Pinterest is doubling down on its anti-social-media positioning. A new marketing playbook argues that younger users want online connections to fuel offline experiences — and asks brands to stop trapping people in the feed and instead send them "back into their life."
According to Pinterest, 40% of Gen Z say they wish social media had never been invented, and 63% of Gen Z adults want to unplug more intentionally.
Pinterest says its own search data reflects the shift. Year-over-year search growth:
| Search | Growth |
|---|---|
| things to do instead of scrolling | +365% |
| analogue aesthetic | +260% |
| dumb phone | +150% |
| travel sticker collection display ideas | +74% |
| coffee station ideas party | +624% |
| bedazzle headphones | +1,233% |
People are searching for inspiration to make, decorate and gather away from the screen.
Pinterest says most platforms keep users in a loop of continuous scrolling to maximize ad revenue — and that ads suffer for it:
"When people are stuck in the loop, passively scrolling, they're browsing a continuous feed without a clear goal or time limit. And in this context, ads don't land — they become part of the scroll... In action mode, brands are less likely to be ignored, and more likely to be purchased, trusted and remembered."
Content that shows what a product changes in everyday life fits the shift.
Show how a product helps people build the space, routine or hobby they imagine.
"This is where advertisers need to be brave," Pinterest says. "Once people have found what they're looking for, let them go. Don't trap people in the experience."
It's Pinterest's guidance for brands to inspire offline action rather than endless scrolling: show values and real-world impact, offer a concrete path to a personal vision, and let people go once they've found what they need.
Pinterest says 40% of Gen Z wish social media had never been invented and 63% of Gen Z adults want to unplug more intentionally. Searches for 'things to do instead of scrolling' rose 365% year over year.
Pinterest argues that ads blend into the feed when people scroll without a goal, while users in an intentional 'action mode' are more likely to buy, trust and remember brands.
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