Marketing
Thursday March 25, 2021 By David Quintanilla
23 Pinterest Statistics That Matter to Marketers in 2021


Pinterest statistics are an integral part of selling methods each on and off the platform. At a glimpse, they assist entrepreneurs perceive Pinterest audiences and determine trending content material.

Social media statistics are extensively shared in advertising circles on-line. However not each stat is related, dependable and updated. We’ve rounded up the Pinterest stats that matter primarily based on the newest information pulled straight from the supply.

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 the planet

As of January 2021, Pinterest ranks because the 14th largest platform on the planet by way of international energetic customers.

The platform ranks beneath social networks like Fb, Instagram, TikTok and Snapchat — however forward of Twitter.

the world's most used social platforms in January 2021

Supply: The Global State of Digital 2021

2. The platform now has 459 million month-to-month energetic customers

Pinterest gained more than 100 million month-to-month energetic customers in 2020. That’s the most important enhance the platform has ever seen. The inflow of Pinners led to a 37% rise in month-to-month energetic customers between 2019 and 2020.

3. Month-to-month worldwide person figures grew by 46% in 2020

Pinterest’s Q4 2020 Shareholder Report reveals {that a} vital share of the corporate’s progress passed off exterior of the US. Worldwide month-to-month energetic customers rose to 361 million in 2020. That’s a 46% enhance from the earlier 12 months.

In the US, 98 million individuals have been energetic month-to-month on Pinterest in 2020, representing an 11% enhance.

Pinterest monthly active users in millions in the U.S. and internationally

Supply: Pinterest

4. Worldwide income greater than doubled in This autumn 2020

Alongside worldwide person progress, Pinterest gained a major quantity of advert momentum in worldwide markets—“particularly in Western Europe,” said the company in a letter to shareholders.

Within the fourth quarter of 2020, the corporate earned $123 million in worldwide income, in contrast with $50 million in This autumn 2019.

“And we’re simply getting began right here,” reads the letter. “We plan to increase our presence in present worldwide markets and are excited to enter new geographies in Latin America within the first half of [2021].”

5. Pinterest’s 10-member board of directors now contains 2 ladies of colour

The corporate’s most recent diversity report reveals that in 2019, Black workers represented solely 4% of Pinterest’s total workforce and only one% in management roles.

Total, ladies represented 47% of workers, solely 25% of government positions and a staggering 80% of intern roles.

Pinterest got here beneath fireplace for gender and race discrimination final 12 months. In June 2020, an unbiased Particular Committee was established to overview the corporate’s office tradition. The committee’s recommendations have been printed in December, with some adjustments already carried out. The corporate has additionally made a number of latest appointments of girls of colour to its board of administrators, executive team and different management posts.

Pinterest has pledged to make sure that 50% of the “managed creators” it really works with come from underrepresented teams. The corporate additionally added a means for retailers, advertisers and creators to self-identify, permitting the corporate to showcase their content material within the Right this moment tab, Buying Spotlights and The Pinterest Store.

Pinterest person stats

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

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

Girls have at all times outranked males on Pinterest. However in a recent blog post, the corporate’s international Head of Enterprise Advertising identifies males as one of many platform’s fastest-growing demographics. In 2020, the variety of male Pinners elevated by nearly 50%.

On the subject of their promoting viewers, the gender breakdown appears to be like somewhat completely different. As of January 2021, Pinterest’s self-service promoting instruments recognized the feminine viewers at 77.1%, the male viewers at 14.5% and the rest as unspecified.

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

Pinterest advertising audience overview in January 2021

Supply: The Global State of Digital 2021

7. The variety of Gen Z customers grew by 40% between 2019 and 2020

By way of generational demographics, Pinterest noticed the most growth final 12 months with Gen Z. So perhaps they’re not spending all their time on TikTok.

In accordance with Pew Research Center, anybody born after 1997 is taken into account part of this technology.

The variety of millennial Pinners (anybody born between 1981 and 1996) grew by 35% in 2020.

8. Girls aged 25-34 characterize 30.4% of Pinterest’s advert viewers

Girls outrank males and non-binary customers in all ages group, but it surely’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.

profile of Pinterest's advertising audience by age group and gender January 2021

Supply: The Global State of Digital 2021

Pinterest utilization statistics

Realizing what makes a Pinner pin is usually what separates a good marketing strategy from a mediocre one. Whether or not you’re in search of more followers or gross sales, these Pinterest stats ought to information your efforts.

9. 82% of people use Pinterest on cellular

This determine has declined barely from 85% final 12 months. Nonetheless, the variety of cellular customers on the platform has been above 80% since at the very least 2018.

10. Folks watch near one billion movies a day on Pinterest

Not everybody associates Pinterest with video, but it surely’s been a rising vertical on the platform. To help the expansion, the corporate lately launched Pinterest Premiere advert packages, that are set as much as bolster the focusing on and attain of video campaigns.

11. 95% of the highest searches on Pinterest are unbranded

Why does this matter? It implies that Pinners are open to discovering new merchandise and concepts. Virtually 9 in 10 people use Pinterest for buy inspiration, and 98% of individuals polled by the corporate say they struggle new issues primarily based on what they discover.

12. 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. Usually, individuals come to the platform when they’re within the early phases of a venture or buy resolution.

13. The variety of boards created elevated by 35% in 2020

Pinterest customers have been particularly busy planning in 2020, and Pinterest has the boards to show it.

What sorts of boards have been individuals creating? There was a 95% enhance in ladies’s fashion-themed boards, a 44% elevate in magnificence and a 36% increase in house decor. Between June and December 2020, Pinterest charted what it describes as a “historic surge” of boards for child merchandise.

bedroom decor pinterest board

Supply: Pinterest

Some new tendencies additionally rose to the fore. “Dream way of life” boards grew to become thrice extra prevalent on the platform, together with the rise of at-home exercise and venture planning.

14. 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” have been thrice larger than the earlier 12 months in April 2020. “Christmas decor concepts,” “Christmas motion pictures,” “Christmas cookies” and “Christmas wreaths” have been among the many platform’s prime search phrases between June and December.

Seasonality is vital on Pinterest. In accordance with Pinterest information, 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.

15. 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 a Morning Seek the advice of and Pinterest survey, 90% of individuals polled went as far as to name Pinterest “a web based oasis.” One cause individuals could really feel this manner is that the corporate banned political advertisements in 2018.

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 a company report. “With out intentional moderation, platforms constructed on connecting individuals have—ultimately—solely polarized them.”

Pinterest advertising stats

Pinterest is a uncommon frontier on the Web the place individuals are open to branded content material. Find out how different entrepreneurs have discovered success on the app with these Pinterest stats.

16. Advertisers can attain greater than 200 million individuals on Pinterest

Pinterest’s quarter-over-quarter change in promoting attain went up by 6.2% and can seemingly proceed to rise over the 12 months. A part of the rise is the results of Pinterest including extra nations to its advert focusing on portfolio.

Nonetheless, greater than 100,750,000 million members of Pinterest’s advert viewers are primarily based in the US, representing greater than 50% of the full viewers accessible to advertisers. The U.S. is adopted by Germany, France, U.Okay. and Canada. This order has not modified for the reason that earlier 12 months.

Pinterest reach rankings by country

Supply: The Global State of Digital 2021

17. 6x extra companies used procuring advertisements in This autumn 2020

Pinterest reported that “Buying advert income as soon as once more grew sooner than our total enterprise and we noticed a 6x enhance within the variety of companies that used the procuring advertisements format in This autumn [of 2020].”

This enhance corresponded with 85% more engagement throughout procuring surfaces on Pinterest between April and October 2020.

The procuring advert format is presently solely accessible in 28 countries in North America and Europe. Buying is amongst Pinterest’s strategic priorities for 2021, so count on the format to be extra extensively accessible quickly.

18. Weekly conversions on Pinterest grew by 300% final 12 months

This Pinterest stat suggests that folks weren’t simply partaking with procuring, they have been testing too.

Between January and August 2020, there was a 300% enhance in add-to-cart and checkout attributed conversions.

Take into account, Pinterest lately launched a variety of features that made it easier to shop on the platform. The stats additionally correspond with the pandemic-driven shift to on-line retail.

19. Pinners are 70% more likely to interact with product tags in scenes

This Pinterest stat issues if conversions and gross sales are a key a part of your advertising technique.

Folks choose to see your product in motion over simple product pictures. In accordance with Pinterest, campaigns that present somebody utilizing your product are more likely to drive sales, too.

20. Assortment advertisements drive a 6-18% enhance in complete basket dimension

Assortment advertisements permit entrepreneurs to advertise a number of merchandise in the identical Pin. The complete-screen advert expertise shows a hero picture and as much as 24 secondary Pins.

Unsurprisingly, whenever you present individuals extra merchandise, there’s the next probability they’ll add extra to their carts.

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

In accordance with Pinterest information, individuals discover when issues are “new.” They usually bear in mind them extra, too. So in case you’re launching one thing new, or new and improved, ensure to incorporate the phrase.

22. Almost half of complete advert spend used automated bidding in This autumn 2020

Pinterest rolled out automated bidding for procuring in October 2020. By the top of the 12 months, that’s how almost 50% of advert spend on the platform was being funneled.

Pinterest additionally told investors that almost all of advertisers utilizing automated bidding elevated their price range allocations on the platform, which suggests the method is efficient.

23. 92% of Pinterest advertisers rank the platform first for fame

In a ballot of Pinterest advertisers (performed by Pinterest), 92% of respondents ranked Pinterest first on total fame—forward of eight main platforms.

Pinterest management says it pays to be optimistic. “That optimistic setting interprets to higher outcomes for you—as a result of individuals are extra prone to really feel optimistic about, bear in mind and belief manufacturers who present up in optimistic locations,” says Jim Habig, international Head of Enterprise Advertising, in a weblog submit.

Save time managing your Pinterest presence utilizing Hootsuite. From a single dashboard, you’ll be able to compose, schedule and publish Pins, create new boards, Pin to a number of boards without delay, and run all of your different social media profiles. Strive it free in the present day.

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Schedule Pins and observe their efficiency alongside your different social networks—all in the identical easy-to-use dashboard.





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