If you're looking to better understand the interests of Gen Z, Pinterest is emerging as an important platform to consider.

According to Pinterest, the platform is becoming increasingly popular among younger, shopping-ready audiences: 

“From self-exploration to shopping lists, Gen Z is increasingly turning to Pinterest. In fact, they’re our fastest growing audience, making up more than 40% of our global monthly users. They are also more engaged than other generations, searching and saving at higher rates.”

While Instagram, TikTok, and Snapchat likely dominate Gen Z usage, Pinterest is also worth noting, with over 200 million young users visiting the platform each month.

To provide additional context, Pinterest has released a new Gen Z trends report that highlights the key interests of younger users on the app.

You can view the complete “It’s a Gen Z World” report here, but here are some key takeaways for marketers:

1. “Appear When They Search”
   Brands should optimize their descriptions based on search trends. Pinterest Trends can help you identify emerging Pin search trends.

2. “Build Traction for Transactions”
   Users are seven times more likely to purchase a product they’ve saved on Pinterest, so marketers should include clear calls-to-action (CTAs) to encourage downstream behaviors.

3. “Make It Shoppable” 
   With 63% of weekly Gen Z Pinners “always shopping,” marketers should provide seamless pathways for users to transition from browsing to purchasing directly from their Pins.

4. “Stay Ahead of the Trends”  
   Trends are constantly evolving among younger consumers, and Gen Z users are always on the lookout for new looks and personas to explore. Staying current with the latest interests is crucial, and Pinterest Trends is a valuable resource for this.

5. “Connect Them to Culture”
   Brands should pay attention to significant cultural events, such as film releases and festivals, and create content that aligns with these trends.

6. “Don’t Forget the People Shopping for Them” 
   Many Pinners are shopping for Gen Z, so your marketing strategy should consider this secondary audience as well.

“Pinterest reaches many individuals who may be supporting or purchasing for Gen Z—over half of U.S. moms, for instance. These groups possess significant buying power, so it’s essential to factor them into your broader strategies targeting Gen Z.”

Pinterest recommends that marketers highlight key trends to older audiences by showcasing what resonates with younger users.

These insights can be incredibly valuable for refining your Pin marketing campaigns. Essentially, it boils down to “stay aware of trends” and “simplify the shopping experience,” but the specific suggestions here can help sharpen your overall approach.