38 Pinterest Stats That Matter to Marketers in 2023

38 Pinterest Stats That Matter to Marketers in 2023
38 Pinterest Stats That Matter to Marketers in 2023

38 Pinterest Stats That Matter to Marketers in 2023

Pinterest brings out the bulletin board fanatic in all of us. There’s something so soothing about curating that perfect inspirational spread, whether online or in real life.

But for social media managers, it’s the Pinterest statistics that matter—knowing the facts and figures that set one pin apart from another are an essential part of marketing strategies, both on and off the platform.

We’ve dug through annual reports, letters to shareholders, blog posts, and research from Pinterest and beyond (you’ll see Hootsuite’s 2022 Digital Trend Report a lot in this post—what can we say, we’re nuts about stats) to round up the most important recent statistics you need to know about Pinterest.

Here are the numbers that matter in 2023.

Bonus: Download your free pack of 5 customizable Pinterest templates now. Save time and easily promote your brand with professional designs.

General Pinterest statistics

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

1. Pinterest is the 14th largest social network in the world

In terms of global active users, Pinterest ranks as the 14th largest platform in the world as of January 2023.

The platform beats Twitter, Reddit, and Quora, but ranks below social networks like Facebook, Instagram, TikTok, and Snapchat.

bar graph of world's most-used social platforms by global active users

Source: Hootsuite 2022 Digital Trend Report

2. The platform now has 445 million monthly active users

In September 2022, Pinterest reported 445 million monthly active users–up by 2 million users from the previous quarter. This is a slight decline from the platform’s high point in March of 2021, where they experienced 478 million MAUs worldwide.

Over the last three years, the company has seen global user growth increase at an 11% compound annual growth rate (CAGR).

3. Pinterest’s monthly global user figures increased by 5% in 2022

Pinterest’s Q2 2022 Shareholder Report shows that the platform’s average MAUs in the U.S. and Canada fell to 92 million, a decrease of 8% year over year (YoY) compared to 100 million in the same period of the previous year.

Overall global MAUs declined 5%, with a 4% drop in European MAUs, and a 3% decline in the rest of the world, compared to the same period last year.

Pinterest attributes these declines to several factors, including lower traffic from search (driven by Google’s algorithm updates in November 2021) and the impact of competition for share of time spent from video-centric platforms, particularly in older markets. As well, they cite the impact of the pandemic unwind as a contributing factor, especially outside the US.

users and engagement monthly active users

Source: Pinterest

4. Pinterest’s total revenue increased by 8% in Q3 2022

Pinterest’s revenue also grew 8% YoY in 2022, for a total of $685 million. In the last three years, the company reports a revenue increase of 35% CAGR. Pinterest says it expects revenue to continue growing into Q4.

Pinterest CEO Bill Ready said this in the company’s third-quarter earnings report: “Despite the challenging macro environment, we are delivering performance and a distinct value proposition to advertisers, reaching users across the full funnel. Through clear focus on increasing engagement that delights our users, we are deepening our monetization per user, and building personalized and relevant experiences that go from inspiration and intent to action.”

Pinterest Q3 revenue report

Source: Pinterest

5. Pinterest’s overall workforce is 51% women

As of April 19, 2022, 51% of Pinterest’s workforce self-identifies as female. This is up from 49’% in 2020, and 47% in 2019.

This is part of the company’s diversity and inclusion efforts after coming under fire for gender and race discrimination in 2020. In June of that year, an independent Special Committee was established to review the company’s workplace culture. The committee’s recommendations were published in December 2020.

In response, Pinterest committed to increasing women in leadership to 36% by 2025. In H1 of 2022, they met that goal. The company has also made several recent appointments of women of color to its board of directors, executive team, and other leadership posts.

6. 50% of Pinterest’s leadership team is white

According to the company’s most recent diversity report (published in 2022), white people represent 38% of Pinterest’s total workforce but 50% of leadership positions.

Black employees make up 7% of the total US workforce and 4% of leadership positions. Indigenous people (“American Indian, Alaskan Native, Native Hawaiian, Pacific Islander) make up 1% of both.

2021 representation

Source: Pinterest

7. Pinterest has pledged to increase the number of employees from underrepresented races and ethnicities to 20% by 2025

In its 2020 Inclusion and Diversity report, Pinterest announced that by 2025, their employees will be 20% “people from underrepresented races and ethnicities.” As of 2023, the company had already achieved half of this goal, at 16%, and the report noted that “We’re on track to meet this goal ahead of our original timeline.”

The company also stated its commitment to creating a more inclusive culture through leadership diversity, which was reflected in its 2021 statistics: 33% of leadership roles were held by women.

These Pinterest marketing statistics illustrate the company’s commitment to creating a more diverse and inclusive work environment. The company is confident that these goals are achievable and will continue to strive towards ensuring that underrepresented groups have an equal chance at succeeding within the organization.

progress toward 2025 goals women in leadership and underrepresented races/ethnicities

Source: Pinterest

8. Pinterest commits to 100% renewable electricity in offices by 2023

In September of 2022, Pinterest committed to purchasing 100% renewable electricity for their global offices by 2023. This move is a major step towards reducing their global greenhouse gas emissions and saving energy in their offices.

Starting with their headquarters in San Francisco, Pinterest will be receiving 100% renewable electricity through CleanPowerSF’s SuperGreen program and purchasing Energy Attribute Certificates following a set of guiding principles. Their global real estate portfolio—which spans countries like the United States, Japan, and Brazil—will prioritize projects that are located in the country in which the electricity was consumed, source from projects that provide the greatest system impact, and support local communities.

9. Pinterest trends take off 20% faster in the first six months than trends on other platforms

Data from Black Swan and Pinterest show that trends on Pinterest take off 20% faster in the first six months than trends on other platforms. This means that marketers who can identify and capitalize on emerging trends can be ahead of the curve in terms of cultural relevance for their advertisers and brands.

10. Pinterest trends sustain 21% longer than other online trends

A 2022 blog post from Pinterest’s official blog reported that Pinterest trends sustain a 21% longer monthly growth than other online trends. This is especially beneficial for brands and companies who are looking to gain a competitive edge in their field, as they can leverage Pinterest’s long-term investment in research and development to predict future trends.

Pinterest user statistics

Browse these Pinterest user stats to understand the platform’s demographic dynamics.

11. Gen Z and men are Pinterest’s fastest-growing audience

Women have always outranked men on Pinterest. But in a 2021 blog post, the company’s global Head of Business Marketing identifies Gen Z and men as one of the platform’s fastest-growing demographics.

According to Pinterest, male pinners and Gen Z pinners are up 40% year over year.

icons showing pinterest advertising audience overview

Source: Hootsuite 2022 Digital Trend Report

12. Women make up more than 60% of Pinterest’s global audience

While Gen Z and male users are on the rise, Pinterest still primarily caters to women, who make up more than 60% of their global user base.

When it comes to their advertising audience, the gender breakdown looks a little different. As of January 2022, Pinterest’s female audience rests at 76.7%, the male audience at 15.3%, and the remainder as unspecified—that’s about a 1% change since January 2021.

13. Women aged 25-34 represent 29.1% of Pinterest’s ad audience

Women outrank men and non-binary users in every age group, but it’s particularly visible in the 25 to 34 bracket. Findings from Pinterest’s self-serve advertising tools also show that Pinterest demographics skew young, especially for women.

bar graph showing pinterest audience breakdown by gender

Source: Hootsuite 2022 Digital Trend Report

14. 85.9% of Pinterest users also use Instagram

That makes Instagram the social media platform with the largest audience overlap with Pinterest (Facebook follows closely behind at 82.4%, then Youtube at 77.5%).

The platform with the least audience overlap with Pinterest is Reddit— only 24.5% of Pinterest users are also Reddit users.

chart showing social media audience overlaps across platforms

Source: Hootsuite 2022 Digital Trend Report

15. 1.5% of internet users call Pinterest their favorite social media platform

That doesn’t sound like much, but because there are so many different social media platforms, 1.5% isn’t bad (for reference, there’s no denying that TikTok is huge, yet only 5.6% of internet users aged 16 to 64 called it their favorite in 2021). It’s tough to be number one.

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

Source: Hootsuite 2022 Digital Trend Report

Pinterest usage statistics

Knowing what makes a Pinner pin is often what separates a good marketing strategy from a mediocre one. Whether you’re looking for more followers or sales, these Pinterest facts and statistics should guide your efforts.

16. 82% of people use Pinterest on mobile

The number of mobile users on the platform changes slightly each year, but it has been above 80% since at least 2018.

17. People watch close to one billion videos a day on Pinterest

Not everyone associates Pinterest with video, but it’s been a growing vertical on the platform. To support the growth, the company introduced Pinterest Premiere ad packages, which are set up to bolster the targeting and reach of video campaigns.

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

While people use Pinterest differently, a significant percentage of Pinners are planners. Often, people come to the platform when they are in the early stages of a project or purchase decision.

19. Holiday planning starts as early as 5 months ahead of time

Christmas in July? On Pinterest, holiday planning starts as early as July. According to Pinterest marketing statistics, searches for the holidays reach peak ad opportunity 5 months ahead of time.

peak ad opportunities by holiday as reported by pinterest

Source: Pinterest

Their research also found that advertisers who activated against multiple holiday moments, such as Hanukkah, saw a 4x higher increase in conversion rates than those who only activated for Christmas. With this in mind, Pinterest provides marketers with the opportunity to reach their audience early and stay top of mind throughout the season.

20. 8 in 10 Pinterest users say the platform makes them feel positive

Pinterest has made strides in positivity where other platforms have failed. In fact, in an August 2020 report, Pinterest announced that as many as 50% of UK users call it “an online oasis.” One reason people may feel this way is that the company banned political ads in 2018 and refer all election-related search traffic to Vote.org.

Pinterest also credits content moderation as its means of keeping negativity off the platform. “If social media has taught us one thing, it’s that unfiltered content drives negativity,” reads the company report. “Without intentional moderation, platforms built on connecting people have—in the end—only polarized them.”

Pinterest search stats

Pinterest is more than just a digital corkboard. It’s also a powerful search engine. Use these Pinterest search stats to inform your Pinterest SEO strategy in 2023.

21. There are more than 5 billion searches on Pinterest every month

According to Naveen Gavini, Senior Vice President of Products at Pinterest, the Pinterest search engine sees more than 5 billion monthly searches. Gen Z searchers are particularly active, with the number of searches per Pinner having increased 31% YoY and the number of searches within the audience up 96% YoY.

evolution of pinterest search UI over the years

Source: Naveen Gavini

22. 97% of top Pinterest searches are unbranded

Why does this matter? It means that Pinners are open to discovering new products and ideas. AKA, a good audience for advertising: between October 2021 and October 2022, Pinterest ads reached 271 million users.

pinterest advertising reach from 2020 to 2022 shown as bar graph

Source: Hootsuite 2022 Digital Trend Report

23. Top Pinterest US searches in 2022 included nails, dinner ideas, and dinner recipes

When it comes to what people are searching for on Pinterest in the US, some of the top searches included “nails”, “dinner ideas”, and “dinner recipes”. Other popular search terms include “wallpaper backgrounds,” “tattoo ideas,” “wedding dresses,” and “short hairstyle women.”

top pinterest searches in US for 2022/2023

Source: Pinterest

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

In July 2021, Pinterest updated its ad policies to prohibit all ads with weight loss language and imagery. Searches containing “weight loss” declined by 20% since then, as Pinterest users become increasingly conscious of the platform’s commitment to promoting healthy living and body image.

The updated policy has made Pinterest one of the first major platforms to prohibit all weight loss ads.

25. In the last year, searches for “trans pride” have increased by 80%

Pinterest is a place for everyone, including a growing number of trans and non-binary Pinners. Over the past year, searches for “trans pride” have increased by 80%, while searches related to “transmasc aesthetic,” have increased 5x. Similarly, “transgirl inspiration” has seen a 66% increase, and “nonbinary aesthetic fashion” has increased by 5x.

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

Pinterest has long been a home for hair inspiration, and black hair is no exception. Pinterest recently introduced hair pattern search, a computer vision-powered object detection tool that enables Pinners to refine hairstyle searches by six different hair patterns.

Over the past year, searches for “black hairstyles” have increased up to 15x, “natural hair twists protective” have increased up to 15x, and searches related to “best haircuts for thick wavy hair” have increased 13x.

27. Pinterest drives 10x higher off-platform brand searches compared to other platforms

While Pinterest is often thought of as a place for people to discover and plan, it also drives meaningful results. Off-platform, branded searches are 10x higher on Pinterest than on other platforms. This is because people come to the platform undecided and leave with an idea in mind, helping them move from inspiration to realization more efficiently.

hair pattern search feature in pinterest platform

Source: Pinterest

28. Pinners revisit search trends more than once

Data shows that when people engage with trends on Pinterest, they don’t just search for them once. People frequently come back to look at these pins multiple times, searching outside their original category or vertical. This gives brands a chance to lead trends across additional product categories. Not to mention reach an audience beyond their initial target demographic.

Pinterest ecommerce statistics

Pinterest is a rare frontier on the Internet where people are open to branded content. Learn how other marketers have found success on the app with these Pinterest stats.

29. Shopping engagement grew by 20% in 2021

Let’s talk Pinterest ecommerce stats. In 2021, Pinterest reported that “the number of Pinners engaging with shopping surfaces grew over 20% both quarter over quarter and year over year in Q4 [of 2021].”

In that same report, Pinterest said that catalog uploads had doubled globally, and in international markets, they were up over 400% year over year.

These rising stats were part of what prompted Pinterest to launch AR Try-On for Home Decor, which gives users the option to use the Pinterest camera to see home decor and furniture products in their own space.

30. 75% of weekly Pinterest users say they’re always shopping

Pinterest users are in the mood to consume—according to the company’s Feed Optimization Playbook, people who use Pinterest weekly are 40% more likely to say they love shopping and 75% more likely to say they’re always shopping.

31. Pinners are 5x more likely to purchase from Try-On enabled pins

Using one of Pinterest’s three augmented reality platforms (Lipstick Try-On, Eyeshadow Try On, and Try On for Home Decor) could mean big growth for your business.

According to Pinterest, users are five times more likely to purchase something if they can try it in AR. Pinners are specifically searching for Try-On pins—lens camera searches are increasing year-over-year by 126%.

Pinterest marketing statistics

32. 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.

33. 45% of people in the US with a household income of $100k are on Pinterest

Pinners are spenders, and Pinterest recognizes that. According to the company’s own statistics, 45% of people in the US with a household income of $100k are on Pinterest. That’s an audience you don’t want to miss out on, giving luxury brands and businesses targeting high-net-worth customers a prime opportunity to reach their target demographic.

34. 85% of Pinners use Pinterest when starting a new project

Pinterest is not just a platform for discovery and inspiration, it is also a tool to help people start new projects. 85% of its users use the platform when starting a new project–whether that’s home improvement, planning a vacation, or launching their own side hustle.

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

Brand discovery is one of the most powerful benefits Pinterest offers businesses. 80% of its users have discovered, or plan to discover, a new brand or product through Pinterest. This means that with an effective Pinterest marketing strategy, your business can reach and engage a large audience.

Pinterest ad stats

Looking to up your ad game in 2023? These Pinterest advertising statistics will get you excited about your upcoming strategy.

36. Advertisers can reach more than 250 million people on Pinterest

Pinterest’s quarter-over-quarter change in advertising reach was 169 million in October 2020 and 271 million in October 2022. Part of the increase is the result of Pinterest adding more countries to its ad targeting portfolio.

Still, over 86 million members of Pinterest’s ad audience are based in the United States, more than three times the second-place country (Brazil, at 34 million). But South American countries are on the rise—in 2020 and 2021, the U.S. was followed by Germany, France, the U.K., and Canada. Now, the U.S. is followed by Brazil and Mexico (then Germany, France, the U.K., and Canada).

pinterest advertising reach by country

Source: Hootsuite 2022 Digital Trend Report

37. Automatic bidding delivered 30% more budget on Black Friday 2021

In a letter to shareholders, Pinterest says automatic bidding was key to Black Friday efficiency. They also told investors that first-party solutions are an investment focus going forward.

By the end of 2021, there was a 100% increase in advertiser adoption of Pinterest Conversion Analysis (PCA) and Pinterest Conversion List (PCL).

38. 8 out of 10 of Pinterest’s 2021 predictions came true

If you’re using Pinterest for advertising in 2022, you’ve got to know what your audience will like—and while no one can see the future, Pinterest has a reputation for making pretty good educated guesses.

Because eight out of ten of the company’s 2021 predictions came true, their list of 2023 predictions is a good source of inspo for this year. Airy styles, Gemini hair, funky micro makeovers, and rainscapes are sure to draw Pinners in this year.

Other trends include Hipstoric homes (searches for “eclectic interior design vintage” are up 850%) and Crown care (searches for scalp massage techniques are up 55%).

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The post 38 Pinterest Stats That Matter to Marketers in 2023 appeared first on Social Media Marketing & Management Dashboard.

Maggi Pier

Maggi Pier

Avid gardener, artist, writer, web designer, video creator, and Google my Business local marketing pro!