Pinterest is Worth Your While!

To say I am excited to write this blog post is an understatement! Mostly because I need to prove some people wrong. A lot of people still don’t believe that Pinterest is a crucial player on the social media scene. Well here it is, let’s take a look at some good ole stats!

If you remember from my blog post a couple of weeks ago, Pinterest is really on the rise. Today let’s look at the growth and what audiences we have on Pinterest, how people use the platform and what brands are doing well using it. 

• Pinterest’s active user base grew 26% to 335 million last year
• 28% of Americans use Pinterest, making it the fourth most popular social platform in the country, after Facebook, Instagram and Youtube
• Pinterest has doubled in size since 2016 (when they had 160 million users)
• Pinterest’s revenue topped $1 billion in 2019

Demographics:

• 72% of Pinterest users are women, 20% are men, and 8% don’t specify their gender
• Pinterest is growing faster internationally (35% growth) than in the U.S. (8% growth)
• 41% of Pinterest users are between the ages of 25 and 34

“Pinterest rates as the 10th most relevant brand in the U.S.”

- Brand Relevant Index (Prophet)

This is big! Especially since Pinterest is following brands like Apple, Spotify, Android, and Disney. Last year’s Prophet Brand Relevance Index put Pinterest in the 10th position. It’s the only social platform to crack the top ten. It also ranks as #1 in the survey’s “Makes me feel inspired” and “Engages with me in new and creative ways” categories.

Pinterest User Stats

1. 72% of Pinterest users are women, 20% are men, and 8% don’t specify their gender
2. - Pinterest is most popular with women—especially moms
3. High-income households are twice as likely to use Pinterest as low-income households
4. This is Interesting!! According to a Pew Research study, the majority of Pinterest users earn more than $75,000 USD a year. That means more often than not, people who use Pinterest have a disposable income.
5. Likewise, U.S. adults with a college education are twice as likely to use Pinterest than those with high school or less.
6. There are more than 2 billion searches on Pinterest every month
7. Top Searches: As noted, Pinterest has separated the trends into ten key categories - those categories are:

• Responsible Travel - Environmentally conscious travel tips
• Internationally Inspired - Region-specific design and art inspiration
• Beyond Binary - Products moving beyond gendered labels
• Space Everything - Space travel and related themes 
• Re-wilding - Outdoor adventure
• Finding Balance - Self-care tips and products
• Pampered Pets - Advanced pet care
• Home Hub - Home, and home office, improvement tips and devices
• 90s Re-Run - 90s inspired fashion 
• Conscious Consumption - Sustainable living tips and tools

Searches Trending:

• 90s cartoons
• Hip hop parties
• Y2K outfits
• 90s music
• Scrunchies

More Users Stats

1. 600 million of Pinterest’s monthly searches are visual
2. Visual search is on the rise. Roughly 62% of GenZers and millennials would like to be able to search by image. And as the only social network that offers the option, Pinterest is poised to benefit.
3. Searches on Pinterest Lens, its browser extension and visual search tool, increased by 140% between 2017 and 2018. As Lens gets sharper, this figure will undoubtedly grow. So far it can already identify more than 2.5 billion objects across home and fashion pins.
4. There were 6x as many video views in 2019 as there were in 2018

Brands on Pinterest

• 75% of people on Pinterest are “very interested” in new products (compared to 55% of users on other social platforms)
• People on Pinterest are 29% more likely to try a new product within 10 months of launch
• Retail brands see a 2 times higher return on ad spend on Pinterest, compared to other social platforms

“Shopping is a top priority for 48% of Pinterest users”

- eMarkerter

Pinterest is more search engine than social network, and Pinners act accordingly. At 48%, shopping is a top activity for Pinterest users, ranking just after viewing photos (57%). Sharing content, networking, and news all rank as lesser priorities.

This comes in stark contrast with other social media sites. For Facebook, shopping ranks as the 7th most popular activity at 14%. Same goes for Instagram, Snapchat, and Twitter, which all see lower shopping rates.

“With 321 million searches, end-of-year holidays mark Pinterest’s busiest season”

- Pinterest

I know where I am selling my Christmas products. On Pinterest, the end-of-year holidays truly are the most wonderful time of the year. More than three billion holiday-themed pins are saved every year, with search terms like “Christmas decorations” and “winter outfits” surging in popularity.

So not only is it on the rise, Pinterest is a must for your ad spend dollars. Especially if you are in the travel, home, health or music industry. Pinterest users seem to be more willing to buy on Pinterest than Facebook as the activity is higher. And Christmas is the busiest season. I really hope that people in the industries listed in the searches above are taking advantage of this amazing platform. There is a huge opportunity here, don’t miss out!