10 Apr BEST PINTEREST MARKETING STATISTICS 2025
Pinterest has evolved into a powerful tool for marketers looking to engage with an active and intent-driven audience. Unlike traditional social media platforms, Pinterest is a unique blend of search engine and social network, where users actively seek inspiration and ideas that align with their personal interests and upcoming projects. This makes it an ideal space for brands aiming to influence purchase decisions, whether in the realms of fashion, beauty, home decor, or lifestyle.
With over 553 million monthly active users globally and a strong, consistent year-over-year growth, Pinterest continues to attract a diverse and engaged audience. The platform’s heavy reliance on visual content, particularly its integration of video pins and visual search, ensures that brands can create compelling, high-quality experiences that resonate with users. Pinterest’s influence is particularly evident among younger generations, especially Gen Z, who are increasingly turning to the platform for product discovery and inspiration.
As we look ahead to 2025, Pinterest is set to enhance its targeting capabilities, providing marketers with more powerful tools to connect with their audiences and build lasting relationships with highly engaged users, while driving meaningful traffic and conversions, as compiled by Amra and Elma in the list below.
BEST PINTEREST MARKETING STATISTICS 2025 (Editor’s Choice)
Pinterest has solidified its position as a vital platform for marketers, offering unique opportunities to engage with a diverse and active user base. Here are 20 key Pinterest marketing statistics that highlight its growth and potential:
1. Over 553 Million Monthly Active Users: As of the fourth quarter of 2024, Pinterest reported 553 million monthly active users worldwide, marking an 11% year-over-year increase.
2. 23.2% Year-Over-Year Audience Growth: As of January 2024, Pinterest experienced a 23.2% year-over-year audience growth rate, positioning it as the second fastest-growing social media platform, following Instagram.
3. U.S. Leads in User Base: The United States accounts for 96 million active Pinterest users, making it the platform’s largest market.
4. High Female User Percentage: Approximately 70% of Pinterest users are female, with the platform’s core audience comprising women aged 18 to 34.
5. Significant Gen Z Presence: Gen Z users make up 42% of Pinterest’s monthly active users, indicating the platform’s growing appeal among younger demographics.
6. Over 10 Billion Boards Created: Users have created more than 10 billion boards on Pinterest, reflecting the platform’s extensive content curation.
7. 500 Billion Pins Saved: Collectively, users have saved over 500 billion ideas (Pins) to date, showcasing the platform’s role in idea sharing and inspiration.
8. 33% More Referral Traffic Than Facebook: Pinterest drives 33% more traffic to e-commerce websites than Facebook, highlighting its effectiveness in directing users to online stores.
9. High Purchase Intent Among Users: A staggering 93% of Pinterest users utilize the platform to plan purchases, indicating strong commercial intent.
10. Influence on Shopping Behavior: 88% of users have purchased a product after seeing it on Pinterest, underscoring its impact on consumer decisions.
11. Visual Search Popularity: Visual searches using Pinterest Lens exceed 250 million monthly uses, emphasizing the platform’s innovation in search technology.
12. Positive User Experience: 78% of Pinterest users report feeling positive after interacting with content from brands, highlighting the platform’s conducive environment for marketing.
13. High Engagement with Video Pins: Video Pins now outperform static images in engagement, suggesting a shift towards dynamic content consumption.
14. Peak Usage Times: The platform sees peak activity between 8 PM and 11 PM, with optimal posting days being Sundays, Mondays, and Tuesdays.
15. Luxury Shopper Demographics: One in three Pinterest luxury shoppers earns $100,000 or more annually, and 70% of these shoppers are under 35, indicating a young, affluent user segment.
16. Global Reach: Beyond the U.S., countries like Brazil (40.3 million users), Mexico (26.7 million users), and Germany (22.6 million users) represent significant portions of Pinterest’s user base.
17. Mobile Usage Dominance: The majority of Pinterest usage occurs on mobile devices, aligning with broader mobile internet trends.
18. Influence on Holiday Shopping: During the holiday season, platforms like TikTok and Pinterest significantly influence Gen Z’s gift choices, with many seeking inspiration for fashion and beauty products.
19. Emerging Trends: Pinterest’s 2025 trend report highlights ‘Rococo Revival’ as a significant design trend, indicating the platform’s role in forecasting and influencing consumer preferences.
20. Market Position: Pinterest ranks as the 15th largest social network globally, underscoring its substantial presence in the social media landscape.
These statistics underscore Pinterest’s growing influence and effectiveness as a marketing platform, offering brands unique opportunities to connect with a highly engaged and diverse audience.
BEST PINTEREST MARKETING STATISTICS 2025 and Future Implications
BEST PINTEREST MARKETING STATISTICS 2025 #1. Over 553 Million Monthly Active Users
Pinterest reached 553 million monthly active users globally in Q4 2024, showing consistent growth. This rise demonstrates Pinterest’s strength in visual discovery and its staying power in a competitive social media landscape. As more users turn to the platform for inspiration, marketers have more opportunities to target intent-rich audiences. With international growth increasing, especially in non-English speaking countries, brands may need to localize content for maximum reach.
The platform’s investment in predictive AI and user personalization will likely push this number higher in 2025. Pinterest’s ability to bridge search and social will keep attracting users looking for lifestyle and purchase inspiration. Brands that align with this behavior will find better engagement and conversion rates.
BEST PINTEREST MARKETING STATISTICS 2025 #2. 23.2% Year-Over-Year Audience Growth
A 23.2% year-over-year growth makes Pinterest one of the fastest-growing platforms globally. This rapid expansion signals more than just increased interest—it suggests renewed relevance across generations. As users increasingly prefer platforms that inspire rather than overwhelm, Pinterest stands out as a positive space.
For marketers, this upward trend justifies larger ad budgets toward promoted pins and idea ads. If Pinterest continues its growth into 2025, it may challenge TikTok and Instagram for a larger share of the visual commerce pie. It also implies that early adopters of new ad features may benefit from lower CPMs and stronger organic traction. Marketers should stay agile and capitalize on growth markets before saturation.
BEST PINTEREST MARKETING STATISTICS 2025 #3. U.S. Leads in User Base
The U.S. remains Pinterest’s biggest audience with 96 million users, giving marketers a massive domestic reach. This stronghold is crucial for U.S.-based brands looking to drive awareness and conversions with culturally aligned content. Although growth is happening globally, the U.S. offers deep audience insights, allowing for better segmentation and targeting.
In 2025, Pinterest is expected to expand its shoppable features for U.S. users, potentially increasing time on platform and purchase frequency. American users also tend to engage more with idea and video pins, signaling a move away from static imagery. As domestic competition heats up in retail and DTC, brands that master Pinterest’s ecosystem will gain a valuable edge. The U.S. dominance also means Pinterest’s product updates often debut there first, offering early testing grounds.
BEST PINTEREST MARKETING STATISTICS 2025 #4. High Female User Percentage
Pinterest’s user base is approximately 70% female, making it ideal for brands in beauty, home, fashion, parenting, and wellness. This demographic alignment has shaped Pinterest’s entire ad ecosystem, from search behavior to interest-based targeting. As women continue to dominate usage, future platform updates may become even more tailored to their lifestyle needs and purchase habits. With female-driven trends like sustainable living and DIY projects on the rise, Pinterest will remain an ideal place to test those campaigns.
In 2025, marketers will likely see more segmentation tools geared toward nuanced female sub-audiences like moms, entrepreneurs, or Gen Z creators. This gender skew offers rare consistency in a fragmented social media environment. For companies with female-forward products, Pinterest will remain a top-tier marketing channel.
BEST PINTEREST MARKETING STATISTICS 2025 #5. Significant Gen Z Presence
Gen Z now makes up 42% of Pinterest’s monthly active users, signaling a generational expansion that reshapes how content is created and consumed. Gen Z is known for short-form video, creativity, and social consciousness—all traits Pinterest has begun to support with new pin formats and content guidelines. For brands, this means a shift in tone: aspirational content is still relevant, but authenticity and utility are essential.
In 2025, Pinterest may introduce more collaborative and remixable content tools to satisfy Gen Z’s engagement style. If Pinterest successfully retains this group, it could become a Gen Z discovery hub, not just for fashion and beauty but also career inspiration, mental health content, and DIY education. Marketers should rethink their pin designs to include interactive, educational, or meme-informed elements. Capturing Gen Z now means locking in long-term brand loyalty.
BEST PINTEREST MARKETING STATISTICS 2025 #6. Over 10 Billion Boards Created
Pinterest users have created over 10 billion boards—a testament to how invested users are in curating their digital lives. These boards reflect everything from long-term goals (like home renovations) to impulse interests (like hairstyles or recipes). For marketers, this volume of data allows hyper-targeted advertising based on behavior, not just demographics.
Expect Pinterest to continue refining its machine learning models to suggest content more accurately in 2025. Boards also provide marketers indirect social proof—people pin and save what they like, offering visibility without requiring a direct follow. Brands can even build their own public boards to showcase collections, style guides, or seasonal lookbooks. The more boards are created, the stronger Pinterest becomes as a long-term intent platform.
BEST PINTEREST MARKETING STATISTICS 2025 #7. 500 Billion Pins Saved
Users have saved more than 500 billion pins, which speaks to Pinterest’s core value: storing inspiration for future action. Every save is an indicator of interest or future purchase intent, offering marketers a deeper level of engagement than a like or scroll. Pinterest’s recommendation engine uses this data to surface relevant content, increasing the lifespan of evergreen pins.
In 2025, we’ll likely see Pinterest leverage this save behavior for smarter ad retargeting and pin performance insights. Brands that create savable content—checklists, mood boards, step-by-step guides—will continue to outperform in engagement and conversions. The save metric could become more central in evaluating ROI on the platform. Marketers should think of pins as assets built for the long haul, not just bursts of traffic.
BEST PINTEREST MARKETING STATISTICS 2025 #8. 33% More Referral Traffic Than Facebook
Pinterest drives 33% more referral traffic than Facebook, positioning it as a powerhouse for driving visitors to websites, blogs, and product pages. Unlike social platforms that trap users in feeds, Pinterest encourages clicks to external links. For e-commerce brands and content marketers, this makes it a critical channel for top-funnel and mid-funnel strategies.
In 2025, this traffic advantage may widen as Pinterest expands its affiliate tools and dynamic shopping experiences. Marketers who optimize their landing pages and integrate Pinterest shopping tags will benefit the most. With Facebook’s organic reach continuing to decline, Pinterest’s traffic-driving ability is a strategic asset. Brands that treat it like a visual search engine will outperform those who approach it like a traditional social feed.
BEST PINTEREST MARKETING STATISTICS 2025 #9. High Purchase Intent Among Users
Roughly 93% of Pinterest users use the platform to plan purchases, which is unmatched across other social platforms. That intent transforms Pinterest from a browsing app into a commercial gateway. Unlike passive scrolling, users come with a purpose—whether it’s wedding planning or gift ideas. For marketers, this means higher-quality leads and shorter sales cycles.
In 2025, Pinterest may roll out smarter in-app shopping integrations, blending inspiration with instant purchase. If brands can meet that intent with compelling visuals and frictionless checkout experiences, the ROI potential is enormous. Pinterest will remain a critical touchpoint for product discovery and decision-making.
BEST PINTEREST MARKETING STATISTICS 2025 #10. Influence on Shopping Behavior
A staggering 88% of users say they’ve bought something they saw on Pinterest. This isn’t just high intent—it’s real conversion. The platform excels in showcasing products in context, which inspires purchases through aspirational yet relatable visuals. As the platform improves its shoppable pin formats, conversion rates could increase further in 2025.
Retailers should build lifestyle-driven content strategies that align with how people use Pinterest—plan first, then buy. The conversion power makes it a strong investment channel for DTC brands, particularly in home, beauty, and apparel. Pinterest’s influence in shaping consumer behavior is only growing as it blends visual content with transactional capabilities.
BEST PINTEREST MARKETING STATISTICS 2025 #11. Visual Search Popularity
Pinterest Lens handles over 250 million visual searches per month, reflecting a major shift in how users discover products and ideas. This visual-first behavior is especially attractive to younger audiences who are used to identifying items through images rather than keywords. As Pinterest refines its AI and object-recognition features in 2025, expect Lens to play a bigger role in driving shoppable results.
For marketers, this means optimizing product imagery and creating pins that are easily identifiable by visual search. It’s no longer just about catchy text or hashtags—clarity, composition, and tagging are key. Visual search will bridge offline and online retail, allowing people to snap a photo and instantly shop a similar look. Brands that adapt to this discovery method will tap into a growing segment of impulse-driven shoppers.
BEST PINTEREST MARKETING STATISTICS 2025 #12. Positive User Experience
Around 78% of Pinterest users say they feel positive after interacting with content from brands. That stat matters more than it seems—it shows Pinterest has avoided the toxicity or fatigue found on many platforms. In 2025, this brand-safe environment will attract even more marketers focused on mental wellness, home, education, and lifestyle. Since users are in an optimistic, planning-oriented mindset, they’re more receptive to branded content that feels helpful rather than pushy.
For marketers, tone matters just as much as visuals: aspirational, gentle, and uplifting content performs best. Pinterest’s focus on emotional well-being may become a key differentiator in an attention-fractured media landscape. Brands that support positive storytelling will continue to stand out.
BEST PINTEREST MARKETING STATISTICS 2025 #13. High Engagement with Video Pins
Video Pins now generate higher engagement than static images, signaling a major shift in user behavior. While Pinterest was once known for still visuals, it’s evolving into a more dynamic, immersive platform. In 2025, expect further investment in short-form video tools, editing features, and real-time pin stories.
Brands that blend education, entertainment, and inspiration into short videos will win attention spans. Think recipe walkthroughs, before-and-after transformations, or style tips—all optimized for Pinterest’s quiet, focus-driven atmosphere. Unlike TikTok’s viral chaos, Pinterest video rewards planning and pacing. Marketers should treat video pins as mini content pieces that live longer and serve repeated intent.
BEST PINTEREST MARKETING STATISTICS 2025 #14. Peak Usage Times
Pinterest sees the highest usage between 8 PM and 11 PM, with Sundays, Mondays, and Tuesdays being the most active days. This window reflects when users are decompressing and thinking ahead—ideal timing for content around planning, self-care, or shopping. In 2025, brands can take advantage of scheduled pin publishing and time-specific targeting to align with these habits.
By posting during peak windows, brands increase visibility and engagement at a time when users are more reflective and less distracted. This pattern also supports seasonal marketing—Sundays in fall could be big for holiday prep, while spring Mondays might spike for home makeovers. Time matters, and aligning with natural planning rhythms will improve outcomes. Marketers should test variations to match weekly intent.
BEST PINTEREST MARKETING STATISTICS 2025 #15. Luxury Shopper Demographics
Pinterest’s luxury audience is young and wealthy: 1 in 3 makes over $100K annually, and 70% are under 35. That profile defies the old assumption that Pinterest is just for recipes and crafts. As younger consumers grow more values-driven, they’re looking for brands that blend quality with purpose—and Pinterest offers the perfect platform to visualize that.
In 2025, luxury brands can tap into these users with content that blends aspiration and accessibility. Mood boards, high-end interior looks, and capsule wardrobe pins all perform well with this audience. Pinterest’s calm, refined environment suits luxury better than fast-scrolling platforms. The takeaway? Treat Pinterest as a digital showroom for thoughtful luxury.
BEST PINTEREST MARKETING STATISTICS 2025 #16. Global Reach
Countries like Brazil, Mexico, and Germany are rapidly expanding Pinterest’s international footprint, with user bases in the tens of millions. These regions represent untapped potential for brands who’ve previously focused on the U.S. alone. As Pinterest improves translation tools and region-specific trend surfacing, 2025 will be a year for global testing and expansion.
Cultural nuance is key—recipes, fashion, and home décor must reflect local tastes. Marketers should also consider using country-specific influencers to co-create content that feels native. Global brands that scale with Pinterest’s audience growth will see compounding visibility. Going international isn’t optional anymore—it’s the next phase of Pinterest success.
BEST PINTEREST MARKETING STATISTICS 2025 #17. Mobile Usage Dominance
The vast majority of Pinterest usage happens on mobile devices, which continues to influence how content should be designed and delivered. Mobile users expect vertical, easily scannable, and visually clean content that fits their screens. In 2025, this trend will deepen as Pinterest rolls out more mobile-first shopping and content creation tools.
Marketers need to embrace vertical video, image optimization, and short captions to stay relevant. The mobile-first behavior also means that speed and performance matter—slow-loading content will get dropped. Pinterest will likely prioritize mobile responsiveness in its algorithms. The strategy is clear: if it’s not mobile-optimized, it won’t perform.
BEST PINTEREST MARKETING STATISTICS 2025 #18. Influence on Holiday Shopping
Pinterest plays a massive role in holiday shopping decisions, especially for Gen Z, who use it to discover gifts, fashion, and experiences. This influence means Pinterest functions like a visual wish list, with users planning weeks or months ahead. In 2025, brands that launch seasonal campaigns early will benefit from extended discovery windows.
Gift guides, themed boards, and lifestyle content (like “cozy winter vibes”) perform especially well. The platform’s moodboard culture turns gift inspiration into a community event. Gen Z’s strong presence ensures that trends like sustainability, personalization, and affordability remain top priorities. Marketers who respect these values will gain trust and conversions.
BEST PINTEREST MARKETING STATISTICS 2025 #19. Emerging Trends
Pinterest’s 2025 trend report highlighted “Rococo Revival” as a leading aesthetic, suggesting its ability to spot style movements early. These trend insights come from analyzing billions of pins and user behaviors, giving marketers a crystal ball into upcoming demand. Brands that act on Pinterest-predicted trends can launch earlier, produce relevant content, and meet new tastes head-on.
In 2025, trend forecasting will become a larger part of Pinterest’s brand offering, potentially as a paid analytics product. Marketers should monitor Pinterest trend reports like they do fashion runways or consumer insight decks. Building content around these microtrends helps brands stay culturally current. It’s like SEO for the visual world—whoever gets there first, wins.
BEST PINTEREST MARKETING STATISTICS 2025 #20. Market Position
Pinterest ranks as the 15th largest social platform worldwide, which gives it both reach and focus. It may not compete in raw volume with YouTube or TikTok, but it wins on quality of intent and long-term value. Pinterest users are goal-oriented, meaning engagement is deeper and more aligned with conversions.
In 2025, this mid-tier size will work to Pinterest’s advantage—it’s nimble enough to innovate and specialized enough to avoid becoming overly commoditized. Expect Pinterest to double down on its niche as the go-to destination for planning and purchase journeys. For marketers, this means less noise, more signal. Pinterest isn’t for everyone—but that’s exactly why it works.
Why Pinterest Deserves a Permanent Place in Your 2025 Marketing Strategy
Pinterest is no longer just a platform for mood boards and DIY projects—it’s a dynamic marketing engine driven by real user intent, high engagement, and a strong path to purchase. As 2025 approaches, the data paints a clear picture: users are not only growing in number but are also coming to Pinterest with clear goals, whether it’s planning a purchase, curating personal style, or discovering the next trend. With features like visual search, shoppable pins, and predictive trend insights, Pinterest continues to innovate in ways that prioritize utility and creativity. Its unique blend of search and social sets it apart from algorithm-heavy feeds and fast-paced entertainment apps.
For marketers, this means more control over visibility, longer content lifespan, and deeper consumer alignment. Pinterest’s audience skews toward young, affluent, and inspiration-hungry users—exactly the kind of demographic that drives product discovery and conversion. Ignoring Pinterest in 2025 means missing out on one of the few platforms where intent and inspiration naturally meet. Now’s the time to treat Pinterest as a strategic pillar, not an afterthought.
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