Pinterest Trends for marketing research

This guide is built from Pinterest's Browse Pinterest Trends help page, its API reference for trending keywords (for the region list and trend type definitions) and two Pinterest Newsroom posts: the 2022 expansion and the 2025 shopping trends update. The tool itself is at trends.pinterest.com. Checked on 12 November 2026. Pinterest says some features are in testing and only in certain regions, so check the tool before you rely on a detail.

What Pinterest Trends shows

Pinterest describes the tool as "a historic view (up to the last two years) of the top search, save, and shopping trends across different regions and countries." It helps you see "when people start searching for various keywords, what content people are saving to their Pinterest boards, which shopping trends are growing, and what's trending specifically among your audience."

It began with search data. Pinterest's 2025 update says the tool "now leverages not only search data, but also insights into what Pinterest users are saving, curating on boards and shopping". Where you see a crystal-ball icon, Pinterest also shows a prediction for that trend. The yearly Pinterest Predicts report is a separate editorial forecast and is not covered here.

Getting in and choosing a region

Log in to a Pinterest business account, open the menu at the top left and, under Analyze performance, select Pinterest Trends. Then click Region at the top right. The region you choose applies to most of the page until you change it.

In 2022 Pinterest expanded the tool "from US, UK and CA to 30 additional countries and 22 languages". The regions listed in Pinterest's API reference are:

• Single countries: United States, Canada, Germany, France, Spain, Italy, Argentina, Brazil, Colombia and Mexico.
• Groups: Germanic countries (Germany, Austria, Switzerland), Great Britain and Ireland, Southern Europe (Italy, Spain, Portugal, Greece, Malta), Eastern Europe (Poland, Romania, Hungary, Slovakia, Czech Republic), Nordic countries (Sweden, Denmark, Finland, Norway), Benelux, Hispanic Latin America (Mexico, Argentina, Colombia, Chile) and Australasia (Australia, New Zealand).

The UK is only available grouped with Ireland. If you sell in one of these markets, check that the selected region matches it before you read the data.

Search trends and trend types

Under Search trends you can browse popular keywords, "see whether a trend is seasonal, and review the weekly change, monthly change and yearly change of a particular trend." Pinterest's API reference defines the four ways a keyword can rank as trending:

• Growing: "high upward growth in search volume over the last quarter".
• Monthly: "high search volume in the last month".
• Yearly: "high search volume in the last year".
• Seasonal: strong growth over the last month plus "a seasonal recurring pattern (typically annual)".

Growing trends point to new ideas, yearly ones to evergreen topics, and seasonal ones to dates to plan around.

How the graph is scaled

Search for a keyword (or click a top trend) and it appears on a graph for the date range you pick. The numbers are not search counts. Pinterest "normalizes search volume by only considering the ratio of searches for each trend to the total number of searches" in the same period. On each plot, "the highest point of the search term is indexed to 100, and the lowest point is indexed to 0".

So a line at 100 means "the busiest week for this term", not "lots of searches". A small niche term and a huge one can both peak at 100. Read the graph for timing (when interest starts, peaks and falls), not for size.

Below the graph, Demographics shows the age and gender split for each keyword, and Popular Pins shows the top Pins for those searches. A Create campaign button at the top right takes you straight into Ads Manager.

Comparing terms

You can enter "up to four keywords" to compare them on one graph, remove one with the x next to it, or add a term from Related trends. Comparisons are best for timing: which of two phrases picks up earlier in the year, or whether a new phrase is replacing an old one. Because each line is scaled on its own in the default view, don't read one line sitting higher than another as more searches.

Filters: interest, age and gender

Pinterest calls trends by demographics "the only tool that helps advertisers filter by age, topic, time and place". The age groups in its API reference are 18-24, 25-34, 35-44, 45-49, 50-54, 55-64 and 65+, and gender can be female, male or unknown (people with unspecified or custom gender settings). Interests include home decor, food and drinks, beauty, women's and men's fashion, wedding, travel, DIY and crafts, gardening, finance, health, parenting and more. Shopping trends add filters for top vertical, age, gender and how results are ranked.

Shopping trends

Shopping trends show product categories people engage with. Pinterest's newsroom example is a skincare brand seeing which product categories Gen Z is "planning to buy based on what they are saving to their boards and clicking to buy on retailers' websites". For each category you get:

• performance history and, where available, predictions;
• your own top products in the category, where available;
• demographics of the people who engaged;
• related products, similar categories and related searches.

If you run catalog campaigns, this is a quick check on which product groups to push; see our Pinterest shopping ads guide.

Moments

Moments cover seasonal and cultural events such as holidays and shopping periods, and show "how interest builds, peaks, and cools over time". Each phase has its own page with guidance; Pinterest's example is Father's Day in the "approaching" phase. Use Moments to see when people start planning ahead of the date and how to time campaigns around it.

Spotlight, your audience and editors' picks

• Trends in the spotlight group trends into themes "based on Pin saves", filtered by interest, with example Pins.
• Growing trends your audience loves shows top trends among your engaged users and followers from the past 90 days, updated daily. It reflects your worldwide audience even if you picked a region, and it won't appear until your audience is large enough.
• Editors' Picks are trends chosen by Pinterest's editors and analysts. A Sponsor this trend button leads to Pinterest's sales team.

Using trends for content and ads

Pinterest's own pitch is to "align creative, targeting, merchandising, content and sales calendars" with what people engage with. In practice:

• Content calendar: publish Pins and blog posts before the curve starts rising, not at the peak.
• Wording: use the phrases people actually search in Pin titles, descriptions and landing pages.
• Ad keywords: trending terms are candidates for keyword targeting. How keywords and match types work in campaigns is in our Pinterest ads targeting guide.
• Creative: Popular Pins for a term show what already gets saved.
• Budget timing: raise spend as a seasonal trend starts to climb. Our Pinterest ads cost guide covers budget types.

What the data can't tell you

• No absolute volumes. The 0 to 100 scale shows timing and shape, not how many people searched.
• Two years of history. Long-term changes beyond that aren't visible.
• Pinterest only. It shows Pinterest behaviour. For other platforms, use their own tools, such as TikTok's Creative Center or Google's Keyword Planner.
• Features vary by region. Pinterest says some features are in testing and only available in certain regions.

How we use Pinterest Trends

This is our own practice, not Pinterest's guidance:

• Once a quarter we check the client's main topics in the right region and note when each seasonal term starts to rise; that date goes into the content calendar a few weeks earlier.
• We compare the client's own product words with the words people search on Pinterest, and use the searched words in Pin titles and on landing pages.
• We build a keyword list for ads from growing and seasonal trends, then check it against search terms in reporting after launch.
• We read the graphs only for timing. To judge size, we test a term with a small ad budget and look at impressions.

If you want help planning Pinterest content or ads, see our services.

Frequently asked questions

Where do I find Pinterest Trends?

Log in to a Pinterest business account, open the menu at the top left and select Pinterest Trends under Analyze performance, or go to trends.pinterest.com.

How far back does Pinterest Trends go?

Up to the last two years.

Does Pinterest Trends show search volume?

No. Each term's line is scaled from 0 (its lowest point) to 100 (its highest point), relative to all searches in the period, so it shows timing and shape rather than counts.

How many terms can I compare?

Up to four keywords on one graph.

Which countries does Pinterest Trends cover?

The United States, Canada, several European countries and groups (including Great Britain and Ireland), Argentina, Brazil, Colombia, Mexico, Hispanic Latin America and Australasia. The full list is in Pinterest's API reference.

For more on Pinterest, see our guides to Pinterest for business, Pinterest ads targeting, Pinterest ad specs and Pinterest ads reporting.