Transcript
Oops! Our video transcriptions might have a few quirks since they’re hot off the press. Rest assured, the good stuff is all there, even if the occasional typo slips through. Thanks for understanding.
Kwame
Hey, everyone. Welcome to today's episode of Beyond Influence. I'm Kwame. I'm here with my co-host, Scott. Today, we are joined by a very knowledgeable marketer, someone who has been a marketing leader at three of the greatest marketing and social media companies in society today. We have a wealth of knowledge with us. We are very excited about that. Welcome to the show, Sarah Pollock.
Sara
Thank you. It’s Pollack, just so you know.
Kwame
I should ask some questions before I hit the record button.
Sara
I'm used to it my whole life. Don't worry.
Kwame
Oh, man. Well, welcome to the show, Sarah. So, how's your week been?
Sara
It has been busy. We just launched our annual Pinterest prediction program, and this was our biggest ever. The team has been working tirelessly for months on end. So this has been a very big week. It's been a really fun, exciting week. I'm also very excited for the weekend.
Scott
Kwame and I were talking about how we were super excited to have you on. I think, you know, you mentioned your roles in some of these different companies over time. And I think you have such a unique perspective into the lens of social and the way that each of these different companies is approaching social and engaging with creators and brands.
And, really excited to hear some of the Pinterest predictions. I did a little piece on our TikTok on my 2025 prediction. So I'll see if we line up there. But no, Pinterest is going huge in the creator game, working with tons of brands. So I would love to hear kind of what's top of mind, what's something that you're spending a lot of time on right now. I think everyone wonders, like, you know, from the social media networks, what are you guys spending your time on? What are you thinking about? And, you know, how can brands and creators kind of jump in on the action?
Sara
Yeah. Well, we are gearing up obviously for 2025. I mean, we've hardly said goodbye to 2024 yet. I think to your initial point, we've done a lot more with brands in particular over the past couple of years. That I've been at the company. And a lot of that sort of got off the ground this year, whether it was partnerships we did with Urban Outfitters around back to school or Anthropologie around weddings and holiday decor, showing up, Coachella was a first for us with a bunch of influencers in tow.
So I think, you know, it's definitely been a time where I think, you know, given our real growth with Gen Z. Who is obviously a huge part of our audience. You know, we've definitely taken a cue from them, I think, in terms of how we show up in the real world more and more and sort of feeding off of their energy for the creators. They love the brands they love and, and just try to show up in ways that, you know, really delight and excite people, and get them, you know, excited about Pinterest.
Kwame
That's awesome. You know, I think we're diving into what the team is handling. I'd, you know, before we get to dive, do you mind telling us, you know, what your role is specifically and what that means for your day-to-day life?
Sara
Sure. Absolutely. So I lead consumer marketing for Pinterest. So basically, with all the communication and engagement that we have with our Pinners and with prospective Pinners, really trying to grow usage of the platform globally and to build on the brand love that we have.
You know, you mentioned social media, Scott. And interestingly, I think Pinterest is actually kind of unique. A lot of people don't necessarily view it as social media, but more as a platform that is really personal to you. It's a place where people come to really figure out what they're into, to get ideas for themselves. And a lot of the tools that we invest in as a platform are around curation and refinement and saying, you know, here's like an idea of what I'm into, but like, what am I really loving about this and what's right for me?
And so it is that sort of personal kind of space for people to explore, you know, who they are, who they want to be, what they love, etc. And so I think because of that, we have some really strong brand equity with consumers. They really appreciate the role that we play in their lives.
And so part of my job and my team's job is to protect that brand position and to hopefully, you know, continue to help more and more people see us that way and use us accordingly.
Scott
I love that, and it's funny because a lot of times we talk about the algorithm or, you know, each user's experience in a lot of different applications. And I will say, my Pinterest is probably the best representation of the things that I love and I enjoy. And it's funny because I go and I look at the recommendations for me and my boards, and I'm just like, yep, I love all of that.
And it's just amazing how that kind of curated experience does kind of manifest this interest, like a very personal representation of who you are. Kwame and I talk about this a lot—being a multifaceted person, whether you're a creator, a consumer, or someone who interacts with the platform. We are uniquely different. We have very different needs. On mine, I have everything from music to home ideas to cars to planning my wedding ten years ago.
You know, there's this really interesting, multifaceted relationship. One thing I wonder, and especially for Pinterest, is how do you keep that core of what Pinterest is and was and now start to add in these different features or attract these different types of users without kind of losing that identity and that core, and what makes Pinterest magical for Pinners?
Sara
Yeah, great question. I mean, I think, you know, over the last couple of years, we've introduced a lot more shopping to the platform, right? It used to be that it was really challenging—people would see something they loved, but trying to actually buy it was very difficult. And so, you know, I think in the last couple of years, we've done a lot to make everything on Pinterest shoppable.
But to your point, we also want to remain a place for inspiration. And so I think the team works very hard across the company, all teams, to sort of find the right balance between inspiration and actionability. Right. It used to be people would complain that Pinterest wasn't actionable enough, that maybe it felt like a place for dreaming.
And we want it to be a place for dreaming and doing. But it needs to run that full gamut. And I think, like, we are very unique in that we kind of are the only place where, you know, you can come in with sort of a fuzzy idea of what you want. You're looking for some kind of inspiration. And sometimes that will take you down a path of just finding new things that inspire you, saving them, collecting them for the future.
And sometimes that's actually like, no, I really want to buy this thing. And so, you know, we want to make sure that that path is available to you too. But I do think it is a balance and it's a constant refinement that I think we're working really hard to make sure we get just right for users.
Kwame
Yeah, I mean, so getting to this point, you've obviously gone through a few roles in life. I’d love to build a little bit on how you ended up within this role and kind of just the most impactful parts of your journey that led to gaining the knowledge to step into this role.
Sara
Yeah, man. You know, I look back at 20 years now. I started my career in the film industry, actually. I was an English literature major. I thought maybe I wanted to be a journalist, and I decided I really wanted to be an independent film producer. This was back in the early 2000s when indie film was really sort of in its heyday.
I spent five years working in that business, starting as an executive assistant, working my way up, and finally getting onto the set of some great films. But then I decided that I wanted to do something different, that, you know, the entertainment industry is not the easiest industry. And it was right around that time that Google bought YouTube and it was all over the news.
I was living in New York at the time. I remember being in Virgin Music Store and just having this idea of like, oh, I wonder if that's kind of the future of entertainment and if I could get in early. And I ended up applying for a role and going to YouTube in 2007 as a film community manager.
And that kind of evolved over many years, almost 16 years that I spent at YouTube and Google, into a variety of different marketing roles: entertainment marketing, brand marketing, product marketing, and partner marketing. And eventually, Pinterest came up as an opportunity a couple of years ago.
Pinterest had always been a brand and a product that I absolutely loved. And I saw it as just an exciting opportunity—after 16 years at an amazing but very large company—to go somewhere a little smaller where I could hopefully really have sort of an outsized impact on what the business was doing.
I think throughout it all, for me, from the very beginning of entertainment to now, there's a balance between being a part of the culture—whether that was creator culture at YouTube, music culture, or now at Pinterest today. I feel very fortunate to be in a very culture-forward role.
Pinterest is a great example of that—just very in tune with what’s hitting in the consumer world, what people care about, what they’re passionate about, and getting to do work that really builds on that. And then the second piece is just strategy.
I never really thought about marketing when I was coming up in high school or college—it wasn’t even a career that was really familiar to me. But I think there’s just so much intellectual work to do in marketing around strategy, thinking through problems critically, and trying to find insights to help you solve problems for people. That is just, from a nerdy perspective, really fun.
So I think that combination of strategic thinking with participating in culture on behalf of a brand has been something I’ve always been really excited to do and really lucky to do. And I think this is a special moment for Pinterest too, where it really is more a part of culture than it’s ever been.
Scott
I love that. I love hearing the stories of people who have pursued passion, pursued community and culture, and helped to build and shape things. So we did a little research, and I’m not sure if this is true—so I want to get the backstory—but were you part of Little Miss Sunshine?
Sara
I was.
Scott
An Academy Award-winning film, yeah? That’s amazing. Starting from the film, I think this is so cool. My own career journey was all over the place, and I think it’s like you pursue something and decide, “I really like this. I’m going to try to make this my career.” Then you have these serendipitous moments that lead you into the next step of life.
Even if you look at your career trajectory and the different places you’ve worked, you’ve kind of followed these opportunities, pursuing the next iteration. I think that’s an awesome message for younger marketers or people early in their careers—that it doesn’t need to be this super linear path.
You don’t need to say, “I’m going to go to film school, and I’m going to become this,” or have a perfectly mapped-out career plan. Being open to opportunities that allow you to explore your passions and capabilities in new ways is key. Coming from a film and diving into YouTube, where so much entertainment and creativity flows, then seeing Pinterest as another manifestation of culture-building, is amazing.
I guess my message in that—and I wonder if you echo it—is to be open to new opportunities to explore your passion and build community. It’s super cool watching your career.
Sara
Thank you so much, and I totally agree. People ask me so often, “What’s your two-year plan? What’s your five-year plan?” Never in my life have I had one. Never. I don’t have one today.
Maybe some people are like that, but I’m not, and I haven’t been. Looking back 20 years now, I’m really grateful that I never had a specific plan. There were so many moments when I made a choice without knowing where it would take me.
I feel great about each choice I’ve made, even the terrible ones. I once took a role after leaving YouTube and moving to Google, leading an upstart product that was a little before its time. It was the most challenging experience of my life. I was a new mom, leading all marketing for this product at a relatively young age. It was so challenging—so many tears, so many moments of thinking, “I bit off more than I can chew.”
It didn’t end well. I won’t sugarcoat it. It didn’t end well for me—except that I found another role within Google that was amazing. But I wouldn’t have traded that experience for the world. It was a marketing boot camp. I firmly believe that even when choices blow up in your face, there’s something to learn from them.
Scott
It looks like Google Helpouts was it? That’s really cool.
Sara
Yes, that’s what I was talking about.
Scott
We do a little research around here. It’s a super cool premise. Maybe unpack that a bit. What were Helpouts?
Sara
Helpouts was a marketplace for getting help about anything—from asking a doctor a question to fixing an overflowing sink, to aspirational things like learning yoga. You could connect with a real human one-on-one over video.
This was 2013 or so—early days for that concept. I think it was ahead of its time. People weren’t as ready to engage with strangers over video for all those different areas. But again, I learned a ton.
Kwame
I think what stuck with me from what you said is the idea of following the next step instead of overthinking it. Overthinking takes away the drive to act. My life changed significantly when I started saying “yes” to more things.
It’s funny—my wife says I don’t turn anything down. Someone asked me to join a soccer All-Star game in New York two days before we were supposed to leave for Hawaii, and I said yes. My wife was like, “Are you kidding?” But I always feel like every opportunity leads to another thing.
Even if I don’t have the time of my life, I at least meet people and participate. Then, if they ask me again, I can say no.
Sara
That’s so true. There are chapters in life. There are “yes” moments when you have the energy, freedom, and curiosity. Then there are times when you need boundaries to take care of yourself.
I think that applies to work too. I try to take it one day at a time. When you try to plan it all out forever, it gets stifling.
Kwame
When we think about the lessons you’ve learned along the way, I’d love to dive into the losses or failures you’ve experienced. What are some lessons you learned that changed the way you think about things? And also, you mentioned being a new mom in a challenging role—how did you balance leadership and your personal life during that time?
Sara
It’s interesting—if I think about all my points of failure, the biggest lessons weren’t about hard skills or workforce tactics. Those are important, but what you really take away is a lesson about what you’re capable of and what you’re able to withstand.
In every failure I’ve had, it was preceded by working really hard to get it right. It’s not like I phoned it in and failed—it’s usually the opposite. I worked so hard and poured everything into it, and it still didn’t work. Sometimes the consequences of that were harder than others.
But every single time, you get up the next day, and you learn how strong you are. You realize it’s not fun, but you’ll survive it. That gives you confidence and makes you more willing to fail because you know it’s not the end of the world.
Self-confidence and self-compassion are huge when you become a leader. It helps you mentor, nurture, and grow a team. I hope I bring that comfort with who I am and what I’ve learned to bear in my leadership.
As for being a mom—wow, that’s by far the hardest thing. I now have a 12-year-old and a 10-year-old, and parenting is still a day-by-day situation. It has tested me more than anything else in life, but it’s also wonderful.
Scott
I love that. I think back to my younger self, and I realize how much my perspective has changed. When you’re young, you think you’ve got it all figured out. Then you get punched in the face a few times, and it humbles you.
We talk a lot with our leadership team about having this “blast shield.” The higher you get, the more distilled problems and challenges come your way. It’s funny—Sam Altman from OpenAI said, “If people told you the truth about starting a company, they’d tell you you’re insane.” It’s just condensed badness and near-death constantly.
Parenting feels the same sometimes. Before we had our first kid, we thought, “We’ve got this.” Then the sleepless nights hit, and you realize nothing prepares you for it until you’re in it. Whether it’s being an executive, a parent, or facing life’s challenges, there’s nothing more real than walking the path and feeling those emotions.
Sara
Absolutely. And it shapes who you are. Every challenge or failure helps you grow, even if it’s painful at the moment. You learn to make better decisions and avoid the same mistakes.
Scott
Totally. And people who face adversity early in life often mature faster and develop resilience. They learn how to turn negatives into positives, and that’s a skill that serves them well.
Pivoting to something more uplifting—let’s talk about your journey to Pinterest. Coming out of YouTube and Google, you joined Pinterest. As a new executive, what were your goals for the first 90 days? How did you approach getting to know the team, building confidence, and crafting your vision for the brand?
Sara
That’s a great question. I think my day-by-day mindset guided me. I didn’t come in with an exact 30-day, 60-day, or 90-day plan. I started by listening—really trying to understand where my team was and how everyone was doing. My role had been open for quite some time, so there was a lot to figure out.
At the same time, I joined a company operating at full speed. We had a brand campaign scheduled to launch about four months after I started, and we were about to begin shooting. I love being thrown into trial-by-fire situations because it helps you learn quickly and build trust with your team.
To earn their trust, you have to be in the trenches with them, doing the work and figuring things out together. Within a few months, I started to understand the team’s strengths, areas for growth, and what we needed to focus on.
Pinterest is such a fun brand to market. It has a loyal user base that loves what it stands for, and there’s a strong narrative around being the most positive place on the internet. That’s not just talk—the company has made real decisions to protect that experience.
We also had a ton of organic growth with Gen Z when I joined. They’re such a fun demographic to market to—culture-forward, passionate, and curious. By May, a few months after starting, I felt like I had a handle on the opportunities.
I also joined during a time of leadership change. There was a new CEO and several new leaders in marketing, so we had a mandate to create a new era for Pinterest. It’s been exciting to realize that vision over the past two years.
Kwame
That’s amazing. It sounds like you approached it the right way and climbed what was presumably a tall hill. Now we’re talking about what makes Pinterest special today. Can you tell our audience about Pinterest Predicts and why it’s such an important initiative?
Sara
I’d love to! Pinterest Predicts is our annual end-of-year “not yet trending” report. A lot of companies look back at the end of the year to recap big moments. But Pinterest is forward-looking.
Half a billion people come to Pinterest every month to plan their lives—what to cook, wear, travel to, renovate, and more. That gives us a unique data set to identify what people are planning for the coming months and years.
The report started as a B2B initiative to help advertisers understand where consumers were heading. But over time, it became clear there was huge consumer interest in trends. People are fascinated by what’s next in culture, and we saw an opportunity to help them see and explore upcoming trends.
Every December, we release a report, which covers trends across categories like travel, fashion, home decor, beauty, and more. It’s accompanied by beautiful campaigns that bring the trends to life.
Scott
This is super fun. I’m always curious about how brands predict what’s next and find the balance between data and creativity. Looking at some of the predictions, and without spoiling all of them, I’m trying to understand how you come to predictions like “pixelcore” for 2025.
Is there a window into the magic behind Pinterest Predicts? How do you use your massive data set, people, and internal insights to narrow these down into meaningful predictions?
Kwame
And isn’t it true that Pinterest Predicts has historically been 80% accurate?
Sara
Yes, 80% accurate, which is a crazy good hit rate. To your point, it’s very much art and science. We start with a lot of science. First, we look at billions of searches on Pinterest every month to identify patterns in search data.
This year, the team also did a lot with visual search, identifying visual patterns in pins that were being engaged with. There’s also a machine learning component to cluster these searches into different trend groups.
From there, the art begins. A team led by our insights group spends a week looking at these clusters and figuring out which ones have predictive power. We also work with external partners to ensure the final list is inclusive and globally representative.
We balance categories like fashion, home decor, and travel, and then gut-check the growth potential of these trends using predictive analytics and platform engagement signals. It’s a mix of rigorous data and creative intuition.
Once we’ve identified the trends, a huge amount of effort goes into naming and visualizing them. For example, coming up with names like “pixelcore” or “moto boho” takes time and creativity. Our incredible creative team then brings the trends to life visually in ways that feel fresh and inspiring. It’s a special mix of art and science that makes Pinterest Predicts unique.
Scott
It’s funny to imagine being in that room when a data scientist says, “I’ve got it—pickles are trending.” And everyone’s like, “What?!” But sometimes these things hit.
We just launched a feature called Future Trends at Later. We see content before it hits networks, and we’re using post-data to predict trends. It’s early days, but we had a moment when candle-making popped up as a trend. We thought, “This is ridiculous. We can’t pitch this to clients.” But then candle-making took off two weeks later.
Have there been predictions where the team was on the fence, thinking it was too out there, but it ended up being a big hit?
Sara
It’s hard to think of one we were really on the fence about. What’s interesting is that even with confidence in the science, you can’t predict which trends will hit that 80% mark.
Last year, we had a trend called “Give a Scrap,” focused on upcycling. It seemed aligned with Gen Z’s love for thrifting, but it didn’t stick. On the flip side, we had a trend called “Eclectic Grandpa,” a grandpa-chic fashion trend, which hit big—127% growth year over year.
This year, “Castlecore” is the standout so far. Based on social data and press coverage, it’s getting the most attention. You never know which trends will take off, but it’s always fascinating to see.
Kwame
It’s amazing how you strategically tie trends into societal, organizational, and creator approaches. Can you tell us about the influencer campaign with Wisdom Kaye?
Sara
Absolutely! This year, we launched something new called Trend Drops, which let people try on trends before they’re everywhere.
We did 24 trend drops throughout the week, where people could claim limited-edition items to embody a trend. For “Castlecore,” we partnered with a designer to create a chainmail-style Meta Quest headset. For “Primary Play,” which is a home decor trend, we had a custom stand-up piano painted by a street artist.
For “She Witchery,” a beauty trend inspired by siren vibes, people could get custom manicures from a celebrity nail artist. And for “Peak Travel,” which highlights mountain destinations, we partnered with Marriott Bonvoy to offer a stay at a mountain resort.
Influencers played a big role in interpreting these trends and promoting the drops. Wisdom Kaye was a standout. Vogue called him the best-dressed man on TikTok, and his creativity is incredible. We gave him free rein to pick five trends and style them in his own way. He did an amazing job bringing the trends to life and inspiring others to explore them.
Scott
Wisdom Kaye’s content is incredible. He has this unique ability to make fashion speak to people in a way that feels personal. It’s more than just clothes—it’s storytelling.
Sara
Totally. He even styled a trend like “Terra Futura,” which is about sustainable living and turned it into a fashion vibe. He’s brilliant.
Scott
I can’t wait to see Kwame rocking some “Castlecore” and posting about it in 2025.
Kwame
Oh, it’s happening. One of my goals for 2025 is to be more fashion-forward on social media. I just dropped a collaboration with some “get ready with me” content, so stay tuned.
Sara
Love it! Maybe you’ll be a Pinterest Predicts trend yourself one day.
Kwame
We’ll see! But going back to campaigns, are there any brand or creator partnerships with Pinterest that really stand out as something everyone can learn from?
Sara
Our Coachella activation stands out. It involved Coachella as a brand and a lot of influencers. It started with data—we saw search spikes on Pinterest for Coachella outfits, artist-inspired looks, and beauty ideas every January when the lineup was announced.
One in four weekly Pinners attends music festivals, so we knew this was a space where Pinterest could show up. Last year was our first Coachella activation, and we’re doing it again this year.
We identified the top festival trends using our platform data and celebrated them both on Pinterest and in person. Online, we shared boards curated by celebrity stylists and influencers. At the festival, we had a “manifest station” where people could explore trends and get styled by professionals.
It was all about helping people figure out what’s right for them. People left feeling ecstatic about their festival look, and it was such a fun way to connect with our audience.
Scott
That’s incredible. The stats from Coachella—like “Lana Del Rey core” being up 300% and “fairy core outfits” up 2,200%—show how much Pinterest influenced the event. It’s a great example of combining data, creativity, and experiential marketing to create something impactful.
Sara
Totally. It was so rewarding to see how much impact Pinterest had on the event. There was another interesting insight we tapped into—music festivals are a safe space for self-expression. In focus groups, people said festivals were where they felt most comfortable being bold and outlandish, even if they wouldn’t dress that way in daily life.
That core human desire to express yourself fully was something we leaned into. Our messaging and activation were all about being the most “you” version of yourself. Whether it was face gems, custom accessories, or bold styling, the goal was to help people feel amazing.
I think for older brands looking to shake things up, it’s a great example of tapping into a cultural moment, combining data-driven insights with emotional connection, and creating something truly memorable.
Kwame
As we wrap up, I’d love to tie everything together. You’ve been deeply involved in Pinterest Predicts, and you know what’s coming in 2025. Do you have any personal favorites from the predictions?
Sara
Yes! There are so many I love, but my top two are “Moto Boho” and “She Witchery.”
“Moto Boho” is a fashion trend that blends motorcycle-inspired vibes with lace, ruffles, and bohemian elements. I think of it as Kate Moss at Glastonbury—it’s edgy but romantic. I’m really excited to see how people style it, especially at festivals like Coachella.
“She Witchery” is another favorite. It’s a beauty trend inspired by siren-like aesthetics, with pearlescent, underwater vibes. It’s stunning and so versatile—you can incorporate it through makeup, hair, jewelry, or even nails. I currently have starfish designs on my nails because I’m so into this trend.
“Castlecore” is also fascinating because it spans both fashion and home decor. It’s bold, creative, and has already been a hit socially. I’m thrilled to see how it evolves in the coming year.
Scott
I love those trends. What I find so inspiring is how Pinterest highlights individuality and self-expression. Across the internet, we’re seeing a new era of discovery and creativity. People can embrace niche passions, find their unique styles, and celebrate who they are.
Whether it’s “Castlecore” or “She Witchery,” these trends show that self-expression doesn’t have to fit a mold. Everyone can find something that resonates with them. I love that Pinterest empowers people to explore, dream, and express themselves in ways that feel authentic.
Sara
That’s exactly what makes Pinterest special. It’s about creating a life that feels true to you, whether that’s through a bold festival look, a home renovation, or simply trying a new recipe. It’s such a privilege to be part of a platform that inspires people to explore their passions and make them a reality.
Kwame
That’s such a powerful mission. Whether it’s a lifestyle shift or a hyper-focused moment like dressing up for Coachella, Pinterest makes it possible.
Scott
Absolutely. This has been an amazing conversation, Sara. What I take away is that a company like Pinterest can balance being a large tech platform while deeply caring about its users, creators, and community. You’re building a place for inspiration and self-expression, while also creating meaningful opportunities for brands and influencers.
It’s a model many companies can learn from—how to be authentic, innovative, and culturally relevant all at once. Thank you so much for sharing your insights with us.
Sara
Thank you both for having me. This has been such a fun conversation. I’m excited to see these trends come to life and hear your thoughts when you spot your first “Castlecore” moment in the wild!
Kwame
We’ll be looking out for it! Thank you again, Sara, for joining us. Thank you, Scott, for being an amazing co-host. And thank you to everyone listening. Here’s to a fantastic 2025 filled with creativity, inspiration, and self-expression.
Until next time, take care, everyone!
Sara
Thank you so much!