Pinterest statistics are so important to every marketer. They help you grow your brand and get maximum results for your social media marketing efforts.
If you want to know the relevant Pinterest stats and facts and learn about the audience demographics of the visual platform, you’re on the right page.
We’ve compiled ALL the relevant Pinterest statistics you should know (as a marketer).
This data should greatly help your marketing and give you a clear path on how to use Pinterest.
Before we dive into the numbers, let’s understand what Pinterest is.
What Is Pinterest?
Pinterest is a visual social networking site primarily used for finding ideas and interests.
Originally, Pinterest is a portmanteau of two words “pin” and “interest.” As a social curation website, its area of interest lies in sharing and categorizing images found online.
While the world received the innovation as a social networking platform, Silbermann (CEO of Pinterest) pitched the platform as a “catalog of ideas” maintaining that the emphasis is on empowering users to “go out and do that thing.”
Based on the content, one would describe Pinterest as a bookmaking site that is large as a result of the “Pin it” button option which users are at liberty to use on their browser by selecting and “pin-ing” online images to virtual pinboards used to organize categories.
Pinterest categories include architecture, art, DIY and crafts, fashion, food and drink, home décor, science, and travel, and more.
Although Pinterest was launched in March 2010 as a closed beta, it was opened to the general public later on. And it currently stands as one of the fastest sites in history to reach ten million unique monthly visitors and high user engagement metrics, and as of January 2016,
Alexa ranked Pinterest at number 12 for most visited sites in the United States.
Now that you know what Pinterest is all about, let’s take a look at the relevant Pinterest statistics you should know as a marketer!
20+ Pinterest Statistics You Should Know
Here are some of the relevant, carefully hand-picked Pinterest statistics you should know.
One Of The Largest Social Network In The World
In the most recent research carried out in the social network space as of January 2021, it was discovered Pinterest ranks as the 14th largest social network platform in the world, in terms of global active users.
This research was done taking into consideration various social media sites such as Facebook, Instagram, TikTok, Snapchat, and Twitter.
In the previously mentioned platforms, which bagged a rank in the world’s most used social platforms in January 2021, Pinterest stood above Twitter but came below the rest.
These statistics are gotten from the Global State of Digital 2021. A world highly dependent on these social platforms shows the possible range of reaching the audience.
459 Million Monthly Active Users Reach On Pinterest
It is said that Pinterest’s quarter-over-quarter change in advertising reach recently went up by 6.2% and is expected to continue this way over the year.
The increase in its user base (target audience) is the result of Pinterest adding more countries to its ad targeting portfolio.
Statistically, 50% of people who use Pinterest are based in the United States which has an audience of more than 100 million available to advertisers.
The biggest gain for Pinterest was in 2020 with more than 100 million monthly active users. The arrival of Pinners led to a 37% rise in monthly active users between 2019 and 2020.
92% Of Pinterest Advertisers Rank the Platform First For Reputation
A poll of Pinterest advertisers conducted by Pinterest showed that 92% of the respondents ranked Pinterest first on overall reputation ahead of eight leading platforms.
In response to this, Pinterest leadership said 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.
85% Of Pinners Use the Mobile App
Most humans irrespective of race these days have access to a mobile device at the very least. This explains why around half of all web and social media traffic comes from mobile devices.
This further explains why about 85% of Pinners are actively saving pins and using the social media network from their mobile app. This statistic shows brand marketers the best way to optimize their Pinterest graphics in a way suitable for mobile devices.
97% Of Searches On Pinterest Aren’t Brand Related
One important Pinterest statistic shows that all searches on Pinterest are not brand-related.
This means that users aren’t including specific brand names in their search queries because they are more focused on the product they need.
This means Pinterest advertisers have an additional task to pay extra attention to using the right keywords in pin titles and descriptions to place the brand at the top view in searches.
Pinterest Is for New Ideas
2 out of 3 Pinterest users say they go to Pinterest to find new ideas, products, or services they can trust.
This translates that about 66% of Pinterest users are actively searching for products and services to buy based on what others are saving.
This shows the level of importance and value Pinterest users place on the platform to present them with trusted products and services.
98% Users Have Tried Something They’ve Seen on Pinterest
The categories of Pinterest have been earlier stated at the introductory part of this post and for years users have enjoyed attempting the different ideas they stumble across on the platform.
From DIY projects, recipes, beautiful homes, and fashion pictures, and handmade crafts.
This explains the inclusion of the “Tried It” button added to pins which enable users to share when they have successfully tried a project.
Feedback from this update showed the 98% trial rate.
The “New” Tag
It has been recorded that attaching the new tag with posts has positive feedback on the advertisement.
This is because Pins with “new” in the overlay text automatically leads to 9x higher aided awareness.
According to data gathered from Pinterest, people notice immediately when things are “new” and they remember them more often too.
This tells Pinterest advertisers that when launching something new, or improved, it’s better publicity to include the word.
Half of the Total ad Spend Used Automatic Bidding in Q4 2020
In October 2020, Pinterest rolled out automatic bidding for shopping. And by the end of the year 2020, almost 50% of ad spend on the platform was being funneled.
It was gathered from Pinterest that the majority of the advertisers making use of automatic bidding increased their budget allocations on the platform.
This suggests just how effective the process was to achieve their desired end.
60% of Pinterest Users Are Women
There’s an uneven scale in the users of the Pinterest platform.
The ratio of men to women who make use of Pinterest is 40:60 with the female gender talking the greater percentage.
While 60% of Pinterest users are women and these statistics may discourage products or services targeted at the male gender, this should not be so.
Male or as gifts video campaigns’ targeting and reach users are up 50% year-over-year, and many of them are heavily active users.
Pinterest’s 10-Member Board of Directors Now Includes 2 Women of Colour
In 2019, Black employees represented only 4% of Pinterest’s overall workforce and only 1% in leadership roles.
Women represented 47% of employees, only 25% of executive positions, and a staggering 80% of intern roles.
In June 2020, an independent Special Committee was established to review the company’s workplace culture of which the recommendations were published in December of 2020.
Several recent appointments of women of color to its board of directors, executive team, and other leadership posts.
Monthly International User Figures Grew By 46% In 2020
Pinterest’s Q4 2020 shareholder report showed that a significant share of the company’s growth took place outside of the United States.
International monthly active users rose to 361 million in 2020. That’s a 46% increase from the previous year.
In the United States, 98 million people were active monthly on Pinterest in 2020, representing an 11% increase.
The Usefulness Of Search Trends
Search terms such as “cottage core fashion,” “kitchen storage solutions,” and “fun couple activities” are terms that convey particular trends.
It’s always a good idea to keep an eye on what’s trending on Pinterest, as well as what their annual trend predictions are.
Understanding what is trending can help you plan out your marketing strategies and launch new product offerings.
The Number Of Gen Z Users Grew By 50% Between 2019 And 2020
In terms of generational demographics, Pinterest saw the most growth last year with Gen Z while Pinterest demographics for millennial pinners are up by 35% year-over-year.
This shows that the brand is actively trying to attract the younger audience, making it a place that is equally for the younger generation.
Inclusively, statistics show that the number of Pinterest users under age 25 grew twice as fast in Q2 2020 than those aged 25 and older.
240 Billion Pins Have Been Saved by Users
Over the years since Pinterest’s launch, it is recorded that over 240 billion Pins have been saved by Pinners.
On average, this means that each user has saved at least 533 pins over the 11 years since launch.
8 In 10 Pinterest Users Say The Platform Makes Them Feel Positive
It is said that Pinterest has made strides in positivity where other platforms have failed. This is evident in the report that Pinners have given over time about the platform.
In a Morning Consult and Pinterest survey, 90% of people who polled went so far as to call Pinterest “an online oasis.” One reason people may feel this way is that the company banned political ads in 2018.
Through filtering content allowed on the platform, Pinterest has been able to retain its positivity over the years. This is one of its inherent marketing strategies.
89% Of Users Are On Pinterest For Purchase Inspiration
In cases where one stays on the lookout for inspiration as to things that would fit well with the ideas they have in their heads of their homes and offices, or as a gift for friends and family, Pinterest has proven to be a go-to for plan purchases.
This Pinterest statistics shows the platform’s users’ social shopping strategy. Averagely, 9 in 10 users of Pinterest are on the platform to plan purchases or to find inspiration for purchases.
85% Of Users Have Bought something based on Pins they see from brands
In marketing, the priority should be getting the brands to the users. After this occurs, further clicking the post which could either be video pins or photo pins leads to purchase.
85% of its users have purchased a product as a result of seeing a branded pin.
Pinners spend 80% more in retail than non-pinners
Pinterest demographics show that 49% of U.S. users’ income is above a hundred thousand dollars per year. This means that the higher their income gets, the higher they would be willing to spend on purchases while using the platform.
When compared to non-users of the platform, the frequency with which users of Pinterest spend in retail is 80% more.
Nearly $1.4 billion was generated from advertising in 2020
Although this could be a result of the COVID-19 pandemic in 2020, Pinterest nonetheless proved its profitability from ads last year.
At final count, nearly 1.4 billion dollars was generated from brands advertising on its platform in 2020. This shows that the popularity of promoted Pins would probably rank higher by the end of this year.
People watch close to one billion videos daily on Pinterest
At first instance, everyone associates Pinterest with video, but the growth has been vertical on the platform. To aid the growth, the company introduced Pinterest Premiere ad packages set up to bolster the targeting and reach of video campaigns.
Final Words
These Pinterest statistics show the amazing background of Pinterest and from them, we can successfully envisage the type of future the platform has to offer its users.
There’s the talk on its ease of use, the fact that brands and products advertised get to thousands of targeted audiences, and it’s a relatively cheap method as opposed to other social networks.
With these Pinterest stats and facts, you can see why Pinterest is the best platform for online and social media marketing right now and even better in the coming days.
