A marketer’s guide to ads that inspire on Pinterest

Digital Doers are tech-savvy individuals in search of self-growth and inspiration on Pinterest. They love to see personalised content and are passionate about tech, sports and travel.

Tone: Be clear and informative—not boring. A casual, light-hearted tone can help you connect with their sense of humour and personality.

Brand purpose: Highlight how your brand makes life better through good design and quality credentials, as well as responsible business practices. This resonates with the group’s interest in social justice.

Creative approach: Digital Doers love to understand how things work. Because they use Pinterest to research and plan, ads that focus on a brand’s benefits can help answer the question “What’s in it for me?”

Format: Once you have their attention, offer the ability to click through for more information. Better yet, instructional or how-to videos can help this group visualise how they’ll tackle tasks or seed ideas for future projects.

Aesthetic Seekers are open-minded and explorative Gen Zers on the hunt to find what authentically represents them in fashion, beauty, art and design.

Tone: Engage them by opting for content that’s relevant, relatable and down-to-earth.

Brand purpose: Messages of empowerment speak to their aspirations, while sustainability and inclusivity align with the pressing issues in their world. Plus, ads should be accessible and created for real people with a diverse range of needs.

Creative approach: As Aesthetic Seekers embrace their authentic selves, brands need to follow suit. Think user-generated content and creative that shows your products in action so they can picture it in their lives.

Format: Stand out in a sea of static images with behind-the-scenes content and video that show your brand’s human side. Help Aesthetic Seekers manifest the best version of themselves with personalised recommendations. But make sure you’re inspiring, not interrupting.

Conscious Go-getters are motivated individuals who drive new trends and use Pinterest to plan future purchases and fuel business ideas.

Tone: They like brands that speak to them directly in an upfront, honest and relatable voice. Be inclusive: they want to form their own opinion without pressure and feel like part of a community, not just another consumer.

Brand purpose: Highlight social issues like equality, mental health and diversity. No topic is off the table with this group and they appreciate when brands walk the talk. That said, brands that are positive and see the fun side to life also appeal.

Creative approach: Conscious Go-getters have a broad set of interests and brands ranging from CPG and sport to travel and fitness can stand out with creative that’s bright, colourful and agile. And don’t forget to showcase your product: this speaks to their directness and practicality.

Format: Video, particularly short-form, reigns supreme here. Opt for light-hearted memes that get people talking. And make sure it’s personalised: these trendsetters don’t want to feel like one of the crowd.

Design Mavens are creative millennials in search of fresh, new ideas to recreate and use Pinterest to explore art, design, architecture and animals.

Tone: They prefer ads with a casual, down-to-earth tone of voice that’s genuine, unpretentious and believable.

Brand purpose: Defined by their interests in art, design, animals and architecture, petcare and homeware brands alike can build content that this group will want to engage with. Particularly if you align with their values: self-aware, socially conscious and sustainable.

Creative approach: Push creative boundaries with ads that don’t feel like ads. Brands doing something new and different to the norm will appeal to their creative and innovative side. Pique their interest with thumb-stopping visuals focused on aesthetics.

Format: Context is key here: advertising should feel like it fits with their interests. Catch their eye with striking visuals, whether static or in motion.

Authentic Explorers are self-aware individuals interested in animals, quotes and memes. Pinterest helps them to remain true to themselves, free of judgement.

Tone: Brands that take a fresh and fun approach to ads appeal to Authentic Explorers because they don’t take themselves too seriously. Warm and friendly brands that exude positivity and love are right up their street.

Brand purpose: These caring and community-minded people enjoy being part of something bigger. They want to protect the planet and support all the wonderful creatures that it’s home to. That’s why they prefer smaller, local businesses or brands that give back.

Creative approach: Earthy, natural aesthetics help Authentic Explorers feel connected to nature, while whimsical content featuring cute animals or babies will boost their mood.

Format: Catch their eye and appeal to their playful side with quirky content like memes, GIFs and videos that will make them smile.

Inspired Makers are what some might call “stereotypical Pinners.” Artistic and creative, they turn to Pinterest looking for new ideas around DIY, gardening and home.

Tone: Pinterest is the go-to source of inspiration for Inspired Makers, whether they’re planning a wedding or renovating their home. Create an emotional connection with this group by appealing to their caring nature with ads that inspire, not interrupt.

Brand purpose: They want to see inclusive advertising that confronts taboos, breaks stereotypes and ensures underrepresented groups are authentically and positively represented.

Creative approach: Inspired Makers are action-orientated: the Pins they save are ideas they intend to implement. So they want to see results, not just pretty pictures (although that’s important too—these creative souls appreciate aesthetics).

Format: Retail and apparel brands can get up close and personal with this group by giving tips on how best to style your products. Opt for lifestyle imagery over flatlays so they can see how items fit together within a bigger scene—and ultimately their lives.