14 Reasons Why Your Brand Should Have a Pinterest Marketing Strategy
Many other social platforms seem to be taking up headspace these days. With Meta’s release of Threads, the fall of X (formerly Twitter), and the question of TikTok’s user safety, it feels like Pinterest has moved to the back of our minds.
But this platform is still a juggernaut. While it is true that not every platform is right for each brand, Pinterest is still a great place to get eyes on your content and grow brand awareness.
This bulletin board style platform is where people go for ideas and information. It’s not just for moms wanting crafts for their kids, brides-to-be looking for wedding ideas, or fashion designers looking for trends. This platform offers more than floral arrangements and food recipes. It is even seeing growth in male users, who are looking at cards, home improvement how-tos, and more.
Here are 14 stats that prove it is still worth it to have a presence on Pinterest.
1 | Pinterest has 498 million monthly active users.
In February of 2024, the platform reported 498 million monthly active users, which is up by 16 million users from the previous quarter.
2 | 80% of Pinterest’s 2023 predictions came true.
Every year, the platform releases its coveted Pinterest Predicts report. This report uses data from the billions of pins saved to its platform to predict the next big trends, products, and general aesthetics we can expect to see. Getting 80% correct means that Pinterest’s predictions are reliable enough for brands to lean on when creating their upcoming campaigns. Check out what Pinterest predicts for 2024 here!
3 | The majority of Pinterest’s user base is between 25 and 34 years old.
Pinterest’s audience still skews young, however, if you are looking to reach a younger audience, this is a great platform to invest in. Coming in a close second is the 18 to 24-year-old category, followed by the 35 to 44-year-old category.
4 | Gen Z makes up 42% of Pinterest’s monthly active users.
Gen Z is taking over Pinterest, with 42% of its users identifying as Gen Z. This generation sees Pinterest as a positive place where they can dream big and map out their future lives.
5 | Most Pinterest users live in the United States.
When it comes to global distribution, the United States takes a strong lead, with nearly 84 million of the 498 million users living in the U.S. Other countries with a large user base include Brazil, Mexico, Germany, France, Canada, and the Netherlands.
6 | One in three Pinterest shoppers have an average annual income of $100,000 or more.
According to Pinterest, luxury shopping is alive and well on the platform. Luxury shoppers on this platform are also 35% more likely to make a six-figure income compared to luxury shoppers on other platforms. Plus, Pinterest shoppers spend 87% more on luxury goods!
7 | 76% of Pinterest’s user base is female.
While Gen Z and male users are on the rise, Pinterest still primarily caters to women, who make up more than 76% of their global user base. Men make up 17.2% and the remaining 6.6% are unspecified.
8 | 85% of Pinners say they use the platform to plan new projects.
While people use Pinterest differently, a large percentage of users say they use the platform to plan projects in the early stages of a project or purchase decision.
9 | Half of Pinterest users see the platform as a shopping destination.
50% of Pinners see the platform as a place to shop as well as find new inspiration.
10 | 44% of Millennial Pinners have bought a product they saw on the platform.
Millennials who see a product on Pinterest tend to buy that product, with 44% of them having made a purchase as a result of seeing branded content on Pinterest.
11 | 80% of Pinterest users have discovered a new brand or product on the platform.
Brand discovery is one of the most powerful benefits Pinterest offers businesses. 80% of users have discovered, or plan to discover, a new brand or product through the platform.
12 | Retailers who upload catalogs and tag products see 30% more checkouts.
Catalogs are like a starter kit for brands doing well on Pinterest shopping. Retailers who have uploaded a catalog say they have noticed a bump of almost 30% in checkouts.
13 | Pinterest ads are 2.3 times more efficient on cost per conversion (CPC).
Want to save money when converting customers? Pinterest could be the place for your brand. According to the platform’s own data, Pinterest ads are 2.3 times more efficient than ads on other platforms.
14 | Pinterest ads bring 11.4 times more prospects than competing platforms.
According to the data, Pinterest ads outshine the competition by leaps and bounds with an astonishing 11.4 times more prospects generated compared to other social platforms.
Final Thoughts
Pinterest is seeing a lot of growth and is seen as a positive platform to be on by many users. It’s a place to shop, plus find ideas and information. While users skew young and female, there is an increase in male users. Brand discovery is a big benefit, plus shoppers here are more likely to convert.
Looking to improve your Pinterest presence? Tintero Creative can help brands build an organic and paid presence on Pinterest, helping you not only get discovered but also see an increase in sales. Schedule a free consultation today!