2021 Stats Pinterest

24 Pinterest Stats Entrepreneurs Must Know for 2022

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On the lookout for the most recent Pinterest stats? We’ve acquired you lined!

As a result of Pinterest doesn’t at all times get its due credit score versus competing social media platforms.

Though it could not have the thrill of TikTok or the huge consumer base of Instagram, Pinterest stays a possible goldmine for entrepreneurs.

As a result of the platform is one-of-a-kind on the subject of its demographics and high-spending, product-hunting consumer base.

Interested by revisiting Pinterest or optimizing your present presence? Your head’s in the proper place.

This information breaks down the Pinterest statistics it’s essential to know for 2022 and past.

Pinterest utilization statistics

If you happen to haven’t been paying a lot consideration to Pinterest recently, you would possibly assume the worst when it comes to its progress.

The truth, although? Exercise on the platform has been surprisingly regular.

Pinterest noticed a increase through the early days of the pandemic in 2020 when dwelling buying was at its peak. Whereas exercise has cooled off since then, there’s no denying that the platform nonetheless boasts a massively devoted consumer base.

1. Pinterest’s month-to-month energetic customers dropped from 478 million to 431 million throughout 2021.

Pinterest Statistics On Monthly Active Users

Don’t let the drop-off idiot you.

Once more, Pinterest themselves acknowledged that the platform noticed larger engagement and progress on account of consumers being dwelling all through 2020. The platform has held onto a very good chunk of these new customers regardless.

Though Pinterest might not attain the one billion month-to-month energetic consumer membership alongside TikTok anytime quickly, 400+ million customers are nothing to scoff at. Briefly, Pinterest’s consistency speaks for itself.

2. Practically 50% of Pinterest’s total users are labeled as “gentle” customers, accessing the platform weekly or month-to-month versus day by day (with solely 7.3% thought of “heavy” customers).

Not like TikTok or Instagram the place customers are glued to the platform and checking it a number of occasions per day, Pinterest is a distinct story.

Most customers verify in periodically or on an as-need foundation. Given the platform’s emphasis on inspirational and product-focused how-to content material versus leisure, this exercise pattern is smart.

3. Pinterest’s annual consumer base progress slowed to 3.1% in 2021 (down from 7.8% in 2020).

The previous couple of years isn’t precisely the perfect barometer for “regular” social media progress.

That mentioned, Pinterest’s 3.1% progress price is pretty in line with comparable networks (similar to Instagram’s 3.7% progress). For reference, these numbers are exponentially higher than much more “established” networks than Fb (0.8%) or Twitter (0.2%).

Chart Showing Us Social Network User Growth By Platform In 2020 And 2021.

Pinterest demographic statistics

Pop quiz: what does the “typical” Pinterest consumer appear like?

You’d be shocked. Pinterest represents a novel community when it comes to its consumer base and its range. These Pinterest stats are notable for advertisers and types trying to goal the proper demographics on the platform.

4. 31% of US adults declare to be Pinterest customers, placing the platform between Instagram (40%) and LinkedIn (28%).

As famous earlier, Pinterest is about inspiration and training versus leisure. The platform’s reputation amongst adults comes from its standing as a helpful useful resource versus a spot to binge content material.

5. 38% of Pinterest users are between the ages of fifty and 64, representing the biggest age demographic on the platform.

Though the platform is traditionally common amongst Millennials, the demographics of Pinterest are shifting.

Not like competing networks, there’s much less of a generational divide on Pinterest. In truth, there’s a near-even break up amongst Gen Z, Millennials and Gen Xers on the platform.

6. Gen Z customers proceed to develop on Pinterest, presently making up almost 21 million users (on track to rise to 26 million Gen Z customers inside three years).

Pinterest Gen Z Statistics Social Media Users By Platform And Growth

Gen Z is likewise having a little bit of a second on Pinterest proper now. In keeping with Pinterest’s regular progress, count on to see an increasing number of undertake the platform over time.

7. Whereas girls make up 60% Pinterest’s core viewers, male users have risen by 40% 12 months over 12 months.

Shocked? In accordance with the most recent Pinterest statistics, the platform is not dominated solely by Millennial girls. Not by an extended shot.

Pinterest themselves has been speaking up the rise of each male and Gen Z customers over the previous 12 months or so. This alerts how the platform’s id is evolving (and nonetheless has the potential to develop).

8. 80% of men on Pinterest declare that buying on the platform leads them to “one thing sudden” that “surprises and delights them.”

This stat highlights not solely how males are utilizing the platform, however how Pinterest at giant stays a hub for product analysis and discovery.

What’s notable right here is that the invention course of is not reserved for one demographic. Pinterest has virtually change into its personal kind of search engine for social consumers.

9. 45% of social users within the US with a family revenue over $100K are energetic on Pinterest.

Pinterest’s high-earning demographics are well-documented and are sometimes touted by the platform itself.

This speaks to why the platform is taken into account a not-so-hidden gem for advertisers. The recognition of content material centered round high-end merchandise (suppose: dwelling items, furnishings) represents a window of alternative for manufacturers in the proper niches.

Pinterest advertising and marketing and consumer habits statistics

The way in which that individuals use Pinterest is apples and oranges versus different social platforms.

Once more, leisure isn’t what Pinterest is about. Inspiration, training and product analysis are the names of the sport.

And should you see Pinterest as little greater than a digital pinboard, you’re lacking out on potential advertising and marketing alternatives.

The Pinterest stats under will help you fine-tune your advertising and marketing technique and discover ways to communicate to customers on the platform.

10. In comparison with different social platforms, Pinterest customers are 90% more likely to say they’re “at all times” buying (and 30% extra probably say they “love” buying).

Pinterest isn’t shy about placing its emphasis on buying entrance and middle.

The platform is now an important a part of the customer’s journey, even when consumers aren’t essentially buying from Pinterest straight.

For up-and-coming manufacturers, among the best methods to make use of Pinterest for enterprise is to current a kind of digital store window and customized expertise to win over consumers who’ve by no means heard of you.

11. 40% of Pinterest users choose to really feel “impressed” through the buying expertise versus consumers on competing social platforms.

Piggybacking on the factors above, Pinterest is a primary place to supply concepts for future purchases. For manufacturers that wish to really “encourage” potential consumers, this implies matching your picture aesthetics to your target market.

12. In accordance with Pinterest themselves, Gen Z customers undertake new merchandise at 3.7x the rate as Zoomers who aren’t on the platform.

TikTok could also be reeling within the youthful crowd, however don’t rely out Pinterest simply but. That is yet one more Pinterest statistic that exhibits how the platform has cemented itself as a product discovery platform for consumers of all ages.

13. 83% of weekly Pinterest users make purchases based mostly on the content material they see from manufacturers on the platform.

As famous earlier, folks aren’t precisely as glued to Pinterest as different platforms. Even so, much less frequent use doesn’t essentially negate the community’s advertising and marketing impression on customers.

14. 97% of top Pinterest searches are literally unbranded.

Whereas product analysis is large on Pinterest, not that searches and queries aren’t essentially in search of out manufacturers straight.

In consequence, content material ought to function way of life pictures, user-generated content material and people-focused images to seize the eye of serial searchers. Key phrase focusing on and pin optimization matter, too.

Example Of An Unbranded Pinterest Search And Results Page.

15. 85% of Pinterest users say that Pinterest is their go-to social platform to go to once they begin a brand new challenge.

This statistic showcases the significance of instructional content material on Pinterest. Infographics and how-to tutorials are all the trend for a purpose.

16. 70% of users declare that Pinterest is the place they go to search out new merchandise, concepts or companies they’ll belief.

The takeaway right here is to not simply blast content material onto the platform. Manufacturers on Pinterest have to have a aware presence that nurtures consumers, educates them and exhibits off merchandise in motion.

1.7 Pinterest customers are 7x more likely to say the platform is extra influential than some other within the buying journey.

Pinterest isn’t merely the go-to platform for inspiration and product analysis — the platform is a large motivator on the trail to buy.

Folks would possibly see at a look what your model is about on Instagram or Fb, however Pinterest is what’ll in the end drive them to decide.

Pinterest promoting statistics

The effectiveness of Pinterest promoting is confirmed amongst big-box companies and way of life manufacturers alike. Let’s take a look at some Pinterest statistics that spotlight the present state of adverts on the platform.

18. Procuring adverts on Pinterest drive three times the conversions and double the optimistic incremental return on advert spend versus competing social platforms.

Coupled with the behavioral stats above, Pinterest content material serves as a spot for consumers to verify their buying resolution. Likewise, the truth that adverts on the platform mirror natural content material is a large plus.

19. Buyers on Pinterest spend twice as much monthly than social consumers on different platforms.

Bear in mind what we mentioned about Pinterest customers being massive spenders? This stat confirms simply as a lot.

20. That includes “way of life” pictures inside adverts yields a 32% higher CTR than “inventory” product pictures.

No surprises right here.

Publishing Pinterest content material with a human contact goes hand in hand with larger conversions. This explains the recognition of influencers and UGC on the platform.

21. Pinterest advert spending exploded to $94.7 million annually in 2021 (which tripled 2020’s whole spend of $30.3 million).

Annual Pinterest Ad Spending Statistics From 2017 To 2021.

Certain, promoting on Pinterest may be achieved by natural content material.

However adverts are booming proper now in an enormous approach. For brand spanking new manufacturers and people who’ve seen success with Pinterest adverts previously, now’s the time to rethink your finances.

22. 35% of marketers say they wish to spend money on influencer advertising and marketing on Pinterest (up from 29% in 2019).

TikTok and Instagram usually dominate the dialog round influencers and creators however don’t rely out Pinterest as a part of the dialogue.

23. 80% of weekly users have found a brand new model or product on Pinterest.

This stat drives dwelling the potential of Pinterest adverts when it comes to product discovery. In case your advert suits seamlessly inside a product search by resembling natural content material, you’re golden.

24. Pinterest customers are 15% more likely to buy a brand new product inside per week of its launch.

Past product discovery, contemplate that Pinterest is an superior place for trendspotting. This rings true amongst manufacturers and customers alike.

What do these Pinterest stats imply for you?

Hear: in case your target market is on Pinterest, the community ought to stay a prime precedence in your model.

These Pinterest statistics sign not solely the endurance of Pinterest however its potential alternatives for manufacturers and advertisers on the subject of social buying.

Unsure how precisely to strategy your Pinterest technique? Need to make sure that it suits with the remainder of your social presence? Ensure to take a look at our newest information on social media marketing campaign administration that can assist you wrangle all the above!

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