For the year 2022, here are the 24 Pinterest stats that marketers need to know.

1. Interested in the most up-to-date Pinterest statistics? If you need anything, just let us know!

Due to the fact that it’s often overlooked in comparison to other social media sites.

Although it lacks the hype of TikTok or Instagram’s large user base, Pinterest is nevertheless a valuable marketing tool.

Because of its unique demographics and high-spending, product-hunting user base, the platform is unlike any other.

Are you contemplating a return to Pinterest or improving your present profile? You’ve got your head in the proper spot.

In this article, we’ll go through the latest Pinterest data, including projections for the years 2022 and beyond.

Pinterest’s traffic and use data

If you haven’t been paying much attention to Pinterest recently, you might imagine that its growth has slowed significantly.

But what’s the truth? The site has seen a surprising amount of activity.

During the early days of the epidemic in 2020, Pinterest witnessed a significant increase in traffic. However, there’s no doubting that the platform’s user base is still extremely committed.

2. The number of monthly active users on Pinterest decreased from 478 million in 2021 to 431.

Once again, Pinterest admitted that customers staying at home in 2020 contributed to the platform’s increased levels of engagement and growth. Many of those new users have remained loyal to the site.

With more than 400 million active monthly users, Pinterest is no slouch when it comes to attracting attention. With that being said, Pinterest’s consistency is evident.

Pinterest’s “light” and “heavy” users make up nearly half of the platform’s overall users, with just 7.3 percent of those users classed as “heavy” users.

On the other hand, Pinterest is not as popular as TikTok or Instagram, where users are glued to the app and check it several times a day for updates.

3. Periodic or on-demand access is the norm for most users. This activity pattern makes sense given the platform’s concentration on inspiring and product-focused how-to content rather than entertainment.

In 2021, the yearly growth rate of Pinterest’s user base fell to 3.1%. (down from 7.8 percent in 2020).

If you’re looking for an accurate gauge of social media growth over the past several years, you may want to look elsewhere.

With that stated, it’s fair to say that Pinterest’s 3.1 percent annual growth rate is in line with similar networks (such as Instagram’s 3.7 percent growth). Compared to more “established” networks like Facebook (0.8 percent) and Twitter, these percentages are light years ahead (0.2 percent ).

The demographics of Pinterest users

What do you think the “average” Pinterest user looks like?

4. You’ll be surprised. Pinterest has a diverse user base and a wide range of interests. Advertisers and companies wishing to target the appropriate demographics on Pinterest should take note of these statistics.

With a user base of 31 percent, Pinterest falls between Instagram (40 percent) and LinkedIn (31%). (28 percent ).

As previously said, Pinterest is primarily a source of inspiration and educational content. Adults’ preference for the network stems from its reputation as a helpful tool rather than a place to binge on stuff.

5. The largest age group on Pinterest is between the ages of 50 and 64, with 38% of all users falling into this category.

The demographics of Pinterest are changing, despite the fact that the platform has historically been popular with Millennials.

A age difference doesn’t exist on Pinterest, unlike other networks. Millennials, Gen Xers, and Generation Z are all represented on the site.

There are presently more than 21 million Gen Z users on Pinterest (on course to rise to 26 million Gen Z users within three years).

Pinterest is also having a moment right now with Generation Z. As Pinterest continues to expand, more and more people will start using it.

6. Pinterest’s primary audience is 60 percent female, although male users have increased by 40 percent year-over-year.

Surprised? According to the most recent Pinterest stats, the site is no longer dominated by Millennial women alone. Definitely not.

Over the past year or two, Pinterest has been promoting the growth of both male and Gen Z users. That the platform’s identity is morphing in this way is a symptom of (and still has the potential to grow).

7. More than eighty percent of males who use Pinterest say that the platform’s buying options lead them to “something unexpected” that “surprises and thrills” them.

In addition to showing how males use Pinterest, this data shows that the site is still an important place for product research and discovery.

It’s important to note that this process of discovery isn’t limited to a single group. For social consumers, Pinterest has nearly become its own search engine.

8. Pinterest is used by 45% of social media users in the United States who have an annual family income of at least $100,000.

The high-earning demographics of Pinterest are well-known, and the platform frequently trumpets this fact.

For advertisers, this explains why the platform is seen as a hidden treasure. There is a chance for marketers in the correct areas to take advantage of the growing popularity of content focused on high-end products (think: home goods, furniture).

Statistics on Pinterest’s marketing and user behaviour

People’s use of Pinterest compared to other social media sites is a case of apples and oranges.

Pinterest isn’t about entertainment, to be clear. The game is all about inspiration, education, and product research.

And you’re missing out on possible marketing chances if you think about Pinterest as nothing more than a digital pinboard.

The following Pinterest statistics will assist you in fine-tuning your marketing approach and gaining a better understanding of the platform’s users.

9. Pinterest users are 90% more likely to say they “always” shop (and 30% more likely to say they “enjoy” shopping) than users of other social media sites.

Pinterest isn’t afraid to put commerce at the forefront of its focus.

Pintrest is becoming an essential component of the buyer’s experience, even if they don’t buy directly from the platform.

One of the finest ways to utilise Pinterest for business is to create a digital shop window and tailored experience for customers who have never heard of your company.

When it comes to buying, 40 percent of Pinterest users prefer to be “inspired” rather than “motivated” by other social media sites.

Pinterest is a great location to get inspiration for future purchases, as seen by the arguments made above. In order to “inspire” customers, firms must match their visual aesthetics to their intended target group.

For Gen Z users on Pinterest, new product adoption rates are three times higher than for those who are not.

Although the younger generation is embracing TikTok, don’t rule out Pinterest just yet. More proof that Pinterest has become a go-to source for finding new products for buyers of all ages.

It’s estimated that 83 percent of Pinterest users make purchases based on the material they see from companies they follow on the network.

People aren’t as enamoured with Pinterest as they are with other social media networks. The network’s marketing power doesn’t go away even if you don’t utilise it as often as you used to.

Almost majority of the most popular searches on Pinterest are unbranded.

Pinterest is a great place to conduct product research, but it’s important to remember that people aren’t necessarily looking for specific brands in their searches.

For this reason, material should include lifestyle photographs, user created content, and people-focused photos to entice repeat visitors. Keywords and pin optimization are also important.

When it comes to starting a new project, 85 percent of Pinterest users report that the social network is their first stop.

Using this information, it is clear that instructional material on Pinterest is important. There’s a good reason why infographics and how-to guides are so popular right now.

70 percent of Pinterest users say they go to the site to uncover new products, ideas, and services they can trust.

The lesson here is to not just flood the platform with stuff. Companies on Pinterest must have a purposeful presence that nourishes buyers, educated them and showcased their products in action to attract new customers.

When it comes to making a purchase, Pinterest is seven times more influential than any other social media network, according to 1.7 million users.

Pinterest isn’t only a source of inspiration and product research; it’s also a major factor in a person’s decision to buy.

Instagram and Facebook may give a glimpse of what your business is all about, but Pinterest is where people will make a final choice.

Statistics about Pinterest’s advertising

Big-box retailers and lifestyle firms alike have found Pinterest advertising to be beneficial. Here are some stats on Pinterest advertising to give you an idea of what’s going on.

Compared to other social media platforms, Pinterest’s shopping advertisements generate three times as many conversions and twice as much positive incremental return on ad expenditure.

When used in conjunction with the data shown above, Pinterest content allows customers to validate their purchase choice. It’s also a big bonus because the adverts on the platform mimic organic content.

Pinterest users spend twice as much every month as their social media counterparts.

What we indicated before regarding the high-spending nature of Pinterest users has proven to be true. As this number shows, there’s no doubt about it.

Ads featuring “lifestyle” photos had a 32% greater click-through rate than those with “stock” product images.

In order to get the most out of your Pinterest marketing, you need to make sure that your material has a personal touch. This helps to explain the platform’s reliance on influencers and user-generated content (UGC).

In 2021, Pinterest ad expenditure will reach $94.7 million per year, which is a three-fold increase from 2020’s $30.3 million.

It’s possible to sell on Pinterest using organic content.

Ads, on the other hand, are soaring in popularity right now. A fresh budget for Pinterest advertisements is in order for both new marketers and those who’ve had previous success with the platform.

Pinterest influencer marketing is on the minds of 22.35% of marketers (up from 29 percent in 2019).

TikTok and Instagram are commonly mentioned in the context of influencers and creators, but don’t overlook Pinterest.

23. 80 percent of weekly users have discovered a new company or product on Pinterest.

This number demonstrates the value of Pinterest advertisements in the discovery of new products. The best way to ensure that your ad is seen as natural content is to make it look like an organic result in a product search.

It is estimated that 15% of Pinterest users purchase new products within a week of their release.

Pinterest is a great way to find out what’s hot and what’s not. Brands and customers agree on this.

Do these Pinterest metrics have any significance to you?

Listen up: if your target market is on Pinterest, your brand should prioritise the platform.

Brands and marketers should take note of these Pinterest figures, which show the platform’s long-term viability as well as its potential for social shopping prospects.

Are you unsure about the best way to go about developing a Pinterest strategy? You want to make sure it is consistent with your other social media accounts. Our new guide on social media campaign management can help you with all of this!

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