Pinterest Introduces Promote a Pin to Help Creators and Small Businesses Reach More People

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Pinterest is rolling out "Promote a Pin," a new feature that lets anyone instantly turn organic content into a paid ad, with no advertising experience required.

How Promote a Pin Works

Through a "Promote" button on Pins, users can set campaign goals, budget, duration, and audience, with an estimated view count shown before launch. Once live, performance can be tracked through metrics like ad spend, paid impressions, and clicks.

The feature is powered by Pinterest's Taste Graph, its multimodal model trained on billions of videos, images, and text. This system helps surface Pins to users who are more likely to convert, which is especially important on Pinterest where over 80 billion searches happen monthly and roughly half are commercial in nature.

With 619 million active users, the platform offers built-in scale, but more importantly, high intent. For example, a creator could promote a high-performing outfit or capsule wardrobe Pin to reach more style-conscious users and grow their following.

Built for the Non-Advertiser

Promote a Pin significantly lowers the barrier to entry for paid media. Creators, brands, and advertisers can quickly amplify high-performing content or give underperforming posts a second life without needing to navigate a full Ads Manager. With no prior advertising experience required, it opens the door for a much broader set of users to start spending.

This aligns with Pinterest's broader push to grow its mid-market and SMB advertiser base. As CEO Bill Ready noted during the company's Q4 2025 earnings call, this segment is a key focus. In 2025, Pinterest's managed SMB business doubled its growth rate and now represents roughly 15 percent of ad revenue.

At the same time, Pinterest is building a stronger performance engine underneath. SMB advertisers using its Performance+ solutions are seeing 12 percent higher monthly revenue growth compared to non-adopters, showing that simplification does not come at the expense of results. Combined with Pinterest's high-intent environment where 80 percent of businesses say users are more engaged than on other platforms, this creates a compelling opportunity for advertisers of all sizes.

Boost Tools Continue to Gain Traction

Boosting tools like this are quickly becoming standard across platforms, with LinkedIn and YouTube among the latest to roll out similar features.

While Ads Managers offer more advanced capabilities, they are often too complex or time-intensive for smaller advertisers, specifically small business owners. That friction creates a clear opportunity. Platforms that simplify paid distribution are unlocking new revenue from creators and SMBs who are willing to spend but need a faster, more accessible way in.