Get up-to-date Pinterest user statistics for 2021 in this summary of the Pinterest Presents Summit.
Know your audience.
We say this all the time, but how can you understand your audience on a platform that isn’t designed for conversation and social interaction? You can’t really get feedback from your pinners in the traditional methods you might use on Facebook or Instagram.
Thankfully throughout the year, Pinterest generously shares with us the stats, predictions, and trends they are seeing from pinners to help shape our understanding of what our Pinterest users want. This information can trickle out in annual reports, posts, and presentations, the most recent being Pinterest’s first-ever online global summit — Pinterest Presents.
The Pinterest Presents summit spanned seven countries and three languages. With presentations beginning in Australia and New Zealand, then on to Germany, France, the UK, Canada, and of course the US.
I was excited to see that, even though portions of the summit were cookie-cutter across all six summits, there was also a wide range of country-specific guests interviewed. They represented companies like:
- American Express
- Group M
- Social Chain
- TrouvaHavas Group
- OMR
- Home24
- NGO Digital
- Bel Group
- Nestlé
- MINI
- Carat Dentsu Aegis Network
Pinterest also brought in big names like Dan Levy, Chrissy Teigen, Sinéad Burke, Elizabeth Day, Turia Pitt, Anaïs Grangerac, and Katherine Ryan to make the summit that much more appealing.
Although there were six summits in total (each lasting roughly two hours), there were large sections that repeated for all of them. These included presentations from the following Pinterest team members:
- Ben Silbermann, (Co-Founder & CEO)
- Dan Lurie (Head of Growth and Shopping Product)
- Andréa Mallard (CMO).
In these presentations, they shared a wide range of statistics, new Pinterest feature rollouts, and aspects of the pinner mindset to be ready for in 2021.
International Pinterest Stats for 2021 (Global)
- 459 Million Monthly Users
- 95% of Pinners say they are inspired on the platform
- 5 times higher ROAS (return on ad spend) than on other platforms
- Power of positivity:
- 8 out of 10 people say Pinterest makes them feel positive
- 9 out of 10 people say Pinterest is an online oasis
- In 2020 there was an 800% increase in videos uploaded to Pinterest
- Pinners are watching 1 billion videos a day
- 60% of users are women
- GenZers:
- In 2020 Gen Z Pinners grew by over 40%
- created nearly 1 million boards last year with an average of 32 pins per board
- 40% more likely to tell their family and friends about new purchases
- Planning bucket list travel
- Gender Equality
- Mental Health
- Sustainability
- Millennials —> Planning for even the tiniest moments – Monthly anniversaries
- Gen X —> Foodies – Epic Charcuterie boards
- Boomers —> Trying to get away – Nomad normal
The Mindset of a Pinterest User
Now that we have the general Pinterest demographic, we can dig into the concepts and mindsets that resonate with this audience:
- Bringing spontaneity back to shopping and meeting shoppers on their journey of discovery
- Power of Positivity (self-talk, platforms, etc.)
- Context makes a difference to users
- When ads show up in a more positive environment online, they can drive impact at every stage of the purchase funnel
- If a brand shows up next to negative content, people assume that the brand has endorsed it
New 2021 Pinterest Tools and Features
Finally, it is critical that you stay up to date with the tools and features that Pinterest offers across the world so you can be using them to reach your audience in real-time with features like:
- Pinterest Storytelling through story pins (soon we will see sponsored story pins)
- Pinterest Predictions – a glimpse into the future.
- Shoppable features that are expanding globally in 2021
- Pinterest Premiere– the latest in Pinterest Ads options – Video Campaigns
Beyond the information that was shared across Pinterest and Pinterest users globally, the presenters also shared some region-specific statistics, keywords, and concepts that are resonating with audiences in specific countries. These are important to note as you write your static pins descriptions, create video pins, promote your brand through story pins, and even when creating content or launching new products.
Think about who you are targeting and if you have the right mindset being communicated in how you are delivering it to your audience on Pinterest.
Pinterest User Statistics By Country
2021 Pinterest User Statistics for Australia & New Zealand
- Stats & Facts
- 8 million monthly users
- One of the first markets to launch Ads
- Popular Keywords
- Morning Meditations
- Banana Bread Recipes
- Backyard Firepits
- Native Australian Gardens
- Concepts and Mindsets
- Self Actualized Brands – Dyson – 15,000 ventilators,
- Conscious commerce – align social good with profit-making ventures
- Provide people with tools to have a sense of accomplishment and connection
- Adaptation, Pivoting, and becoming Resilient is crucial with years like 2020
- Amazing things aren’t achieved overnight, it is a process
Pinterest first launched advertising in Australia and New Zealand in 2017. Since then they have built a team to work with local advertisers in retail, home, beauty, food, and technology industries. With partner brands like Domain, Myer, Woolworths, and Microsoft, Pinterest is gaining ground.
Pinterest is popular with Aussies and Kiwis with 300K monthly users in 2019 and 8 MILLION monthly users in 2021. This is great growth that signals its popularity.
2021 Pinterest User Statistics for Canada
- Stats & Facts
- 5 million pins a day
- 13 million monthly users
- Canada is one of Pinterest’s largest markets, launching ads in 2016
- Canadian brands are some of the fastest adopters
- Keywords
- Curtain Bangs
- Camping Meals
- Self-care
- Character Art
- Colourful Eyebrows
- My Business
- Entrepreneurism
- Concepts and Mindsets
- Agility was a big word in 2020. We are in the middle of huge change at a macro, digital, and economic level
- In that, we need to learn to move faster
- With that, we need daily information to pivot quickly in real-time
- We have shared accountability and the context of a purchase is key to how people make purchases
- Learn to work with the mess. It is messy and that is OK! Show up and be authentic
Canadians have been using Pinterest for years now (and offering ads since 2016).
Although geographically close to the birthplace of Pinterest (in the US), Canada has its own unique cultures and interest, which makes it crucial to know your audience well if you are a business marketing to users from Vancouver, BC to Toronto.
Skip the “Ay”s and pictures of moose, Mounties, and maple leaves in favor of camping meals, curtain bangs, and character art!
Related: Pinterest Audience Differences Across Countries: US vs. Canada
2021 Pinterest User Statistics for Germany
- Stats & Facts
- 68% increase in furniture searches
- 16 billion home searches last year in Germany
- German pinners like sustainable content
- 4 million pins daily from German pinners
- 15 of 20 top German businesses are on Pinterest
- Ads started in 2019
- German Men
- Grew by 35%
- created over 2 million boards in 2020 with an average of 12 pins per board
- Gen Z
- create 4 million new boards with an average of 24 pins per board
- grew by over 45%
- Keywords
- Gartendesign – Garden Design
- iPhone Wallpaper
- Outdoors
- Finances
- Tattoos
German Pinterest users have been on the platform for a while (since 2014). But with the launch of Pinterest ads in 2019, we started to see a shift from a site predominantly for personal users, to the slow emergence of German businesses on the platform.
With companies like Nestlé and MINI taking advantage of Pinterest for German and Dutch-speaking users, we expect to see this market explode in the coming years.
2021 Pinterest User Statistics for France
- Stats & Facts
- First non-English speaking market that ads were launched
- Keywords
- Apéritif dînatoire
- Tatouages minimalistes
- Organisation de la maison
- Concepts and Mindsets
- 2020 created a need to reinvent oneself
French speakers have been on Pinterest for several years with French language options appearing as early as 2012. In fact, France was one of the first countries outside the US to receive their own region-specific subdomain (Pinterest.fr) in 2013.
As more and more options become available (including ads in 2018) both to French speakers and in France culturally, it is important for those marketing to a French-speaking audience to have keywords and concepts that are relevant.
2021 Pinterest User Statistics for the UK
- Stats & Facts
- 5 million ideas saved each day in the UK
- 17 million UK pinners
- Concepts and Mindsets
- Businesses have both the online and physical challenges to deal with
- There is a buying experience – you know what you want, you grab it and pay
- Shopping experience – you are looking for inspiration and to discover something meaningful
- Pinterest is focused on the shopping experience while google focuses on the buying experience alone
- Build organic tractions and then transfer to a paid campaign
- You can’t just focus on one, You have to bring both worlds together
- Organic builds the discovery experience and paid is where they can buy what they have been seeing organically
- Retail transcends online and offline
- Trying new things can often lead to failure
- Don’t be hard on yourself but celebrate your little successes
- Blend – work is life and life is work. Balance means something wins and something loses. Focus on blending life instead of balancing.
- Do what you can do. Don’t try to emulate perfection or you will be constantly disappointed
- The future of marketing is colourful, not monochrome. It is far more diverse, interesting and vibrant as a result.
- We are going to have amazing ideas as people come together
- New companies will thrive in this new innovation
- A good leader is vulnerable and human
- Failure is data acquisition
In the UK, it is true that Pinterest features may not roll out as quickly as in the US or even Canada but with 17 million Pinterest users, British pinners are no joke. In fact, they were the first country outside the US to receive brand advertising options (in 2016).
If your business is looking to reach users in the UK, it is critical to have the right mindset and understand what concepts will resonate best with your readers & listeners overseas.
Related: How to Use Pinterest Marketing to Target a U.S. Audience from Abroad
2021 Pinterest User Statistics for the US
- Stats & Facts
- 100 million US users
- 3 million searched for
- banana bread recipes
- Tattoo Ideas
- Men
- Monochrome outfits
- Epic playlist
- Woodworking
- Gen Z
- 15 million new boards 33 pins per board
- Bucket list travel
- Concepts and Mindsets
- Provide tools that your audience needs
- Small Business Saturday launched a new campaign focused on kick-starting new businesses
- Pinners are in the shopping mindset so sharing the benefits of a purchase is key
- Have a strong channel mix (don’t put all of your eggs in your Pinterest basket!)
- Bring inspiration, magic, and discovery to online shopping
Since Pinterest began in the US, we have the privilege of learning US Pinterest statistics fairly regularly. That being said, we can still learn from the most recent information on pinners in the US.
Stats and data can be mind-numbing to look at after a while and you quickly lose sight of what you’re looking at and why. If you know your business goal, look at the data for ways to connect with your audience and create a pathway that helps them join, purchase, or read.
The biggest thing to remember is that your audience is made up of real live people, living through the same 2021 we all are living through. Use this treasure trove of intel to get to know your audience even better so you can serve up the inspiration and information they need from YOU.
Whether it’s a blog post to help them learn a new hobby like woodworking or expert advice on why they should buy a certain travel pack for their hiking adventure…be the solution to their struggle!
For Further Reading:
