Trends are growing 4.4 times faster and they're dropping off 14 times faster, too. But "not all trends are created equally", says Caroline Orange-Northey, Pinterest's director of retail, UK. "Some of them will be a fleeting, flash-in-the-pan fad. Others will be more durable. But the trick is, how do you differentiate between the two?"

Orange-Northey was speaking alongside Pinterest's creative strategy lead, Karen Bloom at The Drum's Predictions 2025 event [watch the full video here]. And she should know: Pinterest has become a powerhouse for predicting trends that actually last, with 80% of its predictions having come true[1], and stuck around for longer, over the past five years[2]. So what are its Pinterest Predicts for 2025, and how can marketers use them to see around corners this year?

The message for marketers looking to leverage Pinterest Predicts was to focus on three key areas: trend selection, campaign strategy, and exclusive ownership. And for those who get it right, there's "magic to be made".

1. Choose the right trend: What feels exciting to your brand? Some trends will feel endemic and perfectly aligned with your existing campaigns. Others might challenge you to think outside the box by exploring adjacent and unexpected connections, advises Bloom. Identify the trend that feels right for your business, objectives and media plan.

2. Think beyond the Pin when it comes to campaign strategy: Use trends as a creative springboard. Whether that's making a trend the star of a campaign, building entire storytelling, design or production concepts around it, or using it subtly in color schemes and visuals. However the trend is used to add spin to a creative, integration is key.

3. Lean into key life moments: Amplify a trend's impact by pairing it with a relevant seasonal opportunity or consumer planning moment. "If people are planning moments on Pinterest, trends are the things they're searching for within those moments," says Bloom. Make sure you're showing up at the right times, as early as possible to capture the attention of these consumers who are primed to be influenced.

4. Own a trend: Brands can sponsor a trend and own it exclusively within their category on Pinterest. This unlocks benefits such as exclusive use of the Pinterest Predicts trend badge and co-marketing opportunities. The badge is seen as a stamp of approval, helping improve CVR and CPAs[4] while increasing trust. For example, Malibu sponsored the 'Fringe With Benefits' fashion trend from the 2023 report, targeting the Gen Z audience, which drove a 2.3 x action intent[4] among 18-24-year-olds.