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—realizing the information and figures that set one pin other than one other are a necessary a part of advertising and marketing methods, each on and off the platform.

We’ve dug via annual reviews, letters to shareholders, weblog posts, and analysis from Pinterest and past (you’ll see Hootsuite’s 2022 Digital Development Report rather a lot on this put up—what can we are saying, we’re nuts about stats) to spherical up an important current statistics it is advisable find out about Pinterest.

Listed here are the numbers that matter in 2023.

Common Pinterest statistics

See how Pinterest stats measure up towards different social media networks and past.

1. Pinterest is the 14th largest social community on the planet

By way of international energetic customers, Pinterest ranks because the 14th largest platform on the planet 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. 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 international person progress enhance at an 11% compound annual progress price (CAGR).

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

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

Total international 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 yr.

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 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 outdoors the US.

Supply: Pinterest

4. Pinterest’s whole 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 reviews a income enhance of 35% CAGR. Pinterest says it expects income to proceed rising into This autumn.

Pinterest CEO Invoice Prepared stated this within the firm’s third-quarter earnings report: “Regardless of the difficult macro atmosphere, we’re delivering efficiency and a definite worth proposition to advertisers, reaching customers throughout the complete funnel. By means of 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.”

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 range and inclusion efforts after coming beneath fireplace for gender and race discrimination in 2020. In June of that yr, an unbiased Particular Committee was established to assessment the corporate’s office tradition. The committee’s suggestions have been revealed in December 2020.

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

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

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

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

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 Variety report, Pinterest introduced that by 2025, their staff can be 20% “folks from underrepresented races and ethnicities.” As of 2023, the corporate had already achieved half of this purpose, at 16%, and the report famous that “We’re on observe to satisfy this purpose forward of our authentic timeline.”

The corporate additionally acknowledged its dedication to making a extra inclusive tradition via management range, 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 atmosphere. The corporate is assured that these objectives are achievable and can proceed to try in the direction of making certain that underrepresented teams have an equal likelihood at succeeding inside the group.

Supply: Pinterest

8. Pinterest commits to 100% renewable electrical energy in places of work by 2023

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

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

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

Information from Black Swan and Pinterest present that traits on Pinterest take off 20% quicker within the first six months than traits on different platforms. Which means entrepreneurs who can determine 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 weblog put up 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 helpful for manufacturers and corporations who need to acquire a aggressive edge of their subject, as they will leverage Pinterest’s long-term funding in analysis and improvement to foretell future traits.

Pinterest person statistics

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

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

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

In keeping with Pinterest, male pinners and Gen Z pinners are up 40% yr over yr.

Supply: Hootsuite 2022 Digital Development Report

12. Ladies 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 ladies, who make up greater than 60% of their international person base.

In relation to their promoting viewers, the gender breakdown seems to be a little 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. Ladies aged 25-34 symbolize 29.1% of Pinterest’s advert viewers

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

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.

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 known as it their favourite in 2021). It’s robust to be primary.

Supply: Hootsuite 2022 Digital Development Report

Pinterest utilization statistics

Realizing what makes a Pinner pin is usually what separates a good advertising and marketing technique from a mediocre one. Whether or not you’re in search of 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 every year, but it surely has been above 80% since not less than 2018.

17. Individuals 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 initiatives

Whereas folks use Pinterest in another way, a big share of Pinners are planners. Usually, folks come to the platform when they’re within the early levels of a venture 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 keeping with Pinterest advertising and marketing statistics, searches for the vacations attain peak advert alternative 5 months forward of time.

Supply: Pinterest

Their analysis additionally discovered that advertisers who activated towards a number of vacation moments, comparable to Hanukkah, noticed a 4x larger enhance in conversion charges than those that solely activated for Christmas. With this in thoughts, Pinterest supplies entrepreneurs with the chance to achieve 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 “a web-based oasis.” One purpose folks might really feel this fashion is that the corporate banned political advertisements in 2018 and refer all election-related search visitors 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 folks have—in the long run—solely polarized them.”

Pinterest search stats

Pinterest is greater than only a digital corkboard. It’s additionally a strong search engine. Use these Pinterest search stats to tell your Pinterest web optimization technique in 2023.

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

In keeping with 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 inside the viewers up 96% YoY.

Supply: Naveen Gavini

22. 97% of prime Pinterest searches are unbranded

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

Supply: Hootsuite 2022 Digital Development Report

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

In relation to what persons are looking for on Pinterest within the US, a few of the prime searches included “nails”, “dinner concepts”, and “dinner recipes”. Different common search phrases embody “wallpaper backgrounds,” “tattoo concepts,” “wedding ceremony clothes,” and “quick coiffure ladies.”

Supply: Pinterest

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

In July 2021, Pinterest up to date its advert insurance policies to ban all advertisements with weight reduction language and imagery. Searches containing “weight reduction” declined by 20% since then, as Pinterest customers develop into 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 ban all weight reduction advertisements.

25. Within the final yr, searches for “trans delight” have elevated by 80%

Pinterest is a spot for everybody, together with a rising variety of trans and non-binary Pinners. Over the previous yr, searches for “trans delight” 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 elevated as much as 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 instrument that permits Pinners to refine coiffure searches by six completely different hair patterns.

Over the previous yr, searches for “black hairstyles” have elevated as much as 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 larger off-platform model searches in comparison with different platforms

Whereas Pinterest is usually considered a spot for folks to find and plan, it additionally drives significant outcomes. Off-platform, branded searches are 10x larger on Pinterest than on different platforms. It’s because folks come to the platform undecided and depart with an concept in thoughts, serving to them transfer from inspiration to realization extra effectively.

Supply: Pinterest

28. Pinners revisit search traits greater than as soon as

Information exhibits that when folks have interaction with traits on Pinterest, they don’t simply seek for them as soon as. Individuals continuously come again to take a look at these pins a number of instances, looking outdoors their authentic 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. Buying 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 yr over yr in This autumn [of 2021].”

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

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

30. 75% of weekly Pinterest customers say they’re at all times purchasing

Pinterest customers are within the temper to eat—in accordance with 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 at all times purchasing.

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

Utilizing considered one of Pinterest’s three augmented actuality platforms (Lipstick Attempt-On, Eyeshadow Attempt On, and Attempt On for Residence Decor) might imply massive progress for your enterprise.

In keeping with Pinterest, customers are 5 instances extra more likely to buy one thing if they will attempt it in AR. Pinners are particularly looking for 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 result in 9x larger aided consciousness

In keeping with Pinterest knowledge, folks discover when issues are “new.” They usually bear in mind them extra, too. So for those who’re launching one thing new, or new and improved, make certain to incorporate the phrase.

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

Pinners are spenders, and Pinterest acknowledges that. In keeping with the corporate’s personal statistics, 45% of individuals within 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 prospects a main alternative to achieve their goal demographic.

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

Pinterest is not only a platform for discovery and inspiration, it’s also a instrument to assist folks begin new initiatives. 85% of its customers use the platform when beginning a brand new venture–whether or not that’s residence enchancment, planning a trip, or launching their very own aspect 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 find, a brand new model or product via Pinterest. Which means with an efficient Pinterest advertising and marketing technique, your enterprise can attain and interact 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 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 the US, greater than 3 times 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).

Supply: Hootsuite 2022 Digital Development Report

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

In a letter to shareholders, Pinterest says computerized bidding was key to Black Friday effectivity. Additionally they advised 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

In the event you’re utilizing Pinterest for promoting in 2022, you’ve obtained 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 listing of 2023 predictions is an efficient supply of inspo for this yr. Ethereal kinds, Gemini hair, funky micro makeovers, and rainscapes are certain to attract Pinners on this yr.

Different traits embody Hipstoric houses (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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