Pinterest is a social media platform with an image-based concept, inviting its users, or Pinners as they are known in the community, to express themselves by creating pinboards - a modern day virtual mood board of sorts. Pinners use the platform to organize and share images (or pins) inspiring themselves and fellow users. Popular pinboard themes range from recipes and DIY to fashion and lifestyle. Pinterest has introduced the ability to save GIFs and videos, however, it remains principally a type of search engine for images.
Pinterest company financials
Founded in 2009 and headquartered in San Francisco, California, Pinterest is a global player on the social media landscape. Pinterest’s annual revenue has continued to steadily increase over the past few years, generating 2.8 billion U.S. dollars in 2022, up from 2.5 billion U.S. dollars in the previous year. Overall, Pinterest’s audience in the United States continued to account for the majority of the company’s revenue. Pinterest’s advertising expenditure in 2022 amounted to 139.7 million U.S. dollars, up by 47 percent from 2021. Additionally, in 2022, the company reported net losses of 96 million U.S. dollars, after reporting its first positive net income the previous year. As of December 2022, Pinterest was one of the most successful consumer internet and online service companies worldwide, with a market capitalization of 16 billion U.S. dollars. 208843
Pinterest users & demographics
As of January 2023, the United States was the country with the largest Pinterest audience size, with a total of 84.6 million users. Brazil ranked in second position with 28 million users, followed by Mexico and Germany. When measuring by the amount of monthly active users, Pinterest ranked 15th in terms of the most popular social media network worldwide as of January 2023. The image sharing service ranked ahead of Twitter and Reddit but fell far behind social media giants Facebook, YouTube, WhatsApp, and Instagram. Furthermore, Pinterest finds its popularity amongst women between the ages of 25 to 34 years.
Pinterest is a web traffic giant
Due to Pinterest's design of being a visual search engine as well as a social media platform, it generates a substantial amount of web traffic. In May 2022, there were almost one billion visits to Pinterest.com, making it one of the most visited sites online. Additionally, YouTube.com accounted for 26 percent of social media referral traffic to Pinterest.com, followed by Facebook with 18 percent. When considering the unique concept behind Pinterest, usage frequency differs from most social media platforms. Overall, Pinterest is much more likely to be used monthly, with just 18.6 percent of Pinterest app users having accessed the platform daily in 2021.
A safe space on the internet?
Pinterest is often thought of as a safe, creative, and aesthetically pleasing corner of the internet, but unfortunately, it's young, female userbase are not entirely protected from online harms. Pinterest recently stated that accounts on the platform would require age verification, be private by default, and include more vigilant parental controls - including a passcode for parents and guardians to prevent teen users changing their privacy settings without permission. Citing reasons for protecting users' mental health, Pinterest also stated that beauty filters are still not a feature of the platform, and that its unique policies protect users from experiencing body-shaming.
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Stacy Jo Dixon
Research expert covering social media usage worldwide