Pinterest has seen some serious growth in the past few years. In 2020, Pinterest boasted over 450 million monthly active users (MAU). According to Sprout Social, that's more than both Twitter and Snapchat combined.
Naturally, when a platform gathers a lot of attention, that's when marketers want in. They ask to put up their advertisements with the hopes of turning some of that platform's users into consumers.
Knowing this, Pinterest is rolling out new features for those more concerned with the business side of things.
Marketing on Pinterest Is About To Get Better
On Wednesday, Pinterest held its first global advertiser summit called "Pinterest Presents." It was a 90-minute virtual event that held sessions in the US, the UK, Canada, Australia, France, and Germany.
During the event, Pinterest unveiled new upcoming features for advertisers:
- Pinterest Premiere – target larger audiences with exclusive video placements on the home page filtered by demographic, interest, or category during an allotted timeframe
- Pinterest Trends – view short-term and long-term trends through data and graphs
- Conversion Insight – see promoted and organic metrics in one integrated report
Pinterest emphasized that its speakers were all pushing for a particular theme: "positivity matters" (because the company claims that eight out of 10 Pinterest users say the platform makes them feel positive). Topics covered included how to support small businesses, and how brands and advertisers foster inclusivity.
Naturally, the event featured keynotes from Pinterest CEO Ben Silbermann and CMO Andréa Mallard, but there were celebrity appearances as well from actor Dan Levy and model Chrissy Tiegen.
American Express VP of Global Brand Engagement Walter Frye and Tilting the Lens Founder Sinéad Burke were there as well, as guest speakers.
Pinterest's Demographics and Top Trends
Among its staggering pool of MAU, Pinterest said its fastest growing demographics are Generation Z and men, as both are up 40 percent year over year in 2020 compared with 2019.
Male users created 13 million boards in 2020, and saved an average of 20 pins per board on fashion, music, technology, DIY, and travel.
Amongst Gen-Z users, it has become quite popular to use Pinterest to plan upcoming purchases (e.g. boards named "Stores to Shop At," "Future Shopping Cart," etc.), and to advocate for social movements like Black Lives Matter.
Additionally, despite how the pandemic has forced workspaces to operate differently, 46 percent of Gen-Z users on Pinterest "remained focused on their careers in 2020." The company claims that 54 percent of this demographic felt optimistic about their financial future.
Pinterest Is Growing and for All the Right Reasons
Since its launch in 2009, Pinterest has become more than just a place to save pretty pictures. It's become a platform that sparks creativity, encourages positivity, and inspires people to make changes.
It looks like Pinterest's growth is on a steady incline, and adding tools to attract more advertisers was absolutely the right move from a business standpoint. Let's hope that the platform will never forget to put its users first.
