Ten stats to help make Pinterest pay in 2020

Is it time to make Pinterest pay? Pinterest should be a serious consideration for marketers. Since becoming the fastest site in history to reach 10 million unique users back in 2012, it’s steadily built on its engaged audience.

By way of its image-driven posts and boards, users frequently turn to the platform for shopping, planning social activities, learning and life-planning inspiration through its image-based.

With more than 200 billion Pins to browse through, there are opportunities for every type of brand on Pinterest. We’ve compiled some of the most up-to-date Pinterest stats online here to help you make a value-based judgement on whether or not to invest your time and money into harnessing the platform for your business marketing campaigns. 

1. More than 320 million monthly active users on Pinterest

With a reported 322 million active monthly users worldwide, Pinterest is one of the most popular social media platform in the world. Between 2018 and 2019, the platform recorded a year-on-year growth rate of 30%.

Furthermore, much of this can be attributed to the increase in international users to 51 million international monthly users in 2019 compared to the 5 million increase in the US. With the help of Pinterest Analytics integrated with Google Analytics, businesses to glean more about interest trends and what motivates users enabling marketers to tailor content and ads accordingly. 

2. 71% of Pinterest user are female

Pinterest users are  overwhelmingly female. When taking into consideration that women are responsible for between 70-80% of consumer purchasing, Pinterest holds huge potential for driving sales. She’s not only buying for herself but very often the decider behind someone else’s purchase.

In the US, 83% of those females fall between the ages 25-54.

This gender imbalance has been attributed to women feeling more of an emotional connection to the platform and using it to inspire and motivate lifestyle choices.

By contrast, men tend to use the platform to as a tool for visual bookmarks.

While its male audience is growing – especially among fathers – the gender imbalance is forecast to remain.

  • 85% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook
  • 43% plan on getting their ideal home within the next five years
  • 58% say it helps them make purchasing decisions
  • 52% use their platform to develop their knowledge of great food and drinks
  • 70% use Pinterest to find accessories, watches and jewelry
  • Another 52% of Pinterest users spent $500 or more on beauty products within six months
  • 40% of Pinterest users have a Household Income of $100k+ suggesting that users have a surplus income enough to spend on non-essential and leisure products.

  • 40% of new sign ups are men; 60 % new sign ups are women

3. 60% of Millennials use Pinterest every month

According to stats from Pinterest’s IPO filing, over half of the millennial population in the US (born 1983-1998) uses the platform every month. If millennials are one of your main target audience, you may want to seriously consider marketing on Pinterest.

Millennials are accustomed to looking for new ideas and planning their future on the platform, and they’re increasingly likely to Pin products which they aspire to purchase.

Millennials who use Pinterest are spending 17% more than millennials who don’t. Combined with millennials’ tendency to research products on social before buying, brands have a strong opportunity to connect with their most interested and engaged audiences on the platform.

4. 89% of Pinterest users actively research purchases

Pinterest isn’t a platform that only rewards great photos. 89% of US Pinners use the platform as inspiration for purchases while 47% of Pinners use the site specifically to shop. This makes it almost four times more effective at generating sales than other social platforms. 

To better provide for this growing trend, Pinterest have as they continue creating more ways for Pinners to shop directly in-app. In 2018 Pinterest introduced Product Pins, letting brands upload full catalogs of shoppable items and include pricing info, availability, product title, description and links that lead directly to the checkout page on the retailer’s site.

More recently, Pinterest rolled out Shop the Look ads, allowing advertisers to tag up to 25 items in an image, and added a “Shop” tab to business profiles that enables people to shop items directly from a business’s profile.

Simply put, Pinterest is a great place to let your visual marketing strategyand must-have products shine as audiences turn to the platform for ideas on where to spend.

5. 28% of marketers are already using Pinterest

Data published in January last year found that 28% of global marketersare already using Pinterest for promotion. That number will most likely continue to go up as more businesses realize the unique opportunities they have to be discovered on the platform.

A link that leads back to the source of the image is baked right into every pin, and creates inbound traffic for the associated brand. Approximately 95% of the images on Pinterest were either pinned or re-pinned from the web, meaning Pinners are constantly creating user-generated contenton behalf of brands without even knowing it. Brands who are more conscious of that power may choose to integrate Pinterest with their website and add “Pin It” buttons to their products or other visual content.

6. 78% of Pinterest users describe content from brands as useful – including ads!

On most social media channels, it’s crucial to find the balance between promotional and engaging content. The good news is that since Pinterest is so focused on ideas, themes and inspiration that content from brands is useful to 78% of users. 

The key to making the most out of this brand-loving audience is to figure out how to use Pinterest effectively. Start by making sure that you’re creating content that’s relevant to your target audience. It’s also helpful to use Pinterest analytics or a tool like Sprout Social to determine exactly what your audiences are responding to.

Educational content from brands is particularly useful on Pinterest. People love shopping around for new ideas when there’s plenty of tips and insights to go alongside them. This channel is an excellent place for wedding brands, food bloggers, interior design businesses, niche companies and more to show off what makes them unique. 

If you’re looking for inspiration, check out Pinterest Trends (in beta), a new tool helping businesses tap into emerging trends to make better strategic decisions.

7. 90% of Pinterest users describe the platform as filled with positivity

An unforeseen pitfall that so many social media networks have fallen foul of is negativity and trolling. Pinterest appears to have steered clear, prompting Pinterest co-founder to declare that the platform may be “the last positive corner of the internet, and that really matters now.” According to Pinterest, his statement was supported by 9 out of 10 users they surveyed, and the platform is committed to keeping it that way.

The positivity experienced by users is extremely valuable for brands which can benefit greatly by having that experience associated to themselves.

  • As more brands get real, Pinterest has become a place users go for inspiration, guidance and support surrounding topics that can be difficult to discuss. The data backs this up when you look at some  of the rising trends people searched on Pinterest in the last year: 

    • Self discovery journal prompts (+147%)
    • Social media detox (+314%)
    • Art therapy activities (+444%)
    • Gender neutral names list (+301%)
    • Climate change protest signs (+5961%)
    • Low-waste lifestyle (+446%)
    • Transgender transition (+3919%)
    • LGBTQ coming out ideas (+310%)

    The trend for politicising social trends is one that Pinterest has joined. While it’s been a disaster for certain brands (Gillette) others have benefitted (Nike) by taking a stand on public issues.

8. Pinterest users spend an average of 14.2 minutes

Pinterest stats suggest that the amount of time you have to capture your customer’s attention is growing. The 14.2 minutes spent on Pinterest per session is a significant opportunity to earn your audience’s interest.

To make the most of the time that your audience is spending on Pinterest, your content needs to be highly engaging. The challenge is to adjust your tone of voice correctly to speak to your target audience and deliver the right message in a shorter amount of time.

It’s estimated that more than 50% of all international internet access is done through smartphones and that figure is projected to increase year-on-year.

For brands, optimising websites for mobile is vital. Keep your material clear and easy to read on smaller screens and always use high-quality images at the correct specs for the platform to make your pins stand out. Done effectively, you can get your audience to stop scrolling and explore your brand’s content in depth.

The great news is that Pinterest is already improving the mobile experience for Pinners, and  they’re adding improved features for marketers too. In 2019,  Pinterest introduced Mobile Ad Tools, a feature that lets marketers and businesses create and manage Pinterest campaigns right from their phones.

10. Pinterest ad revenue is projected to surpass $1 billion in 2020

Pinterest’s advertising revenue has dramatically increased over the past few years and is projected to surpass $1 billion this year. Ads are now seamlessly integrated into the main feed and tailored to users that actually want to see promoted content. It’s a great time for brands to get involved!

With a 4.1% quarter-on-quarter increase in advertising revenue, the fastest of any social media platform, combined with the high engagement of users, Pinterest is especially appealing to advertisers. 61% of users make purchases from promoted pins, making it worthwhile an investment for retail brands to create more effective Pinterest ads.

There you have it. A breakdown of all the types of logos out there.

Want more logo design tips? Learn how to design a logo here.

Time to get Pinning

With these recent Pinterest stats showing that the users of the platform are dedicated shoppers keen on searching social content, you are better placed when making an value judgement on whether the platform is right for your business. By effectively utilising tools such as Pinterest Analytics, you can craft highly engaging visual content that puts your brand in front of some of the most motivated shoppers.

This article was originally published by Laura Cover with stats added.