Everyone in the marketing industry is trying to understand and make use of Pinterest in their digital strategy for 2020.
Before this, it was often seen as a platform with less reach, and therefore it could not bring in the brand awareness that other platforms were offering.
Things have changed since the recent Pinterest update. As with most social media platforms, each has its unique content needs and marketing strategy. Mastering the Pinterest platform is vital.
To do that, you will need as much information as possible for Pinterest. Luckily for us, Pinterest is quite forthcoming with their data.
Let’s take a look at how you can leverage their data to improve the awareness of your brand and explode your online reach.
Pinterest currently has 367 million monthly active users
Pinterest has gained traction in the last few years. They kicked off 2020 with 367 million users. This is up from last year’s 322 million active users, according to Statista.
While it’s certainly far from Facebook’s vast number of users, keep in mind that Pinterest has grown from a mere 128 million users in 2016, up to 367 million in 2020.
They have practically doubled their user base. The increase is definitely due to their improved reach in the international market.
Aside from that, Pinterest has aimed to evolve every year by improving their pinner’s experience and making it easier to find ideas they love.
In 2020, they started creating a better experience for businesses looking to market on the platform. As a marketer on the platform, the ads are very lucrative and offer great impressions too.
Users view Pinterest as a relevant brand
Brand equity is important and can make a big difference to the types of users on the platform. The same goes for social media platforms.
In a study of a variety of brands, users found Pinterest to be one of their favorites recently.
Pinterest is rated as the 10th most relevant brand in the U.S. The technology company is known as being the last positive corner on the internet according to their users.
It’s a place where ordinary people find motivation and inspiration too. And while it may be a social media, it’s more of a place that houses creative aspects that engage people.
You can get the most amazing ideas, especially when starting a new project. For a marketer, that is good news. This means you’ll be serving an optimistic and vibrant community that is open to buying.
The majority of Pinterest’s audience is female
Looking at the gender demographic can also help you plan for future marketing efforts as men and women have different buying trends. On Pinterest, 70% of the users are female.
Since there are more females on the platform actively seeking out their favorite creative ideas, you may need to understand what they are searching for exactly.
Women do feel more connected to the platform, which aims to inspire, motivate, and help them complete their dream DIY projects.
But, there may be more men signing up for Pinterest to enjoy these benefits too, and there has been an uptick of DIY searches from men.
As a marketer, you can look forward to getting regular stats from Pinterest once you create a business account. They often share the trends so you can use it to make great content for their users.
33% of Pinterest users follow brands and companies
There are many brands on Pinterest, as they understand the platform’s power to bring them more brand awareness.
The data matches as 33% of Pinterest users in the U.S. use the app to follow their favorite brands.
This does open the doors to more marketers to start building up their brand on Pinterest.
And to help you, Pinterest has made so many changes to its platform to make it more brand-friendly. They now provide stats on their app, instead of having to log in to the desktop version.
There are 200 billion pins on the platform
A pin is an example of a post on Pinterest. Users will often create a piece of content, and make it into a pin on the app. Think of it as a cover image for your post, article, or sales offer, although some users find that pinning a straightforward infographic works too.
You will be interested to learn that there are over 200 billion pins saved on Pinterest. Therefore each user is pinning about 667 pins.
Usually, if you pin content, you must feel engaged with it. Therefore, the average Pinterest user is highly engaged on the platform.
Recipe related pins make up the bulk of the 200 billion pins. This seems apt, considering that the cooking niche is rather extensive and continues to multiply over time.
Also, video pins do seem to be gaining some traction right now on Pinterest. You’ll be seeing more video pins on the platform, so it’s something you should lean towards. The platform also gives more organic reach to brands with video pins.
Overall, Pinterest is highly interested in engaging content, and if you can create valuable content for the users, you will be rewarded.
Millennials use Pinterest to discover new products
60% of millennials are using Pinterest as a gateway to find new products. This is great for businesses with an e-commerce steer. Pinterest users are often looking for something that will catch their eye.
If millennials make up a large part of your customers, Pinterest may prove worthwhile to navigate and share your products or services on.
Pinterest users can be impulsive too, and as soon as something catches their eye and will add value to their lives, they are quick to purchase it.
Moreso, if you apply marketing strategies to your offer, your brand can play a significant role in meeting the millennial consumer’s needs and boosting your sales.
And once you have the user in your funnel, you can make them repeat buyers.
Text-based searches are the norm on Pinterest
Pinterest is a visual platform. When people make use of the app, they are faced with a large image that they can choose to click on and access the content behind it. Often users may find an infographic, and they can simply consume and share this type of content.
This is great, but to find content that they like, Pinterest users must use the search bar at the top of the app to see what they need.
Most users do not have a specific brand or idea in mind; they want to be surprised by what they find. Pinterest is useful in that it provides guided searches for its users.
These searches are working as there are over two billion text-based and guided searches on the platform every month.
It comes down to Pinterest knowing their user base well, knowing that their users are a creative bunch looking for inspiration that would spark the right answer.
Pinterest has some compelling features and a unique algorithm serving up the best content based on the searches on the platform.
As a marketer, when you create content that is useful and can be served to Pinterest users, you’ll grow more engagement. This will lead to more sales and revenue in the long term.
Half of the Pinterest users live outside of the U.S.
Pinterest did start in the U.S., but it has attracted a worldwide audience with users from Spain to New Zealand, making use of the platform immensely.
Only 50% of users live in the U.S. In contrast, other users are located outside the U.S. The platform is increasing its international user base more than other platforms like Twitter and Snapchat.
From a marketing perspective, it will be essential to understand international trends and create a digital strategy aligned with it.
You may find a whole new audience just outside the borders of the U.S.
International users are also increasing their spending habits and making use of the internet to make more purchases,
keep this in mind as a motivating factor when considering marketing to an international user base.
There are only 28 percent of marketers on Pinterest
While Pinterest does not have a high percentage of marketers flocking over to the platform, it hosts 28% of all marketers that use it globally. It’s just behind Facebook, Instagram, and Twitter.
The main reason that there is a small uptake is that it does take some groundwork to understand how to market to Pinterest. Most marketers have focussed on the more prominent platforms.
As we covered, most of the users are women. This is quite different from other social media like Facebook; therefore, it does take some understanding of the demographic and looking at what they need before you can market to them.
That said, it’s possible to thrive on the platform. Many successful marketers have studied Pinterest over time and created strategies to succeed. They often use tools like Hootsuite and Tailwind to schedule posts and build momentum for their pins. It may take time to get the knowledge, but it will be helpful to your online business in the long run.
Pinterest users are avid buyers
Users on Pinterest are ready to buy. So when Pinterest released their latest figures, they indicated that 82 percent of weekly active users on their platform had bought products. Not only that, but it was based on a brand they viewed or engaged with on Pinterest.
That’s higher than most other social media. Also, keep in mind that Pinterest users are open to a variety of products and sometimes even seek out more unique ideas as gifts.
You’ll find many Etsy stores that use Pinterest as their marketing platform of choice as they serve up unique items and decorations that people simply love.
Also, it helps that most of the users on Etsy make handcrafted items too.
Pinterest users are unique in their approach, but as a marketer who knows how to sell online, you can create a reasonable profit for your brand.
Adult Pinterest users are aged between 30 and 49
Pinterest is a grown-up platform where most users are between the age of 30 and 49. This is a phenomenal user base for marketers as you have a demographic that is more prone to buy from you.
Almost 35% of this age group make up this category. As you can tell, millennials are drawn to the platform.
And millennials are the most likely generation to shop online. They have been accustomed to online shopping from the time they started their working career.
These individuals make for great customers, and if you can do extensive research and targeting, you will undoubtedly be able to find your ideal audience.
Pinterest has increased its user base significantly
It’s quite an interesting picture as Instagrams growth has stalled over the last year, Pinterest has grown in popularity all over the world. Pinterest has taken the spot of the 3rd largest social network, just behind Facebook and Instagram.
Before this, Pinterest had been tailing Snapchat, who had lost favor with many of its users.
Pinterest has a broader appeal, as users are finding it both educational and inspiring to use the tools available to enhance their creativity.
Overall, Pinterest is experiencing a massive surge. More users are flocking over to find the best pins and save or share them. You can also get in on the action by learning how the platform works and serving up the right content.
There are many high-income households on Pinterest
Social media is offered to many sectors of the population, which makes it great to always cater to a variety of markets.
Yet, the U.S is showing that high-income houses are twice as likely to make use of the Pinterest app when compared to low-income households.
This does make a difference. When you are doing your research, you always want to know who can afford your products and services.
It is also more likely that you’ll have a wide variety of impulse buyers amidst the high-income household when selling your products or services.
85% of Pinners are on mobile
Mobile is not a new trend anymore; it now becomes the norm, and most social media users prefer Pinterest on their mobiles. It’s telling when we see that 85% of pinners are on mobile.
The user experience on the app is significantly better, as the developers of Pinterest’s aim to serve up their best knowledge and design.
They’ve also adopted a more marketer-friendly approach for mobile where it’s easier to run ads and have them appear more native to the platform.
The good news is that users love mobile. But you also have to ensure that all of your content is mobile-friendly. This will make it easy for users to click on your content and make those purchases.
97% of all searches on Pinterest are not looking for brands
This is interesting as it means that most people on Pinterest are comfortable with trying a variety of new and exciting brands. They don’t merely settle for a standard brand that already has a reputation.
Being on the platform makes them inclined to choose smaller brands with a bold vision that is helping a cause.
Therefore 97% of all searches on Pinterest are not about brands; it is more generalized search keywords hoping to find a solution.
There is also a sense of fatigue with the tried and tested brands; users are looking to be more adventurous in their options.
They want to feel that they are supporting something bigger than themselves. And Pinterest has become their go-to application. You can certainly get involved and ensure your content aligns with their needs.
Final Thoughts on the Massive Growth and User Statistics of Pinterest
Pinterest is a goldmine for marketers who are willing to take some time to learn the details surrounding this social media platform.
Looking at the data we’ve highlighted, you’re sure to start being more astute to the opportunities that Pinterest offers. Use these opportunities to build brand awareness in your companies or for your clients.
If any platform has such a wide net and reach, you must capitalize on it before massive changes occur with their algorithms. Even then, it will be worthwhile to consider ads to improve your brand’s reach further.
Users worldwide are searching for their favorite products to buy, and your brand could be the one they find thanks to Pinterest.
Always remember to keep up to date with the latest and tools and trends on Pinterest to leverage the opportunities that this platform can bring you.
We hope this post inspired you to start using Pinterest as a marketing tool to expand your reach. If you have any thoughts or comments, please leave them below!
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