Pinterest: the “silent” social network that is conquering Gen Z (and not only)
- Karly
- May 30
- 3 min read
There is a social network that doesn’t make noise, doesn’t chase ephemeral trends and doesn’t fuel the race for likes. And yet, it continues to grow, innovate and conquer millions of users every month. Guess which one? Pinterest.
Yes, that's right. That social network that many thought was "over," is instead proving to be one of the most solid, authentic, and evolving platforms in the digital landscape.
With over 553 million monthly active users in 2024, Pinterest is not only alive: it's better than ever.
A social media evergreen: but what's the secret?
In a world where social networks are born and die at a frenetic pace, Pinterest is a rare case: it resists, grows and conquers.
The numbers prove it: in Italy alone, there are more than 15 million users who access the platform every month, with a global growth of +12% every year.
But what makes Pinterest so special, so much so that it attracts more and more young people?
If millennials were the first to become fond of the platform, today it is Generation Z that is leading its evolution. Why? Because Pinterest is different.
According to research by Forrester, 30% of Gen Z considers Pinterest “cool”, far from toxic dynamics and artificial content.
There are no filters, competitions or social pressures here.
There is room for authenticity, creativity and personal inspiration. And this speaks directly to the hearts of the new generations.
Gen Z has chosen it as their life moodboard
But what is Pinterest really?
For those who don't know it (or think they do), Pinterest is much more than a social network: it is a visual search engine, a platform where ideas, passions and projects take shape through images, videos and thematic content.
The name comes from the fusion of "pin" and "interest": the idea is to pin, save and collect everything that inspires you. Whether it's a look, a trip, a creative project or a business idea.
Users can create personalized boards, which can be integrated with other social networks such as Facebook or Instagram, and collect content from across the network, creating a real visual archive of their world.
An increasingly personalized experience (thanks to AI)
Pinterest didn’t stop at just “save and share.”
In recent years, it has invested in artificial intelligence, improving the user experience with innovative features such as:
Body Type Technology
Skin Tone Ranges
Search by Hair Type
Tools that make the platform more inclusive and representative, responding to the needs of an increasingly diverse audience. And with features like “Shop The Look” and “Shopping Spotlights”, Pinterest transforms discovery into action: inspiration becomes purchase, creating new opportunities for brands.
Why should businesses focus on Pinterest?
Pinterest is not just a place of inspiration for users.
It is also a powerful showcase for companies. Curated and contextualized images allow brands to communicate in an emotional, authentic and targeted way.
It is the ideal channel for visual communication strategies, emotional storytelling and high-impact content. And above all, it is a space where the user's attention is active, not passive.
Pinterest speaks the language of Gen Z
What is Gen Z looking for today?
Authenticity, creativity, inclusiveness. And Pinterest responds with:
A positive, non-judgmental environment
Tools such as interactive collages and vision boards
Strong themes such as gender equality, body positivity, mental well-being and sustainability
In an increasingly noisy digital world, Pinterest is a haven of meaning. A place to design the future, build ideas and cultivate passions.
Ready to transform your brand into an impactful visual experience?
If you want to grow your online presence and create content that is truly relevant to the new generations, we at Greys Company are here to help.
🎯 We support you in creating customized visual strategies, high-performance campaigns and authentic storytelling.
Sources:
· Touchpoint News: "Pinterest, la diversità e la creatività in tutte le sue forme conquista la Gen Z"
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