26 Latest Pinterest Statistics: Usage, Facts, And Trends For 2022

Pinterest is a social media platform that seemingly came out of nowhere and gained a lot of popularity.

But just how good is it? And is it worth including in your social media marketing strategy?

We’ve rounded up the latest Pinterest stats to help you figure out if Pinterest should be on your radar or if you should focus on other social channels instead.

Spoiler alert: These Pinterest user statistics will surprise you.

Let’s jump right into it.

Pinterest statistics – Editor’s picks

  • Pinterest has over 400 million users. (Pinterest Business)
  • Pinterest is the 14th largest social media network in the world. (Hootsuite)
  • 45% of US-based Pinterest users earn over $100,000. (Pinterest Business)

Pinterest usage statistics

Why don’t we start this list with usage statistics to learn more about the company and its users?

1. Pinterest has over 400 million users.

According to Pinterest, it has over 400 million users who use the platform every month to find design ideas and research their next purchases.

So if you’re of the mindset that Pinterest doesn’t have enough users, you’d be wrong. Promoting your business on Pinterest will do you good since a lot of people are scrolling through Pins every day.

Source: Pinterest Business

2. Pinterest had billions of visits in 2021.

From February to July 2021, Pinterest has had over 1 billion visits. Keep in mind that this does not include visits from January as well as the remainder of the calendar year. This number includes both desktop and mobile app users.

Pinterest had billions of visits in 2021

This only speaks to just how many people use Pinterest in a year.

The average duration per visit is 5 minutes. A user will visit 4.96 pages per visit.

Source: SimilarWeb

3. Pinterest is the 14th largest social media network in the world.

According to Hootsuite’s The Global State of Digital Media (via Hootsuite Blog), Pinterest is the 14th largest social channel in the world as of January 2021.

Pinterest is the 14th largest social media network in the world

It ranks below Facebook, TikTok, Snapchat, and Instagram. But what’s interesting is that it’s currently ranked above Twitter.

Source: Hootsuite

4. Pinterest is better at connecting with users emotionally.

AdWeek reports that Pinterest beats other apps and social platforms when it comes to connecting with users emotionally, especially among women.

So if you’re looking for a platform that’ll help you connect with users, you’d want to start with Pinterest. Not only can it help you promote your products and services, but you’ll also get a chance to connect with them on an emotional level.

Source: Adweek

5. 4 out of 10 Pinterest users use the platform for brand and product research.

4 out of 10 Pinterest users access the platform when they need to research brands and products. This is the reason why brand discoverability on Pinterest is so high.

Even better, this means that a lot of searches are transactional in nature. People are looking for products to buy. The top categories among Pinners are home decor, food, and fashion, especially for women. However, men dominate the fitness, travel, and family inspiration categories.

Source: Global Web Index

6. Start your week with a Pin.

According to Buffer, Pinterest users are twice as likely to post on a Monday or Tuesday than on weekends.

Start your week with a Pin

To be more specific, 32% of Pins get posted at the start of the week. Saturdays and Sundays are actually the least popular days to post at only 7%.

Source: Buffer

7. User engagement is high on Mondays and Saturdays.

While people post more on Mondays and Tuesdays, user engagement is a different story. People interact more with Pins on Mondays and Saturdays.

User engagement is high on Mondays and Saturdays

The same can be said about average repins per post.

Keep this in mind when you schedule your posts for publishing. You’d want to post on days when you could make the most impact.

Source: Buffer

8. Use fewer characters for better results.

The average character length for pins is 98 characters. This makes sense since Pinterest is a visual medium. Users don’t like seeing posts that are too wordy.

Source: Buffer

9. Pinterest gets 600 million visual searches a month.

Pinterest uses a visual search tool called Lens. And according to the Lens data presented by the company, it’s now capable of completing 600 million visual searches every month. People are twice as likely to use the Lens tool today than they were six months before the release of the data.

Users rely on Lens to look up tattoos, nails, and sunglasses. Other popular searches include cats, natural hairstyles, plants, dresses, and wedding dresses.

Source: Venture Beat

10. Pinterest is the fourth most-used social platform.

Pew Research reveals that Pinterest is the fourth most common social platform in the United States. YouTube, Facebook, and Instagram are in the top three according to the research.

Pinterest is the fourth most-used social platform

Other entries include Snapchat, Nextdoor, WhatsApp, LinkedIn, Reddit, Twitter, and TikTok.

Source: Pew Research

11. Active Pinterest users will do 8 searches per month on average.

Your typical Pinterest user will, on average, do 8 searches per month — usually through a smartphone according to Quartz. But there’s more. After tapping on an initial pin, a user will scroll through related pins as well.

Active Pinterest users will do 8 searches per month on average

Quartz puts the number of Pins at 175 billion to more than 4 billion boards. More than half the Pinners who accessed Pinterest monthly also visited it once per week.

Source: Quartz

Pinterest user demographic statistics

Who uses Pinterest? Let’s take a look at what type of audience you can expect to find when you use Pinterest.

12. The majority of Pinterest users are women.

Pinterest data shows that 60% of the site’s global audience is made up of women. That’s not to say that there isn’t a male presence on the platform. In fact, Pinterest reports that male and Gen Z Pinners are up 40% year over year.

Millennial Pinners are also on the rise at 53% year over year.

Source: Pinterest Business

13. There are 14.9% male Pinterest users.

Statista presents different numbers relating to the distribution of Pinterest users. As of July 2021, it says that there are 14.9% male users on the platform.

There are 14.9% male Pinterest users

What about women? According to the same source, it’s 71.1% and not 60% as Pinterest reported. It’s possible that the number of women accessing the site grew since Pinterest released its figures.

Source: Statista

14. 50% of Pinners live outside the US.

Pinterest analytics shows that more than 50% of its users live outside of the United States. Another interesting thing to note is that 85% of Pinners use the mobile app to log into the platform.

Currently, there are more than 240 billion Pinterest pins saved by its users.

Source: Pinterest Newsroom

Pinterest marketing statistics

Data suggests that Pinterest has great potential to become a social platform where you can promote products and services.

15. 45% of US-based Pinterest users earn over $100,000.

That’s right. Pinterest says that almost half of its US-based Pinners have a household income of over $100,000. That means you’ll find users on the platform with a lot of buying power.

And there are other reasons why you’d want to be marketing your company on this platform. One of them is your brand’s potential to grow organically since 97% of the top Pinterest searches are unbranded. Also, 85% of the site’s users go there when they want to start a new project.

80% of Pinners were introduced to a product or brand through the platform.

Source: Pinterest Business

16. Pinterest is making moves to make shopping easier on the platform.

Pinterest saw Pinners shop earlier and for longer during the 2020 holiday season. And with users turning to their platform more for their shopping needs, the company decided to lean into it.

For instance, they let users try products virtually with its EyeShadow Try On feature. It’s also expanding its inventory of reliable product Pins. Pinners are now able to go into shop mode for all product categories, meaning they can find a feed of shoppable Product Pins.

Source: Pinterest Shareholder Report Q4 2020

17. Shopping ad revenue is on the rise.

Pinterest saw a 6x increase in businesses that used its shopping ads format in Q4 of 2020. The company went on to say that there was a healthy advertising demand that spans different advertiser sizes and verticals.

This is attributed to the planning, discovering, and shopping of Pinners earlier than usual during the 2020 holiday season.

Source: Pinterest Shareholder Report Q4 2020

18. “Make” is the most popular word to use on posts.

Buffer’s study states that the top word that Pinners use on the platform is “make”. The word appeared in 63,293 pins which are 4% of the posts that Buffer analyzed. It is immediately followed by the following words: design, logo, new, love, get, one, free, and day.

It’s an indication that most of the content on Pinterest is creative and design-centric posts.

However, the most common words found on the most popular pins are: make, one, easy, recipe, free, chicken, paleo, love, and great.

If you want your posts to stand out on Pinterest, we suggest that you try to include at least one of these words in the title and description.

Source: Buffer

19. Pinterest predicted that posts about a person’s well-being will rule 2021.

Back in 2020, Pinterest predicted that people will prioritize their physical, mental, and spiritual health the following year. That’s due to new age wellness trends making a comeback and alternative healing methods are starting to get mainstream attention.

Also, sleep care is poised to take over the self-care space. Pinterest noted that there has been an increase in sleep-related searches. Searches for the term “night affirmations sleep”, for instance, received a 100% year-over-year growth.

Source: Forbes

20. Pinterest released a feature for video advertisements.

Pinterest Premier is a video ad feature that lets advertisers buy video positioning on the home page for a specific category. If you’re familiar with the First View ad feature on Twitter, the concept is similar.

The company says that this new feature will give users the choice to align video ad targeting through a specific category or demographic. This is ideal for events such as product launches or expanding ongoing campaigns.

Source: Digital Information World

Pinterest business statistics

How much is Pinterest worth? In this section, we’ll explore statistics relating to Pinterest’s financial side.

21. Pinterest has a market value of $37.94 billion.

As of this writing, Pinterest has a market value of $37.94 billion. We should point out that market pricing changes regularly. So it’s bound to go up or down depending on different factors.

Pinterest has a market value of $37.94 billion

In comparison, one of the biggest social media platforms—Facebook—has a value of $1.02 trillion.

Source: Ycharts

22. Pinterest’s Q4 earnings grew by 76%.

According to Pinterest, its Q4 2020 earnings grew by 76% year over year to $706 million. It says this is due to strong holiday advertiser demand and positive returns from investments in ad products and international expansion.

Its monthly active users also grew 37% year over year to 459 million in the same quarter.

This puts the company’s net income at $208 million which is 29% of its revenue.

Source: Pinterest Shareholder Report Q4 2020

23. Pinterest and Ikea are joining forces.

Ikea and Pinterest are working together to bring Renocation. It’s an online tool that helps Ikea customers find inspiration for a home renovation or project through a custom Pinterest board.

The board will be based on a user’s own taste and interests.

Users that want to start a board need to take a quiz so that Pinterest knows what their interests are. It’s basically a series of questions about your preferences like dream destinations and hobbies.

Once you’re through, Pinterest will generate a board filled with links to Ikea furniture product pages. This way, you’ll only be a few clicks away from getting furniture that matches your dream place.

Source: Travel and Leisure

24. Pinterest banned weight-loss ads.

In a statement, Pinterest said that the company is banning all weight-loss advertising from its platform. This took effect in July 2021. That makes Pinterest the first major social media company to do so.

The ban is an extension of Pinterest’s policy on body shaming. It’s also not keen on promoting dangerous weight-loss products.

What this means is that weight-loss language or imagery—including testimonials and references to BMI—are no longer allowed.

The hope is that this move will promote the acceptance of people of different sizes.

Source: CBS News

25. Pinterest’s growth is due to its e-commerce functionality.

Nasdaq says that Pinterest’s potential for investors is huge especially if you think of it more as an e-commerce platform than a social media channel.

If the revenue grows somewhere around 30% from 2021 to 2023 (between $3.3 billion to $3.5 billion), Nasdaq says that its 2020’s 14.5x sales aren’t bad at all.

Source: Nasdaq

26. Pinterest has a strong Q2 2021 performance.

On July 29, 2021, Pinterest (PINS) reported strong earnings and revenue for its second quarter. This prompted analysts to raise EPS estimates. Unfortunately, Pinterest’s monthly active users went down from 478 million to 454 million since April which is about 5%.

Pinterest claims that the reason for the downward trend is the re-opening of the economy which caused people to slow down their use of the platform.

Source: Yahoo! Finance

Pinterest statistics sources

Final thoughts

Pinterest’s potential is huge especially for businesses. This is reason enough to think about investing in the platform especially if you want to grow your audience beyond Facebook, Instagram, and Twitter.

If you found this post useful, be sure to check out our roundups of social media statistics and social selling statistics.