According to Business Insider, Pinterest CEO Bill Ready shifted the company’s strategy away from competing with TikTok when he took over in 2022, focusing instead on visual search as the platform’s “special sauce.” The platform now has 600 million monthly active users with about 80 billion monthly search queries, and search-related interactions make up two-thirds of platform activity. Over half of Pinterest’s users are now Gen Z, with 47% of that demographic using it for search according to a 2025 Adobe survey. Despite user growth rebounding for nine straight quarters, Pinterest’s stock dropped over 20% after Q3 earnings due to weak guidance and tariff impacts on ad sales. Revenue still grew 17% year-over-year, but the company hasn’t returned to its pandemic stock highs.
The search pivot that actually worked
Here’s the thing about chasing trends – everyone’s doing it, and most fail. Pinterest tried to become “the fourth or fifth best TikTok” with short-form video and creator payments, but Ready recognized that was a losing battle. Instead, he leveraged his Google commerce background to double down on what Pinterest already did well: visual discovery. The genius move? They stopped trying to be something they’re not and leaned into their natural strength. Visual search isn’t just a feature – it’s becoming their entire identity. And honestly, it’s working. 80 billion monthly searches? That’s not small potatoes.
Why Gen Z loves Pinterest search
This might surprise people who still think of Pinterest as their mom’s recipe and craft site. But look at the numbers – over half their users are now Gen Z, and nearly half that demographic uses it for search. Why? Because visual search feels more natural than typing keywords into Google. You see something you like, you click on it, you find similar stuff. It’s discovery without the friction. Ready nailed it when he said they’re winning because Pinterest feels “more positive than social media.” In an age of doomscrolling, that’s a massive competitive advantage. The platform has essentially become a visual search engine for lifestyle and shopping inspiration.
The advertising gold mine
Search behavior is advertising gold because it reveals intent. As former Pinterest exec Kamran Ansari pointed out, Google built a $3 trillion company on this very premise. Now Pinterest is capturing that high-intent traffic in their visual niche. Two-thirds of their business comes from lower-funnel ads that drive purchases – that’s the holy grail for advertisers. Their AI-powered shopping assistant and visual search tools create a perfect environment for commerce. You’re not just browsing – you’re actively looking for things to buy or ideas to execute. That’s why analysts see an “untapped” advertising opportunity despite current revenue challenges.
Where Pinterest fits in the search revolution
The search landscape is undergoing its biggest shakeup in decades. Google still dominates traditional search with 90% market share, but users are spreading their searches across Amazon, TikTok, YouTube, and now AI tools like ChatGPT. Pinterest isn’t trying to beat Google at general search – that would be suicide. Instead, they’re dominating the visual discovery niche. As EMARKETER analyst Sky Canaves noted, people will use whatever has the least friction for their specific search case. For home decor, fashion, and lifestyle inspiration? That’s Pinterest’s sweet spot. The future of search might be fragmented, but Pinterest has carved out a valuable piece of territory that plays to their strengths.
