evergreen content, keyword-rich visuals, and strong curation. And with tools like Idea Pins, Pinterest Ads, and product tagging, there’s never been a better time to build influence—and revenue—on the platform.

This guide breaks down exactly how Pinterest’s algorithm works in 2025, and what you need to do to grow, convert, and stay discoverable.

Pinterest Is a Visual Search Engine, Not Just a Social Platform

While platforms like Instagram and Facebook prioritize social interaction and engagement, Pinterest works more like Google—but for visuals. It’s a search-first platform where users actively seek inspiration, ideas, and products.

Here’s how Pinterest stands apart:

• Search Intent vs. Social Scrolling: Users come to Pinterest with a purpose—whether to plan a wedding, find a recipe, or redecorate a living room. In contrast, Instagram and Facebook users mostly scroll passively for entertainment or connection.
• Evergreen Discovery: Content on Pinterest has a long shelf life. A well-optimized pin can surface in search results weeks or even months after posting—unlike the 24–48 hour lifespan typical on Instagram.
• Algorithm Prioritizes Relevance: Pinterest serves content based on keywords, user behavior, and visual similarity—not on who you follow. It’s more about content relevance than relationships.
• Visual SEO: Like Google, Pinterest relies heavily on search engine optimization (SEO). That means your pin titles, descriptions, board names, and even Pinterest image size all influence discoverability.
• Actionable Users: According to Pinterest’s own data, 85% of users say they use Pinterest when starting a new project, and 80% of weekly users have discovered a new brand or product on the platform (Pinterest Business, 2024).

For marketers and creators, this makes Pinterest a goldmine for targeted discovery and intent-driven engagement.

Understanding the Anatomy of a Pin (Static Pins, Video Pins, Idea Pins)

To succeed on Pinterest, you need to master its core content formats. Each serves a unique purpose depending on your goal—traffic, engagement, or brand storytelling.

• Static Pins:
  These are image-based pins, often linking to blog posts, products, or landing pages. They’re best for driving clicks. Use bold visuals, keyword-rich titles, and clear calls to action (e.g., “Read more,” “Shop now”).
• Video Pins:
  Motion grabs attention. Pinterest reports that video views have increased over 240% year-over-year (Pinterest Business). Great for tutorials, recipes, or product demos. Keep them short (6–15 seconds) and loop-friendly.
• Idea Pins:
  Pinterest’s answer to Stories—but without expiry. These multi-slide pins are designed for storytelling, step-by-step guides, or showcasing a process. You can’t link out, but they’re powerful for brand visibility and follower growth.

Best Practices for All Pins:

• Use vertical formats (2:3 ratio is ideal).
• Include text overlays to give context.
• Add SEO-optimized titles and descriptions.
• Pin consistently to active boards —especially during the best time to post on Pinterest, which typically includes mornings and evenings mid-week

The Pinterest Algorithm: How Content Gets Discovered

Pinterest’s algorithm prioritizes relevance and engagement, not follower count. It’s designed to serve users content they’re likely to save, click, or interact with.

Here’s what influences how your content gets discovered:

• Keywords: Pinterest indexes your pin titles, descriptions, and even board names. Relevance to user searches is crucial.
• Engagement Metrics: Pins that earn saves, clicks, and close-ups signal quality to Pinterest—and are more likely to be shown again.
• User Behavior: Pinterest learns from each user’s browsing, saving, and clicking habits to personalize their home feed and search results.
• Fresh Content: New pins (even if repurposed from old content) are prioritized. Consistent pinning keeps your account active and discoverable.
• Board Optimization: Well-organized boards with keyword-rich names and descriptions help Pinterest categorize your content more accurately.

Stat to Note: Pinterest says that “fresh content is prioritized in distribution” and creators who post consistently tend to get more exposure (Pinterest Best Practices).

SEO on Pinterest: Keywords, Titles, and Descriptions Matter

Pinterest runs on a visual SEO engine—so optimization is key to getting found.

Here’s how to do it effectively:

• Pin Titles: Treat them like blog titles. Include primary keywords naturally. Aim for clarity and relevance.
• Descriptions: Use 1–2 key phrases early on, write in natural language, and aim for 100–200 characters. Avoid keyword stuffing.
• Board Names: Each board should be clearly titled with a niche-relevant keyword (e.g., “Minimalist Home Office Ideas” rather than “Inspo Board”).
• Alt Text & Image File Names: If uploading manually, use descriptive filenames and add alt text. These signals help Pinterest understand your content.
• No Hashtags Needed: Unlike Instagram, hashtags have little value on Pinterest. Focus on searchability, not trends.

Pro Tip: Use Pinterest’s search bar suggestions to find high-intent keywords your audience is already using.

Pinterest for Creators: Building an Audience and Monetizing

Pinterest is no longer just a traffic tool—it’s becoming a destination platform for creators to build and monetize audiences directly.

Here’s how creators can grow and earn:

• Idea Pins: These multi-page, immersive pins help build brand presence. Use them for tutorials, behind-the-scenes content, or lifestyle storytelling. They don’t link out but drive follows and profile visits.
• Affiliate Marketing: You can tag affiliate products in Idea Pins and link directly to affiliate URLs in static and video pins (within Pinterest’s guidelines). This is ideal for creators in niches like fashion, home decor, and food.
• Creator Fund: Available in select regions, Pinterest’s Creator Fund supports underrepresented creators through funding, education, and amplification. Even if not available in your region, Pinterest favors Idea Pins for algorithmic distribution.
• Audience Growth: Pinterest rewards consistency and quality over follower count. By regularly posting valuable content, you attract followers who are genuinely interested in your niche.

Stat to Know: According to Pinterest, Idea Pins get 9x more saves on average compared to regular Pins.

Pinterest for Brands: Showcasing Products with Shoppable Pins

Pinterest is a goldmine for product discovery. Shoppable features make it easy for brands to turn inspiration into conversions.

Key tools for product-driven businesses:

• Product Pins: These are enriched pins that sync directly with your eCommerce site. They display real-time pricing, availability, and descriptions.
• Pinterest Catalogs: Brands can upload entire product catalogs, automatically generating shoppable pins at scale. Ideal for Shopify, BigCommerce, and WooCommerce users.
• Tagging in Idea Pins: Add product tags directly in Idea Pins to drive engagement and conversions without leaving the platform.
• Pinterest Verified Merchant Program (VMP): VMP adds credibility and improves product visibility in search. It also unlocks enhanced analytics and eligibility for dynamic retargeting.
• Shopping Ads: You can promote product pins to reach new customers based on interests, search behavior, and cart activity.

Stat to Note: 83% of Pinterest users have made a purchase based on content from the platform (Pinterest Business, 2024), showing the powerful influence of the Pinterest algorithm in driving buyer decisions.

Using Pinterest Analytics: Understanding What’s Working

To grow on Pinterest, creators and brands need to measure what’s working—and double down on it.

Pinterest Analytics gives you a clear picture of content performance:

• Impressions: Total times your pin was seen in feeds or search results.
• Saves: A key indicator of relevance and future engagement. Saved pins get re-circulated and indexed better.
• Outbound Clicks: The real gold—these are the visits to your website, store, or affiliate links.
• Closeups: How many users tapped to take a closer look. A sign your visual or headline is catching attention.
• Top Pins & Boards: Analyze which content types and board categories drive the most traffic.
• Audience Insights: See what your followers are interested in, their demographics, and what devices they use. Use this to guide content creation and product selection.

Stat to Know: Brands using analytics to inform pin strategy report 30–40% higher engagement over time (Hootsuite, 2024).

Pinterest Ads: Boosting Reach with Promoted Pins

Organic growth is powerful, but Pinterest Ads can take your reach to the next level—especially if you’re launching a new product or promoting seasonal content.

Here’s how to make the most of Pinterest advertising:

• Promoted Pins: Boost your existing pins to appear in home feeds, search results, and related pins. These blend seamlessly with organic content.
• Ad Formats: Use static, video, carousel, or shopping ads depending on your goal—awareness, traffic, or conversions.
• Targeting Options: Choose from interests, keywords, customer lists, website visitors (via the Pinterest tag), or lookalike audiences.
• Budgeting Tips: Start small to test creatives. Use A/B testing to compare images, headlines, and CTA placement.
• Conversion Tracking: Use the Pinterest Tag to track activity on your website—purchases, signups, or pageviews.

Stat to Know: Pinterest users are 1.4x more likely to say the platform influences their purchase decisions compared to other platforms.

Boards, Saves, and the Power of Curation

Pinterest is built on curation—every save and board action helps surface your content to more users over time.

Here’s how to leverage user behavior for organic amplification:

• Boards Drive Discovery: When users follow or engage with a board, they’re more likely to see future pins from that board in their feed.
• Saves Are Signals: Every time a user saves your pin, it’s treated as a vote of relevance. The algorithm rewards saved content with greater distribution.
• Group Boards: Collaborating on niche-specific group boards can increase your pin visibility across new audiences.
• Board Organization: Use keyword-rich titles and clear themes. Boards with active engagement often rank in Pinterest search.
• Your Save Strategy: Pin a mix of your content and others’. Pinterest prefers active users who contribute to the ecosystem.

Long-Term Content Lifespan: Why Pinterest Content Lasts

One of Pinterest’s superpowers is its content longevity—your pin today might resurface in search results months or even years later.

Why this matters:

• Search-Based Discovery: Pinterest functions like Google. Evergreen content tied to consistent search intent continues to appear.
• No Expiration Date: Unlike Instagram Stories or TikTok trends, pins don’t vanish. A well-optimized pin lives on.
• Ideal for Evergreen Content: Think recipes, decor ideas, gift guides, or tutorials—content that remains relevant year-round.
• Relevance Grows Over Time: As saves, clicks, and repins grow, Pinterest often gives the pin more visibility, not less.
• Seasonal Resurgence: Holiday and seasonal pins often see year-over-year traction if optimized with the right keywords.

Conclusion: Pinterest Rewards Strategy, Not Speed

Pinterest isn’t just a platform—it’s a visual discovery engine where quality, relevance, and consistency win over quick trends. Unlike social media channels where content fades in hours, Pinterest offers sustained visibility, long-term traffic, and meaningful audience engagement —all thanks to how the Pinterest algorithm values content longevity and keyword relevance.

Whether you’re a creator sharing lifestyle content, or a brand showcasing products, Pinterest offers a unique blend of organic reach and paid amplification—anchored by search-driven behavior. The key lies in understanding how the platform thinks: optimize your pins like you would a blog post, use keywords wisely, create visually compelling assets, and respect the power of curation.

As the platform continues to grow—crossing over 518 million monthly active users its potential as a marketing channel only deepens. Pins are not fleeting posts. They’re lasting impressions.

As the digital landscape gets noisier, success lies not in spreading yourself thin, but in showing up where impact is real. Pinterest isn’t just another platform—it’s where it matters. So the question isn’t whether Pinterest is worth your time. The question is: Can you afford to ignore it any longer? Or as Katie Lance* likes to say:

“It’s not about being everywhere, it’s about being where it matters.”

*Katie Lance is a well-known social media strategist, keynote speaker, and author. She is the founder of Katie Lance Consulting, a firm that helps real estate professionals and small businesses leverage social media, video marketing, and AI to grow their brand and generate leads.

She has worked with major companies like RE/MAX International, DocuSign, and Realtor.com. Her book #GetSocialSmart is a best-seller and a practical guide for entrepreneurs looking to improve their digital presence.

Through her #GetSocialSmart Academy, Katie offers training to help professionals create smart, efficient content strategies without burning out.