Pinterest's Visual Search Engine Growth Driven by Gen Z Usage in Q2 2025

The term "search engine" appears in the context of Pinterest’s evolving user behavior and strategic positioning as a platform increasingly used for search, especially by younger demographics such as Gen Z.

Context and Discussion

• The mention occurs during the Q&A portion of the earnings call, where an analyst from Citigroup asks about usage trends and changing search habits, particularly with Gen Z users.
• William J. Ready, presumably a senior executive (likely CFO), responds by highlighting Pinterest’s growing relevance as a search destination, supported by third-party data from Adobe.

Key Points from the Transcript

"Adobe put out a study recently, the Gen Z used Pinterest as a search destination. They found that 39% of study participants have used Pinterest as a search engine, and that was 47% for Gen Z."

• This indicates that nearly half of Gen Z users consider Pinterest a search engine, which is a significant insight into user behavior and platform positioning.
• The company emphasizes the visual appeal of Pinterest as a key differentiator:

"Over 70% from those users say, the top reason they use Pinterest as a search engine is because it's visually appealing."

• Pinterest leverages visual search technology combined with AI-driven curation to deliver highly relevant, personalized recommendations.
• The platform’s search experience is described as a blend of discovery and refinement, tailored to individual tastes in a visual format, which resonates strongly with Gen Z but also works across other demographics globally.

Strategic Implications

• Pinterest is positioning itself not just as a social or inspiration platform but as a visual search engine alternative to traditional text-based search engines.
• The focus on Gen Z, who are a growing and influential user base (over 50% of monthly active users), suggests Pinterest is capitalizing on shifting search habits where younger users prefer starting their searches on Pinterest rather than on conventional search engines.
• The integration of AI and visual search capabilities is a core part of Pinterest’s strategy to enhance user engagement and drive revenue growth through more relevant content discovery.
• This shift supports Pinterest’s broader revenue-driving initiatives and user growth strategies, as mentioned in the prepared remarks about investing in revenue-driving initiatives and delivering durable revenue growth.

Summary

Pinterest views itself increasingly as a visual search engine, especially favored by Gen Z users who appreciate the platform’s unique, visually rich search experience. This trend is supported by external research and underpinned by Pinterest’s AI-powered curation and visual search technology. The company is leveraging this positioning to drive user growth and engagement, which in turn supports its advertising revenue objectives.

This strategic emphasis on being a search engine alternative highlights Pinterest’s differentiation in the competitive digital advertising and discovery landscape.