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Herd 1 profile
Jack Shepherd Co-Founder & Marketing Director
Updated on 04 Aug 2022

22 Essential Pinterest Statistics You Need to Know in 2022

Initially launched in 2010, Pinterest has become a favourite social media platform for those searching for inspiration. Whether they’re looking for fashion tips, recipes, DIYs, or home decor, Pinterest truly has it all (which these brands are well aware of). It’s also become a great place for brands to build their online presence to connect with their target audience and promote their offerings.

To help you better understand this powerful search engine, we’ve compiled some helpful Pinterest statistics around its usage, demographics, and more.

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Top Pinterest Statistics

To kick things off, let’s dive into a few fun Pinterest statistics that speak to the success the platform has had over the years. Here’s what you should know about this go-to hub for inspiration in all areas of life:

Screenshot from Pinterest website showing four statistics: over four million monthly active users, over 240 billion pins saved, 85% of users use the mobile app, and over 50% of users live outside the United States.

Pinterest Users Have Saved Over 240 Billion Pins

With over 240 billion pins being saved on the platform, there’s tons of content to scroll through. Plus, those pins are spread out across more than 4 billion boards. No matter what you’re looking for, there’s sure to be something for you on Pinterest with a wide array of content to discover.

There’s Been a 35% Increase Year-Over-Year in the Number of Boards Created Monthly

Pinterest has seen some growth in the last couple of years, largely due to the COVID-19 pandemic as it brought more active users on the platform. Specifically, there’s been a 35% increase year-over-year in the number of boards created on a monthly basis. What have those boards been about? Well, there’s been a 44% increase in the amount of beauty-related boards, a 95% increase in boards for women’s fashion, and a 35% increase in home decor boards.

98% of Users Have Tried Something They’ve Seen on Pinterest

We’re all guilty of saving things like recipes or DIYs to our Pinterest boards, only to never actually do them. However, the platform still has great influence over its users. 98% of Pinterest users have taken the plunge and tried something they’ve seen while scrolling.

Pinterest Usage Statistics

How many people are on Pinterest? And how does it stack up against the other social media platforms out there? These usage statistics will give you a better understanding of its popularity:

There are 444 Million Users on Pinterest

As the go-to platform for food, fashion, and home decor inspiration, it’s no wonder that Pinterest is home to 444 million users worldwide. It’s safe to say you’re in good company there! There are 16.7 million monthly active Pinterest users in the United Kingdom specifically.

However, Annual Pinterest User Growth Has Been Dropping

Although Pinterest has an impressive amount of users, the platform hasn’t seen the greatest success in generating new users in the last few years. User growth went from 9.1% in 2019 to 4.4% in 2020, and then 2.8% in 2021. This number is predicted to drop to 2% in 2022.

Graph from Statista ranking the top social media platforms based on the number of active users.

It’s the 14th Largest Social Media Platform in the World

Pinterest ranks 14th when it comes to social media popularity worldwide. They rank behind Facebook, YouTube, WhatsApp, Instagram, Facebook Messenger, WeChat, TikTok, Douyin, QQ, Sina Weibo, Telegram, Snapchat, and Kuaishou. Twitter, Reddit, and Quora are ranking even lower than Pinterest.

Pinterest is the Second Most Popular Platform in the U.S. in Terms of Visits

Even though Pinterest may not be the most popular worldwide, it still gets plenty of love in the United States. In terms of visits, it’s the second most popular social media platform in the country, ranking behind Facebook.

85% of Users Rely on the Mobile App to Access Pinterest

Mobile reigns supreme over desktop when it comes to Pinterest usage. 85% of users turn to the Pinterest mobile app to scroll their feeds and save pins to their boards.

Pinterest Demographics Statistics

Now, let’s look at some data around Pinterest’s demographics. This information will tell us who is primarily active on the platform, which is great for determining if your target audience is there. If they are, that’s a good sign you should be there as well. Here’s what you should know:

A Majority of Pinterest Users Reside in the United States

Considering Pinterest is the second most popular social media platform in the United States, it should be no surprise that the U.S. is home to most of Pinterest’s users. Here’s a breakdown of Pinterest’s traffic distribution by country, showing the top five locations:

  • United States: 42.81%
  • Brazil: 8.35%
  • India: 3.82%
  • China: 2.57%
  • Argentina: 2.07%

Pinterest’s Largest Audience is Women

Who is using Pinterest? Mostly women. 45% of female respondents in the UK said they were Pinterest users, compared to just 27% of males. It’s the same in the United States. There are 58.9 million female Pinterest users in the States and 32.6 million male users.

Pinterest Users By Gender

55% of Pinterest Users in the UK are Ages 18-24

The most popular age group for Pinterest users based in the UK is 18-24. They make up 55% of the UK’s users. Those ages 35-44 make up 49% of users, 55-64 make up 21% of users, and those 75+ are just 10% of Pinterest users.

Pinterest is Pretty Popular With the Millennial Generation

You certainly don’t want to count out the Millennial generation, as Pinterest is a big hit with them. Nearly 80% of Millennial women and 40% of Millennial men use the platform for inspiration.

Pinterest Search Statistics

As it’s a powerful search engine, many users turn to Pinterest just as they would Google to find the content they’re looking for. That’s why it’s crucial for Pinterest’s creators to make sure their content is optimised so it ranks higher in search results. Here are some search statistics to keep in mind:

2 Out of 3 Users Turn to Pinterest to Search

Whether they’re looking for new ideas or searching for a reputable product, two out of three users consider Pinterest a go-to platform for their searches. That equates to about 66% of users.

Screenshot from Pinterest showing that 97% of top Pinterest searches are unbranded.

97% of Pinterest Searches Aren’t Brand Related

97% of searches on Pinterest don’t feature a specific brand name in the search query. This is one of those Pinterest statistics that will truly shape your social media content strategy moving forward. Why? Because if people aren’t conducting brand related searches, it’s even more crucial that you include relevant keywords in your pin titles and descriptions to ensure your posts rank higher.

Pinterest Shopping Statistics

Did you know that Pinterest is an effective way to generate sales for your business? With shoppable pins, users can place an order with just a few clicks, making it easier than ever to sell your products. Here are some Pinterest statistics that are specifically related to its shopping feature:

50% of U.S. Users Shop on Pinterest

Pinterest isn’t just a place to collect inspiration across your carefully curated boards. 50% of Pinterest users in the U.S. use this social media platform to shop online. In fact, the number of users shopping on Pinterest even grew in the first half of 2020.

Nearly 9 in 10 Users are on Pinterest to Plan Purchases

Outside of actually making purchases, Pinterest has proven itself to be a great place to plan for future shopping. 9 in 10 users are using Pinterest in this way. That’s because it’s a great way to find inspiration for your wardrobe, your home, and more.

More Than 25% of Time Spent on Pinterest is Spent Shopping

It turns out that users spend more than 25% of their time on Pinterest shopping. That’s all the more reason for businesses to create shoppable pins for the products they sell since they’ll increase the odds of making new sales.

85% of Users Have Bought Something Based on Pins From Brands

And to prove shopping is popular on Pinterest, 85% of users have seen pins from brands and have gone on to make a purchase. A business can secure some of those sales by getting their pins in front of their target audience.

Pinterest Marketing and Advertising Statistics

Finally, let’s look at a few Pinterest statistics around marketing and advertising. Using this data, you’ll be able to create and post better content. Plus, you’ll learn just how effective running Promoted Pins can be. Here are some useful statistics:

Pins Have About a Three-Month Lifespan

It’s no secret that social media posts typically have a short lifespan, but the opposite is true on Pinterest. In fact, your pins have about a three-month lifespan on the platform. The key to longevity is to create search-optimised pins by using relevant keywords in your pin’s title and description. This will increase the odds of your content showing up in search results, allowing it to generate impressions for months.

The Best Time To Post On Pinterest

Fridays and Saturdays Are the Best Days to Post

To increase the odds of getting your content noticed on social media, you want to post during peak hours. For Pinterest, the best time to pin content is between 8 p.m. and 11 p.m. on Fridays and Saturdays. Pinning between 2 a.m. and 4 a.m. is effective as well. However, you’ll want to avoid adding pins to your boards in the evenings and during commuting hours, as they’re the worst times to post.

Pinterest Generated Nearly $1.4 Billion in Advertising Revenue in 2020

Proving that Pinterest is a popular advertising platform, they generated nearly $1.4 billion from brands running ad campaigns in 2020. By creating promoted pins, brands are able to generate awareness for the products and services, thus increasing their conversion rates.

Running Pinterest Ads is More Cost-Effective Per Conversion

When it comes to social media ads, it’s all about getting the most bang for your buck. Running ads on Pinterest can actually save you money when compared to advertising on other platforms. That’s because Pinterest’s ads are 2.3 times cheaper per conversion. Plus, users are three times more likely to click on a pin and visit a brand’s website on Pinterest than on any other social media.

Pinterest Trends to Look Out for in 2022

Want to know what you can expect to see on Pinterest before it’s all over your feed? Pinterest Predicts has successfully predicted content trends in the past, giving you a look into the future of the platform. Here are a few trends to watch out for based on their popular industries:

  • Beauty: landscape-style nail art, mullets and the octopus haircut, and space bun hairstyle tips
  • Fashion: pearls, vibrantly coloured outfits, goth style tips, and silky nightwear
  • Home: emotional escape rooms, curved architecture and furniture, and luxury rooms
  • Wellbeing: protecting your energy and spiritual awakenings, healthy relationship advice, and lazy workouts that can be done from bed

Using These Pinterest Statistics

As these statistics have shown, Pinterest is an effective platform that any marketer can use to drive engagement and sales in business. By sharing images and videos that appeal to your target audience, you can boost your brand’s exposure and generate conversions on your offerings. Just make sure you’re taking the time to optimise your pins to get them ranking higher in search results.

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