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—figuring out the information and figures that set one pin other than one other are a vital a part of advertising methods, each on and off the platform.

We’ve dug by way of annual reviews, letters to shareholders, weblog posts, and analysis from Pinterest and past (you’ll see Hootsuite’s 2022 Digital Pattern Report lots on this submit—what can we are saying, we’re nuts about stats) to spherical up a very powerful current statistics it’s good to find out about Pinterest.

Listed below are the numbers that matter in 2023.

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 world 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 Pattern 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.

During the last three years, the corporate has seen world consumer progress improve at an 11% compound annual progress price (CAGR).

3. Pinterest’s month-to-month world consumer 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% 12 months over 12 months (YoY) in comparison with 100 million in the identical interval of the earlier 12 months.

Total 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 elements, 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, significantly in older markets. As nicely, they cite the affect of the pandemic unwind as a contributing issue, particularly outdoors the US.

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 reviews a income improve of 35% CAGR. Pinterest says it expects income to proceed rising into This fall.

Pinterest CEO Invoice Prepared stated 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 total funnel. By way of clear concentrate on rising engagement that delights our customers, we’re deepening our monetization per consumer, and constructing customized and related experiences that go from inspiration and intent to motion.”

Supply: Pinterest

5. Pinterest’s total 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 variety and inclusion efforts after coming underneath 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 suggestions have been printed in December 2020.

In response, Pinterest dedicated to rising girls 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 coloration to its board of administrators, govt crew, and different management posts.

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

In response to the corporate’s most up-to-date variety report (printed in 2022), white individuals characterize 38% of Pinterest’s complete workforce however 50% of management positions.

Black staff make up 7% of the whole US workforce and 4% of management positions. Indigenous individuals (“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% “individuals 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 fulfill this purpose forward of our authentic timeline.”

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

These Pinterest advertising 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 direction of guaranteeing that underrepresented teams have an equal probability at succeeding throughout 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 world places of work by 2023. This transfer is a serious step in direction of lowering their world greenhouse fuel emissions and saving power of their places of work.

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

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

Information from Black Swan and Pinterest present that developments on Pinterest take off 20% quicker within the first six months than developments on different platforms. Because of this entrepreneurs who can determine and capitalize on rising developments will be forward of the curve when it comes to cultural relevance for his or her advertisers and types.

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

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

Pinterest consumer statistics

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

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

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

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

Supply: Hootsuite 2022 Digital Pattern Report

12. Ladies 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 girls, who make up greater than 60% of their world consumer base.

Relating to their promoting viewers, the gender breakdown seems just a little 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 couple of 1% change since January 2021.

13. Ladies aged 25-34 characterize 29.1% of Pinterest’s advert viewers

Ladies outrank males and non-binary customers in all ages group, nevertheless it’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 girls.

Supply: Hootsuite 2022 Digital Pattern Report

14. 85.9% of Pinterest customers additionally use Instagram

That makes Instagram the social media platform with the most important 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 Pattern 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 big, but solely 5.6% of web customers aged 16 to 64 known as it their favourite in 2021). It’s powerful to be primary.

Supply: Hootsuite 2022 Digital Pattern Report

Pinterest utilization statistics

Understanding what makes a Pinner pin is commonly what separates a good advertising technique from a mediocre one. Whether or not you’re searching 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 adjustments barely every year, nevertheless it has been above 80% since at the very least 2018.

17. Folks watch near 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 set as much as bolster the focusing on and attain of video campaigns.

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

Whereas individuals use Pinterest in a different way, a big proportion of Pinners are planners. Typically, individuals come to the platform when they’re within the early levels of a undertaking 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 response to Pinterest advertising 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, akin to Hanukkah, noticed a 4x greater improve in conversion charges than those that solely activated for Christmas. With this in thoughts, Pinterest offers 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 truth, in an August 2020 report, Pinterest introduced that as many as 50% of UK customers name it “a web based oasis.” One motive individuals might really feel this manner 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 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 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 search engine optimization technique in 2023.

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

In response 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.

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 superb viewers for promoting: between October 2021 and October 2022, Pinterest advertisements reached 271 million customers.

Supply: Hootsuite 2022 Digital Pattern Report

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

Relating to what persons are trying to find on Pinterest within the US, a few of the prime searches included “nails”, “dinner concepts”, and “dinner recipes”. Different standard search phrases embody “wallpaper backgrounds,” “tattoo concepts,” “marriage ceremony attire,” and “brief coiffure girls.”

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 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 advertisements.

25. Within the final 12 months, 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 12 months, searches for “trans delight” have elevated by 80%, whereas searches associated to “transmasc aesthetic,” have elevated 5x. Equally, “transgirl inspiration” has seen a 66% improve, and “nonbinary aesthetic vogue” 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 not too long ago launched hair sample search, a pc vision-powered object detection instrument that allows Pinners to refine coiffure searches by six completely different hair patterns.

Over the previous 12 months, 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 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 greater on Pinterest than on different platforms. It is because individuals come to the platform undecided and depart with an thought in thoughts, serving to them transfer from inspiration to realization extra effectively.

Supply: Pinterest

28. Pinners revisit search developments greater than as soon as

Information exhibits that when individuals have interaction with developments on Pinterest, they don’t simply seek for them as soon as. Folks ceaselessly come again to have a look at these pins a number of occasions, looking out outdoors their authentic class or vertical. This offers manufacturers an opportunity to guide developments 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. Find out how 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 partaking with buying 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 stated 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 Strive-On for Residence Decor, which provides customers the choice to make use of the Pinterest digital camera to see dwelling decor and furnishings merchandise in their very own area.

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

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

31. Pinners are 5x extra doubtless to buy from Strive-On enabled pins

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

In response to Pinterest, customers are 5 occasions extra prone to buy one thing if they’ll strive it in AR. Pinners are particularly trying to find Strive-On pins—lens digital camera searches are rising year-over-year by 126%.

Pinterest advertising statistics

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

In response to Pinterest information, individuals discover when issues are “new.” They usually keep in mind them extra, too. So if you happen to’re launching one thing new, or new and improved, be sure to incorporate the phrase.

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

Pinners are spenders, and Pinterest acknowledges that. In response to the corporate’s personal statistics, 45% of individuals within the US with a family earnings of $100k are on Pinterest. That’s an viewers you don’t wish to miss out on, giving luxurious manufacturers and companies focusing on high-net-worth clients a first-rate 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 instrument to assist individuals begin new initiatives. 85% of its customers use the platform when beginning a brand new undertaking–whether or not that’s dwelling 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 affords companies. 80% of its customers have found, or plan to find, a brand new model or product by way of Pinterest. Because of this with an efficient Pinterest advertising technique, your online business can attain and interact a big viewers.

Pinterest advert stats

Seeking 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 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 nations to its advert focusing on portfolio.

Nonetheless, over 86 million members of Pinterest’s advert viewers are based mostly in the US, 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.Okay., and Canada. Now, the U.S. is adopted by Brazil and Mexico (then Germany, France, the U.Okay., and Canada).

Supply: Hootsuite 2022 Digital Pattern 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% improve 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 received to know what your viewers will like—and whereas nobody can see the longer term, 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 listing of 2023 predictions is an efficient supply of inspo for this 12 months. Ethereal kinds, Gemini hair, funky micro makeovers, and rainscapes are certain to attract Pinners on this 12 months.

Different developments 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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