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Pinterest Statistics in 2022

While on other social networks the focus often is on competitive content, Pinterest users unite to inspire each other. This makes Pinterest a lucrative platform for brands to promote products and collaborate with influencers. Read on the Kolsquare blog the most important statistics of Pinterest for 2022 with special focus on influencer marketing.

Pinterest logo
Pinterest logo

Before we dive deep into the data on Pinterest in 2022, we also recommend you to check out the overview of the other social media stats in 2022, which you can find on the Kolsquare blog:

Instagram Statistics in 2022

YouTube Statistics in 2022

TikTok Statistics in 2022

General Statistics for Pinterest in 2022

In the first quarter of 2022, Pinterest reached 433 million monthly active users worldwide, according to Statista. However, since peaking a year ago, the number of monthly active users has steadily declined. In 2021, 478 million people used the platform, presumably due to the hype around hobbies and DIY during the Covid-19 pandemic. According to the report, the social network recorded more than 100 million monthly active users in 2020, which was also more than in any of the company’s previous fiscal years, according to CEO and co-founder of Pinterest Ben Silbermann. Today, with these user numbers, Pinterest is only ahead of Twitter and behind Instagram, YouTube, Facebook, TikTok and others.

Despite the decline in monthly active users, the number of monthly visitors remains impressive: 10 million search for inspiration on Pinterest every month, making the platform the fastest growing social network. The figure becomes even more impressive when you consider that Pinterest was invitation-only in the beginning. A full nine years later after its launch in 2010, Pinterest filed for an IPO. By comparison: Twitter and Snapchat did so after just six years.

Data from the Pew Research Center shows that in the U.S., where Pinterest’s largest user base is, Pinterest ranks fourth among the most popular social networks, behind YouTube, Facebook, and Instagram. Thereby, the 86 million American users account for 44% of the site’s total traffic. After Brazil, with 27 million users, but only 8% of the traffic, follows Germany with over 15 million, then France with eleven million and the United Kingdom with 8.76 million users in Europe.

Compared to other social media, Pinterest’s target group is also different. While Snapchat, TikTok, and Instagram appeal primarily to GenZ and millennials, 38% of 50- to 64-year-olds use Pinterest, compared with only 34% of 30- to 49-year-olds and 32% of 18- to 29-year-olds, according to a survey of Pinterest users in the United States. While Pinterest is particularly popular in rural areas, data from the Pew Research Center shows that households earning more than $75,000 (40%) also use the site the most.

Moreover, more women (75% in early 2022) are using Pinterest. This is mainly due to the platform’s focus on home, garden, fashion and services. Pinterest is therefore an interesting network for companies in these fields to consider a campaign or cooperation with influencers.

Influencer Marketing Statistics on Pinterest in 2022

In a newsroom article, Pinterest published that 97% of searches do not include a brand. Instead, people are just seeking inspiration or support for decisions in very short search quests, which are mostly only two to three words. This uncertainty and openness offer brands the opportunity to still convince people of their products, as they do not yet know exactly what they want. Therefore, influencer marketing on Pinterest should focus on solution-oriented content.

As Similarweb proves, 68.1% is direct desktop traffic and 28.5% of traffic is from organic search. So while Amazon and Etsy account for 1.45% of traffic, most consumers go directly to the website rather than detouring through other social networks, email, or display advertising.

Despite the Weight Loss ad ban, healthy habits are trending on Pinterest: 50% search “how to change your attitude,” 36% “how to love yourself,” and 32% “how to become more confident.”

In addition to searches for “a better life,” trans and nonbinary topics are also growing in popularity. Searches for “transmac haircut” are up 35 times; for “nonbinary wedding outfit” up eight times; for “transmac aesthetic”; “nonbinary aesthetic fashion” up five times; and searches for “trans pride” are up 80% and for “transgirl” increased by 66%.

Reasons to Invest in Influencer Marketing on Pinterest in 2022

By 2026, Pinterest’s ad revenue is likely to surpass the $4 billion mark. While Pinterest is the only social network that bans ads for weight loss, the potential revenues remain good. In five years, therefore, these are expected to actually quintuple, as they were just over two billion U.S. dollars in 2021. At the same time, ad spend also increases to nearly $95 million in 2022.

Furthermore, the platform’s goal for 2022 is to expand its shopping features, as it announced at its global advertising summit in March. Consequently, Pinterest unveiled new shopping and display features. These developments didn’t come from nowhere, of course, as shopping engagement already grew 20% in 2021, and Pinterest published in its shareholder letter that “the number of Pinners engaging with shopping spaces grew over 20% in the fourth quarter [of 2021], both quarter-over-quarter and year-over-year.”

Uploads to the catalog have also doubled in international markets, increasing by 400%. As a result, AR Try-On features for Home Decor are now particularly popular, allowing users to place home decor products and furniture in their homes using the Pinterest camera. This is relevant because 61% of users have already bought something from a sponsored pin and conversion increases by a factor of three through Pinterest shopping ads.

Influencer marketing on Pinterest is also worthwhile in 2022 because the potential ROI is particularly high. Every dollar spent generates approximately $4.30 in revenue. Marketers can also reach over 226 million with advertising on the platform. This is considerable, given the comparatively small user base.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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