Pinterest influencer marketing is an underrated but powerful strategy for brands looking to drive evergreen engagement and high-intent conversions.
As of 2025, 66% of Pinterest users make a purchase after seeing a brand’s Pins, or content from credible creators who tag them. The platform continues to grow—especially among shoppers actively searching for inspiration and ideas.
In this guide, we’ll break down how Pinterest influencer marketing works, why it’s so effective, and how your brand can tap into it to generate long-term impact and purchase-ready traffic.
All brands and marketers associate influencer marketing with Instagram, TikTok, or YouTube, which are fantastic for campaigns but are often overcrowded. Leaning towards Pinterest is a powerful option to reduce the number of brands you compete with and increase your chances of standing out, while getting access to an audience of 570 million monthly active users.
Unlike traditional social platforms, Pinterest functions more like a visual search engine. That means content has a much longer shelf life, and users come to the platform with clear intent. This makes Pinterest an ideal space for influencers to subtly integrate brands into valuable, evergreen content that actually gets seen—again and again.
Not all platforms work the same, and there are some key points that differentiate Pinterest from other social media platforms.
Brands use influencer marketing on Pinterest to drive traffic, boost product discovery, and inspire high-intent audiences. Unlike other social platforms, Pinterest functions more like a visual search engine, meaning content has a longer shelf life and can continue generating engagement for months. Influencers on Pinterest create
Many brands collaborate with Pinterest creators to showcase products in context, linking directly to product pages or blog content. These partnerships help brands tap into trusted communities and reach users at the planning or purchasing stage. Influencer-created content can also be amplified through Pinterest’s paid ad options, such as Idea Pins or Promoted Pins, to extend its reach even further.
Running a successful influencer marketing campaign on Pinterest requires a mix of strategies—some similar to other social media platforms, and others tailored specifically to how Pinterest works
Before you approach any influencer or start planning content, define what success looks like. Is it traffic to your site? Sales? Brand visibility? Saves and repins? Knowing your goal will guide every other decision—from the influencers you work with to the format of your Pins.
Pinterest allows for both brand awareness and conversion, but the tactics differ. If your goal is brand visibility, you might focus on highly shareable, inspirational content. If you're looking to drive sales, then product-focused Pins with links and shopping tags should be front and center.
Pinterest influencers tend to have more niche audiences and specialized content styles than those on TikTok or Instagram. That’s actually a good thing—it means their followers trust them on specific topics like home decor, beauty, travel, or wellness.
Look for creators who:
Don’t be afraid to collaborate with micro or mid-tier influencers. Because of Pinterest’s search-first nature, smaller creators often get the same (or better) reach than mega-influencers—especially if their content is well-optimized.
This is where Pinterest differentiates itself from other influencer marketing campaigns. Content is king, and it must be high-quality, but it must also be useful and provide solutions to people. Those who visit Pinterest do so in search of answers or inspiration, so target your content to that end.
When collaborating with a Pinterest influencer, give space for creativity but also suggest ideas like top 10s, routines, or different posts that highlight the usefulness of your product. This will help you appear in searches even long after the collaboration has ended.
Keywords are what ensure your content remains relevant even months or years after it's published. To that end, when working with influencers, be sure to evaluate the copy that accompanies the video or image so it's as SEO-optimized as possible without appearing unnatural.
Also, take advantage of hashtags. You can include invisible hashtags that will accompany your content but won't be shown to your audience (this helps the search engine know where to find you). Or you can use visible hashtags, as on other platforms, but always keep them to fewer than 10, so as not to overcrowd the copy.
Pinterest may not be the most talked-about platform in influencer marketing, but it’s one of the most conversion-friendly. With users actively searching for inspiration, tutorials, and product recommendations, Pinterest offers a unique opportunity for brands to get in front of high-intent audiences through strategic influencer partnerships.
Unlike other platforms that prioritize Stories or short-form video, Pinterest revolves around evergreen content. Here are the main formats to keep in mind:
Encourage influencers to create content that aligns with the Pinterest aesthetic: vertical, informative, and visually appealing. Content here lives longer—often resurfacing months later—so prioritize high-quality, evergreen material.
Before reaching out to creators, define what you want to achieve. Pinterest influencer campaigns can be used to:
Clear goals will help you determine which influencers are the right fit and what type of content they should create (e.g., Idea Pins, standard Pins, or video content).
Pinterest Influencer Marketing is a less-explored field than Instagram or TikTok, so following these best practices will help maximize your chances of success.
Unlike other social media platforms, where content is ephemeral and people scroll quickly, on Pinterest, people come looking for something, and sometimes they find it in posts from 2020 or even older.
The influencer marketing campaign needs to take this into account. Discuss this with the influencer, and even if it's a seasonal campaign, make sure it has information and content that can be useful beyond those dates, as the Pin can receive the spotlight even months after it's posted.
To thrive on Pinterest influencer marketing, take advantage of the platform's own features. If you post from your brand's profile, you can easily include a link in each post that directs directly to the product/service you offer or to your brand's website.
You can also ask the influencer to add the link—preferably with its own track—to the post. Product tags are also extremely useful; they can also be added from the post editor (they are not visible to the public), and they must be related to the product and brand's niche.
While it's true that the influencer is the one with the most experience on Pinterest, we recommend that you jointly promote posts that include tutorials, routines, or longer-form content. On TikTok, users generally don't want to read much, but this is the opposite of what happens on Pinterest.
Pinterest users claim to spend more time on that platform than on other social media platforms, and they attribute this to the type of content that requires more attention and is more informative. Make sure the Pin copy is engaging, yet informative and SEO-optimized for greater impact.
Some influencers and niches stand out more on Pinterest than others, mainly due to the platform's unique characteristics. Knowing them can help you figure out who you can partner with, and if your brand falls into one of those niches, Pinterest is the perfect fit for you.
Pinterest is all about inspiration—and niche creators know exactly how to deliver it. These influencers often focus on specific topics like home organization, plant care, holistic wellness, DIY crafts, or sustainable living. Their boards are carefully curated to educate and inspire audiences looking to improve or personalize their lifestyle.
These influencers use Pinterest as a digital mood board. They don't just create—they curate. Think fashion stylists, photographers, interior designers, or anyone with a strong visual aesthetic. Their goal is to tell a cohesive story across their boards, attracting followers who crave visual inspiration and design ideas.
Pinterest is a top traffic driver for bloggers and affiliate marketers. Many influencers in this category write long-form blog content and use Pinterest to distribute it through eye-catching pins. They often link directly to monetized blog posts or affiliate products, making Pinterest an essential part of their income stream.
Due to the differences between Pinterest and other social media platforms, there are also some additional tips and tricks that can help you find the perfect influencer there.
Manual search might take a bit more time, but it’s one of the most reliable ways to find authentic Pinterest influencers. Start by browsing Pinterest boards and pins related to your niche—look for creators whose content consistently performs well, who have a distinct visual style, and who post regularly.
Check if they have a linked website or social handles to verify their presence across platforms. This method gives you a clear sense of the influencer’s tone, audience, and aesthetic—something you can’t always get from automated tools.
Using hashtags and keywords is useful when searching for influencers, whether you're looking for them on Amazon, YouTube, or any other social media. But the key is to use those specific to the app, otherwise, it won't be effective.
Here is a list of common Hashtags and keywords used by influencers on Pinterest:
Top Pinterest Influencer Hashtags
Popular Keywords
Never underestimate the power of listicles to find the perfect influencer. Even if the listicles you find aren't 100% up-to-date, you'll certainly be able to discover new profiles and make the search process easier.
To make your search more precise, add keywords relevant to your search, such as "top 10 Pinterest micro-influencers" or "top 20 Pinterest influencers in the US.".
For example, in our list of top US Pinterest influencers, you'll find key information such as the influencer's niche, number of followers on that platform and others, their location, and more.
If you want to speed things up, using influencer discovery tools can be a game-changer. While not all of them offer Pinterest-specific search filters, many still help you identify creators who are active across multiple platforms—which is common among Pinterest influencers.
1. Influencer Hero
Influencer Hero doesn’t offer a Pinterest-specific filter, but it does have a free influencer finder that can help you discover creators based on niche, location, or engagement. Once you find potential influencers, you can check if they have a Pinterest presence—many do, especially those in lifestyle, fashion, or DIY.
2. Heepsy
Heepsy is a well-known platform that lets you filter influencers by platform, niche, audience metrics, and more. While it primarily focuses on Instagram and YouTube, many creators listed there also have active Pinterest accounts. Just be sure to double-check their profiles manually.
3. Upfluence
Upfluence is another powerful tool for brands looking to run multi-channel campaigns. It gives you access to influencer data across various platforms. Even though Pinterest isn’t one of the primary filters, you can find creators with strong visual branding—perfect for Pinterest—and then vet their profiles accordingly.
While there are some metrics that can help you with influencer marketing across multiple platforms, there are some key indicators that are specific to Pinterest. Knowing these will help you measure the success of your campaign based on your initial goals.
You can access these metrics on your business profile if the content was uploaded by the brand. Otherwise, you can ask the influencer to share them with you (this is best to clarify when you arrange a partnership with them).
Sometimes movies know they're going to be cultural phenomena—or at least try to be—so they prepare a marketing campaign to accompany the upcoming fantasy craze. The movie—which is a brand in itself—made partnerships with various brands and influencers, including the famous Betty Crocker dessert mix.
At first glance, the two brands have nothing in common, but they launched a product that united both worlds: themed cake pops where people didn't know what color they got (green for Elphaba and pink for Glinda) until they finished baking. Their strategy on TikTok and Instagram was based on challenges, while on Pinterest, it was targeted at the app's audience.
If users wanted to see quick videos of people trying this product, they did so through Instagram reels or TikTok videos. But the Pinterest crowd wants ideas and inspiration, so Wicked and Betty Crocker worked with influencers to show how this food could be included at parties.
From different ways to elevate cake pop decorations—mantaining the Wicked theme—to eye-catching ways to present them at all kinds of parties. This helped the Wicked phenomenon reach Pinterest and endure on the platform.
Fujifilm is a famous brand of cameras and photography products that has gone viral in recent years thanks to the comeback of its disposable cameras. These were used in the 90s and are now making a comeback as a cheap alternative for taking photos with a vintage aesthetic.
Fujifilm's disposable cameras first became a trend on Instagram and TikTok, with influencers giving them to people to take photos of whatever they wanted, which became artistic content. Fujifilm capitalized on this and launched a tailored campaign for Pinterest, where people showed how to use the cameras, and also how to take advantage of them at parties and trips.
Fujifilm's campaign was a huge success because it combined content sought after on the app (tutorials, travel photos, tips to elevate your parties, etc.) with a focus on the experience and the product itself.
The influencers' Pins were genuine content of them using the cameras, which allowed users to see themselves reflected in the images and see themselves using the camera. It also showcased the quality and vintage style of the photos, which is a type of aesthetic that is always in style.
Pinterest influencer marketing offers a powerful, underutilized path for brands to reach engaged, high-intent audiences through inspirational, evergreen content. With the right creators, SEO-driven strategies, and visually compelling Pins, brands can stand out and drive real conversions—often long after the campaign ends.
Whether you're promoting lifestyle products, DIY ideas, or niche services, Pinterest provides a unique blend of discovery and decision-making. Tap into its potential now to build lasting visibility and influence where people come to plan, not just scroll.
Yes, Pinterest allows brands to promote influencer-created Pins through paid advertising. This is often called “Amplified Pins” or “Creator Ads.” Brands can take top-performing influencer content and boost it via Pinterest Ads to reach a larger or more targeted audience while maintaining the authentic voice of the creator.
Vertical images (2:3 ratio), videos, and Idea Pins are ideal formats. High-resolution visuals with text overlays, brand tagging, and keyword-rich descriptions perform best. For influencer campaigns, Idea Pins are especially effective because they allow for multi-step tutorials and storytelling—something Pinterest users actively search for.
While it’s not required, having a Pinterest Business account is highly recommended for influencers. It provides access to analytics, allows linking to external sites, and enables features like Idea Pins and product tagging, which improve collaboration quality and performance tracking for both parties.
Pinterest allows the use of affiliate links in Pins, meaning influencers can earn commission through platforms like LTK, Amazon Associates, or ShareASale. For brands, partnering with affiliate influencers adds a performance-based incentive that can drive measurable sales.
Consistency matters more than volume. Posting 3–5 times per week is typically enough to maintain visibility and growth. Pins have a long lifespan, so older content can still bring traffic if it’s well-optimized. Brands should look for creators who pin consistently and maintain an active presence.
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