Unlock 60% Female, High-Intent Audiences Before 
the Competition Does

What’s Inside

1. Who are the users of Pinterest?
2. How are users interacting with Pinterest?
3. How are advertisers spending on Pinterest?

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DEMOGRAPHICS & VIEWERSHIP

Who are the users on Pinterest?

60% of Pinterest’s audience are female, making it the optimal social platform to
target women

Pinterest demographics

52% of Pinterest users are under the age of 35, offering a competitive, targeted social platform for young millennials

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TRAFFIC ON PINTEREST

How are users interacting with Pinterest?

Pinterest achieves the lowest traffic amongst social platforms, but has carved a niche for visual audiences looking for shopping and aesthetic inspiration

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Visit duration by social platform

Pinterest stands out as a desktop-first social platform, users spend 2.5x more time on the web browser than on the app.

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Pages per visit by social platform

Pinterest users are visiting fewer pages than other major social platforms

• Fewer pages doesn’t mean less value. Pinterest users could find what they’re looking for faster, making them ideal for bottom-funnel campaigns and 
product discovery
• Pinterest isn’t designed for endless consumption, ads stand out more on Pinterest than high-scroll platforms

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AD SPEND ON PINTEREST

How are advertisers spending on Pinterest?

Of the advertisers that spend on Pinterest, other platforms are winning the majority 
of ad dollars

• YouTube wins more ad dollars from the same advertisers, but Pinterest offers a less saturated platform with more whitespace opportunities to stand out.
• Pinterest captures similar ad spend to TikTok and Instagram, two social platforms associated with the young Millennial demographic.

Pinterest ad spend by sector

The top sectors spending on Pinterest are the Retail & Ecommerce and Consumer Goods sectors, representing 59% ($1.5B) of advertisers on the platform

Mass-market retailers like Walmart and Shein are utilizing Pinterest to turn inspiration into sales by meeting consumers in adiscovery mindset

Top Advertisers in Retail & Ecommerce:

• Target: $126M | $3.96 CPM
• Walmart: $52M | $4.28 CPM
• Shein: $33M | $3.79 CPM
• Temu: $24M | $3.80 CPM
• Kroger: $20M | $4.74 CPM

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Pinterest ad spend spotlight retail & ecommerce

Target sees Pinterest as acore advertising channel,spending nearly half (46%) ofits social advertising budget on the platform

• Target has accumulated over 4.8M followers on Pinterest, curating popular boards for Outfit Inspiration, Top Accessories and Who, What, Wear to engage Pinterest’s women’s fashion audience.

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Target is running a mid-funnel campaign to encourage Pinterest shoppers to consider buying Apple audio products through its Pinterest catalogue, directing users to its ecommerce store front.

• Impressions: 164M
• Spend: $621K

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Walmart is targeting parents on Pinterest with a mid-funnel ad to promote their Walmart+ loyalty program. The landing page takes users to access an exclusive promotion for trial access to Paramount+ streaming services.

• Impressions: 92M
• Spend: $746K

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Shein is running over 80K ads for fashion products, each with a spend under $60K. Pinterest’s Director of Strategy claims consumers can’t always tell the difference between content and ads on Pinterest - Shein is strategically placing its product ads to leverage this from the platform.

• Impressions: 15M
• Spend: $55K

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Pinterest ad spend by sector

Consumer Goods brands are leveraging Pinterest’s audience demographics to target women with ToFu product awareness

Top Advertisers in Consumer Goods:

• Huggies: $19.7M | $4.52 CPM
• Neutrogena: $19.6M | $4.53 CPM
• McCormick: $11.3M | $4.07 CPM
• Dove: $11.0M | $5.94 CPM
• Baileys: $10.9M | $4.54 CPM

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Pinterest ad spend spotlight consumer goods

Beauty brands Neutrogena and Aveeno allocate over 79% of their 
ad budget to Pinterest

• Pinterest’s top trends include women’s nails, outfit ideas and hairstyles. Beauty product advertisers are leveraging the audience’s interest in beauty and fashion to target this segment.

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Pinterest ad spend spotlight 
consumer goods: alcohol

Alcoholic beverage advertisers choose Pinterest as their preferred social platform

• Of the top 5 alcoholic beverage advertisers, at least 90% of the ad spend was directed towards Pinterest.
• Alcohol brands are likely increasing their ad spend on Pinterest because users frequently visit the platform for drink recipes and hosting inspiration, making it a natural environment for alcohol-related content that aligns with user intent.

Top Alcohol Beverage Advertisers:
Pinterest Ad Spend | % of Total Social Ad Spend

• Baileys: $10.9M | 86%
• Sun Cruiser: $7.8M | 90%+
• Hendrick's Gin: $5.9M | 90%+
• Jameson Whiskey: $4.4M | 86%
• Malibu Drinks: $2.7M | 90%+

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Huggies is using top-funnel display ads to reach new parents when they’re seeking lifestyle inspiration through nursery boards and baby product searches. Pinterest found 80% of moms are on their platform, making it an ideal platform for baby and parent-related products.

• Impressions: 966M
• Spend: $3.6M

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Neutrogena is tapping into Pinterest’s beauty-conscious audience to build brand awareness at the top-funnel.

• Impressions: 261M
• Spend: $989K

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McCormick is targeting family cooks with ToFu brand awareness for
easy-prep meal solutions.

• Impressions: 135M
• Spend: $508K

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Pinterest ad spend by sector

Consumer product brands are utilizing Amazon’s DSP through Pinterest to drive sales to their Amazon store fronts

• Amazon is directing digital ads on behalf of other advertisers to Pinterest through its DSP, allowing brands to reach Gen-Z and Millennial women.

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The highest spend advertisers on Pinterest through Amazon’s DSP are running non-branded MoFu and BoFu ads with landing pages that lead directly to Amazon’s Pinterest page

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Want to Unlock Pinterest’s Untapped Value?

We can help you:

• Identify overlooked opportunities on Pinterest: Pinterest may be smaller than other social giants, but it’s built for discovery. We’ll help you tap into its high-intent audiences especially Gen Z and Millennial women at the perfect stage of 
their journey.
• Create ads that feel native to Pinterest: From shoppable pins to inspiring boards, we’ll show you how to craft campaigns that inspire action and stand out in a scroll-heavy feed.
• Stretch your ad spend further: Pinterest isn’t about mass reach; it’s about precision. We’ll help you optimize spend, test creative efficiently, and maximize performance across the platform
• Outsmart your competitors: See who’s really investing in Pinterest, where they’re spending, and how they’re winning so you can jump into the whitespace before they do.

Or, tell us your goals and we’ll craft a Pinterest strategy playbook built on real data, not guesswork.

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Who is RightMetric?

A strategic insights partner combining audience, content,and channel research to provide mission-critical intelligence to marketing strategists.

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APPENDIX‍

Our Data Sources.

We’ve partnered with 25+ of the world’s best marketing data sources, some of which are shown to the right.

Why this matters:

To accurately identify and understand trends, we need holistic data sources that cover all relevant channels on the internet. Observation isn’t enough to come to robust conclusions. Empirical data must be part of the process. For a deeper dive into our source data — which underpins the findings of this report— check out RightMetric’s “Our Data” page.

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