Pinterest introduces a new feature to boost Pin promotion

Pinterest announced on Tuesday that it is introducing a new feature called “Promote a Pin,” designed to help users quickly increase the visibility of their content. The tool enables individuals and small businesses to boost their Pins and reach a wider audience without needing to create complex advertising campaigns.

The company said the feature will begin rolling out to users in the United States over the coming weeks, with plans to expand availability to other regions globally at a later stage.

Pinterest highlighted the scale of its platform, noting that its 619 million active users generate more than 80 billion searches each month — a figure it says surpasses the 75 billion searches attributed to ChatGPT. With more than half of these searches being commercial in intent, the company believes Promoted Pins can offer strong exposure opportunities for users and brands alike.

The feature relies on Pinterest’s Taste Graph system, which has been trained on billions of images to identify user preferences and target audiences more likely to engage or convert. According to the company, the tool is particularly suited for those new to digital advertising, offering simplified controls such as adjustable budgets and campaign settings. For example, a fashion creator can promote content like capsule wardrobe ideas to reach a broader audience.

Users can customise their campaigns by selecting parameters such as daily budget, campaign duration, and target audience. The Promote a Pin interface also provides estimated performance results based on the chosen settings, giving users an idea of potential reach and engagement.

“From entrepreneurs to global brands, we’re making it easier for businesses of every size to reach the right audiences, connect with new customers, and grow on Pinterest. Promote a Pin is a significant step in our work to remove barriers and deliver simple, powerful tools that unlock greater opportunity and long-term growth,” said Pinterest chief business officer Lee Brown in a statement.

In addition to this feature, Pinterest said it is testing a prebuilt Performance+ Catalogue Sales campaign that would allow merchants to promote products directly through the Pinterest Shopify integration or the Ads Manager.

Despite the launch, the company has faced some challenges recently. Pinterest laid off 15% of its workforce in January as part of a shift toward AI-driven initiatives. It also reported a weaker-than-expected performance in the fourth quarter of 2025, with both revenue and its forward outlook falling short of analyst expectations.

However, there has also been positive momentum, as activist investor Elliott announced a $1 billion investment in the company, signalling confidence in Pinterest’s future, particularly in visual AI.