Since it was founded in 2009, Pinterest has steadily and quietly captured the hearts of its users. In recent years, it seems GenZ and Pinterest specifically seem to really be a true match.
According to a 2023 report, the site registered a user satisfaction rating of 73 out of 100 points, surpassing LinkedIn, X (formerly Twitter), Instagram, and Facebook in terms of user approval. Why? Because the platform provides a more…relaxed… social media experience compared to the others. And that lane is working: Pinterest experienced a 7.5% growth in its user base between 2022 and 2023.
GenZ and Pinterest: 39% of User Base Women 18-35
You may be aware that Pinterest’s content revolves around creative inspiration – think DIY projects, lifestyle ideas, crafts, home décor inspiration, wedding ideas, and recipes. You may not be aware, however, that the largest share of Pinterest’s global audience is GenZ. As of January 2024, Pinterest’s most prominent user demographic consisted of women aged 25 to 34, representing 20.4% of the platform’s global audience. Additionally, over 19% of Pinterest’s user base belonged to women in the 18 to 24 age group.
While Pinterest is renowned for its home improvement and creative content, users are searching for much more. Beauty, travel, wellness, and dating-related topics are also highly popular on the platform. Imaginative hairstyles, hair colors, train travel, and travel photography dominate the top search queries. Furthermore, searches for “art journal therapy” and “writing therapy” highlight the unique content and artistic users that Pinterest attracts.
As Zoomers continue to seek alternative social media experiences, Pinterest is well-positioned to meet their needs. And one that is poised to keep growing, especially if TikTok’s audience wanes, or evaporates, with the looming ban.
