38 Pinterest Stats That Matter to Entrepreneurs in 2023


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 details and figures that set one pin aside from one other are an important a part of advertising and marketing methods, each on and off the platform.

We’ve dug by means of annual stories, letters to shareholders, weblog posts, and analysis from Pinterest and past (you’ll see Hootsuite’s 2022 Digital Trend Report so much on this publish—what can we are saying, we’re nuts about stats) to spherical up an important current statistics it’s worthwhile to find out about Pinterest.

Listed below are the numbers that matter in 2023.

General Pinterest statistics

See how Pinterest stats measure up against other social media networks and past.

1. Pinterest is the 14th largest social network on the earth

By way of world lively customers, Pinterest ranks because the 14th largest platform on the earth as of January 2023.

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

Supply: Hootsuite 2022 Digital Trend Report

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

In September 2022, Pinterest reported 445 million monthly active users–up by 2 million users from the earlier quarter. It is 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 world person progress enhance at an 11% compound annual growth rate (CAGR).

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

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

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

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

Pinterest CEO Invoice Prepared mentioned this within the firm’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 complete funnel. Via clear give attention to growing engagement that delights our customers, we’re deepening our monetization per person, and constructing personalised and related experiences that go from inspiration and intent to motion.”

Pinterest Q3 revenue report

Supply: Pinterest

5. Pinterest’s total workforce is 51% ladies

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 variety and inclusion efforts after coming below hearth for gender and race discrimination in 2020. In June of that 12 months, an impartial Particular Committee was established to evaluation the corporate’s office tradition. The committee’s recommendations have been revealed in December 2020.

In response, Pinterest dedicated to growing ladies in management to 36% by 2025. In H1 of 2022, they met that goal. The corporate has additionally made a number of current appointments of ladies of shade to its board of directors, executive team, and different management posts.

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

In line with the corporate’s most recent diversity report (revealed in 2022), white individuals characterize 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 individuals (“American Indian, Alaskan Native, Native Hawaiian, Pacific Islander) make up 1% of each.

2021 representation

Supply: Pinterest

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

In its 2020 Inclusion and Diversity report, Pinterest introduced that by 2025, their staff shall be 20% “individuals 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 fulfill this objective forward of our unique timeline.”

The corporate additionally acknowledged its dedication to making a extra inclusive tradition by means of management variety, which was mirrored in its 2021 statistics: 33% of management roles have been held by ladies.

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 electricity for his or her world workplaces by 2023. This transfer is a serious step in the direction of lowering their world greenhouse fuel emissions and saving power of their workplaces.

Beginning with their headquarters in San Francisco, Pinterest shall be receiving 100% renewable electrical energy by means of CleanPowerSF’s SuperGreen program and buying Vitality Attribute Certificates following a set of guiding rules. Their world actual property portfolio—which spans international locations like the USA, Japan, and Brazil—will prioritize tasks which might be situated within the nation during which the electrical energy was consumed, supply from tasks that present the best system affect, and assist native communities.

9. Pinterest traits take off 20% faster within the first six months than traits on different platforms

Information from Black Swan and Pinterest present that traits on Pinterest take off 20% faster within the first six months than traits on different platforms. Which means that entrepreneurs who can establish and capitalize on rising traits could be forward of the curve by way of cultural relevance for his or her advertisers and types.

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

A 2022 blog post from Pinterest’s official weblog reported that Pinterest traits maintain a 21% longer month-to-month progress than different on-line traits. That is particularly useful for manufacturers and corporations who want to acquire a aggressive edge of their subject, as they’ll leverage Pinterest’s long-term funding in analysis and growth to foretell future traits.

Pinterest person statistics

Browse these Pinterest person stats to grasp 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 blog post, the corporate’s world Head of Enterprise Advertising and marketing identifies Gen Z and males as one of many platform’s fastest-growing demographics.

In line with Pinterest, male pinners and Gen Z pinners are up 40% year over year.

icons showing pinterest advertising audience overview

Supply: Hootsuite 2022 Digital Trend Report

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

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

With regards to their promoting viewers, the gender breakdown seems just a little totally different. As of January 2022, Pinterest’s female audience 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 characterize 29.1% of Pinterest’s advert viewers

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

bar graph showing pinterest audience breakdown by gender

Supply: Hootsuite 2022 Digital Trend 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 carefully 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 Trend 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 totally different social media platforms, 1.5% isn’t dangerous (for reference, there’s no denying that TikTok is huge, but solely 5.6% of web customers aged 16 to 64 known as it their favourite in 2021). It’s powerful to be primary.

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

Supply: Hootsuite 2022 Digital Trend Report

Pinterest utilization statistics

Understanding what makes a Pinner pin is commonly what separates a good marketing strategy from a mediocre one. Whether or not you’re searching for more followers or gross sales, these Pinterest details and statistics ought to information your efforts.

16. 82% of individuals use Pinterest on cell

The variety of cell customers on the platform modifications barely every year, but it surely has been above 80% since not less than 2018.

17. Folks watch near one billion movies a day on Pinterest

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

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

Whereas individuals use Pinterest in a different way, a big share of Pinners are planners. Usually, individuals come to the platform when they’re within the early phases of a undertaking or buy determination.

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 line with 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 towards a number of vacation moments, corresponding to Hanukkah, noticed a 4x greater enhance in conversion charges than those that solely activated for Christmas. With this in thoughts, Pinterest gives entrepreneurs with the chance to succeed in 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. In reality, in an August 2020 report, Pinterest introduced that as many as 50% of UK customers name it “an internet oasis.” One purpose individuals might really feel this manner is that the company banned political ads in 2018 and refer all election-related search traffic to Vote.org.

Pinterest additionally credit content material moderation as its technique of conserving 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 individuals have—in the long run—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 tell your Pinterest SEO strategy in 2023.

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

In line with Naveen Gavini, Senior Vice President of Merchandise at Pinterest, the Pinterest search engine sees greater than 5 billion monthly searches. Gen Z searchers are notably lively, 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, a great viewers for promoting: between October 2021 and October 2022, Pinterest ads reached 271 million users.

pinterest advertising reach from 2020 to 2022 shown as bar graph

Supply: Hootsuite 2022 Digital Trend Report

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

With regards to what persons are looking for on Pinterest within the US, some of the top searches included “nails”, “dinner concepts”, and “dinner recipes”. Different fashionable search phrases embody “wallpaper backgrounds,” “tattoo concepts,” “wedding ceremony attire,” and “brief coiffure ladies.”

top pinterest searches in US for 2022/2023

Supply: Pinterest

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

In July 2021, Pinterest updated its ad policies to ban all adverts with weight reduction language and imagery. Searches containing “weight reduction” declined by 20% since then, as Pinterest customers turn out to be more and more aware of the platform’s dedication to selling wholesome dwelling and physique picture.

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

25. Within the final 12 months, searches for “trans satisfaction” have increased 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 trend” has elevated by 5x.

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

Pinterest has lengthy been a house for hair inspiration, and black hair isn’t any exception. Pinterest not too long ago launched hair pattern search, a pc vision-powered object detection software that permits Pinners to refine coiffure searches by six totally different hair patterns.

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

27. Pinterest drives 10x greater off-platform model searches in comparison with different platforms

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

hair pattern search feature in pinterest platform

Supply: Pinterest

28. Pinners revisit search traits more than once

Information reveals that when individuals interact with traits on Pinterest, they don’t simply seek for them as soon as. People frequently come back to have a look at these pins a number of instances, looking outdoors their unique class or vertical. This provides manufacturers an opportunity to guide traits throughout further product classes. To not point out attain an viewers past their preliminary goal demographic.

Pinterest ecommerce statistics

Pinterest is a uncommon frontier on the Web the place persons are open to branded content material. Learn the way different entrepreneurs have discovered success on the app with these Pinterest stats.

29. Procuring engagement grew by 20% in 2021

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

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

These rising stats have been a part of what prompted Pinterest to launch AR Try-On for Home Decor, which provides customers the choice to make use of the Pinterest digicam to see house decor and furnishings merchandise in their very own area.

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

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

31. Pinners are 5x more likely to buy from Attempt-On enabled pins

Utilizing one among Pinterest’s three augmented actuality platforms (Lipstick Try-On, Eyeshadow Try On, and Try On for Home Decor) might imply large progress for your online business.

In line with Pinterest, customers are 5 instances extra more likely to buy one thing if they’ll attempt it in AR. Pinners are particularly looking for Attempt-On pins—lens digicam searches are growing year-over-year by 126%.

Pinterest advertising and marketing statistics

32. Pins with “new” in overlay textual content result in 9x higher aided consciousness

In line with Pinterest knowledge, individuals discover when issues are “new.” They usually bear in mind them extra, too. So if you happen to’re launching one thing new, or new and improved, ensure that to incorporate the phrase.

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

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

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

Pinterest isn’t just a platform for discovery and inspiration, it’s also a software to assist individuals begin new tasks. 85% of its customers use the platform when beginning a brand new undertaking–whether or not that’s house enchancment, planning a trip, or launching their very own facet hustle.

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

Model discovery is without doubt one of the strongest advantages Pinterest provides companies. 80% of its customers have found, or plan to find, a brand new model or product by means of Pinterest. Which means that with an efficient Pinterest marketing strategy, your online business can attain and have interaction a big viewers.

Pinterest advert stats

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

36. Advertisers can attain greater than 250 million individuals 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 international locations to its advert concentrating on portfolio.

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

pinterest advertising reach by country

Supply: Hootsuite 2022 Digital Trend 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 informed traders 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

If you happen to’re utilizing Pinterest for promoting in 2022, you’ve obtained to know what your viewers will like—and whereas nobody can see the long run, Pinterest has a popularity for making fairly good educated guesses.

As a result of eight out of ten of the corporate’s 2021 predictions got here true, their list of 2023 predictions is an efficient supply of inspo for this 12 months. Ethereal types, Gemini hair, funky micro makeovers, and rainscapes are certain to attract Pinners on this 12 months.

Different traits embody Hipstoric homes (searches for “eclectic inside design classic” are up 850%) and Crown care (searches for scalp therapeutic massage methods are up 55%).

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