18 Pinterest Statistics That Matter to Marketers in 2022

As a marketer, you’re always looking for new statistics and data to help guide your decisions.

With Pinterest being one of the hottest platforms right now, it’s no surprise that we’ve seen a ton of articles and blog posts about Pinterest.

But sifting through all of those articles can be time-consuming and overwhelming. That’s why I’ve done the work for you and compiled the most important Pinterest statistics in one place.

Let’s look at some eye-opening stats below.

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1. Pinterest is the 14th Largest Social Media Platform in the World

As of January 2022, Pinterest is the 14th most popular social media platform in the world, behind well-known social media platforms such as Facebook, YouTube, and Instagram.

Despite being relatively small compared to other social networks, the visual nature of the platform makes it ideal for sharing creative content, and users are often looking for new ideas and products when they browse the platform.

Source: Statista

2. 433 Million People Use Pinterest Every Month

A recent report by Pinterest shows that 433 million people use Pinterest every month. The growth isn’t only because people are using the platform to find ideas and inspiration, but because it allows people to make purchase decisions as well.

However, as you can see in the chart below, Pinterest’s monthly active user count dropped from 478 million to 431 million at the start of 2021.

433 million people use Pinterest every month.

Despite the drop in users, Pinterest may not be as big as some of its social media rivals, but it’s still an important player in the space for finding ideas, recipes, home, and style inspiration, and driving traffic to your website.

Source: Pinterest Business, Statista

3. Women Make up 60% of Pinterest’s Core Audience

The platform is popular among female users, with 60% of its core audience being women. However, male users have been on the rise in recent years, increasing by 40% year over year.

It is important for businesses to consider the demographics of their target audience when using the platform for marketing purposes.

Source: Pinterest Business

4. 45% of People in the US with a Household Income Over $100K Use Pinterest

Pinterest has long been considered a go-to platform for creative inspiration and do-it-yourself (DIY) projects, but new numbers suggest that the platform also has a high-income audience.

According to Pinterest, 45% of users in the United States with a household income of over $100K are active on Pinterest.

Source: Pinterest Business

5. There were 86.35 Million Pinterest Users in the United States

As of January 2022, there were 86.35 million Pinterest users in the United States, putting it at the top of the country for the most Pinterest users by far. This is more than 3x the number of users in the second largest country, Brazil, which has 27 million users.

86.35 Million Pinterest Users in the United States

If you’re one of the marketers who are on Pinterest, make sure you’re taking advantage of all it has to offer.

Source: Statista

6. People on Pinterest are 90% More Likely to Say They’re Way More into Shopping

Compared to people on other platforms, people on Pinterest are way more into shopping. In fact, they’re 90% more likely to say so!

This is good news for businesses who are looking to reach a wider audience through this popular social media platform. By creating pins that showcase your products, you can tap into this group of enthusiastic shoppers and make some serious sales.

If you want to get your products noticed on Pinterest, you can use tools like Tailwind to easily create pins.

With Tailwind, all you need to do is enter your product information and images, and then the tool will create high-quality pins for you.

Tailwind also makes it easy to schedule your pins and track results so you can see how well your pins are performing. Plus, if you sign up for a free account, you can get started right away without having to pay anything.

Source: Pinterest Business

7. 85% of Pinners Use Pinterest Mobile App

According to a recent study, 85% of Pinners use the Pinterest mobile app, so it’s essential for marketers to make sure their content is optimized for mobile.

Source: Pinterest Newsroom

8. 97% of the Most Popular Searches on Pinterest are Unbranded

Pinterest recognized that 97% of the most popular searches on Pinterest are unbranded, which means that people are mostly searching for things like “DIY projects” or “recipes” rather than for specific brands.

This is good news for small businesses and individual creators who can compete with the big brands by creating content that is relevant and useful to searchers.

To take advantage of this opportunity, consider creating content around popular topics on Pinterest and using keywords that people are likely to search for.

Source: Pinterest Business

9. Pinners Now Watch 1 Billion Videos a Day

According to one of their blog post, they shared that pinners now watch just shy of one billion videos a day. And it’s not just cute cat videos. People are watching videos on everything from cooking and DIY to fashion and beauty.

Source: Pinterest

10. Advertisers Can Reach More Than 200 Million on Pinterest

With more than 200 million advertising reach, businesses can reach their target audiences with ease by creating engaging and visually appealing ads.

Source: Hootsuite

11. 35% of Marketers Want to Invest in Influencer Marketing on Pinterest

A recent study found that 35% of marketers say they want to invest in Pinterest influencer marketing, up from 29% in 2019. This is a significant increase, and it shows that marketers are seeing the value in working with influencers on Pinterest.

Source: Insiderintelligence

12. 9 out of 10 Pinners Described Pinterest as Filled with Positivity

Whether it’s fashion, DIY projects, or recipes, there’s something for everyone on Pinterest. More than that, according to a study by Pinterest, nine out of ten Pinners described Pinterest as filled with positivity.

Source: Pinterest Newsroom

13. Pinners are 5x More Likely to Purchase From Try On-Enabled Pins

According to new data from Pinterest, pinners are 5x more likely to purchase from Try On-enabled Pins than standard Pins.

Pinterest introduces AR Try On for Home Decor
Image by Pinterest Newsroom

These are product pins that let you “try on” products before you buy them. For example, if you see a lipstick you like, you can click on the Try On Pin and see how they look on your skin tone. Try On Pins are available for makeup products, like lipsticks and eyeshadows, and also for home decor.

Source: Pinterest Newsroom

14. 85% of Users Say Pinterest is Where They Go to Start a New Project

According to a recent study, 85% of users have said they go to Pinterest when they are looking to plan projects.

Project starters are always looking for new and innovative ways to get their projects off the ground. Pinterest is a popular visual platform that allows users to easily browse through images and ideas. It’s no surprise that Pinterest is such a popular choice among project starters.

Source: Pinterest Business

15. The Best Time to Pin on Pinterest is 8:00 PM

According to a reach by CoSchedule, the top 5 best hours to pin on Pinterest are 8:00 PM, 4:00 PM, 9:00 PM, 3:00 PM, and 2:00 PM. Of course, you don’t have to limit yourself to those hours. You can experiment with different times to see what works best for you and your audience.

Source: CoSchedule

16. 80% of Weekly Users Have Discovered a New Brand or Product on Pinterest

Pinterest is a highly effective platform for discovery, with users finding new brands and products at a rate significantly higher than other social networks. Interestingly, the study also found that 80% of weekly Pinterest users have discovered a new Brand or product through the platform.

Source: Pinterest Business

17. Pinterest Users are 15% More Likely to Purchase a New Product Within a Week of Launch

With Pinterest, businesses can reach consumers at the moment when they’re most likely to make a purchase, and ultimately boost sales. According to a recent study, Pinterest found that users are 15% more likely to buy a new product within a week of its launch, according to a new study. This shows that the platform can be a powerful tool for marketers.

Source: Pinterest

18. 8 out of 10 of Pinterest’s 2021 predictions Came True

A new year means new predictions, and Pinterest is known for its ability to foresee upcoming trends. For 2021, they predicted 8 out of 10 trends correctly.

If you’re looking for some inspiration for this year, you should check out Pinterest’s list of 2022 predictions. Curve appeal, Dopamine dressing, Hotter wheels, and Barkitecture are one of the big trends they predict will be big this year.

Source: Pinterest Predicts

Conclusion

With over 433 million monthly active users, Pinterest is a powerful platform with a lot of potential for businesses.

If your target audience is on Pinterest but still undecided about whether or not Pinterest is the right social media platform for you and your business, consider giving it a try.

With its ever-growing user base and its many benefits, Pinterest could be just what you need to take your business to the next level.

Pinterest Statistics
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    A digital marketer and storyteller at heart. I have a deep interest in anything related to crafting better content, increasing productivity, and being happy.

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