INterview with Pinterest
Today on the podcast, I talked about one of the biggest rumors that shook the Pinterest community: the idea that Pinterest was removing links from the platform. This fear spread fast, leaving creators and merchants wondering if their traffic-driving strategy was about to collapse. I took to LinkedIn, tagged Pinterest executives, and demanded clarity. Within two hours, Malik Ducard, Pinterest’s Chief Content Officer, was in my DMs reassuring me that links are here to stay.
That conversation led to an incredible opportunity—to bring Malik onto the podcast and dive into Pinterest’s evolving vision. Today, we’re talking about the future of Pinterest for content creators, merchants, and small businesses. If you’re using Pinterest for marketing, you don’t want to miss this episode. Plus, stay until the end when Malik shares a compelling elevator pitch for why you should be investing in Pinterest now more than ever!
Why Pinterest Is Different: The Positive Corner of the Internet
Malik’s journey into Pinterest was fueled by his deep love for storytelling. With a background at YouTube and Paramount Pictures, he has always been passionate about content that inspires action. Pinterest, he explained, is not just another social media platform—it’s the “positive corner of the internet.” Unlike other platforms that prioritize endless scrolling and viral engagement, Pinterest is built around intentionality and action.
What makes Pinterest unique? It’s a place where people craft their vision boards without external judgment. Malik shared how even within his own family, multiple generations—from his 82-year-old mother to his teenage son—use Pinterest in completely different ways, from crochet patterns to sneaker collections. This generational appeal is part of what makes Pinterest such a powerful tool for businesses.
A New Era for Pinterest: Balancing Small Businesses and Big Brands
One of the biggest shifts at Pinterest in recent years has been its renewed focus on small business success. With 96% of searches on Pinterest being unbranded, there is a massive opportunity for small businesses to be discovered. Unlike other platforms that have become saturated and difficult for new businesses to break into, Pinterest remains an open space for growth and visibility.
Pinterest is investing in resources to make marketing easier for business owners, including create.pinterest.com for content creators and business.pinterest.com for brands and advertisers. They’re also rolling out new features like seamless Instagram content integration and Shopify store connections, making it easier than ever to get your content in front of the right audience.
The Shift to Conversions: Why Pinterest Ads Work Better Now
Another major transformation is Pinterest’s shift from focusing on “window shopping” to actual conversions. In the past, Pinterest was great for inspiration but lacked a clear path to purchase. Now, thanks to AI advancements and improved ad strategies, Pinterest has become a powerhouse for driving sales. If you’ve tried Pinterest ads in the past and didn’t see great results, it’s time to take another look. Malik confirmed that lower-funnel performance (meaning actual purchases and conversions) is the fastest-growing area of Pinterest’s business.
Pinterest has moved away from trying to keep users on the platform and instead focuses on getting them to where they want to go—whether that’s making a purchase, reading an article, or completing a DIY project. For business owners, this means Pinterest is now one of the best platforms for driving actual revenue.
AI and the Future of Pinterest: Personalization, Inclusivity, and Ethical Content
Of course, we had to address the elephant in the room: AI-generated content. As Pinterest evolves, it’s investing heavily in AI to improve user experience, but it’s also being mindful of ethical concerns. Malik shared that Pinterest is testing AI labeling, user controls, and better content recognition to ensure transparency and trust on the platform.
One of the most exciting advancements is inclusive AI, which helps pinners see themselves reflected in content. Pinterest has developed tools for filtering by hairstyles, body sizes, and shapes, leading to 75% more saves when these tools are used. Additionally, AI is enhancing product recommendations and ad visuals, making marketing more accessible for small businesses that might not have the budget for professional photography.
Malik emphasized that AI should enhance content creation, not replace creators. Pinterest remains committed to ensuring that human connection and personal perspectives remain at the core of the platform’s content ecosystem.
Why Small Businesses Should Prioritize Pinterest Marketing
To wrap up the conversation, I asked Malik a key question: If a small business owner was evaluating marketing platforms, why should they choose Pinterest? His answer was clear:
- Pinners come to Pinterest to shop. Over 50% of users see Pinterest as a place to find what to buy, making it an ideal platform for product discovery.
- It’s easy to integrate. Whether you’re using Instagram, Shopify, or other marketing tools, Pinterest has seamless integrations to make content distribution effortless.
- Pinterest content is evergreen. Unlike social media, where posts disappear in hours or days, Pinterest content builds momentum over time and remains relevant season after season.
- No need for performance-driven content. Unlike other platforms where success often depends on personality-driven content, Pinterest prioritizes valuable content itself—meaning small businesses can thrive without the pressure to “perform” for an audience.
His final thought? Pinterest is an oasis in a sea of toxic social media platforms. It’s a space for inspiration, discovery, and action—without the pressure of comparison or negativity.
If you’ve been on the fence about using Pinterest for marketing, now is the time to dive in. With a renewed commitment to small businesses, powerful advertising tools, and a focus on helping users take real-life action, Pinterest is positioned to be one of the most valuable platforms for content creators and brands moving forward.
Make sure to listen to the full episode for even more insights, and don’t forget to share this with fellow business owners who need to hear the truth about Pinterest’s future!
Podcast Episode
An Interview with Pinterest
For more Pinterest Marketing resources:
