Pinterest Chief Marketing Officer Claudine Cheever explained why saves and repeat engagement matter more than follower counts alone when evaluating creator performance. Speaking on the November 4, 2026, episode of the Uncensored CMO podcast, Cheever discussed Pinterest’s search-driven audience, content discovery features and approach to connecting brands with creators.
Key Takeaways
- Claudine Cheever emphasized saves and repeat engagement as indicators of creator performance on Pinterest
- Pinterest reported 661 million monthly active users in the third quarter of 2026, exceeding the 640 million figure discussed during the interview
- Cheever said approximately 96% of Pinterest’s 80 billion monthly searches are unbranded
- Pinterest began testing a feature allowing brands to promote eligible Pins from creators participating in their affiliate or creator programs
- Creator partnerships increasingly involve content engagement and audience relevance alongside follower counts
Pinterest CMO Claudine Cheever Discusses Creator Performance
Pinterest Chief Marketing Officer Claudine Cheever discussed the platform’s approach to measuring creator performance during an interview with Jon Evans on the Uncensored CMO podcast.
Cheever explained that Pinterest creator engagement involves more than the number of followers an account attracts. She emphasized how frequently users save and revisit content, identifying those interactions as important indicators of audience interest.
Her comments reflect Pinterest’s emphasis on content discovery. Users frequently visit the platform to find ideas, products and visual references, allowing creators to reach people beyond their existing followers.
Unlike platforms where content distribution depends heavily on follower relationships and personalized feeds, Pinterest also allows users to discover Pins through searches and topic-based collections.
For creators, this means content performance can be evaluated through several measurements. Follower totals indicate an established audience, while saves and repeat interactions provide additional information about how people use individual Pins.
These distinctions also affect Pinterest influencer marketing. Brands evaluating potential partnerships can examine whether a creator’s content attracts relevant audience interactions rather than relying exclusively on account size.
Why Saves and Repeat Engagement Matter on Pinterest
Saves are a measurable form of engagement on Pinterest because they allow users to retain content for later reference. A user might save a recipe, outfit idea, home design concept or product recommendation to revisit when needed.
This behavior differs from simply viewing a post. Saving a Pin indicates that the user wants to keep the content accessible, although it does not necessarily establish purchase intent or guarantee further engagement.
Repeat interactions provide another measure of audience interest. When users return to previously saved material, those interactions can help creators understand which topics remain relevant to their audiences.
Cheever’s comments emphasized how often users save and revisit boards when discussing creator performance. Her perspective suggests that audience size alone provides an incomplete picture of how content performs.
Brands and creators can assess these interactions alongside other social media engagement metrics, including clicks, impressions and audience demographics. Comparing measurements can provide a broader understanding of how different content formats perform.
A creator with a relatively small following may still produce Pins that receive consistent saves or attract visitors through search. Conversely, a large follower count does not necessarily indicate that individual posts generate sustained audience interest.
For brands, these distinctions provide additional considerations when selecting creators whose content aligns with campaign objectives.
Pinterest Records Approximately 80 Billion Monthly Searches
Pinterest’s search activity is another factor influencing content discovery and creator performance.
During the podcast interview, Cheever stated that Pinterest processes approximately 80 billion searches each month, with around 96% classified as unbranded.
Unbranded searches do not specify a particular company or product brand. Instead, users search for topics such as clothing ideas, home furnishings, travel plans or recipes.
This search behavior creates opportunities for users to discover content from creators they do not already follow. Search results can introduce audiences to Pins based on their interests and the subjects they are researching.
For creators, organizing content around relevant topics can make their published material easier to navigate. Topic-specific boards and descriptive Pin information also help users understand what the content contains.
Using boards to organize material and sharing content across platforms are among the Pinterest content sharing strategies adopted by creators seeking to connect their published work with interested audiences.
The platform’s search activity is also relevant to brand partnerships. People researching products or ideas may encounter creator-published content without initially searching for a particular company.
Cheever’s figures illustrate why search-based discovery remains an important consideration when brands evaluate Pinterest as a marketing channel.
Creator Partnerships Expand Brand Promotion Options
Pinterest has also been developing advertising features that allow brands to promote content published by participating creators.
In October 2026, the platform began testing an option that enables brands to promote eligible Pins from creators already participating in their affiliate or creator programs.
The feature allows participating businesses to promote existing creator content through Pinterest rather than relying exclusively on posts published through their own accounts.
Under the testing arrangement, brands must have an existing relationship with the creator through an eligible program. Creators receive notifications when their content is promoted, and the feature includes controls for opting out of future promotions.
This development provides another way for brands to work with creators whose content relates to their products and intended audiences.
Campaign planning can also involve reviewing individual content performance. Saves, audience demographics and engagement patterns may help brands assess whether a creator’s Pins align with a particular promotion.
The testing feature does not mean advertisers can freely promote content from any creator. Eligibility and existing program relationships remain part of Pinterest’s approach.
For participating creators, the feature introduces an additional promotional arrangement involving content they have already published.
Pinterest Audience Reaches 661 Million Monthly Users
Pinterest reported 661 million global monthly active users for the third quarter ended September 30, 2026, representing a 10% increase from the same period in 2025.
The figure updates the 640 million monthly active users referenced during Cheever’s November podcast appearance, which reflected the platform’s earlier second-quarter results.
Generation Z also accounts for a substantial share of Pinterest’s audience. According to the company’s third-quarter commentary, the demographic represents approximately 57% of its users.
This audience composition is relevant to creators and businesses assessing the platform’s suitability for specific content categories and promotional activities.
Cheever also discussed Pinterest’s use of trend reports to develop partnerships with brands. These reports identify subjects attracting user interest and can inform marketing collaborations tied to particular categories or products.
Pinterest’s combination of search activity, saved content and creator partnerships offers several measurements for assessing how audiences interact with published material.
Although follower counts remain useful for understanding audience size, Cheever’s comments place greater emphasis on the actions users take after discovering content.
Frequently Asked Questions
Who is Pinterest CMO Claudine Cheever?
Claudine Cheever is Pinterest’s Chief Marketing Officer. She discussed the company’s creator engagement measurements, content discovery features and brand partnerships during a November 2026 interview on the Uncensored CMO podcast.
Why does Pinterest place importance on saves?
Saves allow users to retain Pins for future reference. They provide a measurable indication of interest in individual pieces of content beyond follower totals.
How many monthly active users does Pinterest have?
Pinterest reported 661 million global monthly active users for the third quarter of 2026. The figure represents a 10% increase from the corresponding period in 2025.
What percentage of Pinterest searches are unbranded?
Claudine Cheever stated that approximately 96% of Pinterest’s 80 billion monthly searches are unbranded, meaning users generally search without specifying a particular company or product brand.
Can brands promote Pins published by Pinterest creators?
Pinterest began testing a feature in October 2026 that allows brands to promote eligible Pins published by creators participating in their affiliate or creator programs. The feature is subject to eligibility requirements and existing creator relationships.
