Pinterest is rolling out a new feature designed to make advertising more accessible to creators and small businesses, as platforms continue to simplify how users turn organic content into paid distribution.
The company announced “Promote a Pin,” a tool that allows users to boost their existing Pins with a few taps, without requiring prior advertising experience. The feature will begin rolling out to users in the U.S. in the coming weeks.
According to Pinterest, the launch is intended to help creators and merchants expand reach, connect with relevant audiences, and drive measurable results. The company reports that its platform now reaches 619 million monthly active users and generates more than 80 billion searches each month, with roughly half of those searches carrying commercial intent.
“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,” said Lee Brown, Pinterest’s Chief Business Officer. “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.”
The move aligns Pinterest more closely with other platforms that have introduced simplified ad formats tied to organic content. Meta offers a “Boost Post” option for businesses, while TikTok provides a “Promote” feature that lets creators amplify videos directly in the app. YouTube has also introduced similar functionality within YouTube Studio.
Across platforms, these tools reflect a broader shift in which organic posts are increasingly used as the starting point for paid campaigns. Features such as TikTok’s Spark Ads and Meta’s Partnership Ads have formalized this approach by allowing brands to scale content that has already demonstrated engagement.
Pinterest’s version builds on its existing recommendation systems, which the company says are powered by its “Taste Graph,” a multimodal AI model trained on images, videos, and text. The system is designed to match content with users based on preferences and intent, rather than relying primarily on social connections.
The company also cited advertiser sentiment, noting that 80% of businesses on Pinterest report higher customer interest and engagement than on other platforms.
Pinterest is also expanding its commerce integrations alongside the new feature. The company said it is testing a pre-built “Performance+ Catalog Sales” campaign that can be launched via its Shopify integration, allowing merchants to activate campaigns directly from their existing storefront infrastructure.
