Pinterest stands as a leading visual discovery platform in 2025, captivating millions with its unique ability to inspire creativity through images, ideas, and trends.
With over 537 million monthly active users and $3.6 billion in revenue in 2024, Pinterest continues to grow as a hub for inspiration, shopping, and marketing.
This comprehensive guide explores the latest Pinterest statistics for 2025, covering user demographics, revenue, engagement, and advertising trends.
Whether you’re a content creator, business owner, or marketer, this article provides actionable insights to help you leverage Pinterest for maximum benefit. We also address trending questions from Quora and Reddit to ensure you have the most up-to-date information.
Pinterest’s Global Reach and User Base
Pinterest boasts 537 million monthly active users in Q4 2024, a 12.2% increase from 465 million in 2023. This growth reflects the platform’s appeal as a visual search engine for ideas like recipes, home decor, and fashion.
The United States leads with 89.9 million users, followed by Brazil (38.93 million) and Mexico (24.68 million). Pinterest ranks as the 15th most-used social media platform globally, trailing giants like Facebook (3.065 billion users) and Instagram (2 billion users).
| Social Media Platform | Monthly Active Users (Millions) |
| 3,065 | |
| YouTube | 2,504 |
| 2,000 | |
| 2,000 | |
| TikTok | 1,582 |
| 537 |
Pinterest’s advertising reach grew by 10.6% from January 2024 to January 2025, adding 32.5 million users to its ad audience, which totals 340 million.
This figure represents 6.5% of the global population aged 13 and above, excluding China, where Pinterest remains blocked.
| Country | Pinterest Users (Millions) | Ad Reach (Jan 2025, Millions) |
| United States | 89.9 | 96.0 |
| Brazil | 38.93 | 40.3 |
| Mexico | 24.68 | 26.7 |
| Germany | 19.33 | 22.6 |
| France | 17.33 | 18.9 |
Source: Statista.
Pinterest Audience Demographics
Pinterest’s user base is predominantly female, with 70.3% of users identifying as women, 22.4% as men, and 7.3% as unspecified.
The largest age group is 18–44 years old (29.6% of traffic), followed by 25–34 years (27.3%). Millennials and Gen Z dominate, making Pinterest a prime platform for targeting younger audiences.
| Age Group | Percentage of Traffic | Female Users (% of Ad Audience) | Male Users (% of Ad Audience) |
| 18–24 | 29.6% | 20.0% | 7.2% |
| 25–34 | 27.30% | 18.5% | 6.1% |
| 35–44 | 18.1% | 11.2% | 3.3% |
| 45–54 | 11.1% | 7.3% | 2.2% |
| 55–64 | 8.5% | 5.5% | 1.6% |
| 65+ | 5.4% | 3.7% | 1.0% |
The platform’s female-heavy audience makes it particularly appealing for brands targeting women, such as those in fashion, beauty, and home decor. However, its growing male user base indicates expanding opportunities for diverse industries.
Also read about: Social Media Statistics
Pinterest Revenue and Financial Performance
Pinterest generated $3.6 billion in revenue in 2024, a 20.3% increase from $3 billion in 2023. The United States accounts for 78% of this revenue ($2.884 billion), despite hosting only 18% of users.
In Q2 2024, Pinterest reported $854 million in revenue, up from $740 million in Q1 2024. The platform’s most successful quarter was Q4 2023, with $981 million in revenue.
| Year | Revenue ($ Billions) | US Revenue ($ Millions) | International Revenue ($ Millions) |
| 2024 | 3.6 | 2,884 | 762 |
| 2023 | 3.055 | 2,448 | 608 |
| 2022 | 2.802 | 2,309 | 493 |
| 2021 | 2.577 | 2,133 | 444 |
Pinterest’s net income in 2024 reached $1.8 billion, largely due to a $1.6 billion deferred tax allowance in Q4. Advertising drives the majority of revenue, with $3.27 billion generated from brand campaigns in 2023.
Annual advertising expenditure reached $145.6 million in 2023, up from $94.7 million in 2021.
| Quarter | Revenue ($ Millions) | Year-over-Year Growth |
| Q2 2024 | 854 | 20.6% |
| Q1 2024 | 740 | 22.8% |
| Q4 2023 | 981 | 11.9% |
| Q3 2023 | 763 | 11.5% |
Source: Statista, World Population Review.
Pinterest Usage and Engagement
Pinterest attracts 1.16 billion monthly visits, with users spending an average of 12 minutes and 23 seconds per session and browsing six pages per visit.
Direct traffic accounts for 58.63% of visits, while organic search contributes 38.48%. The United States drives 38.06% of traffic, followed by Brazil (8.74%) and Russia (4.96%).
| Country | Percentage of Traffic |
| United States | 38.06% |
| Brazil | 8.74% |
| Russia | 4.96% |
| India | 4.96% |
| Colombia | 2.41% |
Users engage heavily with Pinterest, with 57% accessing the platform weekly. Over 200 billion pins have been saved, and 46% of weekly users discover new brands or products.
Additionally, 85% of users have made purchases inspired by brand pins, highlighting Pinterest’s role as a shopping platform. The platform’s engagement rate ranges from 1% to 2%, with higher rates in visually appealing industries like fashion and home decor.
Also read about: Surprising Instagram Statistics
Pinterest as a Search Engine
Pinterest functions as a powerful visual search engine, with over 5 billion searches monthly. Gen Z users are particularly active, driving a 96% year-over-year increase in searches.
Notably, 97% of top searches are unbranded, indicating users seek inspiration rather than specific brands. Popular search terms in 2025 include “fall nails,” “fall outfits,” and “Christmas decor ideas.”
| Rank | Top Search Term |
| 1 | Fall nails |
| 2 | Fall outfits |
| 3 | Literally me characters |
| 4 | Fall wallpaper |
| 5 | Halloween nails |
Pinterest drives 10 times more branded searches off-platform compared to other social media, and its ads have a 25% saturation level, making them highly effective for reaching new audiences.
Pinterest for E-Commerce
Pinterest is a goldmine for e-commerce, with 55% of users viewing it as a shopping platform. Buyable items saved to boards grew by 50% year-over-year, and 93% of users plan purchases using Pinterest.
The platform has integrated with Salesforce Commerce Cloud and Adobe Commerce to streamline product catalog management, enhancing the shopping experience. Partnerships with Amazon Ads further boost e-commerce capabilities, allowing seamless product promotion.
| Metric | Value |
| Users Viewing Pinterest as a Shopping Platform | 55% |
| Purchase Planning on Pinterest | 93% |
| Buyable Items Growth (YoY) | 50% |
Pinterest Advertising and Marketing
Pinterest’s advertising platform is highly cost-effective, with ads being 2.3 times cheaper per conversion than other social media platforms.
Users are three times more likely to click on a pin and visit a brand’s website, and Pinterest offers a 32% better return on ad spend (ROAS), particularly for food, health, and beauty brands.
In 2023, Pinterest’s sales and marketing expenditure reached $911.17 million, reflecting its investment in growth.
| Year | Advertising Expenditure ($ Millions) | Sales & Marketing Expenditure ($ Millions) |
| 2023 | 145.6 | 911.17 |
| 2022 | 139.7 | 933.13 |
| 2021 | 94.7 | 641.28 |
Brands like IKEA, Samsung, and Michaels leverage Pinterest’s promoted pins to increase visibility and conversions. The platform’s 80% success rate in trend prediction helps marketers target emerging trends, which grow 20% faster and sustain growth longer than on other platforms.
Trending Questions from Quora and Reddit
Recent discussions on Quora and Reddit reveal user interest in maximizing Pinterest’s potential. Users frequently ask about optimizing pins for SEO, with tips like using keyword-rich descriptions and high-quality images gaining traction.
On Reddit, small business owners share success stories of driving sales through Pinterest’s shoppable pins, with some reporting 20–30% of their e-commerce revenue from the platform.
Quora users are curious about Pinterest’s AI-driven content recommendations, which personalize feeds and boost engagement.
Additionally, creators on Reddit highlight the effectiveness of video pins, noting a 15% higher engagement rate compared to static images in 2025.
How to Leverage Pinterest for Your Benefit
For Content Creators
Pinterest is a powerful platform for creators to showcase their work and grow their audience. Here’s how you can benefit:
- Create Visually Appealing Pins: Design high-quality, vertical images with vibrant colors to attract attention. Use tools like Canva to create professional pins tailored for Pinterest’s 2:3 aspect ratio.
- Optimize for SEO: Include keywords like “Pinterest statistics 2025” in pin descriptions, titles, and board names to boost discoverability. The platform’s 5 billion monthly searches make SEO critical.
- Use Video Pins: Video content sees 15% higher engagement than static images. Create short, engaging videos showcasing your ideas or products.
- Engage with Trends: Leverage Pinterest’s trend predictions, such as “fall aesthetic” or “Christmas decor ideas,” to align your content with user interests.
For Businesses and E-Commerce
Pinterest is a goldmine for businesses, especially in e-commerce. Here’s how to maximize its potential:
- Set Up a Business Account: Use Pinterest’s business tools to access analytics and create promoted pins. These ads are 2.3 times cheaper per conversion, driving cost-effective sales.
- Integrate with E-Commerce Platforms: Connect your store with Salesforce Commerce Cloud or Adobe Commerce to streamline product listings and enable shoppable pins.
- Target Female Audiences: With 70.3% female users, focus on industries like fashion, beauty, and home decor to reach this demographic.
- Leverage Amazon Ads Partnership: Use Pinterest’s collaboration with Amazon Ads to promote products directly, increasing conversions by up to 50%.
For Marketers
Marketers can tap into Pinterest’s unique advertising strengths. Here’s how to succeed:
- Run Promoted Pins: Invest in promoted pins to boost brand visibility. Pinterest’s 32% better ROAS makes it ideal for maximizing ad budgets.
- Focus on Seasonal Campaigns: Align campaigns with top search terms like “Halloween nails” or “fall outfits” to capture seasonal interest.
- Use Analytics: Track pin performance with Pinterest Analytics to optimize campaigns. Monitor engagement rates, which average 1–2%, to refine strategies.
- Collaborate with Influencers: Partner with Pinterest influencers to create authentic content, driving 10 times more branded searches off-platform.
Pinterest Trends for 2025
Pinterest continues to evolve, with several trends shaping its future:
- AI-Powered Recommendations: AI enhances content personalization, increasing user engagement and ad effectiveness. Users on Quora note improved discovery through tailored feeds.
- Shoppable Pins Expansion: Pinterest’s focus on e-commerce includes more shoppable pins, with 50% growth in buyable items saved to boards.
- Video Content Growth: Video pins gain traction, with 15% higher engagement rates, appealing to Gen Z and Millennials.
- Sustainability Focus: Users search for eco-friendly products, with terms like “sustainable home decor” rising in popularity.
- Global Expansion: Pinterest’s ad reach grows in regions like Europe and Latin America, with Europe’s user base increasing to 145 million in 2024.
Why Pinterest Stands Out
Pinterest’s success lies in its unique blend of inspiration and commerce. Its visual discovery model encourages users to explore ideas, with 80% reporting a positive experience on the platform.
The low ad saturation (25%) ensures ads remain effective, and the platform’s 10.6% growth in ad reach reflects its expanding influence. With integrations like Salesforce Commerce Cloud and partnerships with Amazon Ads, Pinterest bridges creativity and shopping seamlessly.
FAQs About Pinterest Statistics
1. How can content creators increase engagement on Pinterest in 2025?
Use high-quality vertical pins, add keywords, and post video pins for 15% more engagement. Follow trending topics like seasonal decor for higher reach.
2. Why is Pinterest effective for e-commerce businesses?
With 55% using it to shop, Pinterest drives strong sales through shoppable pins, Amazon Ads, and buyable items, especially among female users.
3. How can marketers optimize Pinterest ads for better returns?
Run promoted pins, which cost 2.3x less per conversion. Target seasonal trends and use Pinterest Analytics to boost ROAS and engagement.
4. What makes Pinterest’s audience unique?
Pinterest’s 70% female, Gen Z–Millennial audience seeks visual inspiration. 97% of searches are unbranded, creating big discovery opportunities.
5. How does Pinterest’s AI improve user experience?
AI personalizes content and enhances targeting, increasing engagement and helping users find relevant pins more efficiently.
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Conclusion
Pinterest remains a powerhouse in 2025, with 537 million monthly active users and $3.6 billion in revenue. Its predominantly female, Millennial, and Gen Z audience makes it ideal for brands in fashion, beauty, and home decor.
The platform’s cost-effective ads, high engagement, and e-commerce integrations offer immense opportunities for businesses and creators.
By leveraging Pinterest’s SEO, shoppable pins, and trend predictions, users can drive traffic, sales, and brand awareness. As Pinterest continues to innovate with AI, video content, and global expansion, it solidifies its position as a must-use platform for inspiration and commerce.
