Pinterest Statistics that Every Marketer Needs to Know by 2023 (Infographic)

Not sure how to start an online store?

To market your brand and products, you need to start with social media marketing.

Pinterest is one of the most popular social media platforms. Pinterest is a great way to reach your audience, even if it’s not as popular as Facebook or Twitter.

Before you can understand how to use Pinterest effectively for your online business , you must first familiarize yourself with Pinterest statistics. These include demographics, such as the age and gender distribution.

We have the perfect solution for you. Let’s get right to the 10 Pinterest stats you need to know for your marketing strategy in 2023.

1. Pinterest Active Monthly Users

Pinterest has 433,000,000 monthly active users. (Pinterest, 2022).

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Although this number is not as impressive as that of Facebook’s 2.94 billion monthly users span font-weight=”400 ;”>),, Pinterest still has a pretty large reach.

The number of Pinterest users is on the decline. The platform reached its peak of 478 million users during Q1 2021, before dropping to 454 millions the following quarter. This was the first decline since Q2 of 2018. Pinterest’s user base continued to decline throughout the year, and ended 2021 with the lowest number of users in six quarters. The platform blamed the decline on a drop in search traffic caused by a Google algorithm change.

In 2022, the social media platform reversed its growth in user numbers to positive numbers, beginning the year with 433 millions users in the first three months, which it maintained in Q2.

2. Gender Demographics of Pinterest

The gender demographics of Pinterest are an important factor to consider.

Pinterest statistics show that the platform is a female-dominated platform. There are more than four times more female users on Pinterest than there are male users. Eight out of ten Pinterest users in the world identify as women (DataReport, 2023).

Women also pin more. This may be because women have a stronger emotional connection with the platform, and use it more often for motivational and inspirational purposes.

Men, on the other hand, tend to use Pinterest more practically, as a visual bookmarking tool.

The tide is changing, and we could soon see a shift in Pinterest’s demographics. Recent reports show that men are increasingly using Pinterest. This is especially true for those between 25 and 54 years old.

3. Pinterest is a place for every brand

The next Pinterest stat will be a delight to new ecommerce business owners. It is a proof that a Pinterest marketing campaign is necessary.

Nearly all (97%) Pinterest queries are not branded (Pinterest 2019). This means that Pinterest users don’t search for specific brand names when they browse the platform.

It is important to remember this when analyzing how Pinners act. This high percentage of non-branded searches indicates that Pinterest users use the platform to find inspiration and new ideas.

When marketing on Pinterest, it’s important to create a strategy that targets buyers in the initial stages of their purchasing process. It’s important to get your brand and product on their feeds.

Show them the benefits of your product instead of trying to sell it hard. Upsells, cross-sells, are all tactics best used at the end of the funnel.

4. Pinterest: The main reasons people use it

Understanding Pinterest’s demographics is important, but also understanding its users’ motivations will help you excel in Pinterest marketing.

According to the latest Pinterest statistics, people are most likely to use Pinterest in order for them find inspiration on home design and decor (GlobalWebIndex 2021). The next most popular reason is to find inspiration for fashion, beauty, or style.

Pinterest users also use it to find health and fitness ideas. Pinterest users are also drawn to it by ideas for weddings, parties, and events.

Pinterest is a great way to increase awareness for your brand. Four out of ten users use it to research products and brands.

Pinterest has over 190,000,000 active users. With 478,000,000 monthly users, you can market your brand on Pinterest to this audience.

Pinterest also encourages businesses to advertise through its platform. There is a page dedicated to tips for businesses who want to advertise on Pinterest. Include your brand name as the first line in your description for double the exposure and mention special occasions or seasons to increase awareness by 10 times.

5. The number of Pinterest pins

Pinterest has over 240 billion saved pins (Pinterest, 2022). There are 433 million Pinterest users. This means that each pinner saves on average 554 pins.

Two-thirds of the pins saved are related to brands or products, which is a great example of how Pinterest can be used for marketing.

Pinterest’s visual nature makes it no surprise that 99% of all pins contain an image. But that doesn’t mean that all visual elements on Pinterest are equally popular. Only 0.3% of pins contain videos.

You may want to include images of your product in use when creating content for Pinterest. These types of images will drive sales 67% more.

You’ll need to use a Pinterest marketing strategy that will help you stand out amongst the masses. It may interest you to learn that Pinterest’s best posting days are Thursday, Tuesday and Friday.

6. Discover Products on Pinterest

What are Pinterest users saving so many pins each day? And what do they use them for?

It turns out that the majority of Pinners are using the platform to discover new products. More than three-quarters (77%) of Pinners claim to have found a new product or brand while browsing Pinterest (Pinterest 2019).

To ensure that your product is seen by your target audience, you must optimize your image.

Idealy, it should highlight the benefits of your product in some way. The images should be vertical, and the dimensions should not exceed a 2 to 3 ratio. Anything longer will be automatically cut off by Pinterest’s algorithms. Text should only contain four to five attention-grabbing and punchy words.

Want to learn more about how you can grow your business with Pinterest? Listen to our podcast interview Kate Ahl, Pinterest expert.

7. Pinterest Monthly Searches

Pinterest reports that every month, more than 2 Billion textual and guided searches are conducted (Pinterest 2018).

This is a search query that’s entered in text form. The Pinterest algorithm then guides the user to narrow down their search results. These searches are carried out on mobile devices to the tune of 85%.

Pinterest says that users of the search feature are looking for an array of options and ideas, not just one “right” answer.

Pinterest offers a visual tool that works in a similar way to Google’s Reverse Image Search. Users can zoom into a specific feature of a Pin to perform a search that is relevant.

Pinterest generates 600 million visual searches each month, though not as many as text-based queries.

It’s vital to use high-quality images when you are marketing on Pinterest. To help you, here are some tips for Pinterest marketing.

8. Location of Pinterest Demographics

Pinterest was conceptualized, founded and has its headquarters in the US. However, its reach today transcends borders and continents. It is so widespread that more than 80% (Pinterest 2023) of Pinterest users are located outside the US.

The growth of international Pinners’ usage is increasing. In the second quarter 2023, the company’s number of international users grew faster than the number of US and Canadian users. In more concrete terms, the company’s user base in North America and Europe grew by 3% annually, while the rest of world and Europe grew by 6% and 8%, respectively.

According to recent data, the US is the country with the most Pinterest usersspan font-weight=”400 ;”>, however there are other countries where millions of Pinners reside. In Brazil, for example, there are 34,5 million Pinners and in Mexico 26.5 millions.

If you take these Pinterest statistics into account, you might want to modify your Pinterest marketing strategy so that it focuses more on international users.

9. Pinterest’s Popularity among Marketers

It’s not surprising that businesses spend more money on Pinterest ads, given the platform’s huge reach. Brands are expected to spend $2.51 Billion on Pinterest Ads in 2022. This is a 19.5% rise from the previous year. (Statista, 2022).

The same Pinterest statistics indicate that between 2017 and 2026, brand ads will generate an average annual revenue growth of 28.5%. Brands are expected to spend more than $4 billion on Pinterest advertising by 2026.

Pinterest offers brands some advantages despite having fewer users. Cost per conversion is one of these advantages. Recent Pinterest statistics show that the platform converts at a 2.3-times higher cost than other social media ads. In addition, Pinterest has been shown to have a return on investment for retail brands that is around two times greater than other platforms.

10. Pinterest Ignites Positive Feelings

Eight out of ten people feel positive about using Pinterest (Pinterest 2022).

It is important to do this as we emerge from the COVID-19 Pandemic. According to reports, following the events of the last few years, people are seeking positivity, inspiration, and joy. They’re finding it on Pinterest. Nine out of ten people describe Pinterest as “an online oasis.” Pinterest takes great pride in this inspirational atmosphere, which is what it strives to achieve.

The research also shows that positive emotions tend to lead to action – an important lesson for brands who are considering increasing their reach through Pinterest!

Conclusion

These Pinterest statistics will help you to decide whether or not you should be marketing your business on Pinterest.

It would be a waste of time to ignore Pinterest’s potential and its ability of connecting and reaching millions of users around the world. This is especially true if you know that your competitors already do so.

As long as you stay up to date with the latest Pinterest demographics, you will be able pinpoint the best Pinterest marketing strategy.

Summary of Pinterest Statistics

Here is a summary of Pinterest statistics that you should know by 2023.

1. 
   Pinterest has 433 millions active monthly users.
   
2. 
   Eight out of ten Pinterest users are women.
   
3. 
   97% searches on Pinterest are not branded.
   
4. 
   Pinterest is used by people to get home design and decor inspiration.
   
5. Pinterest has over 240 billion saved pins.
6. 
   Over three-quarters (77%) weekly Pinners discovered a brand or product new on Pinterest.
   
7. Pinterest receives more than 2 billion guided and text-based searches every month.
8. 
   Over 80% of Pinterest’s users reside outside the US.
   
9. Every year, brands increase their advertising spend on Pinterest.
10. Eight out of ten people feel positive when they visit Pinterest.

Want to learn more?

• 
  A Guide to Starting an Ecommerce Store
  
• 
  15 Pricing strategies to boost your sales (with examples)
  
• 
  How To Brand A Business In 8 Steps (Without Experience)
  
• 
  10 Steps to Starting an Online Business
  

What else would you like to learn about Pinterest statistics? Would you like this article to include it? Comment below to let us know!

Author: Ying Lin