Anyone who is a true Pinner is sure to know the Pinterest app very well. Even though Pinterest isn't as wildly popular among Thai users as other social media platforms such as TikTok, Facebook, or Instagram, it is just as effective at reaching users as any other app. If you don't believe it, in this article Relevant Audience has gathered the most interesting Pinterest statistics of 2022 and summarized them for every marketer to see, explaining why in the coming year 2023 no marketer should miss out on using Pinterest as one more platform that helps you reach new customer bases. If you're ready, let's dive in.
- The number of users on Pinterest
At present, Pinterest has an Active User count of 433 million per month. This is a figure that is neither too large nor too small, but if you compare it with a market-leading social media platform like Facebook, you could say there is simply no contest (Facebook has 2.94 billion Active Users per month). Nevertheless, what is impressive about the Pinterest platform is not its monthly Active Users, but rather its content Reach among Users, which is considered to be at a high rate compared with other social media platforms in the market.
- The gender breakdown of Pinterest users
Another statistic that helps marketers do their job more easily is looking at the gender breakdown of Active Users on the platform. Pinterest's report states that 6 out of every 10 Pinterest users are primarily female. Put simply, the Pinterest platform has twice as many female users as male users. However, this may not always be the case in the future, because there is another statistic indicating that the number of male Users signing up to use the platform has increased in the past few years, growing at an average rate of as much as 40% every year.
- The search volume on Pinterest
Another interesting statistic on Pinterest is that there are more than two billion Recommended Searches driven by the app's algorithm every month, with more than 85% of searches taking place through the mobile app. This shows that users' search intent tends to involve a function of discovering new things and unusual ideas from within the platform, rather than setting out with a specific goal of finding something they already had in mind from the start.
This means that Pinterest is functioning no differently from a Search Engine, helping users discover new things through various images. Therefore, if a brand wants to increase its reach, Pinterest is another channel that is just as worth considering.
- The reasons most people choose to use Pinterest
As a brand and a marketer, beyond understanding the basic information about users, knowing the motivations that draw users onto the platform is another matter of equal importance.
The latest statistics compiled by GlobalWebindex show that one of the main reasons most users come to the Pinterest platform is to find new Inspiration mainly related to home decoration, followed by finding new inspiration for fashion and beauty, as well as health, exercise, travel lifestyle, wedding ideas, and so on.
- The total number of Pinterest Pins
Currently, Pinterest users have pinned, or Pinned, as many as 240 billion pins, out of a total user base of around 433 million people, which works out to an average of about 554 pins per User. Of all those pins, more than two-thirds are pins related to brands or various products, demonstrating that online marketing on Pinterest is in no way inferior to other platforms in the market, and that it even has the opportunity to generate Leads that can lead to real results for a brand.
In closing
Why are these statistics important for brands or novice marketers? Of course, Pinterest is a highly Niche platform, but at the same time, precisely because of the platform's Niche nature, it can generate impressive Reach for a brand that is in no way inferior to other popular platforms in the market. So if a brand that is just starting out with online marketing overlooks the potential of this platform, it could mean missing out on reaching millions of users around the world. With the statistics we have gathered to share with you this time, we can guarantee that you will be able to apply them to your brand's new marketing strategy to make it even more effective.
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Relevant Audience is a company providing Digital Performance Marketing Agency services, with the main goal of delivering digital marketing services that help businesses reach the target audience who are looking for products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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