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—realizing the details 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 establish 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 Development Report rather a lot on this submit—what can we are saying, we’re nuts about stats) to spherical up a very powerful current statistics you must learn about Pinterest.

Listed here are the numbers that matter in 2022.

Basic Pinterest stats

See how Pinterest stats measure up in opposition to different social media networks and past.

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

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

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

world's most used social media platforms in January 2022

Supply: Hootsuite 2022 Digital Development Report

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

In February 2021, Pinterest reported 459 million month-to-month lively customers — that was the most important 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% lower.

General, this isn’t a very important loss. 2020 was a novel 12 months, and it is sensible that each one the sourdough making and inside redecorating initially of COVID-19 triggered a rise in Pinners. So it’s solely pure that, because the pandemic scenario improves, lockdowns reduce and quarantining turns into much less frequent, some people may say a respectful “Thanks for the reminiscences. 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 who turned to Pinterest in unprecedented instances will preserve 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 little thing).

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

Pinterest’s This autumn 2021 Shareholder Report reveals the decline in usership befell principally in the US, 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 line with Pinterest, the income progress was “pushed by sturdy demand from retail advertisers.”

5. Pinterest’s general workforce is 50% girls

On Might 18, 2021, Pinterest reported they’d reached a milestone: 50% of whole staff at the moment are girls.

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

The corporate has additionally made a number of current appointments of ladies of coloration to its board of administrators, government group and different management posts.

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

In line with the corporate’s most up-to-date range report (printed in 2021), white individuals symbolize 43% of Pinterest’s whole workforce however 59% of management positions.

Black staff make up 4% of the entire workforce and 5% of management positions. Indigenous individuals (“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 staff from underrepresented races and ethnicities to twenty% by 2025

Within the Might 18 2021 report, Pinterest introduced that by 2025, their staff will probably be 20% “individuals from underrepresented races and ethnicities.”

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

Pinterest person stats

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

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

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

In terms of their promoting viewers, the gender breakdown appears just a little totally 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 few 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 Development Report

9. Girls aged 25-34 symbolize 29.1% of Pinterest’s advert viewers

Girls outrank males and non-binary customers in all ages group, nevertheless it’s notably 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.

Pinterest advertising audience profile 2022

Supply: Hootsuite 2022 Digital Development 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 carefully 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 Development 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 totally different social media platforms, 1.8% isn’t unhealthy (for reference, there’s no denying that TikTok is large, but solely 4.3% of web customers aged 16 to 64 referred to as it their favorite in 2021). It’s robust to be primary.

favourite social media platforms 2022

Supply: Hootsuite 2022 Digital Development Report

Pinterest utilization statistics

Figuring out what makes a Pinner pin is usually what separates a good advertising technique from a mediocre one. Whether or not you’re on the lookout for extra followers or gross sales, these Pinterest stats ought to information your efforts.

12. 82% of individuals use Pinterest on cellular

The variety of cellular customers on the platform adjustments barely annually, nevertheless it has been above 80% since at the very least 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 help the expansion, the corporate launched Pinterest Premiere advert packages, that are set as much as bolster the concentrating 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, a great viewers for promoting: between October 2021 and January 2022, Pinterest advertisements reached 226 million individuals.

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

Whereas individuals use Pinterest in numerous methods, a major proportion of Pinners are planners. Typically, individuals come to the platform when they’re within the early levels of a venture 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 present concepts” had been 3 times greater 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 had been already 43x larger in August in comparison with final 12 months.

Seasonality is necessary on Pinterest. In line with Pinterest knowledge, Pins with content material “particular to seasonal life or on a regular basis moments” drive 10 instances greater aided consciousness and 22% greater 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. In reality, in an August 2020 report, Pinterest introduced that as many as 50% of UK customers name it “a web based oasis.” One motive individuals could really feel this fashion is that the corporate banned political advertisements 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 corporate report. “With out intentional moderation, platforms constructed on connecting individuals 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. Find out how different entrepreneurs have discovered success on the app with these Pinterest stats.

18. Advertisers can attain greater than 200 million individuals 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 international locations 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 27 million). However South American international locations 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 Development Report

19. Procuring engagement grew by 20% in 2021

Pinterest reported that “the variety of Pinners participating with buying 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 had been up over 400% 12 months over 12 months.

These rising stats had 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.

20. 75% of weekly Pinterest customers say they’re at all times buying

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 buying and 75% extra more likely to say they’re at all times buying.

21. Pinners are 5 instances extra doubtless to buy from Strive-On enabled pins

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

In line with Pinterest, customers are 5 instances extra more likely to buy one thing if they will strive it in AR. Pinners are particularly trying to find Strive-On pins—lens digital camera searches are growing year-over-year by 126%.

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

In line with Pinterest knowledge, individuals 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 automated bidding was key to Black Friday effectivity. Additionally they instructed traders 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

In the event you’re utilizing Pinterest for promoting in 2022, you’ve bought to know what your viewers will like—and whereas nobody can see the long run, Pinterest has a fame 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 checklist 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 instances greater than final 12 months).

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

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