Pinterest is a global platform where users discover ideas and inspiration starting from images and videos. In recent years, as the momentum of Pinterest users grows within Japan, attention from brands, advertisers, and media companies is increasing. This series, titled "Pinterest Utilization Frontline," will explore the platform's characteristics, its use in marketing, and creative approaches from multiple angles.
In Part 1, Kei Narita, Managing Director/Japan Representative of Pinterest Japan, and Kentaro Matsuda of Dentsu Digital Inc., who oversees partnerships between Pinterest and advertisers, discuss why Pinterest is gaining attention now and its unique usage and characteristics compared to other social media platforms.
(From left) Kei Narita, Managing Director and Representative for Japan at Pinterest Japan, and Kentaro Matsuda of Dentsu Digital Inc., responsible for partnerships between Pinterest and advertisers
A platform used by 600 million people worldwide and 12.8 million in Japan
Matsuda: First, could you briefly recap Pinterest's service overview and user demographics?
Narita: Pinterest is a platform where users discover ideas useful in their daily lives and translate them into action or shopping. Its content is a collection of various elements: posts from companies and media outlets, original content by creators, and images saved by users from across the web.
Matsuda: What is the global user count?
Narita: Currently, we have 600 million monthly active users worldwide (*1). People post and search for ideas across a wide range of themes, from recipes, fashion, and beauty to seasonal events, weddings, and life moments like moving.
Unlike social networks centered on human connections, Pinterest's defining feature is being a place to discover and act on ideas for "things you want to try" or "things you want to buy." It could be described as an exploratory platform focused inward. According to Nielsen, monthly users in Japan have reached 12.8 million (※2) and are steadily growing.
※1 Source: Pinterest 2025 Q3 Earnings Report ※2 Source: Nielsen Mobile Netview User Numbers, Japan, as of March 2025
Matsuda: What user demographics are central to the platform?
Narita: While millennials were the core initially, Gen Z users have seen significant growth in recent years (※3). Domestically, beyond finding ideas in staple categories like fashion, interior design, and beauty, Pinterest is increasingly used for fandom activities.
For example, they actively use it to collect images of their favorite K-POP stars or Japanese idols and immerse themselves in their worlds. Furthermore, in Japan, users search for ideas across an average of 12 different categories per person annually. They use it across diverse genres—not just fashion and interior design, but also travel, art, and leisure.
※3 Source: (1) Global Web Index, Japan, January-December 2024, Pinterest users who visit at least once a month (This data is based on third-party research and may differ from Pinterest's actual user data).
Matsuda: Are there any distinctive usage patterns among younger users?
Narita: A major shift in search styles stands out. While AI-powered searches are growing, "social-driven searches" and "image-based searches" have become even more commonplace. For fashion, makeup, hairstyles, and similar topics, searching visually is faster and easier than using words, driving high demand.
Additionally, including the fan activities mentioned earlier, there's a strong tendency for individuals to use it to enrich their own lifestyles. This is a common characteristic not only in Japan but globally.
Pinterest is a "Positive Platform"
Matsuda: I'd like to delve a bit deeper into the Pinterest user experience. Personally, I love K-POP and often use Pinterest to enjoy my favorite artists' visuals. It was also incredibly helpful when I was searching for DIY rack ideas to store my surfing gear.
In this way, Pinterest gives the impression of being a "personal space," which I feel is a major difference from other social media platforms.While most SNS platforms focus on communicating with others or sharing what's happening now, Pinterest lets you concentrate on exploring ideas for yourself. In that sense, it might feel similar to listening to music. Just as you listen to music to set your mood or feel uplifted, Pinterest has become a place you naturally visit to create a positive state of mind. I feel such platforms that resonate with mood are rare. What are your thoughts on this?
Narita: Exactly. That "positive and personal" experience you just described is precisely what makes Pinterest unique. Pinterest hosts over 500 billion pins and more than 10 billion boards (*4). Our technology excels at recognizing these vast numbers of pins through image analysis, using AI to suggest the best ideas tailored to each individual. We recommend a wide range of content, including not just genres you're currently interested in, but also ideas you might like in the future—ones you haven't even discovered yet.
This image-based, intuitive exploration experience is particularly powerful for themes that are hard to put into words, like fashion and interior design. We believe that helping users discover ideas that make them think, "This might be good," is also a catalyst for sparking positive feelings.
*4 Pins are bookmarks for favorite images. Boards are folders for saving pinned images. Source: Pinterest internal data, global, January 2024
Matsuda: It's true that Pinterest lacks that "comparing yourself to others" perspective. While other platforms often have active user interactions, they can also have structures that make it easy to compare yourself to others. Pinterest is designed to naturally help you engage with your own feelings of "liking" something or "wanting to be like that."
Narita: While each platform has its distinct role and appeal, Pinterest places a strong emphasis on "supporting time spent envisioning one's future." For example, Pinterest doesn't prioritize trending content or popular items. Instead, the experience centers around ideas users feel resonate with them and save to their boards. I believe Pinterest is chosen by many as a place where they can thoughtfully engage with their own feelings.
Matsuda: Research in psychology and behavioral economics also shows that positive emotional states expand people's thinking and make them more receptive to information that aligns with their mood. I feel that platforms with a design philosophy like Pinterest's naturally reduce psychological resistance to ads, making them easier to accept. Precisely because the overall experience, including UI design, is crafted to be pleasant, even ads feel seamless. This creates the power to make users think, "This brand is nice too" or "I'd like to try this as well."
A sense of security and seamless experience are strengths as an advertising medium
Matsuda: We've discussed Pinterest's user experience and design philosophy so far, but what kind of social recognition or achievements has it garnered?
Narita: In 2024, we were selected by Time magazine in the US as one of the "100 Most Influential Companies in the World." We interpret this as recognition not only for our growing user base and penetration, particularly among Gen Z (ages 16-24), but also for our emphasis on providing a positive and reassuring experience across the entire platform.Of course, we're not perfect in every aspect, but I feel our conscious effort to create an environment where each user can be themselves and feel comfortable is also drawing attention as a model for how social media should be.
Matsuda: Being selected by Time is highly symbolic. Are there any other examples of the impact a positive psychological state has on users?
Narita: In a 2023 study conducted jointly with the University of California, Berkeley, college students who used Pinterest for about 10 minutes a day showed relaxation effects and positive mental impacts (※5). I believe these findings also demonstrate how Pinterest functions as a place where people can engage with their "likes" and "things they want to do" amidst our information-saturated daily lives.
Matsuda:When viewed as an advertising medium, the sense of security Pinterest provides is also a significant value. The fact that it's trusted from a brand safety perspective is particularly important. For advertisers who value brand image, having an environment where ads are received favorably is a major draw. It's not just about being less prone to backlash; because users are in a positive psychological state, their attitude toward ads becomes more favorable. These effects are actually reflected in data like recall lift, right?
Narita: Yes, the fact that users view ads in a positive state of mind, and above all, that ads on Pinterest are themselves content that connects to idea discovery, yields exceptionally high results in terms of ad visibility and effectiveness measurement. Furthermore, one of Pinterest's strengths is its ability to seamlessly connect users from the idea discovery stage all the way to actual purchase.
Of course, each platform supports the full funnel in its own way, and it's not about which is superior. However, on Pinterest, the visual-based entry point of "images" allows users to naturally progress from, say, "an interior style that catches their eye" to encountering the actual product and making a purchase.
Matsuda: Exactly. The real appeal of Pinterest is its ability to consistently support users from their initial spark of inspiration all the way to their final decision. Recently, we've seen a growing number of younger users creating collages by gathering images they like to express themselves. The design that allows ads to blend in seamlessly within this context feels truly unique. Could you share any specific UI or navigation design elements that contribute to the shopping experience?
Narita: One feature is our system that automatically generates pins for products sold by e-commerce companies by linking with their catalogs. Sometimes, products appear naturally within the ideas a user is exploring, leading to a smooth purchase.
Additionally, Pinterest offers a creative feature where AI automatically generates background images that enhance a product's appeal. The AI identifies the user's preferences and the product's style, then displays the item within a scene that matches that aesthetic. For example, with a chair, instead of just showing the chair alone, we present an image of it placed within an actual room's interior. This helps users visualize how it might fit into their own lives more concretely.
The Value of "Visual Search": Giving Shape to Unspoken Desires
Matsuda: Next, I'd like to hear more about the unique value of Pinterest's "Visual Search." Especially among Gen Z, more users are turning to image search—visual search—rather than just text search. While traditional search engines excel at finding answers to specific, clearly defined queries, visual search caters to needs that haven't yet been articulated, like "I'm looking for something with this kind of vibe." Within this space, Pinterest offers a particularly unique experience where ideas ripple out from a single image.It shows similar items, but it's also interesting how it sometimes deliberately suggests slightly offbeat options. I feel it's designed to foster serendipity.
Narita: Exactly. In this era where users choose tools based on their purpose and search context, Pinterest provides a "search experience where you can intuitively discover things through visuals." I often use AI-powered search myself, but AI generation relies heavily on prompt design. If your goal isn't clear, it's harder to get precise results.
On the other hand, Pinterest excels with themes that are "hard to convey in words," like fashion, interior design, and makeup. For sensory elements like color tones, textures, and overall aesthetic, visual-based exploration is overwhelmingly effective. Furthermore, Pinterest has been dedicated to this field for over 15 years. We take pride in having built a unique position in discovery experiences starting with images, including our proprietary AI-powered high-precision recommendation technology.
Matsuda: I personally experienced that moment myself.As I mentioned earlier, when I was searching Pinterest for ideas for a surfboard rack, an image of a canoe rack popped up. Its structure was actually ideal, so I thought, "Maybe I can use this as a base," and searched further. This time, images of American farm tool storage appeared. By combining these elements, the image of my ideal rack naturally took shape. This kind of visual combination thinking is precisely the unique experience of Pinterest's visual search.
Narita: That very expansion of ideas is precisely the essence of Pinterest. Because it's visual, there's an intuitive aspect that transcends countries and languages. While some Japanese users say, "We want more Japanese images," many others also say, "Overseas ideas are also helpful."
In fact, Adobe research (※6) shows that about 39% of Gen Z users start their searches on Pinterest. Globally, using images to spark ideas is becoming standard search behavior among younger generations.
Matsuda: Through our discussion today, I've been reminded how Pinterest is opening up new possibilities for the act of "searching." It's intuitive, highly flexible, and yet leads to deep discoveries. This experience design seems to embody the very essence demanded by our times. Next time, I'd like to hear more specifically about advertising strategies that leverage these strengths of Pinterest.
After developing proprietary advertising solutions, he began promoting collaboration with Meta in 2020. In 2022, he became Head of Social Platforms, overseeing social platform partnerships and establishing the integrated SNS marketing support organization "Social Connect Group." Currently, as Assistant to the Head of the Platform Division, he drives collaboration with platform providers.
Pinterest's Cutting Edge: From Platform Features to Creative Tips [1/1]
