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When you hear about popular social media platforms, Pinterest is usually down the list.
But with 291 million monthly active users, this is a platform you should pay attention to.
Even though Pinterest has a lower user figure than some bigger platforms you already know, it might be the best choice for your business in some cases.
Want to find out? Check out these 25 Pinterest statistics to see why you need to invest in the platform today.
1. Pinterest has 291 million monthly active users
To invest in a social media platform, you need to consider the potential reach of your marketing efforts. After all, the major aim of your social media activities as a business is to reach your ideal audience and convince them to buy your products.
In light of this, Pinterest is a platform with a large audience, enough to reach a high number of people. After the first quarter of 2019, Statista estimated that Pinterest had 291 million monthly active users.
This is even higher than the 250 million monthly active users that the company announced back in 2018.
2. More than half of Pinterest users come from outside the United States
If you’re looking to reach an international audience, then Pinterest is a great platform to do so. With more than half of Pinterest users outside the United States, you can run your social media campaigns targeted at Americans and other nations your customers reside.
For businesses outside the United States, this is a good option to reach their audience.
3. 78% of Pinterest users say content from brands is useful
One advantage you have with Pinterest is that due to the nature of the content, users see content from brands a lot. Now, the good news is that most users are actually looking for brand content to get ideas and make decisions.
That’s why it’s no surprise that 78% of Pinterest users find brand content useful. With this platform, it’s easier to create a content strategy and share your pieces of content with the knowledge that most users gain value from them.
4. 1.5 million businesses use Pinterest
What can give you a clue about how valuable a channel is for businesses? The number of businesses using the platform.
With 1.5 million businesses on this platform, this shows you the number of businesses using this platform to market their products and services.
5. 90% of weekly users make purchase decisions through Pinterest
People who use Pinterest regularly will naturally use it to carry out product research. The reality of Pinterest is that a large number of pins are opportunities for users to find products they might be interested in.
If you use Pinterest as one of your marketing platforms, it’s an opportunity to reach weekly users. When you consider that 9 out of 10 use this site to make purchase decisions, that’s a figure you can’t sniff at.
6. 79.5% of Pinterest users are female
Pinterest is predominantly a female platform. One advantage of this for businesses is that women make most of the household purchase decisions.
If you sell consumer products or products for women, Pinterest is a platform you simply can’t ignore. Considering this, you can create messages that are suited to women to get the best results possible.
7. Pinterest reaches 83% of women aged 25 – 54 in the US
Added to the previous statistic, this is another one that shows how powerful Pinterest is with women. Of course, Pinterest can reach women even outside the platform.
For example, people searching for products can see Pinterest content in the Google Image results. In some cases, a Pinterest board can show up in search results when relevant. This shows a wide reach for the platform among women.
8. 85% of female Pinterest users use the platform to plan and make decisions
Pinterest is useful for many purposes. Since it has a large population of women, many of them use it to make plans and arrive at different kinds of decisions.
For instance, women can find home decoration ideas to make their homes beautiful, some can find new recipes for their favorite delicacies, and other uses. In fact, they can use it to plan their next vacation by finding boards about their prospective locations.
9. The 3 favorite categories for women on the platform are food and drink, style, and beauty
When you look at it, these are categories that are popular among women. And there are many ways women use Pinterest for these categories.
One popular way is that they find ideas. For foods, Pinterest is the most popular social media platform. Users can find recipes, different food types, and even nutrition tips. This also applies to style and beauty where they can find ideas.
But even more than ideas, women can also find products in these categories. It’s a great opportunity for businesses as they can build trust with their followers through tips related to the products they sell.
You can also promote your blog posts here. It can be really effective if you’ve created an accompanying infographic as they’re popular on Pinterest.
As a result of building trust, users can find your products and likely purchase them.
10. 51% of women have found new brands on Pinterest
For users who are on this platform regularly, they’ll inevitably find new brands that they can buy from in the future. If you maintain a presence on this platform, it’s an opportunity to reach people who have never heard of your brand.
11. 55% of Pinterest users shop for products on the platform
If more than half of the users on this platform shop for products, then you can offer your products to people who want to see them. This is especially important if you sell products in niches like food, fashion, and similar niches that do well on the platform.
12. 80% of new Pinterest signups are from outside the U.S.
Pinterest is growing its user base outside the United States. This statistic shows that businesses outside the U.S. can use the platform to attract customers from their different nationalities.
13. High-income U.S. households are twice as likely to use Pinterest compared to low-income households
It’s better to sell a product to people who can buy it right? Of course, everybody has buying power no matter how poor they may be.
But if you’re running a business, it’s always more effective to market your product to people who have little worry about their budgets. And statistics show that high-income households are higher in number on Pinterest.
With this, you’re marketing to people who not only have the will, but also the means to purchase your product.
14. 85% of Pinterest users access the site through mobile
Over the years, mobile has become more popular than desktop for browsing the internet. Even for Google searches, mobile devices account for 60% of them.
The reality today is that most people browse social media through their smartphones and tablets. This means users can see your updates on the go as people take their smartphones even to the toilet these days.
With 85% of the users on mobile, you can reach them at their convenience.
15. Pinterest drives 33% more referral traffic than Facebook
Ultimately, to sell your product, you need to bring visitors to your website through social media. In this regard, Pinterest has performed better than other more popular social media platforms.
With more referral traffic to shopping sites, you can bring in more visitors to your website and convert them. Which is your aim for social media marketing right?
16. 98% of the users try the ideas they find on Pinterest
Apart from selling, Pinterest helps to spread ideas in different categories. Added to selling products, this is a platform you can use to help your followers and build trust.
When your followers try your ideas and solve their problems, guess who they’ll buy from when they need a product?
17. Pinterest users are 39% more likely to be active shoppers than non-users
It’s easier to sell your products to people who are active shoppers. Because let’s be honest, they’re the ones who can buy products they have no urgent need for.
Sure, you want to provide value. And that’s why it’s better to market your product to people who are more likely to buy. It only makes sense that people who research products regularly on Pinterest will also be people who have an interest in buying.
18. 70% of Pinterest users are outside the U.S.
As stated earlier, Pinterest boasts of diversity when it comes to nationalities. This makes it a good fit if you’re trying to enter new markets or improving your sales in those markets.
You can share updates tailored to other countries or even make ads targeted to convert users from other countries.
19. There are 600 million visual searches on Pinterest
As Pinterest is a social media channel containing images and videos, having a way to search for visuals is a vital part of the user experience. With Lens, Pinterest has provided a way for users to find images on the platform.
With 600 million people carrying out these searches, it provides a greater chance for businesses to reach more people that may be making searches related to their products and services. Furthermore, this is a jump from 250 million a year earlier in February 2017.
In a report, millennials rated visual search as the technology they would be most comfortable with as part of their digital shopping experience.
20. Businesses make an average of $2 when they spend $1 on Pinterest ads
If you’re thinking of running advertisements through promoted pins and other available options, then this statistic is good news.
To get better results from your pins, you may need to carry out advertisements to give it a greater reach. A study by Analytics Partners showed that you’ll gain $2 for every dollar you spend.
This is based on the retailers analyzed for the study. Of course, there will be variations based on your strategy. But it’s good to know the type of results you can get from advertising on Pinterest.
21. Pins about life moment get a 22% increase in sales
Considering that many people use Pinterest to get ideas and make plans, this makes sense. Everyone wants to pay for good memories that they can keep forever.
If you run a business that provides unforgettable life moments, then Pinterest is a platform you should consider.
22. Pinterest users spend an average time of 14.2 minutes on the platform daily
It’s simple, people who spend a lot of time on a site are also likely to find more pieces of content. This also goes to show the level of engagement that users have on this platform.
With valuable content, you can attract more users to your boards
23. Travelers are 2X more likely to use Pinterest than travel agency sites
For most people traveling, they need a lot of information about their destination. This means they’ll also need to spend money on products and services when they get to their destination.
If you run a local business, this is a way to attract people who might be visiting your locality for the first time.
24. 83% of weekly Pinterest users have made a purchase based on pins from brands
This is one statistics that most business owners will pay attention to. If people are buying products based on your pins, then it makes sense that you share pins of your products on this platform.
Conclusion
For businesses that are unaware of Pinterest’s potential, it’s easy to overlook the platform. Of course, Pinterest won’t work for all businesses the same way.
For instance, B2C companies will find Pinterest more suitable to their needs compared to B2B companies. But what you’ll find is that many B2C companies underrate Pinterest’s power.
Consider Pinterest today in your social media campaigns and use it to boost results. Have you used Pinterest for your social media campaigns? Share this post to other businesses who might need it.
Samuel writes long-form guides to help businesses and entrepreneurs achieve better results from their marketing activities. He also writes for marketing and SaaS companies that want more leads and customers. Get in touch with him to discuss your content needs.