Let’s have a heart-to-heart about Pinterest, shall we? You used to be able to toss a pin onto the platform, wait for a few repins, and ride that traffic wave for weeks. But now? The Pinterest algorithm has standards. She’s been to therapy, done some journaling, and decided she’s not putting up with just any old content anymore. In this post, I’m breaking down what the Pinterest algorithm actually wants in 2025, what changed, and how you can design your content to work with the algorithm instead of against it.

First, What’s Changed With the Pinterest Algorithm

Pinterest used to rank content strictly based on engagement. If it had more clicks, saves, or repins, it floated to the top like a Pinterest prom queen. But now?

The algorithm got smarter.

Pinterest rolled out major updates that go beyond engagement and instead prioritize relevance to the user, content diversity (aka no one wants to see 30 banana bread recipes in a row), newness and freshness, and content type scores (video? check. well-targeted? check.)

Pinterest is basically filtering content like a curated boutique. Not just what’s popular, but what’s perfect for that individual user.

What the Algorithm Actually Wants Now

Here’s what the platform is looking for today.

1. Relevance > Popularity

Your content needs to match what your audience is searching for right now. That means nailing Pinterest keyword SEO, using accurate board names and pin titles, being intentional about seasonal content.

2. Fresh Content

Pinterest loves newness. That doesn’t always mean new blog posts—you can create fresh pins for older content and still get rewarded.

3. Content Variety

Mix it up! The platform now prefers to show a range of content types and topics so users stay engaged.

4. Controllable Distribution

Pinterest added new layers to their algorithm so they can adapt content distribution in real time, match pins to specific targeting goals, and prioritize different types of content for different audiences. Translation: Pinterest has a plan—and it wants your pins to fit into it.

What Should You Do Differently?

Here’s how to use this knowledge to your advantage and start working smarter with your Pinterest strategy.

1. Create More Video Pins

66% of users say video makes their Pinterest experience better than other social platforms. That’s a big deal.

Action Step: Try uploading a 15–30 second video pin. Show your product, a quick how-to, or even just animated text over a static background.

2. Use Tags + Keywords Like a Pro

Pinterest is a visual search engine, so help it categorize your content correctly.

Action Step: Use 3–5 keyword-rich tags per pin, update board titles + descriptions using Pinterest trends and your own keyword research, and create pins that speak directly to one specific search intent.

3. Test More Than You Think You Need To

The algorithm is changing often—and what works today might tank next month. Keep A/B testing content types like static pins vs. video, long-form guides vs. simple checklists, and seasonal vs. evergreen content.

4. Refresh Older Pins Strategically

You don’t need to reinvent the wheel—just paint it a new color. Repin older blog content or social media videos using new headlines, fresh design, or an updated keyword angle. Pinterest sees this as fresh content—and that’s algorithm gold.

Want to Fast-Track Your Pinterest Growth?

If you’re nodding along and thinking “I need a real strategy for this,” you’re in luck.

Grab my 3-Day Pinterest Kickstart — a no-fluff, step-by-step system to get your Pinterest traffic rolling fast. Beyond helping you get your Pinterest profile and process done right the first time, it also includes:

• Canva pin templates that are clean, plug-and-play, and eye-catching
• A keyword vault so you’re never stuck guessing what to use
• A walkthrough, printable checklist so you know exactly what to do next

Or if you’re ready for the full Pinterest glow-up…

Join my signature course: “How to 25x Your Traffic and Make More Money with Already-Created Content.”

Because Pinterest isn’t just a platform—it’s a powerful, search-based engine that can build your business while you sleep (as long as you feed it what it wants).

Final Thoughts: The Algorithm Isn’t the Enemy

The Pinterest algorithm isn’t here to sabotage your pins—it just wants content that’s relevant, diverse, and well-designed. If you can give it that? You’ll be the one showing up in everyone’s feed.

Meet you back here tomorrow.

xo,

𝓡𝓪𝓬𝓱𝓮𝓵

P.S. If you like inspiration, bite-sized strategy, and the occasional overshare from a woman building her business one coffee-fueled idea at a time, my new newsletter drops this weekend.

Come hang out in my inbox — I promise to make it worth the open. Join me!