Pinterest statistics are crucial elements of the overall marketing strategy plan of a business both on and off the platform. These statistics help marketers understand their audience better and identify trending content.
Pinterest Statistics 2022
Nowadays Social media statistics can easily be found in online marketing groups or platforms. However, some statistics are not reliable, relevant, or even up to date.
Today we present Pinterest stats that are relevant and are pulled straight from Pinterest itself.
General Pinterest stats
With these Pinterest stats, you can determine how Pinterest measures up against other social media networks and beyond.
Pinterest is the 14th largest social network globally
As of January 2021, Pinterest holds the 14th spot in the world in terms of online platforms with a large amount of global active users.
The platform ranks ahead of Twitter but below other influential platforms like Instagram, Tik Tok, Facebook, and Snapchat.
Pinterest has 459 million monthly active users
The platform has amassed more than 100 million monthly active users in 2020. This is the highest influx the platform has ever seen since its inception.
The fact that more people are now pinning, resulted in a 37% increase in monthly active users between 2019 and 2020.
Monthly international users grew by 46% in 2020
Pinterest’s Q4 2020 Shareholder Report revealed that a significant portion of its new users are not United States residents.
In 2020 alone the company experienced a 46% increase from the previous year, bringing its International monthly active users to 361 million.
Pinterest did notice a slight increase of 11% or 98 million active monthly users from the United States in 2020.
Pinterest International revenue more than doubled in Q4 2020
Apart from the international growth the platform experienced, it also attracted more advertisers in the international markets. —“especially in Western Europe,” said the company in a letter to shareholders.
Pinterest earned $123 million in international revenue in the fourth quarter of 2020, compared to the $50 million in Q4 2019.
“And we’re just getting started here,” reads the letter.
“We plan to expand our presence in existing international markets and are excited to enter new geographies in Latin America in the first half of [2021].”
The company recently appointed 2 women of color to its 10-member board of directors
Pinterest’s most recent diversity report stated that in 2019, only 4% of the overall workforce was represented by black employees and out of that meager 4% only 1% were in leadership roles.
While women formed 47% of the entire workforce, only 25% filled executive roles. Surprisingly, 80% of the intern roles were filled by women.
Last year Pinterest came under fire for race and gender discrimination.
As a result in June of 2020, the company’s workplace culture was reviewed by an independent Special Committee.
In December the committee’s recommendations were published with some changes already implemented.
Moreover, Pinterest recently also appointed two women of color to its board of directors, executive team and other leadership positions.
Additionally, Pinterest promised that 50% of the “managed creators” it works with will come from underrepresented groups.
They even made changes to accommodate companies such as retailers, advertisers, and creators.
These companies can now self-identify, allowing them to now showcase their content in the Today tab, Shopping Spotlights, and The Pinterest Shop.
At 60% of women, the gender divide on Pinterest may be narrowing
Since the start of Pinterest, more women flocked to the platform than men did.
However, in a recent blog post by Pinterest itself, their Head of Business Marketing identifies men as one of the platform’s fastest-growing demographics.
In 2020 alone, the company saw a significant increase of nearly 50% of male pinners.
When it comes to ads, it shows that most are done by women.
In January 2021 the statistic for Pinterest’s self-service advertising tools shows that 77.1% of female audiences use this tool in comparison to 14.5% of the male audience and the remainder is unspecified.
In 2019, the company noticed a 4,000% increase in searches around gender transitions.
Pinterest’s Gen Z users grew by 40% between 2019 and 2020
In last year the platform reported an increase of Gen Z users, which it has never seen before. This proves that they may not be spending all their time on TikTok after all.
Per Pew Research Center Gen Z includes everyone that is born after 1997.
The number of millennial Pinners (anyone born between 1981 and 1996) also increased by 35% in 2020.
30.4% of Pinterest’s ad audience are women between 25-34
Women rank higher in every age group compared to men and non-binary users.
This contrast is extremely noticeable in the 25 to 34 age bracket.
Findings from Pinterest’s self-serve advertising tools also show that Pinterest demographics skew young, especially for women.
Pinterest usage statistics
Understanding the reason why Pinners pin, is often what exalts a good marketing strategy above a mediocre one.
Using these Pinterest stats to guide your efforts is a wise decision, whether you’re looking to gain more followers or sales.
82% of people use Pinterest on mobile
There is a slight decline in this stat as last year it was 85%. Nevertheless, since 2018 the number of mobile users on the platform has been above 80%.
Users watch close to one billion videos a day on Pinterest
While the platform is known for pinning mostly text content such as blog posts, written ad campaigns, etc., video is growing in popularity on the platform.
To bolster this growth, Pinterest recently introduced its Premiere ad packages in an effort to boost the targeting and reach of video campaigns.
95% of the top searches on Pinterest are unbranded
This information reveals that Pinners are open to finding new ideas and products.
Approximately 9 in 10 people use Pinterest for purchase inspiration, and 98% of people polled by the company say they try new things based on what they find.
85% of Pinners say they use Pinterest to plan new projects
Pinterest Users use the platform for various reasons, yet a huge chunk of these users are planners.
Thus most users also use Pinterest when they are starting a project or in the midst of a purchasing decision.
The number of boards created grew by 35% in 2020
In 2020 Pinterest saw a staggering increase in boards.
Most of these boards, 95% to be specific were women’s fashion-themed boards, the beauty boards saw a 44% increase and home décor experienced a 36% boost.
Between June and December 2020, Pinterest noted a “historical surge” (as described by Pinterest itself) of boards for baby products.
The platform also saw some new trends rising up. “Dream lifestyle” boards became three times more prevalent on the platform, along with the rise of at-home workout and project planning.
Holiday planning starts as early as 9 months ahead of time
Christmas in July? On Pinterest, Christmas planning starts as early as April.
Searches for “Christmas gift ideas” were three times higher than the previous year in April 2020.
“Christmas decor ideas,” “Christmas movies,” “Christmas cookies” and “Christmas wreaths” were among the platform’s top search terms between June and December.
Seasonality is important on Pinterest. According to Pinterest data, Pins with content “specific to seasonal life or everyday moments” drive 10 times higher aided awareness and 22% higher online sales.
8 in 10 Pinterest users say the platform makes them feel positive
Pinterest continuously strives for positivity, something other platforms have failed to do.
In fact, in a Pinterest survey, 90% of users polled called Pinterest “an online oasis.”
One reason for this positive feeling people get from the platform may be because it banned political ads in 2018.
Additionally, Pinterest also does heavy content moderation to keep negativity off the platform.
“If social media has taught us one thing, it’s that unfiltered content drives negativity,” reads a company report.
“Without intentional moderation, platforms built on connecting people have—in the end—only polarized them.”
Pinterest marketing stats
Pinterest is rare in the sense that people on the platform are comfortable and open to branded content.
You can learn how other marketers have found success on Pinterest with these stats.
Advertisers have access to more than 200 million Pinterest users
The recent stats on Pinterest’s quarter-over-quarter change in advertising reach increased by 6.2% and will likely continue to soar over the year.
One reason for this increase is Pinterest adding more ad targeting portfolios.
Still, more than 50% = 100,750,000 million members of Pinterest’s ad audience are based in the United States.
Followed by the United States are Germany, France, U.K., and Canada.
This order has been set since the previous year and has not changed.
6x more businesses used shopping ads in Q4 2020
Pinterest reported that “Shopping ad revenue once again grew faster than our overall business and we saw a 6x increase in the number of businesses that used the shopping ads format in Q4 [of 2020].”
This increase corresponded with 85% more engagement across shopping surfaces on Pinterest between April and October 2020.
The shopping ad format is currently only available in 28 countries in North America and Europe.
Shopping is among Pinterest’s strategic priorities for 2021, so expect the format to be more widely available soon.
Weekly conversions on Pinterest grew by 300% last year
This Pinterest stat suggests that people were not just engaging with shopping, they were checking out too.
Between January and August 2020, there was a 300% increase in add-to-cart and checkout attributed conversions.
Keep in mind, Pinterest recently introduced a variety of features that made it easier to shop on the platform.
The stats also correspond with the pandemic-driven shift to online retail.
Pinners are 70% more likely to engage with product tags in scenes
This Pinterest stat matters if conversions and sales are a key part of your marketing strategy.
People prefer to see your product in action over straightforward product shots.
According to Pinterest, campaigns that show someone using your product are more likely to drive sales, too.
Collection ads drive a 6-18% increase in total basket size
Collection ads allow marketers to promote multiple products in the same Pin.
The full-screen ad experience displays a hero image and up to 24 secondary Pins.
Unsurprisingly, when you show people more products, there’s a higher chance they’ll add more to their carts.
Pins with “new” in overlay text lead to 9x higher aided awareness
According to Pinterest data, people notice when things are “new.” And they remember them more, too.
So if you’re launching something new, or new and improved, make sure to include the word.
Nearly half of total ad spend used automatic bidding in Q4 2020
Pinterest rolled out automatic bidding for shopping in October 2020.
By the end of the year, that’s how almost 50% of ad spend on the platform was being funneled.
Pinterest also told investors that the majority of advertisers using automatic bidding increased their budget allocations on the platform, which suggests the process is effective.
92% of Pinterest advertisers rank the platform first for reputation
In a poll of Pinterest advertisers (conducted by Pinterest), 92% of respondents ranked Pinterest first on overall reputation—ahead of eight leading platforms.
Pinterest leadership says it pays to be positive.
“That positive environment translates to better results for you—because people are more likely to feel positive about, remember and trust brands who show up in positive places,” says Jim Habig, global Head of Business Marketing, in a blog post.
In Conclusion
Pinterest is a hight-effective and growing platform. It should be a major part of any marketing campaign relevent to its community.
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