Pinterest Unveils New Gen Z Features and Promotes Healthier Social Media Presence

Pinterest is doubling down on its commitment to fostering a safer, healthier online space – one that inspires creativity and positivity rather than fostering comparison or negativity. As social media platforms face growing scrutiny for their impact on mental health, Pinterest claims it stands out by offering a more supportive environment, free from toxicity. This approach is proving especially attractive to Gen Z, with more than 40% of the platform’s user base now comprising this influential generation.

Gen Z audiences are known for rejecting mainstream culture and valuing hyper-personalisation, which is whyPinterest’s inclusive, creative space resonates with them. It’s a platform that allows them to express themselves and discover new trends. Unlike other formats, Pinterest is focused on being a positive force in its users’ lives. Rather than just collate trends or feature negative comments, the platform intentionally safeguards its users by creating a space that’s non comparative, where users can shop, pin and be inspired without influence. 

As Pinterest's Matt Crystal VP, performance puts it, “Pinterest is a refuge from other toxic social media. It’s a space where people can not only find and buy products but feel safe while expressing their creativity.”

To further enhance its appeal to users and advertisers, and expand reach in the UK< Pinterest has rolled out new AI and automation features aimed at improving the platform’s ad experience. 

Introduced at the annual global advertiser summit known as Pinterest Presents, in a campaign featuring Broad City’s Ilana Glazer and various members of the brand’s C-suite, the updates include a series of features aimed at making ad campaigns on the platform perform faster and smarter.

Of them is The Performance+ Suite, which uses AI to streamline campaign creation and enables advertisers to generate more engaging ads faster and with fewer inputs - which alpha and beta testing revealed gave advertisers a 10% improvement in cost per acquisition. Pinterest is also introducing Promotions, which allow advertisers to offer tailored, time-sensitive deals that meet users wherever they are in their shopping journey. This can also include custom discounts available exclusively to Pinterest users who have previously interacted with the brand.

These tools continue to make Pinterest a compelling platform for brands, while also ensuring that users see content relevant to their needs, further enhancing their experience.

With its focus on safety, creativity, and innovation, Pinterest is positioning itself as a leader in the social media landscape – a place where brands can connect with the next generation in healthy and meaningful ways.

Click here for more information on Pinterest’s latest changes and to view the star-studded film.