If you want to expand your social marketing efforts, it’s important to understand the demographics of each platform. That’s why we’ve compiled 23 Pinterest stats and facts that all marketers need to know in 2021. From demographics and user habits to advertising, these statistics should help with your Pinterest marketing.
Let’s dive in.
Having seen some serious growth, Pinterest has generated an additional 100 million users over the last year. Pinterest started 2020 with around 320 million monthly active users. And now their user base has now increased to 459 million monthly active users.
This means Pinterest now has more monthly active users than both Twitter and Snapchat combined.
So what does this mean for brands and marketers who have a presence on Pinterest? You need to optimize your Pinterest graphics for mobile. Big, bold text and bright colors should be a staple in your designs.
Around 50% of Pinterest users live outside of the U.S., meaning you have a chance of reaching a wider, international audience on this platform. Whether you’re a U.S.-based brand or not, there is a large audience that is actively using Pinterest to save content, products and ideas.
Over the 11 years that Pinterest has been in business, over 240 billion Pins have been saved by users. That’s an average of 533 Pins per user.
While 60% of Pinterest users are women, don’t discount this platform if your target audience is men. In fact, male users are up 50% year-over-year, and many are heavily active users.
Pinterest demographics are up 50% year-over-year for Gen Z and 35% year-over-year for Millennials. This proves brands trying to attract younger audiences still have a platform here.
To further cement this, statistics show that the number of Pinterest users under age 25 grew twice as fast in Q2 2020 than those ages 25 and older. Pinterest is growing across the board and not only in select demographics.
Nearly 80% of U.S. Millennial women are on Pinterest and 40% of Millennial men, proving their loyalty to the platform. While Pinterest’s user base has generated 35% more Millennial users year-over-year, it’s important to further break down those demographics.
With 4 out of 5 Millennial women and 2 out of 5 Millennial men actively taking advantage of this platform, any brand trying to market to Millennials should be on Pinterest.
Trying to sell to moms? You should probably have a Pinterest business account.
4 in 5 U.S. moms have an active presence on Pinterest and are looking for new products and ideas. Shopping on Pinterest has experienced a growth in 2020, as you’ll read further, so it’s imperative to set your social shopping strategy.
There’s been a 35% increase year-over-year in the number of boards created each month, proving that saving and sharing Pins isn’t slowing down anytime soon. In fact, more and more users are branching out in the types of Pins they save, amplifying the need for more boards.
The same source above shows that there has been a44% increase in beauty boards, a 95% increase in women’s fashion boards and a 36% increase in home decor boards.
Not only is Pinterest an online space for users to find new products, ideas and inspiration, but half of U.S. users are also using Pinterest to shop. Because shoppable Pins are so accessible for businesses and Pinterest offers an entire search engine just for finding products, Pinterest can be a goldmine for making sales on social media.
Given the extended lockdowns and pandemic precautions, it’s no surprise that people turned to online shopping.
Shoppers on Pinterest grew 50% in the first half of 2020 alone. Because it’s a platform for sharing ideas and inspiration, it’s no surprise that Pins further inspired online shopping.
Another big Pinterest stat that showcases the platform’s importance for your social shopping strategy – nearly 9 in 10 users are on Pinterest to plan purchases and find inspiration for what could fit well in their homes, offices or make great gifts for friends and family.
About a quarter of each user’s time spent on the platform is spent actively shopping or searching for products. This means promoted Pins and Pinterest SEO are two areas you need to focus on when creating shoppable Pins.
If you can get your products in front of Pinterest users, there’s a chance someone in your target audience will make a purchase. This is because a whopping 85% of users have made a purchase based on seeing a branded pin.
Another incredible metric is that users on this platform spend 80% more in retail than consumers who don’t use Pinterest.
If you pay attention to Pinterest demographics, you see that 49% of U.S. users’ income is more than $100,000 a year. The higher income means the ability to spend more on products on the platform.
About 66% of Pinterest users are actively searching for products and services to buy based on what others are saving. Be sure to create beautiful and compelling Pins to maximize conversion potential.
Pinterest has always been known for DIY projects, recipes, beautiful home and fashion pictures, and handmade crafts. And for years, users have enjoyed attempting the different ideas found on the platform.
This is why Pinterest eventually added a “Tried It” button to Pins, so that users can share when they’ve successfully tried a project. This is also how the platform is now able to measure this metric and determine that 98% of users – almost their entire user base – has tried something they’ve seen on the social network.
Nearly all searches on Pinterest are not brand related, meaning users aren’t including specific brand names in their search queries.
This means you need to pay extra attention and use the right keywords in your pin titles and descriptions so your brand appears in searches.
It’s always a good idea to keep an eye on what’s trending on Pinterest, as well as what their annual trend predictions are. Recently, we’ve seen trends along the lines of “cottagecore fashion,” “kitchen storage solutions,” and “fun couple activities.”
Understanding what is trending can help you plan out your marketing strategies and launch new product offerings.
Pinterest proved its profitability from ads this last year. Raking in nearly $1.4 billion from brands advertising on its platform in 2020, it’s safe to say the popularity of promoted Pins isn’t going anywhere anytime soon.
If your goal is to drive traffic and conversions to your website, Pinterest is a solid choice for advertising. This is because Pinners are 3x more likely to click through to learn more about a product or service than they are on any other social media platform.
As if you needed any more convincing on why you should add Pinterest to your online advertising strategy. Not only are users more likely to click through to your website, Pinterest ads cost 2.3x less per conversion when they do.
Moral of the story? 3 out of 5 U.S. adults will be more likely to buy from your business just because they see you on a positive platform like Pinterest.
Ready to start ramping up your Pinterest strategy? Learn all about how to create the best Pinterest content, then start saving. Brand your business profile and keep up an active presence. Pay attention to Pinterest SEO, invest in promoted Pins and watch the traffic and conversions roll in.
This post 23 Pinterest stats and facts marketers must know in 2021 originally appeared on Sprout Social.
Reblogged 8 minutes ago from feedproxy.google.com