While it may not always be the first choice in social media strategies, Pinterest holds vast potential for brands in the luxury sector. Its search-driven model provides an unparalleled opportunity for brands to drive discovery, engage users, and leave a lasting impression.

Why Luxury Brands Should Embrace Pinterest

Pinterest is a visual discovery engine where users search for and save inspiration on various topics, making it a natural fit for luxury brands that rely on visually compelling storytelling. According to Pinterest's internal data, 72% of users have bought something after seeing it on Pinterest, a strong indicator that the platform’s users are highly motivated to make purchasing decisions.

Additionally, 46% of Pinterest users have discovered a new brand or product on the platform, which makes Pinterest an invaluable tool for luxury brands looking to introduce themselves to new, high-intent audiences.

For high-end brands, maintaining exclusivity is key, and Pinterest’s focus on discovery over social interaction allows brands to position themselves as aspirational and exclusive. Unlike the transient nature of other platforms, Pins can remain relevant for up to six to twelve months, ensuring that luxury content has an extensive lifespan and can continue to generate impressions long after being posted.

Additionally, 90% of users say they turn to Pinterest for inspiration when planning significant life events like weddings, travel, or home renovations—moments when luxury purchases are often made. These milestones often lead to unique purchases, providing brands with a valuable opportunity to influence consumer decisions at crucial moments in their buying journey.

They also offer powerful shopping features, such as Shoppable Pins, which allow users to make purchases directly from the platform. With just a few clicks, users can move seamlessly from inspiration to transaction, without ever leaving the platform.

This streamlined purchase process makes it a key tool for brands looking to simplify the buying experience and boost sales. 35% of Pinterest users make purchases based on what they find while browsing. This is a crucial stat for luxury brands looking to move users seamlessly from inspiration to transaction.

Growing User Base

As of now, Pinterest boasts 522 million users worldwide, with the platform seeing significant audience growth year after year. In the UK alone, there are 16.7 million monthly active users, while the U.S. accounts for 90.1 million active users. The platform is also growing in regions like Europe and Asia, further expanding its global reach.

For brands, this expanding user base means access to a diverse audience spanning various demographics and interests. Whether you’re targeting foodies, fashion lovers, or DIY enthusiasts, Pinterest offers the chance to engage with millions of potential customers.

Brands That Are Leading the Way

Fendi effectively utilises Pinterest by curating content that highlights its collections, craftsmanship, and exclusive moments, reinforcing its high-fashion identity. The brand shares both polished images of its designs and behind-the-scenes glimpses, providing an aspirational experience that deepens its connection with followers.

Additionally, Fendi pins to their own boards with titles like “Fendi Woman,” “Fendi Friends,” and “Fendi Summer,” which are likely to resonate with Pinterest users seeking luxury inspiration and exclusivity.

Rolex uses Pinterest to highlight its status as a symbol of timeless luxury, showcasing its meticulously crafted timepieces through close-ups and high-quality product shots. The brand’s content focuses on precision, elegance, and exclusivity, creating an aspirational experience for users who value craftsmanship and luxury.

Rolex’s presence on Pinterest reinforces its identity as a prestigious brand, reaching high-intent consumers who are drawn to its legacy and enduring design.

Rimowa, with its high-end luggage, leverages Pinterest to promote the art of travel. They showcase their iconic luggage in aesthetically pleasing imagery and aspirational settings, reinforcing the sense of sophistication and adventure that comes with traveling in style.

Rimowa also highlights the precision and craftsmanship behind its products, focusing on the lightweight design and timeless aesthetic that make its luggage both functional and luxurious. By associating its suitcases with glamorous travel experiences - such as private jet journeys and high-end vacations - Rimowa taps into Pinterest’s audience of affluent travellers, inspiring them to envision their next luxury escape with Rimowa as the ultimate travel companion.

Building a Winning Pinterest Strategy

Optimised Pins: Create search-optimised Pins by using relevant keywords and trending topics. With 97% of Pinterest searches not including brand names, it’s important for luxury brands to focus on terms that resonate with potential buyers, such as "elegant home décor" or "luxury travel essentials."

Compelling Visuals: Pinterest is a visual-first platform, so high-quality imagery is essential. Luxury brands should invest in professional photography and styled visuals that align with their brand identity.

Capitalise on Life Events: Pinterest is often used by consumers during key life moments. By creating content around these moments - such as luxury wedding dresses, exclusive holiday destinations, or high-end home décor - you can tap into a highly motivated audience ready to make big purchases.

Long-Term Engagement: With Pins staying relevant for up to six to twelve months, luxury brands should focus on creating evergreen content that continues to drive engagement long after initial posting.

Pinterest Ads: Using Promoted Pins, Video Pins, or Carousel Ads can help luxury brands reach a wider audience while blending seamlessly into the inspirational environment of the platform.

What to Take Away

Pinterest is more than just a platform for casual browsing; it’s a powerful tool for luxury and premium brands seeking to drive discovery, engagement, and long-term customer loyalty. With its search-optimised, image-rich environment, Pinterest offers a unique opportunity to create lasting impressions and foster deeper connections with high-intent users.

For luxury brands like Fendi, Chanel, and others, Pinterest offers a space to curate aspirational content that resonates with discerning audiences and drives both discovery and sales. By leveraging Pinterest’s unique strengths - longer engagement, high-intent users, and shoppable features - luxury brands can build a more sustainable and impactful digital strategy.

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