Marketing in 2024 is a whole new game; Pinterest continues to be a powerful tool for marketers aiming to connect with a large and engaged audience. With its unique, visually focused approach, Pinterest provides valuable insights into user behavior and trends that can lead to successful marketing strategies. Understanding Pinterest advertising and marketing statistics is essential for brands looking to leverage their growth and networking power.
In this blog, we’ll explore 25 key Pinterest stats that marketers and that marketers and businesses should know, with practical examples to show how important they are.
25 Important Pinterest Stats for Marketers in 2024
Here are 25 super important Pinterest traffic and engagement stats to help you up your marketing game on Pinterest in 2024.
1. Pinterest Monthly Active Users
With so many users, Pinterest gives marketers a wider audience with which to interact. This versatility allows brands to target a variety of customers, from fashion and home décor enthusiasts to those seeking recipes and travel inspiration.
| Stats | Pinterest boasts over 450 million monthly active users globally. |
| Example | Companies like IKEA utilise Pinterest’s large user base to showcase home furnishing ideas and drive traffic to their online store. |
2. User Demographics
Pinterest has traditionally been popular with women, but the growing number of male users means its reach is expanding. Marketers can adjust their strategies to target this demographic better.
| Stats | 77% of Pinterest users are female, with males now representing about 30% of the audience. |
| Example | Beauty brands like Sephora target the female audience with makeup tutorials, while brands like Nike create content that appeals to the increasing number of male users interested in fitness and sports. |
3. Age Distribution
Pinterest is particularly popular among younger adults, making it an ideal platform for brands targeting millennials and Gen Z. This age group is often more engaged with trends and planning for future purchases.
| Stats | 40% of Pinterest users are between the ages of 18 and 34. |
| Example | Fashion retailers like ASOS use Pinterest to showcase trending styles and seasonal collections to capture the attention of younger consumers. |
4. Monthly Search Queries
A high number of searches on Pinterest indicates that the user has a strong opinion, as people actively seek inspiration and solutions. This gives companies the opportunity to position their products and services where users actively seek attention.
| Stats | Pinterest users perform over 2 billion searches each month. |
| Example | Food brands such as Tasty optimise their Pins with relevant keywords to appear in user searches for recipes, thereby increasing visibility and engagement. |
5. Shopping Intent
Pinterest users are heavily involved in the buying process, often using the platform to gather reviews and make informed decisions. This makes Pinterest a powerful tool for driving sales and conversions.
| Stats | 85% of Pinterest users use the platform to plan or make purchase decisions. |
| Example | Home décor companies like West Elm create visually appealing boards that help users imagine their products in their own homes, leading to higher conversion rates. |
6. Average Annual Spend
The average spend of Pinterest users is higher, indicating a more affluent audience. This increased turnover results in a higher return on investment.
| Stats | Pinterest users spend, on average, $500 more per year compared to users of other social media platforms. |
| Example | Luxury brands such as Gucci and Louis Vuitton use Pinterest to promote high-end products, capitalising on the platform’s users’ willingness to invest in premium items. |
7. Engagement Rates
The visual nature of Pinterest means that high-quality, eye-catching images increase user engagement. Marketers should focus on creating pins that are attractive and attractive.
| Stats | Pins with high-quality images receive 50% more engagement. |
| Example | Travel brands like National Geographic use stunning imagery of destinations to capture user interest and encourage engagement with their travel content. |
8. Video Content
Video content is becoming increasingly popular on Pinterest, where users are likely to engage with dynamic and visually stimulating videos. This trend gives companies the opportunity to create engaging video content.
| Stats | Video Pins have seen a 60% increase in engagement year-over-year. |
| Example | Brands like GoPro use video Pins to showcase action-packed adventures, capturing user interest and driving engagement through compelling visual content. |
9. Pin Lifespan
Unlike other social media posts that quickly become outdated, Pins continue to drive traffic and engagement long after the initial posting. This extended lifespan provides lasting benefits for marketing efforts. It is one of the most important Pinterest user statistics to consider.
| Stats | Pins have an average lifespan of 3.5 months. |
| Example | Seasonal retailers like Pottery Barn plan their Pinterest campaigns well in advance, allowing their Pins to remain relevant and effective throughout the entire holiday season. |
10. Mobile Usage
The vast majority of Pinterest users are mobile, highlighting the importance of optimising content for mobile viewing. User engagement and interaction can be improved by ensuring a seamless mobile experience.
| Stats | 80% of Pinterest users access the platform via mobile devices. |
| Example | Fashion and beauty brands like Revolve and Glossier create mobile-friendly pins to cater to users who are browsing Pinterest on their smartphones. |
11. Top Categories
These categories appeal to users’ greatest interests, making them key areas for brands to focus their Pinterest strategies on. Tailoring content to these popular groups can increase awareness and engagement.
| Stats | Home Décor, Fashion, and Food & Drink are the most popular categories on Pinterest. |
| Example | Home décor brands like Anthropologie and fashion retailers like Zara create specialised boards within these top categories to attract users interested in home and fashion trends. |
12. Search Trends
Reflecting changes in consumer values, there is an increasing demand for sustainable and environmentally friendly products. Products that conform to these features can better communicate with environmentally conscious users.
| Stats | Searches for sustainable and eco-friendly products have increased by 40% in the past year. |
| Example | Brands like Patagonia and The Body Shop use Pinterest to highlight their commitment to sustainability, appealing to users interested in eco-friendly products. |
13. Seasonal Trends
Early scheduling of seasonal events gives companies the opportunity to capture the interest of users before key dates. Planning campaigns in advance gives you better communications and sales.
| Stats | Pinterest users start planning for seasonal events like holidays and vacations up to 6 months in advance. |
| Example | Travel agencies and holiday retailers, such as Expedia and Macy’s, create early-season Pins to attract users planning vacations and holiday shopping. |
14. Local and Small Businesses
Pinterest users have a strong desire to support small, local businesses, providing opportunities for local brands to be seen and attract loyal customers.
| Stats | 67% of Pinterest users prefer to shop from small and local businesses. |
| Example | Local artisans and boutique shops use Pinterest to showcase unique products and special offers, appealing to users who prefer to support small businesses. |
15. Ad Spend Growth
Increasing investment in Pinterest advertising reflects growing confidence in the platform’s advertising effectiveness. Marketers should consider dedicating more of their budget to Pinterest advertising to take advantage of this growth.
| Stats | Pinterest’s ad spend has increased by 25% year-over-year. |
| Example | Major brands like L’Oréal and Ford invest heavily in Pinterest ads to drive brand awareness and engagement through targeted campaigns. |
16. Conversion Rates
Sponsored pins, which are paid ads, tend to have better conversion rates than organic pins. Investing in promoted pins can increase campaign performance and drive more sales.
| Stats | Promoted Pins have a 20% higher conversion rate compared to standard Pins. |
| Example | E-commerce brands like Shopify and Amazon use Promoted Pins to drive higher conversions by reaching users who are actively searching for products. |
17. Shopping Ads Performance
Shopping ads that allow users to find and buy products directly from Pinterest increase engagement dramatically. This makes them a valuable marketing tool.
| Stats | Shopping Ads on Pinterest have seen a 35% increase in engagement. |
| Example | Retailers like Target and Walmart use Shopping Ads to feature their products, enhancing product visibility and driving user interactions. |
18. Audience Interests
Users are open to following and interacting with brands on Pinterest, creating opportunities for brands to build and nurture loyal audiences.
| Stats | 70% of Pinterest users follow at least one brand on the platform. |
| Example | Brands like Starbucks and Nike create engaging content that aligns with user interests, helping to build a strong following and foster brand loyalty. |
19. Content Type Preferences
Inspiring content resonates strongly with Pinterest users, leading to increased sharing and engagement. Marketers need to focus on creating content that inspires and motivates users.
| Stats | Inspirational content is the most shared type of content on Pinterest, accounting for 60% of all shares. |
| Example | DIY and crafting brands like Martha Stewart and Craftsy create inspirational Pins that encourage users to try new projects and share their creations. |
20. Personalisation Impact
Pinterest’s personalisation features increase user engagement by showing relevant content based on individual interests. Utilising individual brands can lead to more effective marketing campaigns.
| Stats | Personalised recommendations on Pinterest lead to a 50% increase in user engagement. |
| Example | Brands like Netflix and Spotify use Pinterest’s personalisation tools to deliver tailored content and recommendations to users, increasing engagement and interaction. |
21. Click-Through Rate (CTR)
Pinterest ads tend to have a higher CTR compared to many other social platforms, indicating that ads are more effective and users are more interested in the promoted content.
| Stats | The average CTR for Pinterest ads is 1.5%. |
| Example | Companies like H&M and Sephora use well-designed ad creatives and targeted campaigns to achieve high CTR and drive traffic to their sites. |
22. International Usage
Pinterest’s international user base offers opportunities for global marketing campaigns. Brands can reach different audiences by adapting their content to different cultures.
| Stats | 30% of Pinterest’s user base is located outside the United States. |
| Example | Global brands like Adidas and Unilever tailor their Pinterest strategies to appeal to users in various countries, expanding their reach and impact. |
23. Engagement by Gender
Men’s higher engagement with product-related content provides opportunities for brands targeting male consumers. Participation rates can be improved by matching content to this population.
| Stats | Men on Pinterest engage more with product-related content compared to women. |
| Example | Brands like Bose and Cabela’s create content focused on technology and outdoor gear, specifically appealing to male users interested in these areas. |
24. User-Generated Content
Content is incredibly valuable and widely shared on Pinterest, increasing brand authenticity and extending reach. Engagement can be increased by encouraging users to create and share content.
| Stats | 50% of users have shared or repinned user-generated content. |
| Example | Brands like GoPro and Canon encourage users to share their photos and videos, leveraging this content to increase brand visibility and authenticity. |
25. Trends and Insights
Pinterest Trends provides valuable insights into current user interests and upcoming trends, helping brands create timely content to stay relevant.
| Stats | Pinterest Trends tool helps marketers identify popular and emerging trends, with over 3,000 trend searches conducted monthly. |
| Example | Brands like Airbnb and Etsy use Pinterest Trends to identify trending topics and create content that resonates with users, driving engagement and brand relevance. |
Boost Your Marketing With Pinterest in 2024
Pinterest is a powerful platform for marketers in 2024, providing numerous opportunities to connect with a diverse and dynamic audience. By using the latest and trending data, companies can optimise their Pinterest strategies to promote themselves, increase conversions, and stay ahead of the competition.
Understanding these key concepts enables marketers to create effective campaigns and engage with users in meaningful ways.
FAQs
1. How can I use Pinterest data for my marketing strategy?
Use Pinterest accounts to understand user behavior and preferences. Tailor your content to popular categories, use high-quality images, and optimise for mobile. Use trends and insights to stay relevant and improve communication.
2. What content works best on Pinterest?
Engaging and visually appealing content works well. Focus on photos, videos, and high-quality DIY or how-to instructions. Content that aligns with users’ interests and provides value tends to get more shares and shares.
3. How often should I update my Pinterest posts?
It is important to refresh your Pinterest posts often, preferably every 1-2 months, to keep your boards and pins up to date. Use seasonal trends and new insights to keep your content interesting and fresh.
