What is Happening?

There are now more than 5 billion searches on Pinterest every month (vs 3.5bn on Google every day).

Pinterest helps users discover recipes, home ideas, style inspiration and other ideas to try. And has seen searches for outfits, vacations, and home renovations reach all-time highs.

Pinterest reported its total search volume in 2016, when it was facilitating 2 billion searches every month. That means Pinterest has increased its search volume by 150% over the last five years.

Insights:

• ⚡ 5 Billion searches every month
• 👨‍👩‍👧‍👦 478 million users
• 🔎 Searches by Gen Z has increased 31% YoY
• 📈 Product searches have grown more than 20x YoY

Search activity is also shifting as a result of the pandemic. Last month searches for “dream vacation destinations” were  up 13x. While “luxury vacation” searches were up 6x.

What Does it Mean?

Search engines like Google are great when you know what you’re looking for. But the internet also needs tools to help you explore.

Pinterest is continuing to develop its product through image search and object recognition. Which has allowed them to expand the performance of their shoppable Product Pins.

💡 For brands, diversification of how you acquire new customers is a good thing. Having different ad buying platforms gives you more options on how to optimise for performance. It also reduces the risk from being reliant on a single platform.