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Pinterest Statistics for Marketing: 2023’s Must-Know Stats

As we approach 2023, it’s crucial for marketers to stay informed about the latest Pinterest strategies for marketing. This powerful social media platform continues to grow in popularity and offers a unique opportunity for businesses to connect with their target audience.

With over 450 million active users and billions of ideas shared, Pinterest offers an exceptional opportunity for marketers to reach and engage with a highly motivated and creative audience. Understanding Pinterest’s statistics is crucial for leveraging the platform effectively. 

Pinterest is renowned for its visual discovery and inspiration-driven approach, making it a powerful tool for showcasing your brand’s products, services, and ideas. From creating compelling boards to collaborating with influencers and utilizing Promoted Pins, Pinterest provides a wealth of options to enhance brand visibility, drive traffic, and inspire action.

By utilizing Pinterest’s statistics, you can gain valuable insights into consumer preferences, content performance, and emerging trends. With this knowledge at your disposal, you can fine-tune your marketing strategies, curate captivating content, and engage Pinterest users with your brand’s distinctive offerings.

Pinterest Statistics for Marketing

How Many Monthly Active Users Does Pinterest Have?

In recent years, Pinterest has grown to become a popular platform for users seeking inspiration and ideas in various categories. By 2023, Pinterest is projected to experience an increase in monthly active users.

A Look at Current User Numbers

According to data from Statista, as of Q4 2023, there were approximately 444 million monthly active users worldwide. This figure represents an impressive growth rate compared to previous years.

Projected Growth in 2023

While it’s difficult to predict exact numbers for any social media platform’s future growth, experts anticipate that Pinterest will continue its upward trajectory through 2023 and beyond.

  • Growth Factors: The COVID-19 pandemic has prompted a surge in remote work, leading individuals to seek entertainment and inspiration on online platforms such as Pinterest during their leisure hours.
  • Diverse Demographics: Diverse demographic makeup of Pinterest users contributes to its growth- ranging from young adults looking for fashion tips or home decor ideas to older generations interested in gardening or DIY projects.
  • E-commerce Integration: With features such as shoppable pins and product tagging capabilities, businesses have recognized its potential as a marketing tool, further driving user engagement and growth.

Implications for Marketers

The increase in monthly active users on Pinterest allows marketers to tap into this growing audience. By creating visually appealing content, businesses can leverage the platform’s popularity to drive brand awareness and sales. Furthermore, understanding Pinterest analytics will enable marketers to optimize their campaigns based on user behavior and preferences.

What Are the Most Popular Categories on Pinterest?

Understanding the most popular categories on Pinterest is essential for businesses and marketers to create content that resonates with their target audience.


With a wide range of fashion-related pins available, from high-end designer looks to affordable streetwear styles, it’s no surprise that fashion accounts for 24% of all pins saved by women in their 40s.

Home Decor

From minimalist designs, the latest trends, and ideas for DIY to cozy farmhouse aesthetics, there are countless boards dedicated to various interior design styles. According to Sprout Social, the home decor makes up about 17.6 percent of total pinning activity.


The travel category continues its popularity among Pinners seeking adventure or planning future trips abroad. Users can find everything from stunning photography showcasing breathtaking destinations around the world, to practical tips like packing hacks or budget-friendly accommodations options when traveling internationally.

  • Desserts: From classic baked goods to creative, no-bake treats, dessert lovers can find endless inspiration for their next indulgence.
  • Health and Fitness: This category offers a wealth of information on various fitness regimens and dietary plans tailored to different goals or lifestyles.

Incorporating these popular categories into your Pinterest marketing strategy can help increase engagement with your pins and drive more traffic to your website or blog.

What Is the Average Time Spent on Pinterest?

The average time spent by users on Pinterest is a crucial metric for marketers to understand user behavior and engagement levels. 

Average Time Spent Per Session

Users spend an average of 14.2 minutes per session browsing through pins and boards on the platform. This statistic highlights the high level of engagement that Pinterest offers compared to other social media platforms.

Factors Affecting User Engagement

User involvement can be impacted by a range of elements, including content quality, personalization capacities, mobile app usability, and more. For instance:

  • Content Quality: High-quality images with captivating captions are more likely to keep users engaged for longer periods.
  • Personalization Features: Pinterest’s algorithm prioritizes showing relevant content based on individual interests.
  • Ease of Use: An intuitive interface allows for smooth navigation between different categories or search results while using both desktops and mobile devices alike.

Trends Expected in 2023

With evolving technologies like augmented reality (AR) integration within social media platforms (such as Pinterest’s AR try-on feature), a rise in average time spent on Pinterest in 2023 is expected. As users become increasingly comfortable with such interactive experiences, they are likely to spend more time engaging with content.

Implications for Marketers

By creating high-quality pins that resonate with their target audience and leveraging advanced features such as promoted pins or shoppable tags, businesses can effectively reach potential customers while they’re actively engaged within the platform.

What Is the Average Engagement Rate for Pins?

Understanding engagement rates can help businesses optimize their content strategy and drive more traffic to their websites.

Average Engagement Rates

The average engagement rate for a pin on Pinterest is around 0.55%. This means that out of every 1,000 people who see your pin, approximately five or six users are likely to engage with it by liking, commenting, or repinning it. These numbers may vary based on factors such as industry niche and content quality.

Trends in Pin Engagement

As we approach 2023, there are several trends that could impact pin engagement rates:

  1. Rising competition: Users have more options lately when browsing through pins. To maintain high levels of user interaction with your content in 2023, focus on creating visually appealing images and using relevant keywords and hashtags in the description.
  2. Promoted Pins: As advertisers continue investing heavily in Promoted Pins (Pinterest’s advertising platform), organic reach may decline slightly due to increased ad placements within user feeds. Therefore, consider allocating some of your marketing budgets to Promoted Pins to boost visibility and engagement rates.
  3. Video Content: Pinterest users are increasingly engaging with video content, which typically generates higher engagement rates than static images and helps you grab attention and drive increased interaction with your brand.

Tips for Increasing Pin Engagement Rates in 2023

For maximum impact of your Pinterest marketing efforts in 2023, consider implementing these strategies:

  • Create high-quality, visually appealing images that resonate with your target audience.
  • Optimize pin descriptions to improve searchability within the platform.
  • Incorporate Story Pins, an interactive content format that allows users to explore multiple pages within a single pin, providing additional opportunities for engagement.
  • Analyze performance metrics regularly using Pinterest Analytics, adjusting your content strategy as needed.

How Many People Use Pinterest for Shopping?

As of 2023, it is estimated that over 90% of users turn to the platform with shopping intent, seeking inspiration and making purchases directly through pins.

A Growing Trend: Shoppable Pins

These pins allow users to view product information such as price and availability without leaving the app, streamlining their shopping experience. According to Pinterest’s own data, there was a 200% increase in shoppable Product Pins saved by users between 2022 and 2023.

Promoted Pins: Boosting Sales Opportunities

Paid advertisements enable businesses to reach more potential customers by displaying their products prominently within relevant search results or category feeds. A study conducted by Oracle Data Cloud found that promoted pin campaigns resulted in five times more sales per impression compared to other social media platforms.

User Demographics: Who Shops on Pinterest?

  • Gender: While women make up approximately two-thirds of all active users on the platform, men are increasingly using Pinterest for shopping purposes too – around 40% of new sign-ups are male users.
  • Age: Pinterest appeals to a wide range of age groups, with 34% of US adults aged 18-29 and 35% aged 30-49 using the platform. This makes it ideal for businesses targeting diverse demographics.
  • Income: According to eMarketer data, Pinterest users tend to have higher household incomes compared to other social media platforms, making them more likely to make purchases online.

What Are the Most Popular Brands on Pinterest?

In 2023, certain brands are expected to continue dominating the Pinterest landscape due to their engaging content and strategic marketing efforts.

1. Fashion Brands

Fashion is one of the most popular categories on Pinterest, with many users looking for outfit inspiration and style tips. Top fashion brands that include Zara, H&M, and ASOS have a strong presence on this platform. These companies effectively use high-quality images, curated boards, and shoppable pins to drive traffic back to their websites.

2. Home Decor Brands

Home decor is another highly sought-after category on Pinterest as users search for design ideas and DIY projects. Leading home decor brands like IKEA USA, West Elm, and Anthropologie consistently create visually appealing pins showcasing their products in various settings while also providing helpful decorating tips.

3. Beauty Brands

Major beauty brands such as Sephora, Ulta Beauty, and L’Oreal Paris have gained significant traction on the platform. These brands not only showcase their products but also provide valuable content such as how-to guides and expert advice.

4. Food Brands

Popular food brands like Tasty by BuzzFeed, Bon Appetit Magazine, and The Pioneer Woman effectively use Pinterest to share mouth-watering images, easy-to-follow recipes, and engaging videos that drive user engagement.

Key Takeaways for Brands on Pinterest in 2023

  • Invest in creating eye-catching images or videos that resonate with your target audience.
  • Create themed boards that cater to the specific interests of your followers while showcasing your brand’s expertise.
  • Make it easy for users to shop directly from your pins by linking them back to product pages on your website.
  • Incorporate customer reviews, testimonials, or photos into your pins as social proof of the value you offer.

What Are Some Best Practices for Marketing with Pinterest?

Staying updated on the latest trends and adjusting your approach accordingly is critical to achieving success with Pinterest marketing. Here are some key strategies you should consider implementing:

1. Create High-Quality Visual Content

Pinterest is a visual platform so make sure your pins stand out by using eye-catching colors, clear fonts, and engaging imagery that accurately represents your brand or product. 

2. Optimize Your Pins for Search

To increase visibility and engagement on the platform, optimize your pins with relevant keywords in both the pin title and description. Use tools like Pinterest Trends to identify popular search terms related to your niche.

3. Leverage Rich Pins

Rich pins provide additional information about pinned content directly within the pin itself – such as product prices or recipe ingredients – making them more useful for users browsing through their feeds. Use them to enhance user experience and drive higher engagement rates.

4. Showcase Shoppable Products With Shop The Look Pins

If you’re selling products online, take advantage of Shop The Look Pins, which allow users to click through from a pin directly into a shopping cart checkout page on your website.

  • Title: Include the product name and a brief description.
  • Description: Provide additional details about the product, including any unique features or benefits.
  • Image: Use high-quality images that showcase your products in an appealing way. Consider using lifestyle shots to show how your products can be used in real-life settings.

5. Promote Your Pins with Advertising

To boost visibility and reach new audiences, consider running Promoted Pin campaigns. Through various available targeting options, you can ensure your ads are shown to users most likely to engage with your content or make a purchase.

FAQs in Relation to Pinterest Statistics for Marketing: Stats You Better Know in 2023

Yes, Pinterest will remain popular in 2023 with millions of monthly active users worldwide. The platform continues to grow and evolve, offering new features and opportunities for businesses, marketers, bloggers, and entrepreneurs to connect with their target audience.

The most important Pinterest statistics for your business include the number of monthly active users, engagement rate for pins, categories that resonate with your target audience, average time spent on the platform by users, and how many people use it for shopping purposes.

Pinterest’s primary target audience consists of women aged between 18-49 years old. However, it also attracts a diverse range of demographics including men and various age groups. Businesses should consider these factors when tailoring their marketing strategies on the platform.

Absolutely. With its visual nature and engaged user base who actively search for inspiration or ideas related to products/services they’re interested in purchasing, Pinterest remains a powerful marketing tool. It helps drive traffic to websites while boosting brand awareness among potential customers.


As a business owner, marketer, blogger, entrepreneur, or founder, understanding Pinterest statistics for marketing is crucial. From the number of monthly active users to engagement rates and popular categories on Pinterest, there’s so much you need to know.

Pinterest is a popular platform with over 400 million monthly active users worldwide and an average session time of 14.2 minutes. It is a powerful marketing tool, with the most popular categories being food & drink, DIY & crafts, and home decor. The average engagement rate for pins stands at 0.27%. Additionally, many people use Pinterest for shopping purposes, with top brands including IKEA, Etsy, and Sephora having significant success on the platform.

If you’re looking to harness the power of Pinterest in your marketing strategy this year, head over to The Wall Blog now!

Youssef Hodaigui is an entrepreneur, blogger and SEO expert with a strong track record of success in launching and growing blogs and websites. He has a deep understanding of search engine algorithms and the latest digital marketing techniques, and he is committed to helping bloggers and entrepreneurs achieve their online business goals.

The Wall is a digital blog that helps the marketing, media and communications industries to understand the effects of emerging technology and media change. From ecommerce and email, to search and social media, The Wall features expert commentators and analysis of digital developments.


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