38 Pinterest Stats That Matter to Marketers in 2023

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Pinterest brings out the bulletin board fanatic in all of us. There’s one thing so soothing about curating that excellent inspirational unfold, whether or not on-line or in actual life.

However for social media managers, it’s the Pinterest statistics that matter—understanding the information and figures that set one pin aside from one other are a vital a part of advertising and marketing methods, each on and off the platform.

We’ve dug via annual stories, letters to shareholders, weblog posts, and analysis from Pinterest and past (you’ll see Hootsuite’s 2022 Digital Development Report so much in this submit—what can we are saying, we’re nuts about stats) to spherical up a very powerful latest statistics you want to find out about Pinterest.

Listed here are the numbers that matter in 2023.

Bonus: Obtain your free pack of 5 customizable Pinterest templates now. Save time and simply promote your model with skilled designs.

Common Pinterest statistics

Table of Contents

See how Pinterest stats measure up in opposition to different social media networks and past.

1. Pinterest is the 14th largest social community in the world

When it comes to international energetic customers, Pinterest ranks because the 14th largest platform in the world as of January 2023.

The platform beats Twitter, Reddit, and Quora, however ranks beneath social networks like Fb, Instagram, TikTok, and Snapchat.

Supply: Hootsuite 2022 Digital Development Report

2. The platform now has 445 million month-to-month energetic customers

In September 2022, Pinterest reported 445 million month-to-month energetic customers–up by 2 million customers from the earlier quarter. This can be a slight decline from the platform’s excessive level in March of 2021, the place they skilled 478 million MAUs worldwide.

Over the past three years, the corporate has seen international person progress enhance at an 11% compound annual progress charge (CAGR).

3. Pinterest’s month-to-month international person figures elevated by 5% in 2022

Pinterest’s Q2 2022 Shareholder Report reveals that the platform’s common MAUs in the U.S. and Canada fell to 92 million, a lower of 8% 12 months over 12 months (YoY) in contrast to 100 million in the identical interval of the earlier 12 months.

Total international MAUs declined 5%, with a 4% drop in European MAUs, and a 3% decline in the remainder of the world, in contrast to the identical interval final 12 months.

Pinterest attributes these declines to a number of elements, together with decrease visitors from search (pushed by Google’s algorithm updates in November 2021) and the influence of competitors for share of time spent from video-centric platforms, significantly in older markets. As nicely, they cite the influence of the pandemic unwind as a contributing issue, particularly exterior the US.

users and engagement monthly active users

Supply: Pinterest

4. Pinterest’s complete income elevated by 8% in Q3 2022

Pinterest’s income additionally grew 8% YoY in 2022, for a complete of $685 million. Within the final three years, the corporate stories a income enhance of 35% CAGR. Pinterest says it expects income to proceed rising into This fall.

Pinterest CEO Invoice Prepared mentioned this in the corporate’s third-quarter earnings report: “Regardless of the difficult macro setting, we’re delivering efficiency and a definite worth proposition to advertisers, reaching customers throughout the total funnel. Via clear give attention to rising engagement that delights our customers, we’re deepening our monetization per person, and constructing customized and related experiences that go from inspiration and intent to motion.”

Pinterest Q3 revenue report

Supply: Pinterest

5. Pinterest’s general workforce is 51% girls

As of April 19, 2022, 51% of Pinterest’s workforce self-identifies as feminine. That is up from 49’% in 2020, and 47% in 2019.

That is a part of the corporate’s range and inclusion efforts after coming below hearth for gender and race discrimination in 2020. In June of that 12 months, an unbiased Particular Committee was established to assessment the corporate’s office tradition. The committee’s suggestions had been revealed in December 2020.

In response, Pinterest dedicated to rising girls in management to 36% by 2025. In H1 of 2022, they met that objective. The corporate has additionally made a number of latest appointments of girls of shade to its board of administrators, govt staff, and different management posts.

6. 50% of Pinterest’s management staff is white

In accordance to the corporate’s most up-to-date range report (revealed in 2022), white folks signify 38% of Pinterest’s complete workforce however 50% of management positions.

Black staff make up 7% of the full US workforce and 4% of management positions. Indigenous folks (“American Indian, Alaskan Native, Native Hawaiian, Pacific Islander) make up 1% of each.

2021 representation

Supply: Pinterest

7. Pinterest has pledged to enhance the variety of staff from underrepresented races and ethnicities to 20% by 2025

In its 2020 Inclusion and Variety report, Pinterest introduced that by 2025, their staff will likely be 20% “folks from underrepresented races and ethnicities.” As of 2023, the corporate had already achieved half of this objective, at 16%, and the report famous that “We’re on monitor to meet this objective forward of our authentic timeline.”

The corporate additionally said its dedication to making a extra inclusive tradition via management range, which was mirrored in its 2021 statistics: 33% of management roles had been held by girls.

These Pinterest advertising and marketing statistics illustrate the corporate’s dedication to making a extra various and inclusive work setting. The corporate is assured that these targets are achievable and can proceed to attempt in the direction of guaranteeing that underrepresented teams have an equal likelihood at succeeding throughout the group.

progress toward 2025 goals women in leadership and underrepresented races/ethnicities

Supply: Pinterest

8. Pinterest commits to 100% renewable electrical energy in workplaces by 2023

In September of 2022, Pinterest dedicated to buying 100% renewable electrical energy for his or her international workplaces by 2023. This transfer is a serious step in the direction of decreasing their international greenhouse fuel emissions and saving vitality in their workplaces.

Beginning with their headquarters in San Francisco, Pinterest will likely be receiving 100% renewable electrical energy via CleanPowerSF’s SuperGreen program and buying Power Attribute Certificates following a set of guiding rules. Their international actual property portfolio—which spans nations like america, Japan, and Brazil—will prioritize initiatives which can be situated in the nation in which the electrical energy was consumed, supply from initiatives that present the best system influence, and assist native communities.

9. Pinterest tendencies take off 20% sooner in the primary six months than tendencies on different platforms

Knowledge from Black Swan and Pinterest present that tendencies on Pinterest take off 20% sooner in the primary six months than tendencies on different platforms. Which means that entrepreneurs who can determine and capitalize on rising tendencies could be forward of the curve in phrases of cultural relevance for his or her advertisers and types.

10. Pinterest tendencies maintain 21% longer than different on-line tendencies

A 2022 weblog submit from Pinterest’s official weblog reported that Pinterest tendencies maintain a 21% longer month-to-month progress than different on-line tendencies. That is particularly useful for manufacturers and corporations who’re wanting to acquire a aggressive edge in their discipline, as they’ll leverage Pinterest’s long-term funding in analysis and improvement to predict future tendencies.

Pinterest person statistics

Browse these Pinterest person stats to perceive the platform’s demographic dynamics.

11. Gen Z and males are Pinterest’s fastest-growing viewers

Girls have all the time outranked males on Pinterest. However in a 2021 weblog submit, the corporate’s international Head of Enterprise Advertising identifies Gen Z and males as one of many platform’s fastest-growing demographics.

In accordance to Pinterest, male pinners and Gen Z pinners are up 40% 12 months over 12 months.

icons showing pinterest advertising audience overview

Supply: Hootsuite 2022 Digital Development Report

12. Girls make up greater than 60% of Pinterest’s international viewers

Whereas Gen Z and male customers are on the rise, Pinterest nonetheless primarily caters to girls, who make up greater than 60% of their international person base.

When it comes to their promoting viewers, the gender breakdown seems to be a bit completely different. As of January 2022, Pinterest’s feminine viewers rests at 76.7%, the male viewers at 15.3%, and the rest as unspecified—that’s a few 1% change since January 2021.

13. Girls aged 25-34 signify 29.1% of Pinterest’s advert viewers

Girls outrank males and non-binary customers in all ages group, nevertheless it’s significantly seen in the 25 to 34 bracket. Findings from Pinterest’s self-serve promoting instruments additionally present that Pinterest demographics skew younger, particularly for ladies.

bar graph showing pinterest audience breakdown by gender

Supply: Hootsuite 2022 Digital Development Report

14. 85.9% of Pinterest customers additionally use Instagram

That makes Instagram the social media platform with the biggest viewers overlap with Pinterest (Fb follows intently behind at 82.4%, then Youtube at 77.5%).

The platform with the least viewers overlap with Pinterest is Reddit— solely 24.5% of Pinterest customers are additionally Reddit customers.

chart showing social media audience overlaps across platforms

Supply: Hootsuite 2022 Digital Development Report

15. 1.5% of web customers name Pinterest their favourite social media platform

That doesn’t sound like a lot, however as a result of there are such a lot of completely different social media platforms, 1.5% isn’t unhealthy (for reference, there’s no denying that TikTok is large, but solely 5.6% of web customers aged 16 to 64 referred to as it their favourite in 2021). It’s robust to be primary.

bar graph showing favorite social media platforms worldwide, with whatsapp in top position

Supply: Hootsuite 2022 Digital Development Report

Pinterest utilization statistics

Figuring out what makes a Pinner pin is commonly what separates advertising and marketing technique from a mediocre one. Whether or not you’re on the lookout for extra followers or gross sales, these Pinterest information and statistics ought to information your efforts.

16. 82% of individuals use Pinterest on cellular

The variety of cellular customers on the platform modifications barely annually, nevertheless it has been above 80% since at the very least 2018.

17. Folks watch shut to one billion movies a day on Pinterest

Not everybody associates Pinterest with video, nevertheless it’s been a rising vertical on the platform. To assist the expansion, the corporate launched Pinterest Premiere advert packages, that are arrange to bolster the concentrating on and attain of video campaigns.

18. 85% of Pinners say they use Pinterest to plan new initiatives

Whereas folks use Pinterest otherwise, a big share of Pinners are planners. Typically, folks come to the platform when they’re in the early phases of a mission or buy choice.

19. Vacation planning begins as early as 5 months forward of time

Christmas in July? On Pinterest, vacation planning begins as early as July. In accordance to Pinterest advertising and marketing statistics, searches for the vacations attain peak advert alternative 5 months forward of time.

peak ad opportunities by holiday as reported by pinterest

Supply: Pinterest

Their analysis additionally discovered that advertisers who activated in opposition to a number of vacation moments, equivalent to Hanukkah, noticed a 4x greater enhance in conversion charges than those that solely activated for Christmas. With this in thoughts, Pinterest supplies entrepreneurs with the chance to attain their viewers early and keep prime of thoughts all through the season.

20. 8 in 10 Pinterest customers say the platform makes them really feel optimistic

Pinterest has made strides in positivity the place different platforms have failed. The truth is, in an August 2020 report, Pinterest introduced that as many as 50% of UK customers name it “an internet oasis.” One cause folks could really feel this fashion is that the corporate banned political adverts in 2018 and refer all election-related search visitors to Vote.org.

Pinterest additionally credit content material moderation as its technique of holding negativity off the platform. “If social media has taught us one factor, it’s that unfiltered content material drives negativity,” reads the corporate report. “With out intentional moderation, platforms constructed on connecting folks have—in the tip—solely polarized them.”

Pinterest search stats

Pinterest is greater than only a digital corkboard. It’s additionally a robust search engine. Use these Pinterest search stats to inform your Pinterest search engine optimisation technique in 2023.

21. There are greater than 5 billion searches on Pinterest each month

In accordance to Naveen Gavini, Senior Vice President of Merchandise at Pinterest, the Pinterest search engine sees greater than 5 billion month-to-month searches. Gen Z searchers are significantly energetic, with the variety of searches per Pinner having elevated 31% YoY and the variety of searches throughout the viewers up 96% YoY.

evolution of pinterest search UI over the years

Supply: Naveen Gavini

22. 97% of prime Pinterest searches are unbranded

Why does this matter? It implies that Pinners are open to discovering new merchandise and concepts. AKA, viewers for promoting: between October 2021 and October 2022, Pinterest adverts reached 271 million customers.

pinterest advertising reach from 2020 to 2022 shown as bar graph

Supply: Hootsuite 2022 Digital Development Report

23. Prime Pinterest US searches in 2022 included nails, dinner concepts, and dinner recipes

When it comes to what individuals are trying to find on Pinterest in the US, a number of the prime searches included “nails”, “dinner concepts”, and “dinner recipes”. Different well-liked search phrases embrace “wallpaper backgrounds,” “tattoo concepts,” “marriage ceremony attire,” and “quick coiffure girls.”

top pinterest searches in US for 2022/2023

Supply: Pinterest

24. Searches containing “weight reduction” declined by 20% since 2021

In July 2021, Pinterest up to date its advert insurance policies to prohibit all adverts with weight reduction language and imagery. Searches containing “weight reduction” declined by 20% since then, as Pinterest customers grow to be more and more acutely aware of the platform’s dedication to selling wholesome residing and physique picture.

The up to date coverage has made Pinterest one of many first main platforms to prohibit all weight reduction adverts.

25. Within the final 12 months, searches for “trans satisfaction” have elevated by 80%

Pinterest is a spot for everybody, together with a rising variety of trans and non-binary Pinners. Over the previous 12 months, searches for “trans satisfaction” have elevated by 80%, whereas searches associated to “transmasc aesthetic,” have elevated 5x. Equally, “transgirl inspiration” has seen a 66% enhance, and “nonbinary aesthetic style” has elevated by 5x.

26. Searches for “black hairstyles” have elevated up to 15x

Pinterest has lengthy been a house for hair inspiration, and black hair is not any exception. Pinterest just lately launched hair sample search, a pc vision-powered object detection software that permits Pinners to refine coiffure searches by six completely different hair patterns.

Over the previous 12 months, searches for “black hairstyles” have elevated up to 15x, “pure hair twists protecting” have elevated up to 15x, and searches associated to “finest haircuts for thick wavy hair” have elevated 13x.

27. Pinterest drives 10x greater off-platform model searches in contrast to different platforms

Whereas Pinterest is commonly regarded as a spot for folks to uncover and plan, it additionally drives significant outcomes. Off-platform, branded searches are 10x greater on Pinterest than on different platforms. It’s because folks come to the platform undecided and go away with an thought in thoughts, serving to them transfer from inspiration to realization extra effectively.

(*38*)hair pattern search feature in pinterest platform

Supply: Pinterest

28. Pinners revisit search tendencies greater than as soon as

Knowledge reveals that when folks interact with tendencies on Pinterest, they don’t simply seek for them as soon as. Folks continuously come again to have a look at these pins a number of instances, looking out exterior their authentic class or vertical. This offers manufacturers an opportunity to lead tendencies throughout extra product classes. Not to point out attain an viewers past their preliminary goal demographic.

Pinterest ecommerce statistics

Pinterest is a uncommon frontier on the Web the place individuals are open to branded content material. Find out how different entrepreneurs have discovered success on the app with these Pinterest stats.

29. Purchasing engagement grew by 20% in 2021

Let’s discuss Pinterest ecommerce stats. In 2021, Pinterest reported that “the variety of Pinners participating with procuring surfaces grew over 20% each quarter over quarter and 12 months over 12 months in This fall [of 2021].”

In that very same report, Pinterest mentioned that catalog uploads had doubled globally, and in worldwide markets, they had been up over 400% 12 months over 12 months.

These rising stats had been a part of what prompted Pinterest to launch AR Attempt-On for Residence Decor, which supplies customers the choice to use the Pinterest digicam to see residence decor and furnishings merchandise in their very own house.

30. 75% of weekly Pinterest customers say they’re all the time procuring

Pinterest customers are in the temper to devour—in accordance to the corporate’s Feed Optimization Playbook, individuals who use Pinterest weekly are 40% extra possible to say they love procuring and 75% extra possible to say they’re all the time procuring.

31. Pinners are 5x extra possible to buy from Attempt-On enabled pins

Utilizing one in all Pinterest’s three augmented actuality platforms (Lipstick Attempt-On, Eyeshadow Attempt On, and Attempt On for Residence Decor) might imply large progress for what you are promoting.

In accordance to Pinterest, customers are 5 instances extra possible to buy one thing if they’ll attempt it in AR. Pinners are particularly trying to find Attempt-On pins—lens digicam searches are rising year-over-year by 126%.

Pinterest advertising and marketing statistics

32. Pins with “new” in overlay textual content lead to 9x greater aided consciousness

In accordance to Pinterest information, folks discover when issues are “new.” And so they bear in mind them extra, too. So in case you’re launching one thing new, or new and improved, be sure to embrace the phrase.

33. 45% of individuals in the US with a family revenue of $100k are on Pinterest

Pinners are spenders, and Pinterest acknowledges that. In accordance to the corporate’s personal statistics, 45% of individuals in the US with a family revenue of $100k are on Pinterest. That’s an viewers you don’t need to miss out on, giving luxurious manufacturers and companies concentrating on high-net-worth prospects a main alternative to attain their goal demographic.

34. 85% of Pinners use Pinterest when beginning a brand new mission

Pinterest is not only a platform for discovery and inspiration, it is usually a software to assist folks begin new initiatives. 85% of its customers use the platform when beginning a brand new mission–whether or not that’s residence enchancment, planning a trip, or launching their very own facet hustle.

35. 80% of Pinners have found a brand new model or product on Pinterest

Model discovery is without doubt one of the strongest advantages Pinterest presents companies. 80% of its customers have found, or plan to uncover, a brand new model or product via Pinterest. Which means that with an efficient Pinterest advertising and marketing technique, what you are promoting can attain and have interaction a big viewers.

Pinterest advert stats

Wanting to up your advert sport in 2023? These Pinterest promoting statistics will get you enthusiastic about your upcoming technique.

36. Advertisers can attain greater than 250 million folks on Pinterest

Pinterest’s quarter-over-quarter change in promoting attain was 169 million in October 2020 and 271 million in October 2022. A part of the rise is the results of Pinterest including extra nations to its advert concentrating on portfolio.

Nonetheless, over 86 million members of Pinterest’s advert viewers are primarily based in america, greater than thrice the second-place nation (Brazil, at 34 million). However South American nations are on the rise—in 2020 and 2021, the U.S. was adopted by Germany, France, the U.Ok., and Canada. Now, the U.S. is adopted by Brazil and Mexico (then Germany, France, the U.Ok., and Canada).

pinterest advertising reach by country

Supply: Hootsuite 2022 Digital Development Report

37. Computerized bidding delivered 30% extra price range on Black Friday 2021

In a letter to shareholders, Pinterest says automated bidding was key to Black Friday effectivity. In addition they advised buyers that first-party options are an funding focus going ahead.

By the tip of 2021, there was a 100% enhance in advertiser adoption of Pinterest Conversion Evaluation (PCA) and Pinterest Conversion Listing (PCL).

38. 8 out of 10 of Pinterest’s 2021 predictions got here true

In the event you’re utilizing Pinterest for promoting in 2022, you’ve acquired to know what your viewers will like—and whereas nobody can see the longer term, Pinterest has a repute for making fairly good educated guesses.

As a result of eight out of ten of the corporate’s 2021 predictions got here true, their record of 2023 predictions is an effective supply of inspo for this 12 months. Ethereal kinds, Gemini hair, funky micro makeovers, and rainscapes are positive to draw Pinners in this 12 months.

Different tendencies embrace Hipstoric houses (searches for “eclectic inside design classic” are up 850%) and Crown care (searches for scalp therapeutic massage strategies are up 55%).

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