Pinterest numbers and stats guide
1. Pinterest ranking
Pinterest has been able to make a place for itself among the giants of social networks in just a few years.
Let's discover the key figures that illustrate its meteoric rise.
- With 498 million active users per month, Pinterest ranks 15th among the most popular social networks in the world.
- It ranks behind Facebook, YouTube, TikTok, TikTok, Snapchat, but ahead of Twitter, Reddit, and Quora.
- Pinterest has registered a 11% growth in its monthly active users in one year.
- The platform's turnover jumped by 12% in 2023 to reach 981 million dollars.
- Pinterest is aiming for carbon neutrality in its offices by 2025, something important for this company.
While Pinterest is not yet playing in the league of giants like Facebook or TikTok, its audience remains colossal and is constantly growing, especially internationally. This virtuous dynamic is reflected in its sharply rising revenues, driven by ever more massive advertising investments by brands.
2. Audience demographics
Pinterest has won over a prime target, women and young people, who are particularly popular with advertisers. Focus on the typical profile of users.
- 76% of Pinterest users are women.
- The most represented age group is That of 25-34 year olds.
- Gen Z now represents 42% of active Pinterest users.
- With 84.6 million users, the United States is Pinterest's biggest market.
- Pinterest is also very popular in the Netherlands (29%), Canada (25.2%) and Portugal (22.6%).
Pinterest stays true to its Female DNA and “lifestyle” that made it successful. But the platform is also attracting more and more young people, especially from Gen Z, seduced by its aspirational side and its creative dimension. An ultra-connected audience in search of inspiration that brands must address as a priority.
3. Pinterest engagement
By focusing on positive values and inspiring content, the social network Pinterest has succeeded in creating an ultra-engaged and loyal community.
The numbers speak for themselves.
- 76% of users say that Pinterest is their Provides positive emotions.
- More than 14 million paintings on the theme of celebrations were created in 2023.
- Searches around “body positivism” and gender fluidity are exploding on Pinterest.
- Les Shopping pins grew by 50% in one year.
- 97% of top searches don't mention any brand.
Far from the bad buzz and controversies that regularly agitate social networks, Pinterest is asserting itself as a haven of peace and kindness for its users. As a result, they spend more time on the platform, interact more with content, and don't hesitate to engage in conversations with brands.
All in a “brand safe” environment where creativity and inspiration take precedence over the rest.
4. Advertising market
Long shunned by advertisers, the social network Pinterest has become a real conversion machine for brands in a few years.
Thanks to ever more innovative advertising formats and a detailed knowledge of its users, the platform generates engagement and transformation rates that are higher than those of its competitors.
- 80% of users have already discovered a brand or product on the Pinterest search engine.
- Pinterest ads offer a 2.3 times greater return on investment than other social networks.
- Announcements that evoke positive emotions have a 20% higher recall rate.
- Retailers who upload their product catalogs to Pinterest see their sales increase by 30%.
- Luxury shoppers spend 87% more on Pinterest than on other platforms.
Enough to attract the biggest names in luxury, beauty or decoration, who see Pinterest as an ideal place to enhance their products and seduce an affinitarian and solvent audience.
5. E-Commerce Levers
E-commerce is Pinterest's new growth driver.
By constantly enriching the shopping experience, the platform dreams of being the virtual mall of the future.
- 85% of users have already purchased a product that they discovered on Pinterest.
- Pinners spend 80% more per month than buyers on other networks.
- 50% of users see Pinterest as a shopping destination in its own right.
- Pinterest is multiplying e-commerce partnerships, from Shopify to the Etsy website to WooCommerce.
- The platform has launched numerous shopping features such as “Try-On” or “Collections”.
With over 200 billion pins produced, Pinterest has an almost unlimited catalog to seduce online shoppers.
By enriching its content with direct links to commercial sites and by integrating tools designed for e-commerce, the platform is gaining ground on Amazon or Instagram every day. A hybrid positioning between social network and marketplace that opens up new horizons for social selling.
6. Creativity on Pinterest
With billions of inspiring images, Pinterest is a haven for creatives. Brands, artists, influencers...
Everyone comes here to get ideas and share their world.
- More than 200 billion pins have been published on the platform.
- Every month 1.5 billion pins are saved by users.
- 85% of Pinners use the platform to find inspiration at the start of a new project.
- Video formats and livestreaming are booming on Pinterest.
- Les 3D pins and Augmented reality are emerging and opening up new creative possibilities.
A melting pot of trends, Pinterest has become the favorite playground for creative minds around the world. By encouraging the creation of original and immersive content, the platform cultivates its difference and reinforces its attractiveness to an audience looking for authenticity and novelty.
7. Most Popular Content Trends
Pinterest is a real barometer of emerging trends.
By analyzing the content that generates the most engagement and the most frequent searches, we get a fascinating insight into the interests and aspirations of users on this website.
- Video pins are the fastest-growing format, with a 200% increase in views over the previous year.
- The most popular categories are decoration (14 million paintings created in 2023), fashion, cooking and DIY.
- Research related to well-being and personal development is exploding: +350% for “gratitude”, +200% for “meditation”.
- “Body positivism” and gender fluidity are booming themes, with respective increases of +500% and +3500% in related searches.
- The “cottagecore” aesthetic, celebrating a rural and artisanal way of life, is the leading decoration trend with +300% of searches in one year.
- Local travel and sustainable tourism are attracting growing interest, as evidenced by the tripling of searches for “road trips” and “slow travel”.
More than just statistics, these trends are valuable insights into the values, desires, and lifestyles that are shaping our time. By deciphering them, brands can adapt their content strategy to increasingly meet the expectations of their audience. Because on Pinterest more than elsewhere, the adage “Content is King” makes perfect sense!
8. Ranking the most popular Pinterest accounts
Pinterest is full of influential accounts that attract millions of followers thanks to their inspiring and creative content.
Here is a list of the most popular Pinterest accounts that are known for their impact and ability to generate massive engagement:
- Joy Cho/Oh Joy! : Joy Cho is a renowned designer and blogger, known for her colorful pins and creative ideas. Her Pinterest account (@ohjoy) is an essential source of inspiration in the fields of decoration, cooking, and fashion.
- Martha Stewart: The queen of cooking and decorating, Martha Stewart (@marthastewart), shares recipes, decorating ideas, and tips for organizing events on Pinterest. Her account is a treasure trove of ideas for anyone looking to improve their daily lives.
- Nordstrom: Nordstrom department store (@nordstrom) uses Pinterest to showcase their fashion, beauty, and home decor collections. Their account is a perfect example of how retailers can use Pinterest to engage their audience and promote their products.
- Brit + Co: Brit Morin, founder of Brit + Co (@britandco), offers an eclectic mix of DIYs, recipes, tech tips, and lifestyle. Her account is popular for her easy DIY projects and trendy decorating ideas.
- HGTV: The HGTV television channel (@hgtv) inspires millions of people with its pins on home decor, home renovations, and gardens. Their account is a gold mine for those looking to improve their living space.
These accounts illustrate how Pinterest can be used to share creative ideas, practical tips, and products while building an engaged community.
9. Most used hashtags on Pinterest
Hashtags play a crucial role on Pinterest in helping users discover relevant content.
Here are some of the most used hashtags, which cover a variety of popular topics on the platform:
- #DIY: The hashtag #DIY (Do It Yourself) is extremely popular among users looking for DIY projects, tutorials, and creative ideas for home projects.
- #HomeDecor: Home decor lovers use #HomeDecor to share and find inspiration on how to decorate their homes. This hashtag covers everything from current trends to DIY home ideas.
- #Fashion: The #Fashion hashtag is a must for the latest fashion trends, from outfits to accessories. Users follow this hashtag for inspiring looks and style tips.
- #Travel: For those who love adventure, #Travel is the perfect hashtag for finding dream destinations, travel guides, and tips for exploring the world.
- #Food: Foodies and home cooks flock to the hashtag #Food for delicious recipes, meal ideas, and cooking tips. It's a must-have for anything related to food and cooking.
- #Beauty: The #Beauty hashtag is used for everything related to skin care, makeup, hair, and beauty products. Users share tutorials, product reviews, and beauty tips.
- #Wedding: Brides and grooms and wedding planners use #Wedding to find wedding inspiration, decorating ideas, wedding dresses, and tips for planning the big day.
- #Fitness: For sports and wellness lovers, #Fitness is the hashtag to follow. It covers exercises, diets, workout routines, and fitness tips.
These hashtags show how Pinterest can be used to discover and organize ideas across a variety of areas of interest, allowing users to quickly find content that meets their needs and passions.
Best time to post
Publishing your pins on Pinterest at the right time can significantly increase your visibility and the engagement of your posts.
Here are some recommendations based on studies and analyses of user activity:
Ideal publishing hours
- During the week (Monday to Friday)
- Morning: 8 am - 11 am : Users start their day by browsing Pinterest for inspiration.
- Afternoon: 2 pm - 4 pm : A time when users take a break and browse Pinterest.
- Evening: 20:00 - 23:00 : The evening is a special time when many users relax and plan their projects.
- Weekends (Saturday and Sunday)
- Morning: 10 am - 12 am : On weekends, users have more time to explore ideas and projects.
- Afternoon: 2 pm - 4 pm : Continued exploration of content during moments of relaxation.
Days of the week
- Saturday : Considered to be the most active day on Pinterest, ideal for posting content about crafts, decorating, and personal projects.
- Tuesday and Thursday : Optimal days for publishing a variety of content, including fashion, beauty, and recipes.
By following these recommendations, you can maximize the reach and engagement of your pins on Pinterest, contributing to a more effective and successful content strategy.
Content formats
Pinterest offers a variety of pin formats to allow users and businesses to create engaging and beautiful content.
Here is an overview of the main formats available:
1. Image pins
Image pins consist of a single image. There are two ways to create image pins on Pinterest:
- Importing a photo : Upload an image from your computer or mobile device. If you add motion elements (like a GIF or music), it becomes a video pin.
- Save an image online : Save images found online, with Pinterest automatically including a link to the source website.
For business accounts, it is possible to create and sponsor image pins as ads.
Recommended dimensions:
- Standard image size: 1000 x 1500 pixels
- Ratio: 2:3
2. Video pins
Video pins include one or more videos and images under a single pin. You can add effects like a text overlay, music, stickers, and more to make them interactive. Videos automatically play on the homepage with eye-catching cover images.
Recommended dimensions:
- Standard video size: 1080 x 1920 pixels
- Duration: Between 4 seconds and 15 minutes
- Ratio: 9:16 (vertical), 1:1 (square), 16:9 (horizontal)
3. Enriched pins
Rich pins automatically sync information on your website with your pins. Enriched pin types:
- Recipe pins : Includes title, servings, cooking time, notes, diet, and ingredient list.
- Item pins : Contain the description, author, title, and title of an article or blog post.
- Product pins : Show price, availability, and up-to-date product information.
Recommended dimensions:
- Standard size: 1000 x 1500 pixels
- Ratio: 2:3
4. Product pins
Product pins show products that are available for purchase. They can lead to a website or allow you to buy directly on Pinterest.
- Product Pins with Virtual Essay : Use Pinterest Lens to virtually try products.
- Collection pins : Product groups, facilitating the purchase of similar products.
- Carousel pins : Contain several images, allowing you to browse specific or similar products.
Recommended dimensions:
- Virtual test: 1000 x 1500 pixels
- Collections and carousels: 1000 x 1500 pixels for each image
- Ratio: 2:3
Choosing the pin format that best fits your content and goals is key to getting the most out of Pinterest. Feel free to experiment with different formats and analyze the performance of your pins to optimize your marketing strategy on Pinterest.
By using the right dimensions and exploiting all the features available, you can maximize the impact of your pins and effectively engage your audience.
FAQs
How many Pinterest users are there?
Pinterest has 498 million monthly active users worldwide.
Who uses Pinterest the most?
Women make up 76% of Pinterest users. The most represented age group is 25-34 years old. Gen Z is also increasingly present with 42% of users.
In which countries is Pinterest the most popular?
The United States is Pinterest's biggest market with 84.6 million users. The platform is also very popular in the Netherlands, Canada and Portugal.
What is the advertising potential of Pinterest?
Huge! Pinterest ads generate a 2.3 times greater return on investment than other social networks. 80% of users discover new brands on the platform.
Can you shop on Pinterest?
Yes, more and more! 85% of users have already purchased a product discovered on Pinterest. The platform multiplies shopping innovations such as “Try-On” or “Collections” to enrich the shopping experience.
Conclusion
The numbers speak for themselves: with a growing audience, a successful advertising ecosystem and a booming shopping vertical, Pinterest has all the assets to establish itself as a key player on the web in 2024 and beyond.
But to transform the test and perpetuate its model, the platform will have to meet several challenges.
Retain its users by constantly renewing its content and functionalities, attracting new advertisers by proving its ROI, staying ahead of the competition...
These are all strategic challenges that will require constant agility and creativity.
One thing is certain: the next chapters of the Pinterest adventure promise to be exciting. So, ready to pin your brand on the trend? The future of social commerce could well be at stake here and now!
