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Pinterest Statistics Every Digital Marketer Should Know in 2020
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Pinterest Statistics Every Digital Marketer Should Know in 2020

Pinterest Statistics

Pinterest Statistics Every Digital Marketer Should Know in 2020

Looking for some numbers why you should consider Pinterest in your marketing strategy in 2020? We’ve got some Pinterest marketing statistics you can’t ignore. 

After Pinterest was created in 2010, it only took two years for this platform to reach 10 million monthly users in the United States. Not only did Pinterest gain such popularity faster than any other website in history, but it has also continued to grow since then. Today, Pinterest has more than 320 million monthly users. It’s a great source if you’re looking for new products. This is also a platform where people plan their shopping and get inspired.

Pinterest helps its users stay up-to-date about the latest trends. There are more than 175 billion pins about virtually anything. This platform now has hashtags and sorts of trends by themes. For example, some of the most popular themes are style, health, home, travel, family, food, and beauty. Pinterest also attracts users because of lots of information that can be used in our everyday lives. For example, people often use this platform to find how-to instructions.

Pinterest offers numerous opportunities for brands of any kind. However, many marketers may underestimate the benefits of Pinterest for their campaigns. That’s why we recommend that you check out some Pinterest marketing statistics so that you can see how useful it can be for your marketing efforts.

Pinterest Statistics

1. People use Pinterest to make purchasing decisions


This platform is not only about beautiful photos. For many users, Pinterest is a source of valuable information when planning their purchases. That’s why Pinterest is a useful platform for business, as its users want to get content from brands. According to statistics, 78% of Pinterest users note that content from brands is useful.

People use Pinterest to research and compare products, adding them to wishlists. Thanks to the theme-focused approach, posts from brands are more visible than content posted by users’ friends, as users are more interested in products. 90% of users claim that Pinterest helps them make purchasing decisions, and 55% of users note that finding products is the only reason why they use the platform.

Therefore, Pinterest can help you build long-term relationships with customers who are really interested in your products. They can keep up with your latest offers and quickly add new products to their wishlist or buy them immediately. Moreover, even when people visit brick-and-mortar shops, they still use the Pinterest mobile app to decide whether or not they should buy something: 67% of users note that they need help from their Pinterest when shopping offline.

2. 27% of marketers run their Pinterest campaigns


It turns out that 27% of marketers are already actively using this platform for promotion. When brands use Pinterest, it’s especially important to emphasize educational content. Most Pinterest users are here for not only visual inspiration but also actionable insights and useful tips that will help them in their everyday lives.

pinterest Campaigns

Source: Statista

This feature of Pinterest’s audience makes it a perfect platform for niche brands. They can tell users about their new products, explain what makes them unique, and educate their customers. Pinterest is also an excellent platform for new businesses. For instance, 51% of female Pinterest users note that they have discovered new brands by simply browsing this website.

However, marketers need to use Pinterest effectively. Pinterest Promoted pins demonstrate great results, as they often make up a considerable part of users’ feed. 50% of Pinterest users purchase products after they see promoted pins. Although Pinterest has a smaller user base compared to Facebook or Twitter, it has a higher referral potential: this platform drives 33% more referral traffic than Facebook.

3. Women love Pinterest

Pinterest is most popular among women. In fact, there are twice more female users than male users. Seven out of ten Pinterest users are women. The reason is that many women feel emotionally connected to their favorite platform, which provides them with a daily dose of inspiration and motivation.

pinterest in US

Source: Emarketer

Women also demonstrate a higher activity than male users. Men don’t feel that emotional connection with the source and simply use it as a tool when they want to make visual bookmarks. Nevertheless, the number of male users shows steady growth. More and more men discover this platform every year. For example, in 2018, 50% of new accounts on Pinterest were created by men, which is a 10% increase compared to 2016.

The high percentage of women on Pinterest is beneficial for businesses because women make 80% of purchasing decisions in American households. They use Pinterest to set goals and to visualize their plans. 83% of women use Pinterest to plan life moments. For instance, many fewer women use Facebook and Instagram for this purpose: 53% and 44%, respectively. 70% use this platform when searching for jewelry and accessories, and 52% of Pinterest users look for food and drinks. They are also interested in beauty products.

4. Pinterest is popular among millennials


When it comes to demographics, it’s also important to take into account users’ age. 28% of adult Americans use Pinterest. The majority of these users are 30-49 years old. This age group makes up more than one-third of all adult users. The second largest group includes users aged between 18 and 29, making up 34% of the audience. Pinterest is especially popular among millennials: 50% of all millennials use this platform every month. This generation often uses Pinterest to find fresh ideas when planning their future, and 47% of them purchase products that they’ve found on the platform.

Pinterest Survey

Pinterest users, in general, don’t like to just browse this source passively. According to statistics, 75% of all saved pins are from businesses. Given that millennials like to research products before buying them, this platform gives brands an opportunity to reach out to an engaged audience that is interested in a particular product and explain its advantages.

5. Most Pinterest users access the platform via mobile devices


It’s no secret that the use of mobile devices has increased significantly during the last few years. For instance, Americans spend 51% of their overall time online on mobile devices. Moreover, 40% of people search only on their smartphones. Pinterest users also choose mobile access, as 80% of people use Pinterest on their smartphones.

Therefore, brands should take into account their audience’s needs when creating content. You should make sure that your Pinterest content is easy to comprehend when viewed on small screens. Use high-quality images and take into account the specifics of the mobile interface to design your pins in the right way. Your goal is to make people stop scrolling their feed and focus on your brand’s content, exploring it in more detail.

6. Pinterest is very popular outside of the U.S.


Although many Pinterest users live in the U.S., it turns out that more than two-thirds of the Pinterest audience live abroad. In the second quarter of 2019, more than 85 million Americans used this platform, which is a 30% increase since 2016. However, the number of international users has multiplied 2.5 times since then. There are more than 215 million international users, which means that you should put some effort into reaching a wider audience.

Pinterest US Stats

Number of monthly active Pinterest users from 1st quarter 2016 to 3rd quarter 2019, by region Source – Statista

If you sell your products internationally, you shouldn’t focus on the users from the U.S. only. Instead, you should modify your marketing strategy to target people from other countries, as well.

7. There are more than 200 billion Pinterest pins


As of 2019, there are more than 200 billion saved pins on Pinterest, which is roughly 670 pins per user. As much as two-thirds of these pins are related to products or brands, which is just another reason why you should start a Pinterest marketing campaign if you still don’t have one.

99% of pins contain an image, which is not a surprising fact, considering the visual focus of this platform. However, it doesn’t mean that all types of visual content are equally popular. For example, despite the growing popularity of video content on social media, only 0.3% of pins have videos.

Pinterest users pin about 14 million articles every day, which means that you should come up with a good marketing strategy to make sure that your content will stand out and attract users. Not only should you provide high-quality images and relevant information, but you should also choose the right time to post your content.

For instance, most pins (about 32%) are posted on Mondays and Tuesdays, while only 7% of pins are posted on Saturday and Sunday. However, if now you think that the best solution is to post on Monday and Tuesday, we recommend that you think again. The thing is that Pinterest users demonstrate a surge of engagement on Mondays, while on Tuesdays, they are less engaged. Mondays and Saturdays are the best days to post your brand’s content, as these days have the highest engagement rates, the biggest numbers of likes, and most repin per pin.

8. People spend 14.2 minutes on Pinterest every day


Pinterest users spend about 14.2 minutes on the platform every day. This is less time than people tend to spend on Facebook or Instagram (58.5 minutes and 53 minutes, respectively). However, it’s important to take into account the value of this time. For instance, Pinterest users are two times more likely to be satisfied with the time they’ve spent on the platform.

social media usage

14.2 minutes on Pinterest is just enough to interact with your audience effectively if your content is engaging enough. The main goal is to make your content worth pinning it. If users pin your posts, they will likely come back to them over and over again. They may also share your content with other users, as well.

Besides, Pinterest is the most popular mobile social network in the U.S. An average mobile app session lasts 5.29 minutes, while for Facebook, this figure is 4.96 minutes. People also spend less time on Twitter and Instagram apps: 3.39 minutes and 3.07 minutes, respectively. Therefore, we recommend that you take into account these Pinterest statistics when planning your mobile commerce marketing strategy.

9. Travelers love Pinterest


When planning your Pinterest marketing strategy, it’s important to keep up with the latest trends and take into account the specifics of its audience. For example, it turns out that travelers are two times more likely to use this platform instead of online travel websites. Most often, Pinterest users are searching for “small town travel,” “less traveled islands,” and “abandoned castles.”

However, travel hasn’t been the only hot trend on Pinterest in 2019. People are also interested in food, wellness, kids and parenting, home, hobbies, momentous moments, and men’s and women’s styles. Therefore, Pinterest offers great opportunities for businesses from different industries.

10. Pinterest ad revenue is expected to exceed $1 billion


The overall value of the platform demonstrates steady growth. Pinterest is expected to generate more than $1 billion in ad revenue in 2020, including more than $500 million in the U.S. alone. This is a 43.8% increase compared to last year. The average ad revenue per user also grows every year. Although the platform still makes less money than Facebook or Instagram, it has already caught up with Snapchat, as it generates about $9.54 per user.

Pinterest ad revenue

Source: MarketingLand

The platform becomes more and more appealing to advertisers, which can be explained by the previous stats covered in this article. This is a popular discovery tool for shopping and planning with highly engaged users.

Using Pinterest via Social Champ

Social media managers, digital marketers and small business owners use social media scheduling tools for their content posting on Pinterest. A scheduling tool can help you in keeping your Pinterest profiles active and save you a lot more time. Pinterest is one of the main social platforms in Social Champ. On an average 3k to 4k posts are posted on Pinterest through Social Champ monthly.

social champ stats

Number of posts posted through Social Champ in December 2019

You can also be the part of the community who believes in being ahead of time and saving all the extra efforts by scheduling content through a social media scheduling tool like Social Champ.

Social Champ gives you the power of posting and scheduling, analyzing the performance of your pins, adding links and description into pins, all through a single tool. We also have a media library and image editing tool for you, so that you can make your pins visually attractive. To grow your brand presence through Pinterest try Social Champ now.

Final Thoughts

Although Pinterest is still less popular than other such platforms like Facebook, Twitter, or Instagram, you shouldn’t ignore its potential. This platform has millions of users all over the world, and most of them use Pinterest specifically to buy something or to discover new products. Pinterest users are interested in content from brands. This is an excellent platform for niche brands that can help you reach out to the right audience.

We recommend that you check out these impressive Pinterest marketing statistics and don’t miss out on an opportunity to use Pinterest for marketing purposes. Pinterest users are dedicated shoppers, so the right marketing strategy will undoubtedly increase your sales and bring you, loyal customers.

Sadia Munir

Sadia is a content and marketing strategist at Social Champ and loves to write to help readers learn more about social media marketing. When not working on content strategy, she's either sleepy or wondering what to eat! You can ping her at sadia@socialchamp.io.

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