Pinterest. The name often conjures up images of inspiration and decorative boards. And yet... this visual platform is now establishing itself as a powerful marketing lever. Influence on Pinterest is developing discreetly, but effectively, far from the rhinestones of Instagram and TikTok trends.
At 18h08, the #1 influencer marketing agency, we're closely observing this rise in power. For brands, particularly in the lifestyle, fashion, travel and DIY sectors, Pinterest is becoming a strategic acquisition channel.
So why is influence on Pinterest still so under-exploited? And above all, how can you take advantage of this opportunity to develop your visibility and sales? Let's find out.
1. Pinterest: much more than an inspiration engine
Pinterest works like a visual search engine. Users come here to find concrete ideasplan a project or project themselves into a world. Unlike other social networks, they don't scroll by reflex, but with a real intention.
On Pinterest, 97% of searches don't mention a brand (1). This is great news for businesses: you can emerge without necessarily already being known. And thanks to well-thought-out visuals and appropriate keywords, your content can become anchored in users' daily lives, sometimes over several months.
This unique way of working creates fertile ground for influence, which is more focused on the long term. long-term rather than instant virality. It's a lever for lasting visibility.
2. Why integrate Pinterest into your influencer strategy?
An active, intentional audience
Pinterest users aren't passive. They're looking for solutionssolutions products and ideas. On average, they spend over 14 minutes on the platform per session. Their journey is action-oriented: search, click, buy or save.
A committed female audience
Pinterest mainly appeals to women (2), who are often the decision-makers when it comes to household purchases. But recently, the audience has broadened. More and more men and young professionals are finding their niche. It's an opportunity not to be overlooked.
An evergreen logic
Unlike other networks, where content disappears in 24 hours or runs out of steam in a few days, a pin can generate traffic for several monthsor even years. This radically changes the game in terms of influence on Pinterest: here, every piece of content is a long-term asset.
3. Influence on Pinterest: which influencer profiles to choose?
Expert content creators
On Pinterest, aesthetics aren't enough. Successful designers are those who add value tutorials, step-by-step instructions, concrete ideas and practical tips. They create structured content, designed for the algorithm but also for their audience.
Multi-media influencers
Successful who succeed on Pinterest often have a strong presence on other networks (Instagram, blogs, YouTube). They adapt their content to each channel. Their strength? Knowing how to break down a subject into visuals optimized for the platform.
Niche designers
The power of influence on Pinterest also lies in micro-communities. DIY, weddings, slow fashion, zero waste, urban gardening... Niche influencers generate highly qualified engagement. Ideal for spreading a targeted message.
4. Which formats work best?
The standard: static pins
This is the most common format. It features a vertical image (1000 x 1500 px), an inspiring visual, clear text, and a link to the brand's website or an article.
Idea pins
This has been Pinterest's flagship influencer format since 2023. They allow you to create a series of pages (text, image, video) to scroll through like a story, but which remain permanent. Perfect for a beauty tutorial, recipe or DIY project.
The short video
Video is also gaining ground on Pinterest. They capture attention and improve recall. A good choice for lifestyle products or immersive universes (travel, decoration, well-being), for example.
5. How to activate an influencer campaign on Pinterest?
Step 1: Identify the right designers
Use platforms like Pinfluencer, Heepsy or Collabstr, but don't hesitate to search directly on Pinterest using keywords related to your niche. Look at the boards, the posts, the descriptions. The style should match your image. If you need support, make an appointment with our team. It's free, without obligation, and will enable us to see if we can work together.
Step 2: propose a clear, useful brief
On Pinterest, aesthetics aren't everything. Content must be useful, well researched and well referenced. Provide influencers with precise indications on keywords, description, links to integrate, and expected objectives. Want to go further? We wrote this article on the subject.
Step 3: Think long-term
Pinterest influence works in depth. Results can be seen over several weeks. Don't judge performance in 48 hours. Track impressions, clicks and registrations over time.
6. Measuring the impact of a Pinterest influencer campaign
To evaluate the effectiveness of a campaign, you can track the following indicators:
- Number of prints
- Clicks to your site
- Recording rate (number of times the pin has been saved)
- Share
- Traffic generated via Google Analytics (source: Pinterest)
Pinterest also gives designers access to Pinterest Analyticsfor easy end-of-campaign reviews.
7. 2 concrete examples of successful Pinterest campaigns
Leroy Merlin and DIY designers
Since 2023, Leroy Merlin has been developing a content strategy focused on the "Do It Yourself in collaboration with Pinterest creators specialized in DIY, renovation and interior design. The company is banking on idea pins each publication offers a step-by-step tutorial, a list of materials (with references to products available at Leroy Merlin) and practical advice for a successful project at home.
The creators promote the use of Leroy Merlin products without being directly promotional. The result is high value-added content that is often saved in users' charts and consulted repeatedly.
This approach has enabled Leroy Merlin to :
- generate a significant increase in qualified on your site, especially on product pages,
- reinforce its legitimacy as an expert brand in the in the DIY field,
- achieve better advertising recallwith visually striking, useful content.
By targeting moments in life (renovating an office, fitting out a balcony, creating a simple piece of furniture), the brand anchors its offer in the reality of everyday life and in the concrete projects of its customers.
Maison du Monde and visual aesthetics
Maison du Monde has leveraged Pinterest a lively, interactive catalog. For several years now, the brand has been collaborating with influencers specialized in decoration, who regularly publish themed boards(bohemian atmospheres, vacation homes, Scandinavian living rooms...) featuring the brand's products.
Each picture tells a visual and emotional story. The pins link directly to the site's product sheets, facilitating the transition to purchase. But the strategy goes even further: influencers also use idea pins to offer staging, decorating tips or before-and-after shots, enriching the user experience.
Thanks to this strategy, Maison du Monde is able to :
- feed theconsumers' imaginations with its visual universe,
- inspire rather than sellwhile generating conversions,
- extend the the lifespan of its collections via "evergreen" content that circulates for several months on the platform.
The brand has thus positioned itself as an essential reference in the world of interior design, while adapting to the specific codes of Pinterest: inspiration, aesthetics and practicality.
8. Why is Pinterest influence still under-exploited?
Less media exposure
Unlike TikTok or Instagram, Pinterest communicates little about its numbers and updates. Brands therefore tend to forget about it in their media plans.
Less buzz culture
There are no trends or viral challenges here. Growth is more organic, more subtle. But also more sustainable.
A need for specific support
Success on Pinterest requires a real understanding of its mechanics: SEO, adapted formats, temporality. Pinterest influence is not simply a variation on Instagram campaigns.
9. Why work with a specialist agency?
At 18h08, we integrate Pinterest into the influencer strategies of brands that want to anchor themselves over timecreate value and capture qualified leads.
We select quality designers on the platform, draw up briefs based on the platform's codes, and analyze performance according to appropriate KPIs.
Influencing on Pinterest requires rigor, creativity and strategic vision. We help you turn your products into sources of inspiration, so that every pin becomes a gateway to your brand universe.
Conclusion
Pinterest isn't about noise, it's about relevance. And that's exactly what makes it the platform of the future for influence. Far from capricious algorithms and the race for buzz, Pinterest influence is based on useful, sustainable and intentional content.
Looking for alternative, effective levers aligned with strong values? Pinterest deserves a prominent place in your strategy.
What if your next influencer campaign started with a simple idea board? Make an appointment to discuss it.
See you soon to perfect your influencer marketing strategy!
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