24 Pinterest Stats That Matter to Entrepreneurs in 2022


Pinterest brings out the bulletin board fanatic in all of us (there’s one thing so soothing about curating that good inspirational unfold, whether or not it’s on-line or in actual life). However for social media managers, it’s the Pinterest stats that matter—understanding the info and figures that set it aside are an important a part of advertising methods each on and off the platform. At a glimpse, stats assist entrepreneurs perceive Pinterest audiences and determine trending content material.

We’ve dug by annual reviews, letters to shareholders, weblog posts and analysis from Pinterest and past (you’ll see Hootsuite’s 2022 Digital Trend Report quite a bit on this publish—what can we are saying, we’re nuts about stats) to spherical up crucial current statistics it’s essential to find out about Pinterest.

Listed here are the numbers that matter in 2022.

General Pinterest stats

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

1. Pinterest is the 14th largest social network on this planet

By way of international lively customers, Pinterest ranks because the 14th largest platform on this planet as of January 2022.

The platform beats each Twitter and Reddit, however ranks under social networks like Fb, Instagram, TikTok and Snapchat.

Supply: Hootsuite 2022 Digital Trend Report

2. The platform now has 431 million month-to-month lively customers

In February 2021, Pinterest reported 459 million monthly active users — that was the largest 12 months over 12 months enhance the platform had ever seen (up 37% 12 months over 12 months). However in February 2022, they reported a 6% decrease.

General, this isn’t a very vital loss. 2020 was a singular 12 months, and it is sensible that each one the sourdough making and inside redecorating at first of COVID-19 triggered a rise in Pinners. So it’s solely pure that, because the pandemic state of affairs improves, lockdowns reduce and quarantining turns into much less frequent, some of us may say a respectful “Thanks for the recollections. See ya!” to the platform.

Pinterest put it this fashion: “Our decline was primarily impacted by engagement headwinds because the pandemic continued to unwind, and decrease site visitors from search.” Not each single one that turned to Pinterest in unprecedented occasions will hold at it as COVID-19 progresses, however the pandemic will proceed to have a long-lasting impact on the app’s stats (because it does with every part).

3. Pinterest’s month-to-month U.S. person figures shrunk by 12% in 2021

Pinterest’s Q4 2021 Shareholder Report reveals the decline in usership passed off largely in america, with month-to-month lively customers reducing from 98 million to 86 million.

However the worldwide month-to-month figures additionally noticed a (smaller) downturn, with solely 346 million lively customers internationally—down from 361 million in 2020. That’s a 4% lower.

Pinterest monthly active users US and internationally in 2021

Supply: Pinterest

4. Pinterest’s whole income elevated by 20% in This autumn 2021

Regardless of the slight downturn in variety of customers, Pinterest’s income nonetheless grew considerably in 2021. In a letter to shareholders, the corporate reported a complete income of $847 million in 2021 (up from $706 million in 2020).

In keeping with Pinterest, the income progress was “pushed by sturdy demand from retail advertisers.”

5. Pinterest’s general workforce is 50% ladies

On Could 18, 2021, Pinterest reported they had reached a milestone: 50% of whole workers at the moment are ladies.

That is a part of the corporate’s range and inclusion efforts after coming underneath hearth for gender and race discrimination in 2020. In June of that 12 months, an unbiased Particular Committee was established to overview the corporate’s office tradition. The committee’s recommendations have been printed in December 2020.

The corporate has additionally made a number of current appointments of girls of shade to its board of directors, executive team and different management posts.

6. 59% of Pinterest’s management workforce is white

In keeping with the corporate’s most recent diversity report (printed in 2021), white folks signify 43% of Pinterest’s whole workforce however 59% of management positions.

Black workers make up 4% of the overall workforce and 5% of management positions. Indigenous folks (“American Indian, Alaskan Native, Native Hawaiian, Pacific Islander) make up 1% of each.

Pinterest employee ethnicity and gender breakdown

Supply: Pinterest

7. Pinterest has pledged to extend the variety of workers from underrepresented races and ethnicities to twenty% by 2025

Within the Could 18 2021 report, Pinterest introduced that by 2025, their workers shall be 20% “folks from underrepresented races and ethnicities.”

Additionally they pledged to work on taking extra correct knowledge on their workers, together with “transferring past gender binary, disaggregating knowledge to grasp the range of individuals of Asian descent, and making use of a extra international lens to our demographics, the place attainable.”

Pinterest person stats

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

8. At 60% of girls, the gender divide on Pinterest could also be narrowing

Ladies have all the time outranked males on Pinterest. However in a 2021 blog post, the corporate’s international Head of Enterprise Advertising identifies males as one of many platform’s fastest-growing demographics.

In terms of their promoting viewers, the gender breakdown seems a bit of completely different. As of January 2022, Pinterest’s self-service promoting instruments recognized the feminine viewers at 76.7%, the male viewers at 15.3% and the rest as unspecified—that’s a couple of 1% change since January 2021.

In 2019, Pinterest recognized a 4,000% enhance in searches round gender transitions.

Pinterest advertising audience overview 2022

Supply: Hootsuite 2022 Digital Trend Report

9. Ladies aged 25-34 signify 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.

Pinterest advertising audience profile 2022

Supply: Hootsuite 2022 Digital Trend Report

10. 86.2% of Pinterest customers additionally use Instagram

That makes Instagram the social media platform that has the most important viewers overlap with Pinterest (Fb follows intently behind at 82.7%, then Youtube at 79.8%).

The platform that has the least viewers overlap with Pinterest is Reddit— solely 23.8% of Pinterest customers are additionally Reddit customers.

social media platform audience overlaps 2022

Supply: Hootsuite 2022 Digital Trend Report

11. 1.8% of web customers name Pinterest their favorite 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, 1.8% isn’t dangerous (for reference, there’s no denying that TikTok is huge, but solely 4.3% of web customers aged 16 to 64 referred to as it their favorite in 2021). It’s powerful to be primary.

favourite social media platforms 2022

Supply: Hootsuite 2022 Digital Trend Report

Pinterest utilization statistics

Figuring out what makes a Pinner pin is commonly what separates a good marketing strategy from a mediocre one. Whether or not you’re searching for more followers or gross sales, these Pinterest stats ought to information your efforts.

12. 82% of individuals use Pinterest on cell

The variety of cell customers on the platform modifications barely every year, nevertheless it has been above 80% since a minimum of 2018.

13. 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.

14. 97% of the highest searches on Pinterest are unbranded

Why does this matter? It implies that Pinners are open to discovering new merchandise and concepts. AKA, an excellent viewers for promoting: between October 2021 and January 2022, Pinterest ads reached 226 million people.

15. 85% of Pinners say they use Pinterest to plan new tasks

Whereas folks use Pinterest in numerous methods, a big share of Pinners are planners. Usually, folks come to the platform when they’re within the early phases of a challenge or buy determination.

16. Vacation planning begins as early as 9 months forward of time

Christmas in July? On Pinterest, Christmas planning begins as early as April.

Searches for “Christmas reward concepts” have been 3 times larger than the earlier 12 months in April 2020. And by August 2021—after the small vacation celebrations of the primary 12 months of the COVID-19 pandemic— holiday-related searches have been already 43x better in August in comparison with final 12 months.

Seasonality is essential on Pinterest. In keeping with Pinterest knowledge, Pins with content material “particular to seasonal life or on a regular basis moments” drive 10 times higher aided consciousness and 22% higher on-line gross sales.

17. 8 in 10 Pinterest customers say the platform makes them really feel constructive

Pinterest has made strides in positivity the place different platforms have failed. The truth is, in an August 2020 report, Pinterest introduced that as many as 50% of UK customers name it “an internet oasis.” One cause folks might really feel this fashion is that the company banned political ads in 2018.

Pinterest additionally credit content material moderation as its technique of protecting negativity off the platform. “If social media has taught us one factor, it’s that unfiltered content material drives negativity,” reads the company report. “With out intentional moderation, platforms constructed on connecting folks have—in the long run—solely polarized them.”

Pinterest advertising stats

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.

18. Advertisers can attain greater than 200 million folks on Pinterest

Pinterest’s quarter-over-quarter change in promoting attain was 169 million in January 2020 and 226 million in January 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 america, greater than 3 times the second-place nation (Brazil, at 27 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).

Pinterest ad reach ranking 2022

Supply: Hootsuite 2022 Digital Trend Report

19. Purchasing engagement grew by 20% in 2021

Pinterest reported that “the variety of Pinners partaking with purchasing surfaces grew over 20% each quarter over quarter and 12 months over 12 months 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% 12 months over 12 months.

These rising stats have been a part of what prompted Pinterest to launch AR Try-On for Home 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 house.

20. 75% of weekly Pinterest customers say they’re all the time purchasing

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

21. Pinners are 5 times more likely to buy from Strive-On enabled pins

Utilizing one in all Pinterest’s three augmented actuality platforms (Lipstick Try-On, Eyeshadow Try On and Try On for Home Decor) might imply large progress for what you are promoting.

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

22. Pins with “new” in overlay textual content result in 9x higher aided consciousness

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

23. Computerized bidding delivered 30% extra price range on Black Friday 2021

In a letter to shareholders, Pinterest says computerized bidding was key to Black Friday effectivity. Additionally they instructed buyers that first-party options are an funding focus going ahead.

By the top of 2021, there was a 100% enhance in advertiser adoption of Pinterest Conversion Evaluation (PCA) and Pinterest Conversion Record (PCL).

24. 8 out of 10 of Pinterest’s 2021 predictions got here true

For those who’re utilizing Pinterest for promoting in 2022, you’ve obtained to know what your viewers will like—and whereas nobody can see the long run, Pinterest has a popularity for making some fairly good educated guesses.

As a result of eight out of ten of the corporate’s 2021 predictions got here true, their list of 2022 predictions is an efficient supply of inspo for this 12 months. Dopamine dressing, or bright-coloured, funky clothes, is one (they reported that searches for “vibrant outfits” are 16 occasions larger than final 12 months).

Different traits embody Barkitechture (dwelling decor for animals—searches for “luxurious canine room” are up 115%) and Rebel Cuts (“the pandemic breakup hair is actual, folks,” stated Pinterest in a weblog publish).

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