20 Essential Pinterest Statistics Every Marketer Should Know in 2024.

7 min readJan 7, 2024

In digital marketing, Pinterest stands out as a unique and influential platform, continually evolving and expanding its impact.

As we step into 2024, understanding the nuances and trends of Pinterest becomes crucial for marketers aiming to tap into its rich, visually-driven user base.

With over 450 million active users worldwide, Pinterest has transitioned from a simple image-sharing site to a powerful tool for consumer discovery and brand engagement.

This article delves into the 20 essential statistics about Pinterest that every marketer should know in 2024. These statistics offer valuable insights into user demographics, behavior patterns, and emerging trends on the platform.

They are not just numbers; they are a compass guiding marketers in shaping effective and engaging Pinterest strategies. Whether it’s understanding the typical Pinterest user, gauging the effectiveness of advertising on the platform, or spotting the latest content trends, these statistics are pivotal in navigating the ever-changing landscape of digital marketing.

Introduction to Pinterest in the 2024 Marketing Landscape

The Evolving Role of Pinterest in Digital Marketing

As we navigate through 2024, Pinterest continues to redefine its role in the digital marketing arena. Initially perceived as a mere image-sharing platform, Pinterest has transformed into a hub of inspiration, influencing purchasing decisions and consumer trends. This evolution makes understanding the platform’s impact and reach an essential aspect of modern marketing strategies.

The Scale of Pinterest in 2024: Pinterest’s growth trajectory has been remarkable. With millions of active users, the platform has become a vital part of the social media toolkit for marketers. It’s not just about the number of users but about the quality of engagement and the nature of content interaction that Pinterest fosters.
A Unique User Experience: Unlike other social media platforms, Pinterest is centered around discovery and inspiration. Users come to Pinterest not just to socialize but to find ideas, plan purchases, and get inspired. This unique user intent offers marketers a valuable opportunity to connect with audiences who are in a mindset to explore and engage.
Impact on Consumer Behavior: Pinterest significantly influences consumer behavior. Users often turn to Pinterest for product discovery, which leads to direct action, be it visiting a website or making a purchase. Understanding this consumer journey is crucial for marketers looking to leverage Pinterest effectively.
Marketing Potential of Pinterest: Pinterest’s format of visual discovery makes it an ideal platform for brand storytelling and visual marketing. From large corporations to small businesses, Pinterest offers diverse advertising tools and analytics to target and engage a specific audience effectively.

The role of Pinterest in the 2024 marketing landscape is multifaceted. It’s a platform that bridges the gap between inspiration and action, making it a valuable asset for marketers. Recognizing and utilizing Pinterest’s unique strengths can lead to significant marketing success.

User Demographics and Behavior: Key Statistics

Understanding Pinterest’s User Base in 2024

In 2024, Pinterest’s user demographics and behavior continue to be a goldmine of insights for marketers. By understanding who uses Pinterest and how they engage with the content, marketers can tailor their strategies to effectively reach their target audience.

Diverse User Demographics: Pinterest’s user base is diverse, spanning various age groups, genders, and interests. This diversity allows marketers to reach a wide range of audiences. Statistics show a significant presence of millennials and Gen Z users, who are known for their purchasing power and trendsetting abilities.
High User Engagement: According to Sprout Social, the average Pinterest user spends 27 minutes per session on the platform. This makes Pinterest one of the most engaged social media platforms, with users spending more time on the platform than users of Facebook, Instagram, and Twitter.

The high engagement rate on Pinterest is likely due to the platform’s focus on visual content. Pinterest users are constantly browsing through pins and saving them for later, which keeps them engaged and coming back to the platform.

This high engagement rate makes Pinterest a valuable platform for businesses that want to reach their target audience. By creating high-quality pins that are visually appealing and relevant to their audience’s interests, businesses can increase their chances of having their pins saved, viewed, and shared.

They are not passive consumers; they actively search, pin, and plan purchases. This level of engagement presents a valuable opportunity for marketers to capture their attention.

Shopping Behavior on Pinterest: A significant percentage of Pinterest users use the platform to discover and research products. According to a study conducted by Nielsen Norman Group in 2023, 60% of Pinterest users have made a purchase as a result of seeing a pin on the platform. This makes Pinterest one of the most effective social media platforms for driving conversions.

The study also found that Pinterest users are more likely to purchase products that they have saved on the platform. This is likely because saving a pin indicates that the user is interested in the product and is more likely to take action later.

This underscores the platform’s role in influencing purchasing decisions.

Content Preferences: Understanding what content resonates with Pinterest users is key. In 2024, DIY, home decor, fashion, and food remain popular categories. However, there’s a rising interest in topics like sustainable living and wellness, reflecting broader social trends.
Role of Video Content: Video content has seen a surge in popularity on Pinterest. In 2024, according to a study by Tailwind, videos are 2.2 times more likely to be shared compared to other content types on Pinterest. This makes videos an essential component of any Pinterest marketing strategy. The study found that videos are also 2.9 times more likely to be viewed than other content types. This is likely due to the fact that videos are more visually engaging and can capture attention more easily, making them an essential component of any Pinterest marketing strategy.

The demographics and behavior of Pinterest users provide critical insights for marketers. By aligning their content and advertisements with the interests and habits of the Pinterest audience, marketers can significantly enhance the effectiveness of their campaigns.

20 Essential Pinterest Statistics Every Marketer Should Know:

Over 482 million people use Pinterest per month, making it a powerful platform for reaching a global audience. Pinterest is one of the fastest-growing social media platforms, with an estimated 482 million monthly active users as of 2023, and users are highly engaged with the platform. This means that your brand has the opportunity to connect with a vast audience of potential customers who are actively looking for inspiration and ideas.
80% of Pinterest users say they have discovered new products on Pinterest. Pinterest users are highly engaged with the platform and are searching for new ideas, inspiration, and products to buy. This makes Pinterest a great place to promote your products and services with visually appealing pins that showcase your brand’s unique style and value proposition.
80% of Pinterest users say they are more likely to buy a product they have seen on Pinterest. Studies have shown that Pinterest users are more likely to take action after seeing a pin, such as visiting a website, making a purchase, or downloading an app. This is because Pinterest users are highly engaged with the platform and are actively looking for new products and services to buy.
77% of Pinterest users say they use Pinterest to plan purchases. Pinterest users are highly engaged with the platform and use it regularly to plan their purchases. This is a great opportunity for brands to reach potential customers while they are in the early stages of their buying journey.
80% of Pinterest users say they have learned about a new brand or product on Pinterest. Pinterest is a great platform for brand discovery, as it allows businesses to showcase their products and services in a visually appealing way. This can lead to increased brand awareness and customer acquisition.
85% of Pinterest users say they have made a purchase as a result of seeing a pin. Pinterest is a proven marketing channel that can drive conversions. Businesses that use Pinterest effectively can see a significant increase in sales.
Pinterest pins can be easily shared on other social media platforms, driving traffic to your website from a wider audience. Pins can be shared on Twitter, Facebook, and other social media platforms, which can help to increase brand visibility and reach a wider audience.
Pinterest users have higher average incomes than users of other social media platforms. Pinterest users are more likely to be affluent and have disposable income, which makes them a valuable target audience for businesses.
Pinterest is a great platform for generating leads. Pinterest users are more likely to provide their email addresses and other contact information, which can be used to nurture leads and convert them into customers.
Pinterest is a cost-effective marketing channel. Pinterest advertising campaigns can be targeted to specific demographics and interests, which can help businesses to reach their target audience more efficiently.
Pinterest users are more likely to save pins than users of other social media platforms. Pinterest’s visual nature makes it a great platform for saving pins for later. This means that your pins are more likely to be seen multiple times by potential customers…

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