How to Find Influencers on Pinterest

Finding the right influencers on Pinterest can feel like discovering a secret weapon for your brand. Unlike other platforms, Pinterest is a visual discovery engine where users are actively looking for ideas, products, and inspiration, making collaborations here uniquely powerful. This guide will walk you through several practical methods, from simple searches to clever workarounds, to help you find the perfect Pinterest creators for your next campaign.

Why Pinterest Influencers Are a Game-Changer

Before jumping into the "how," it's helpful to understand the "why." Influencer marketing on Pinterest isn't the same as on Instagram or TikTok. Here, influencers are often called "Creators," and their impact behaves differently.

• Users are in a buying mindset: Pinners come to the platform to plan purchases for everything from a weeknight dinner to a full kitchen renovation. 97% of top searches on Pinterest are non-branded, meaning users are open to discovering new products and brands represented by creators they trust.
• Content has a longer lifespan: A Pin isn’t like a story that disappears in 24 hours. A well-crafted Pin can be discovered and drive traffic for months, or even years, after it's published. This gives your influencer collaboration a much longer tail and a better ROI.
• It’s a traffic-driving powerhouse: Pinterest is fundamentally designed to lead users off-platform to blogs, product pages, and tutorials. Working with an influencer here is less about vanity metrics and more about driving real, qualified traffic to your website.

Method 1: The Direct Approach with Pinterest’s Native Search

The most straightforward way to find influencers is by using Pinterest’s own search bar. But to get the best results, you need to go beyond a simple keyword search. Here’s a step-by-step process.

Step 1: Master Your Keyword Strategy

Think like your ideal customer. What terms would they search for to find your product or content? Start broad and then get specific.

• Broad Keywords: If you sell sustainable home goods, start with terms like "eco-friendly home," "sustainable living," or "zero waste tips."
• Niche Down: Pinterest's guided search will show you related terms in colorful bubbles right below the search bar. Clicking on these helps you find more specific niches. For example, "eco-friendly home" might lead you to "eco-friendly home decor," "eco-friendly home products," or "eco-friendly home cleaning." This is a goldmine for understanding the landscape.

Compile a list of 10–15 core keywords relevant to your brand before you start digging for profiles.

Step 2: Filter Your Search to Find People

Once you’ve entered a keyword, Pinterest shows you a mix of Pins, Videos, and Boards. To find the people behind the content, you need to filter your results.

1. Enter your keyword into the search bar.
2. Directly to the right of the search bar, you'll see a dropdown menu that says "All Pins."
3. Click on it and select "Profiles."

Pinterest will now show you a list of user accounts whose names, bios, or content are relevant to your search term. This is your initial list of potential partners.

Step 3: Analyze Influencer Profiles Like a Pro

Finding a profile is just the beginning. Now you need to evaluate if they're a good fit. Ignore the follower count at first and look for these more telling metrics:

Monthly Unique Viewers

This metric is displayed prominently at the top of a user's profile. It represents the total number of people who have seen their Pins within the last 30 days. This is often more important than follower count on Pinterest because it measures actual reach and content visibility. An account with 10,000 followers but 2 million monthly viewers has incredible reach and indicates their content is appearing far beyond their direct audience.

Content Quality and Niche Efficacy

Scroll through their recent Pins and boards. Ask yourself:

• Is there a clear niche? A creator focused on "gluten-free baking" is a much better fit for a gluten-free flour brand than a general food blogger who posts about everything. Look for consistency.
• Is the aesthetic a match? Do their photo style, colors, and overall vibe align with your brand's visual identity?
• Are they creating high-quality content? Look for clear, well-lit vertical images and videos. Are they using text overlays effectively? Do their Pin descriptions use helpful keywords?

Engagement Signals

While Likes aren't a big deal on Pinterest, actual comments and user engagement are. Look at their individual Pins. Do they have thoughtful comments? More importantly, do they have photos in the "Tried it" section? This means users are not just saving the Pin but actually acting on the idea, a powerful sign of influence.

Professionalism

Savvy creators make it easy for brands to contact them. Look for a linked website or blog in their profile bio. Check for an email address or a "Work With Me" page. This indicates they are open to and experienced with brand partnerships.

Method 2: Discovering Creators Through Group Boards

Group boards are collaborative boards where multiple Pinners can contribute content around a single topic. They are excellent places to unearth highly active creators in your niche.

To find them, search for your keyword followed by "group board." Look for boards where the profile icon shows multiple user images stacked together. When you click on the board, you can see the list of all its contributors.

The owner of the group board is often a significant influencer in that space. The other contributors are an ideal pool of micro-influencers who are specialists on that topic. Review their profiles using the same analysis criteria from Method 1.

Method 3: Leverage Pinterest's Own Creator Tools

Pinterest actively supports its creator community and provides tools that you can use to identify top performers.

The Pinterest Creator Hub

The Creator Hub is Pinterest's resource center for creators. While it's primarily designed to help creators grow, it's also a great resource for brands. Pinterest often features trending or "Creator of the Month" profiles here. Following the Creator Hub’s own account (@creators) on Pinterest is a fantastic way to passively discover up-and-coming talent that Pinterest itself is elevating.

The Pinterest Trends Tool

The Pinterest Trends tool (trends.pinterest.com) shows you what topics are gaining traction on the platform. You can enter a keyword and see its popularity over time, as well as discover related trending terms.

Use this tool to find out what's currently hot in your niche. For example, you might discover that "moody kitchen decor" is trending upward while "all-white kitchens" are declining. Then, you can take those trending keywords and search them on Pinterest to see which creators are creating the most popular content on that topic right now. This helps you partner with influencers who are ahead of the curve.

Method 4: Smart "Off-Platform" Strategies

Sometimes, the best way to find Pinners is to look outside of Pinterest.

Advanced Google Searches

Use Google to find blog posts and lists where creators recommend their favorite accounts. Use search strings like these:

site:pinterest.com "graphic design inspiration" inurl:boards
"top decor pinterest accounts" -site:pinterest.com
"favorite travel bloggers on pinterest"

These searches will bring up blog roundups and curated lists from other influencers, essentially doing some of the vetting work for you.

Check Out Your Competitors

Look at what your competitors are doing on Pinterest. Go to their profiles and see whose content they are repinning. Are there any particular creator accounts that they reshare from frequently? Have they been mentioned in any other user's Pins? This can tip you off to established influencers in your niche who are already open to partnerships.

Cross-Platform Discovery

Your favorite influencer on Instagram, TikTok, or YouTube likely has a Pinterest account, and it might be an underrated part of their social media portfolio. If you already have influencers you admire on other platforms, check their bios or Linktree for a Pinterest profile. Their audience may be smaller on Pinterest, but it is often highly engaged and primed for action.

Vetting and Reaching Out: The Final Step

Once you've built a list of potential influencer partners, the last step is to conduct a final review and then send your outreach message.

Your Vetting Checklist

• Audience & Brand Alignment: Do their boards and content truly reflect your brand's values and style?
• Content Mix: Do they post a good mix of their own content and curated content? Too much repinning might mean they aren’t actively creating.
• Authenticity: Read their comments and look at their Pins. Does everything feel genuine, or does it come across as overly spammy or full of low-quality affiliate links?
• Website/Blog Quality: If they link to a blog, click through. A professional, well-maintained blog is a strong indicator that you’re dealing with a serious creator.

Crafting Your Outreach

Find their professional email address (avoid Pinterest DMs for initial outreach if possible). Keep your pitch short, personal, and clear.

• Personalize it: Mention a specific Pin or board you admired and why it resonated with you. Show them you’ve actually looked at their work.
• Explain the value proposition: Be upfront about what you're offering. Is it a paid collaboration? Gifting a product in exchange for a Pin? A long-term brand ambassador program?
• Make a clear ask: Clearly describe what success looks like for the collaboration. For example, "We're looking to partner on a set of 5 Idea Pins to promote our new summer collection."

Final Thoughts

Finding the right Pinterest influencers is about combining methodical searching with a keen eye for quality and brand alignment. By using the platform's native tools, snooping on group boards, and employing a few creative off-platform tactics, you can build a strong network of creators ready to drive meaningful traffic and interest in your brand.

Naturally, building and managing partnerships leads to the next hurdle: organizing all that content. At Postbase, we designed our platform to eliminate that headache. Our visual calendar offers a quick overview of your influencer campaigns across multiple platforms, helping you transform chaotic spreadsheets and complicated schedules into a clear and streamlined workflow, perfect for maintaining a clear vision of the content resulting from your partnerships.