Pinterest may not be the first social network to come to mind, but with 465 million monthly active users (MAU) globally, it commands a significant and dedicated audience.
In niches like crafts and cooking, Pinterest is arguably the most important platform, even ranking fourth among U.S. social media users, trailing only Facebook, Twitter, and Instagram with 12.77% of the market.
As the original visual network, Pinterest has maintained its popularity long before Instagram, making it a critical platform for brands to consider in their influencer marketing strategies. The massive followings of top Pinterest influencers underscore its value in this space.
Most Popular Niches on Pinterest
Pinterest is a powerhouse for niche content, offering unique opportunities for brands to connect with highly engaged audiences. Below, we explore some of the most popular niches on Pinterest, highlighting why they matter and providing examples of successful pins and influencers within each category.
Home Decor
Home décor is a leading niche on Pinterest, where users flock for inspiration on everything from DIY renovations to interior design trends. The visual nature of Pinterest makes it perfect for showcasing room transformations, decor ideas, and style guides.
DIY and Crafts
The DIY and Crafts niche thrives on Pinterest, where users are constantly searching for step-by-step tutorials and creative project ideas. This category is a hub for hands-on creators and those looking to personalize their homes, gifts, or wardrobes.
Food and Drink
Food and Drink is one of Pinterest's top-performing niches, where users search for new recipes, cooking techniques, and entertaining ideas. The platform is ideal for visually appealing content, such as beautifully plated dishes or creative food hacks.
Travel
Travel content on Pinterest serves as a visual escape, providing inspiration for everything from solo adventures to luxurious getaways. Pinterest users often use the platform to plan their next trip, making it a key resource for travel brands and influencers.
Fashion and Beauty
Fashion and Beauty is another dominant niche on Pinterest, where users look for style inspiration, beauty hacks, and the latest trends. This category is perfect for brands and fashion influencers to showcase products, offer styling advice, and engage with a fashion-forward audience.
Meet 17 of the Top Pinterest Influencers:
1. Joy Cho / Oh Joy!
244.3K Monthly Views
Joy Cho is clearly Pinterest's mega-star. She has collated quite a few boards on topics relating to homeware, design, fashion, beauty, cooking, and travel. She has built up expertise and influence in a wide range of niches.
Joy Cho has created a coordinated brand image. She may have thousands of pictures across a wide range of boards, but her images are all beautifully presented, mainly following a pastel color scheme.
Joy Cho currently has 77 boards. Some of her most popular boards include:
- Hair - 5,814,060 followers, 293 Pins
- Recipes - 3,950,352 followers, 645 Pins
- For the Home - 3,781,417 followers, 1,316 Pins
- Oh Baby - 3,148,753 followers, 1,398 Pins
- Oh Joy for Target – 913,508 followers, 399 Pins (an obvious influencer marketing board)
2. Maryann Rizzo
2M Monthly Views
Maryann Rizzo is an interior designer who posts images on her Pinterest boards to inspire her followers’ style.
Maryann has created many specialist boards, showcasing particular design features. By far her most popular board, though, she has just called Everything. Eventually, MaryAnn transfers her pictures from Everything to one of her specialist boards.
Maryann Rizzo currently has 168 boards. Some of her most popular boards include:
- Everything – 4,476,646 followers, 6,102 Pins
- … And Then Some – 3,695,572 followers, 1,360 Pins
- Architectural Details – 592,533 followers, 388 Pins
- Architecture – 342,026 followers, 846 Pins
- Gardening & Landscapes – 340,424 followers, 1,209 Pins
3. Poppytalk
478K Monthly Views
Poppytalk .com is a design blog, so it should be no surprise that their Pinterest site features images of design and entertaining. Although Poppytalk spreads their posts across many boards, their top three boards are the most loved by far.
Poppytalk currently has 133 boards. Some of their most popular boards include:
- Entertaining + Fun – 4,087,006 followers, 1,053 Pins
- At the Lake - Interiors – 3,248,341 followers, 1,002 Pins
- DIY and Tutorials – 2,735,050 followers, 2,128 Pins
- Kitchens – 723,172 followers, 698 Pins
- Fashion, Jewelry + Accessories – 651,368 followers, 1,293 Pins
4. Jane Wang
Monthly Views Unavailable
Many of Jane Wong’s images depict landscapes and nature. Indeed her portrait picture shows a Chainstop penguin from Antarctica. Her top board, however, is Delicious where she focuses on the visual delights of food.
Jane Wang currently has 98 boards. Some of her most popular boards include:
- Delicious – 6,454,554 followers, 19,220 Pins
- Plant Pathology – 2,657,936 followers, 4 Pins
- The Arctic – 2,657,864 followers, 14 Pins
- HOUSE to HOME – 2,657,863 followers, 19 Pins
- Urban Jungle – 2,657,830 followers, 45 Pins
5. Bonnie Tsang
18.6K Monthly Views
Time Magazine named Bonnie Tang as one of their "Top 30 Pinterest Curators to Follow". Although her boards cover a range of topics, they are all full of stylish fashion and design – even her food boards look stylish.
Bonnie Tsang currently has 26 boards. Some of her most popular boards include:
- Living Spaces – 3,493,495 followers, 3,516 Pins
- Workspace – 3,468,892 followers, 342 Pins
- Eat With Style – 1,821,382 followers, 1,342 Pins
- Book Covers – 1,778,782 followers, 158 Pins
- B’s Style – 654,913 followers, 2,351 Pins
6. Evelyn
6.8M Followers
Monthly Views Unavailable
Evelyn spreads her pins across a wide range of boards. Many of these are travel and nature-focused, emphasizing beautiful parts of the world. She has an eye for the vivid image, and many of her boards are truly striking.
Evelyn currently has 185 boards. Some of her most popular boards include:
- Passport to Western Europe – 3,867,187 followers, 783 Pins
- Nature’s Window – 2,067,552 followers, 196 Pins
- America, the Beautiful, Traveling the USA – 1,629,252 followers, 718 Pins
- Books are Portable Magic – 1,489,004 followers, 290 Pins
- Annular Eclipse – 128,852 followers, 31 Pins
7. www.pejper.se
7.8K Monthly Views
Pejper is a Swedish lifestyle blog. They have a strong Pinterest presence, with their Lovely Living board being particularly popular.
Peiper currently has 61 boards. Some of their most popular boards include:
- Lovely Living – 3,338,269 followers, 535 Pins
- Green Living - Garden – 411,057 followers, 167 Pins
- Christmas - Modern – 165,553 followers, 193 Pins
- ROOMS – 114,442 followers, 285 Pins
- Work ROOMS – 112,608 followers, 270 Pins
8. HonestlyWTF
10M+ Monthly Views
HonestlyWTF is a website, and their Pinterest boards are curated by Erica Chan Coffman. She is always on the look-out for extraordinary photos that cause her to exclaim the board (and website) name. Their DIY board is particularly popular with people looking for inspiration.
HonestlyWTF currently has 96 boards. Some of their most popular boards include:
- DIY – 2,477,784 followers, 634 Pins
- DIY Bracelets – 385,235 followers, 31 Pins
- Denim Daze – 361,443 followers, 429 Pins
- Bon Voyage – 343,197 followers, 938 Pins
- Beauty – 325,100 followers, 683 Pins
9. Veanad
4.4K Monthly Views
Although Danaë Vokolos’ Veanad.com website highlights her design skills and interests (she has a Master of Architecture), her Pinterest account focuses on her wider aesthetic sensibilities. Indeed, her most popular board, by far, depicts Beauty.
Veaned currently has 8 boards. Some of her most popular boards include:
- Beauty – 5,152,688 followers, 248 Pins
- Wardrobe – 202,550 followers, 258 Pins
- Feminine – 202,406 followers, 77 Pins
- Space – 202,260 followers, 287 Pins
- Weekend – 202,213 followers, 52 Pins
10. Christine Martinez Loya
5M Followers
16.4K Monthly Views
Christine Martinez Loya is the Director of Curation and Storytelling for Walmart Home. She’s a former interior designer, who now spends much of her time working on social media. Her popular Words to Live By board is filled with inspirational quotes.
Christine Martinez Loya currently has 66 boards. Some of her most popular boards include:
- Words to Live By – 4,513,559 followers, 902 Pins
- Looks I Love – 687,712 followers, 1,151 Pins
- HeART – 605,387 followers, 471 Pins
- Interiors I Dream Of – 604,834 followers, 1,163 Pins
- Sweets and Treats – 595,534 followers, 530 Pins
11. Hair and Makeup by Steph
4.9M Followers
373.9K Monthly Views
Although this Pinterest account was probably started with the intention of highlighting the creations of Steph, a professional hair stylist, and makeup artist, it now covers a broader range of topics. For some time the most popular board was called Beauty, but it is now called the Lifestyle.
Hair and Makeup by Steph currently has 11 boards. Some of her most popular boards include:
- Lifestyle – 4,840,752 followers, 6,218 Pins
- Hair and Makeup by Steph – 901,337 followers, 544 Pins
- Fashion – 193,938 followers, 334 Pins
- Pretty Hair – 186,468 followers, 455 Pins
- Hair Accessories – 180,096 followers, 102 Pins
12. Rachel Turnbull
4.6M Followers
Monthly Views Unavailable
Rachel Turnbull is a Scottish lover of books, good films, visiting museums, and gardens. Her Pinterest collations reflect her interests. Her most popular board, however, focuses on the Animal Kingdom.
Rachel Turnbull currently has 63 boards. Some of her most popular boards include:
- Animal Kingdom – 4,667,725 followers, 1,611 Pins
- Books, Books, Books – 642,314 followers, 2,314 Pins
- Eclectic Quotes – 633,088 followers, 1,009 Pins
- Beautiful Florals – 632,442 followers, 1,361 Pins
- Ambience – 631,976 followers, 1,055 Pins
13. Kathy's LittleThings
4.5M Followers
309.3K Monthly Views
Kathy’s LittleThings is connected to the LittleThings.com website. Both the website and the Pinterest account focus on food, parenting, pets, shows, and DIY. It is the Recipes board that has attracted the most interest, however, followed by other food-related topics.
Kathy’s LittleThings currently has 44 boards. Some of her most popular boards include:
- ·Recipes – 4,476,359 followers, 4,928 Pins
- Fashion – 134,901 followers, 928 Pins
- Desserts – 99.054 followers, 1,308 Pins
- Appetizers – 96,078 followers, 785 Pins
- Cocktails – 94,621 followers, 481 Pins
14. Amanda Livesay
4.4M Monthly Views
Amanda Livesay is a food blogger, also known as Fake Ginger. Many of her Pinterest images display delectable delights, tempting many pinners’ taste buds.
Amanda Livesay currently has 125 boards. Some of her most popular boards include:
- Nom Nom Nom – 4,483,253 followers, 30,731 Pins
- Easy Weeknight Meals – 87,911 followers, 26,203 Pins
- Sweet Nothings – 83,654 followers, 1,969 Pins
- Snacky Things – 83,115 followers, 775 Pins
- Paleo Eats – 82,689 followers, 1,215 Pins
15. wedding chicks
4.9M Followers
10M+ Monthly Views
The most popular board of wedding chicks is well named. It is indeed Everything Wedding. With more than 16,000 images it is sure to provide inspiration to any potential bride and groom. There are also many specialist boards if you want to focus on a particular part of a wedding.
Wedding chicks currently have 84 boards. Some of their most popular boards include:
- Everything Wedding – 3,799,900 followers, 16,278 Pins
- DIY Projects – 379,483 followers, 990 Pins
- Hair & Makeup – 377,587 followers, 2,183 Pins
- Wedding Bouquets – 374,379 followers, 5,372 Pins
- Bridesmaids – 370,425 followers, 5,135 Pins
16. Lauren Zwanziger
4.3M Followers
86 Monthly Views
Lauren Zwanziger posts pictures of life inspired by travel. Her Current Board has more than 15,000 pins. Over time she moves pictures to more specific categories.
Lauren Zwanziger currently has 39 boards. Some of her most popular boards include:
- Current – 4,314,196 followers, 15,667 Pins
- Style – 114,900 followers, 978 Pins
- Space – 114,495 followers, 1,751 Pins
- Locks – 113,358 followers, 618 Pins
- Next Stop – 112,966 followers, 1,050 Pins
17. April and May
4.3M Followers
936.8K Monthly Views
April and May are Dutch stylists and bloggers. They collect pretty pictures in their Musthaves board. Most of their other boards focus on one particular style or design theme, including their very popular Kids board.
April and May currently have 51 boards. Some of their most popular boards include:
- kids – 2,642,194 followers, 1,066 Pins
- musthaves – 1,533,693 followers, 1,114 Pins
- interior – 342,939 followers, 1,042 Pins
- bedroom – 107,098 followers, 329 Pins
- kitchen – 104,263 followers, 415 Pins
Pinterest Influencer Marketing Brand Success Stories
Pinterest has become a key platform for influencer marketing, particularly for brands targeting visually driven, niche markets. Here are some notable examples of how brands have effectively leveraged Pinterest influencers to enhance their marketing efforts:
1. Target’s Collaboration with Joy Cho
Target partnered with Joy Cho, one of Pinterest's most influential personalities with millions of followers, to create the "Oh Joy!" collection. This collaboration capitalized on Joy's extensive reach and design expertise to launch exclusive product lines, including home decor and party essentials. The campaign's success was driven by Joy’s curated Pinterest boards that matched her established brand aesthetic. The collaboration not only boosted Target's brand visibility on Pinterest but also drove significant sales online and in stores.
Key Takeaway:
Collaborating with top influencers who resonate with your brand’s ethos can lead to highly effective product launches and increased brand loyalty.
2. The Home Depot’s Holiday Campaign
The Home Depot worked with several Pinterest influencers to create a holiday-themed campaign, focusing on DIY decorations and home improvement projects. Influencers shared their projects using The Home Depot's products, providing followers with inspiration and practical tips for the holiday season. This campaign effectively increased brand visibility during a key shopping period and drove traffic both online and to physical stores.
Key Takeaway:
Seasonal campaigns that tap into Pinterest’s DIY and decor communities can enhance brand visibility and drive seasonal sales.
Frequently Asked Questions
How Do Pinterest Influencers Make Money?
Pinterest influencers typically earn money through brand partnerships, affiliate marketing, and sponsored content. They collaborate with brands to create visually appealing pins that align with the brand’s products or services. These pins drive traffic to the brand's site, often resulting in conversions. Additionally, influencers can earn commissions by sharing affiliate links within their pins, promoting products directly to their audience.
What Makes a Successful Pinterest Influencer?
A successful Pinterest influencer excels in creating visually captivating content that resonates with their niche audience. They understand Pinterest’s search-driven platform and optimize their pins with relevant keywords and hashtags. Consistency in pinning, an eye for design, and the ability to drive engagement through repins, clicks, and follows are key traits. Successful influencers also leverage Pinterest’s unique algorithm to ensure their content remains discoverable over time.
Can Small Brands Benefit from Pinterest Influencers?
Yes, small brands can significantly benefit from collaborating with Pinterest influencers. These influencers often have highly engaged, niche audiences that trust their recommendations. By partnering with the right influencers, small brands can increase their visibility, drive traffic to their website, and boost sales without the high costs associated with traditional advertising. Pinterest’s visual and search-based nature allows for long-term content engagement, making it an effective platform for small brand growth.
How Do You Find the Right Pinterest Influencer for Your Brand?
To find the right Pinterest influencer for your brand, start by identifying your target audience and the type of content that resonates with them. Use tools like Pinterest's native search and influencer databases to discover influencers who are active in your niche. Evaluate their engagement metrics, content quality, and follower demographics. Consider influencers who align with your brand values and have a consistent track record of driving engagement and conversions.
What Are the Benefits of Using Pinterest for Influencer Marketing?
Pinterest offers unique benefits for influencer marketing, including long-lasting content visibility, niche audience targeting, and high engagement potential. Unlike other platforms where content quickly becomes outdated, Pinterest pins can continue to drive traffic and conversions for months or even years. The platform’s strong visual and search-based elements make it ideal for brands looking to build long-term relationships with their audience through influencer collaborations.
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