The Top 7 Pinterest Categories Your Business Should Be Pinning To in 2024

If your business isn‘t on Pinterest in 2024, you‘re missing out on one of the most powerful platforms for driving brand awareness, website traffic, and sales. With over 400 million monthly active users, Pinterest has become far more than just a place to save recipes and home decor ideas.

Pinterest is now a visual discovery engine that helps users find inspiration for all aspects of their lives – and it‘s a gold mine for businesses that know how to tap into its potential. Consider these eye-opening stats:

• Shopping is a top priority for 48% of Pinterest users
• 85% of Pinners have made a purchase based on branded pins
• Pinterest drives 33% more referral traffic to shopping sites than Facebook
• 61% of Pinners say the platform helps them discover new brands

Sources: eMarketer, Hootsuite

But with over 200 billion pins saved across 90+ categories, it can be daunting to know where to focus your Pinterest marketing efforts. That‘s why we‘ve put together this comprehensive guide to the top 7 Pinterest categories for 2024. We‘ll dive into what makes each category tick, share real brand success stories, and provide expert tips for maximizing your own Pinterest ROI.

Category #1: Travel

Travel has always been a popular category on Pinterest, but it‘s poised to explode in 2024 as pandemic restrictions ease and pent-up wanderlust is unleashed. Already, travel pins drive some of the highest engagement on the platform:

• There are over 9.5 million travel-related searches on Pinterest every month
• The number of "travel from home" ideas saved on Pinterest increased by 60x in the past year
• 87% of Pinners say the platform has inspired them to make a personal purchase for a future trip
• Travel pins have a 95% higher conversion rate to bookings than comparable social pins on other platforms

Sources: Pinterest Business, Pinterest Trends

So how can your travel brand make the most of this opportunity? The key is creating inspirational and actionable pins that help users at every stage of the travel planning process. Some specific tips:

• Curate boards around trending travel themes like "regenerative travel", "second city travel", and "gourmet road trips"
• Provide detailed tips, itineraries, and packing lists in your pin descriptions
• Use keyword-rich titles related to popular search terms like "cheap flights", "solo travel", and "unique Airbnbs"
• Highlight unique selling points like flexible booking, travel insurance, and social distancing measures

Airbnb does an excellent job with their Pinterest presence, leveraging the platform for everything from inspiring destination guides to detailed design tips for hosts. Their "Online Experiences" board taps into the virtual travel trend with immersive activities users can book from home.

But it‘s not just travel suppliers that can benefit from the category. Any brand related to luggage, clothing, beauty, or photography equipment can potentially tap into the Pinterest travel audience.

"Travel has always been a massive opportunity on Pinterest, but in 2024 it will be essential for brands as consumers unleash their pent-up vacation demand," says Angie Briggs, VP of Industry Relations at the U.S. Travel Association. "The brands that provide the most relevant and targeted inspiration will win out."

Category #2: Health & Wellness

If travel is about escaping everyday life, the health and wellness category is about improving it. Pinterest has become a hub for all things healthy living, and usage is only projected to grow:

• Searches for "healthy lifestyle motivation" were up 13x in 2021
• Searches for "healthy food motivation" were up 5x
• 85% of Pinners say the platform helps them make healthier choices
• Saves of "self-care night routine" jumped 133% in 2020
• 35% of millennials go to Pinterest specifically for health-related content

Sources: Hootsuite, Pinterest Business

The pandemic put health in the spotlight and accelerated the shift towards preventative wellness. Brands in this space can meet Pinners where they are with content focused on holistic well-being.

"Users are looking for natural solutions to boost immunity, reduce stress, and feel their best," says functional nutritionist Lucile Hernandez Rodriguez. "It‘s about optimizing physical and mental health from the inside out."

That could mean anything from healthy makeshift meal ideas to at-home yoga routines to clean beauty tips. Some best practices:

• Educate users with science-backed, expert-written content
• Share positive "progress not perfection" messaging
• Invest in high-quality visuals that make healthy behaviors look appealing
• Partner with trusted wellness influencers for added reach

Wellness guru Adriene Mishler has built a huge following on Pinterest with her approachable yoga and self-care content. Her "Yoga for Uncertain Times" board tapped into the need for grounding practices during the pandemic.

Related businesses like gyms, athleisure brands, meal delivery services, and supplement companies are also well-positioned to leverage the health and wellness category. The key is providing value that improves Pinners‘ quality of life.

Category #3: Home Decor

The phrase "there‘s no place like home" took on a whole new meaning during the pandemic, and the nesting trend is still going strong. Home decor is consistently one of Pinterest‘s top categories as users look for ways to spruce up their spaces:

• There are 1.7x more home decor searches on Pinterest than on Google
• 83% of home decor shoppers use Pinterest for inspiration
• Searches for "accent walls" were up 13x in 2021
• Searches for "feng shui bedroom" were up 18x
• The "home office" category saw a 80% increase as remote work continued

Sources: Pinterest Business, Pinterest Newsroom

To capitalize on this category, home brands should focus on inspirational yet attainable decor ideas. Ikea is the gold standard here, with boards full of affordable DIY projects and seasonal decorating ideas. They lean into Pinterest search trends while still keeping their brand identity front and center.

Some other home decor best practices for Pinterest:

• Showcase products in situ and tap into the "shoppable pins" feature
• Provide detailed specs, pricing info, and links to purchase in pin descriptions
• Use Pinterest trends data to inform product development and merchandising strategies
• Create immersive content like 360 degree room tours and video walkthroughs

"Pinterest is a huge asset for interior designers looking to build their brand and connect with potential clients," says designer and HGTV star Emily Henderson. "But it‘s more than just a portfolio. You really need to give users the tools and inspiration to recreate the looks on their own."

Category #4: Food & Drink

If the way to someone‘s heart is through their stomach, then Pinterest is basically cupid. Food and drink pins are some of the most popular on the platform, with endless recipe inspiration and creative culinary ideas:

• There are over 145,000 daily recipe searches on Pinterest
• Searches for "no waste cooking" were up 40% in 2021
• Searches for "air fryer meals" were up 12x
• Searches for "summer cocktail recipes" were up 9.6x
• The "snack boards" category saw a 206% increase in searches

Sources: SocialPilot, Pinterest Trends, Pinterest Newsroom

Food brands can serve up success on Pinterest by tapping into timely trends and providing drool-worthy content. Oreo is a great example, with boards full of creative cookie recipes and "bite size" videos optimized for mobile viewing.

Some key tips for food and beverage brands on Pinterest:

• Use keywords in your board titles and pin descriptions to improve searchability
• Provide detailed ingredient lists and step-by-step instructions
• Optimize for seasonal trends and holidays with relevant recipes and entertaining ideas
• Invest in mouthwatering food photography and videography

"Pinterest is the ultimate discovery platform for food brands," says Dara Pollak, founder of the food blog The Skinny Pig. "You can really capture users‘ imaginations with creative recipes and trending ingredients. The key is making it actionable so they can take those ideas straight to the kitchen."

Category #5: Fashion & Beauty

Pinners head to Pinterest in droves for style and grooming inspiration. It‘s like having a virtual mall at your fingertips, with shoppable looks for every occasion:

• 40% of Pinners use the platform to find fashion ideas
• Searches for "monochrome dressing" were up 34x in 2021
• Searches for "oversized shirts" were up 7x
• Searches for "clean skincare routine" were up 5.4x
• The "vintage lingerie" category saw a 50% increase in searches

Sources: Pinterest Business, Pinterest Newsroom

Fashion and beauty brands can make it big on Pinterest by showcasing their products in creative, lifestyle-focused contexts. Anthropologie does this wonderfully, with boards themed around occasions like "garden party" and "weekend getaway" featuring perfectly styled looks.

Some other fashion and beauty best practices for Pinterest:

• Create boards for specific trends, body types, skin tones, etc. for easier discoverability
• Include detailed product info and shoppable links in your pin descriptions
• Highlight user generated content for added social proof and reach
• Provide educational content like beauty tutorials and fashion tips

"The magic of Pinterest for fashion and beauty is that you‘re reaching consumers when they‘re actively looking for inspiration," says beauty industry consultant Kelly Kovack. "Brands can really guide the customer journey from initial idea to point of purchase."

Category #6: Kids & Parenting

For modern parents, Pinterest is the new go-to resource for everything from pregnancy tips to children‘s birthday party ideas. The platform has become a top discovery destination for millennial moms in particular:

• 63% of millennial moms are active on Pinterest
• 80% of Pinterest searches are unbranded, making it ideal for product discovery
• Searches for "montessori playroom ideas" were up 90x in 2021
• Searches for "gender neutral nursery ideas" were up 3x
• The "positive affirmation kids" category saw a 34% increase in searches

Sources: ComScore, Statista, Pinterest Newsroom

Kid and baby brands can win on Pinterest by providing helpful resources and realistic product inspiration for parents. Baby accessory brand Fridababy nails this with boards like "real postpartum essentials" and "breastfeeding hacks" full of honest tips from fellow parents.

Some additional tips for the parenting category on Pinterest:

• Address pain points and provide solutions for common parenting challenges
• Use keywords related to child ages, stages, and milestones
• Tap into trends around conscious parenting, sustainability, and inclusivity
• Feature real parents and families in your visuals for relatability

"Pinterest is an invaluable resource for parents looking for support and inspiration," says family therapist and author Carla Naumburg, PhD. "Brands that approach this category with empathy, inclusivity, and a focus on authentic connection can build lasting trust with the parenting community."

Category #7: Quotes & Motivation

Pinterest isn‘t just about pretty pictures. Many users flock to the platform for words of wisdom and daily doses of motivation. Inspirational quotes are re-pinned 10x more than any other type of pin:

• More than 20,000 inspiring quote pins are saved daily
• Searches for "gratitude quotes" were up 80% in 2021
• Searches for "self love quotes" were up 147%
• Searches for "growth mindset quotes" were up 37%
• The "motivational quotes for life" category saw a 54% increase in searches

Sources: Tailwind, Pinterest Newsroom

While not every brand is a fit for motivational content, there are ways to tastefully tap into this category. Skincare brand Dove does a great job with its "Dove Self-Esteem Project" board, which combines uplifting quotes with resources for parents to foster positive body image in their kids.

Some best practices for inspirational quote pins:

• Ensure the quotes align with your brand values and mission
• Pair them with compelling visuals that fit your aesthetic
• Attribute quotes properly and provide context when possible
• Use them sparingly and strategically to diversify your content mix

"Motivational quotes provide a powerful way for brands to connect with their audience on an emotional level," says Erika Ferszt, Founder of Moodally. "When combined with strong visual storytelling, they can create ‘aha moments‘ that stop the scroll and forge memorableconnections."

Putting the Pieces Together

As you can see, there‘s no shortage of opportunities for businesses to reach and engage their target audiences on Pinterest. But where should you focus your efforts? Follow this step-by-step framework to develop your Pinterest category strategy:

1. Analyze your existing Pinterest presence. Use Pinterest Analytics to see which of your current boards and pins are generating the most impressions, engagement, and website traffic. Make note of any top performers in the key categories outlined above.

2. Identify category alignment opportunities. Consider how your brand naturally fits into the top Pinterest categories based on your products, services, and values. An athleisure brand, for instance, may dabble in fashion, wellness, and motivational content.

3. Research the competitive landscape. Do a deep dive on how other brands in your industry are using Pinterest, paying close attention to what‘s working in your target categories. Look for white space opportunities where you can differentiate your brand and provide unique value.

4. Stay on top of platform and category trends. Use Pinterest Trends and Predicts to understand what kinds of content are gaining steam in your categories, and consider how you can put your own spin on them. Think about where your audience‘s needs and interests may be headed based on larger cultural and industry shifts.

5. Optimize your boards and pins for discoverability. Conduct keyword research to identify high-volume search terms related to your category pillars, and incorporate them into your board titles, pin titles, and descriptions. Use clear, compelling visuals and informative copy to entice users to engage.

6. Create and curate with your categories in mind. Develop a content calendar that consistently addresses your target categories while supporting your overarching brand narrative. Think about how you can create category-relevant content that educates, inspires, and drives action.

7. Amplify your efforts with paid promotion. While organic strategy should be your foundation, consider using Pinterest Ads to boost your top performing category pins and reach new audiences. Tap into the platform‘s powerful targeting options to get your content in front of users most likely to convert.

By taking a focused, category-based approach to Pinterest, you can build a loyal audience, drive meaningful traffic, and unlock new growth for your business in 2024 and beyond. Just remember – success on the platform is about playing the long game.

"Pinterest is an incredible ecosystem for brands to build equity with their audience over time," says Pinterest Global Head of Business Marketing, Jim Habig. "By consistently showing up with authentic, relevant content that enhances users‘ lives, businesses can form deep connections that pay dividends well into the future."

The most important thing? Just start pinning. Experiment with different categories, track your results, and let the data guide your strategy. With a little creativity and a commitment to providing value for your audience, the possibilities on Pinterest are endless.