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Pinterest Surpassed Snapchat as No. 3 Social Media App in the US and Will Stay Ahead

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<b>Pinterest</b> Surpassed Snapchat as No. 3 <b>Social</b> Media App in the US and Will Stay Ahead thumbnail
Pinterest surpassed Snapchat as the third-biggest social media platform in the US in 2019, and it will continue to stay ahead in the coming years, according to our latest social user estimates.

In 2018, Snapchat edged Pinterest out slightly with 75.8 million users compared with Pinterest’s 75.5 million, despite the former having lost users due to a major redesign. The messaging app rebounded in 2019 with 80.2 million users after rolling out a successful Android app and introducing new virtual reality filters. But, in 2019, it was still surpassed by Pinterest, with 82.4 million users, after the visual platform had a successful year and IPO in April.

Pinterest saw 9.1% growth in 2019, a revision from our previous estimate of 4.3% growth. This year, it will have 86.0 million users, compared with Snapchat’s 83.1 million. The gap between the two platforms’ user bases will continue to grow through the end of our forecasting period in 2023.

“While Snapchat has a young core audience that it caters to, Pinterest has a more universal appeal, and it’s made significant gains in a wide range of age groups,” eMarketer junior forecasting analyst Nazmul Islam said.

Pinterest’s users are more evenly represented across all age groups as a percentage of the general population, while Snapchat’s are much more skewed in the younger age groups.

Pinterest’s users will make up 41.1% of all US social network users in 2020, similar to Snapchat’s 39.7%. For this metric, we expect Snapchat to remain flat in 2021, but Pinterest will gain share slightly.

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PINTEREST

Pinterest to give special attention to ‘trustworthy’ retailers

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Retailers deemed worthy by Pinterest will receive extra promotion on the site.

Pinterest is launching a verified merchant program it says will help users “discover and buy from trustworthy brands.” Retailers that are accepted into the program will have their products eligible for distribution within dedicated Pinterest shopping features such as Shop the Look pins or related product carousels.

Verified merchants will get “Verified” badges on their profile and product pins. Their product pins will also show product availability and pricing info. Other front-end benefits will include a special shop tab on their profile that makes it easier for users to see what they sell.

On the back end, verified merchants will receive early access to our the Pinterest insights tool, which helps measure the total sales impact of paid and organic pins.

According to Pinterest, 97% of the top searches on the social media platform are non-branded and 83% of Pinterest users have made a purchase based on content from brands on the site.

Pinterest is rolling out its verified merchant program as part of a broader push to become a full-fledged e-commerce site. In July 2019, the visually-oriented social network began offering personalized shopping hubs at the top of users’ home feeds, as well as an updated shopping section allowing users to browse entire product catalogs and click directly to the checkout page on the retailer’s site if they would like to purchase a pinned item.

In March 2019, Pinterest rolled out “Shop a brand,” a new dedicated section from retailers beneath product pins. Pinterest is also now offering personalized shopping recommendations alongside style, home, beauty, and DIY boards.

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PINTEREST

Pinterest now has 335 million active users, crosses $1 billion in revenue for 2019

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There have been social media platforms that are much-talked about while there are other platforms which go under the radar quite a lot. Most of the times, we have a perception that the platforms that are not in the news might be struggling or the user engagement might not be great there. However, we see reports afterwards regarding those platforms which open our eyes regarding the popularity they possess. One such platform, and the best example we can take of an underrated platform, is Pinterest.

If you have never heard of Pinterest which is quite possible, it is similar to Instagram in a way that it is also an image-sharing platform. On Pinterest, people share images and even add links to sources of those webpages. People can then interact with the media shared on interact and even go to the source and become aware of other websites. There was also an interesting story regarding Pinterest where a leaked document revealed some ambitious targets from the platform.

As per that document, Pinterest expected to have monthly active users to 329 million by 2018. However, the more ambitious part was its revenue target where it was expecting $2.8B by the end of 2018. Now, we have Pinterest’s figures for 2019 and the ambitious targets from Pinterest have been achieved in one department, monthly active users. Yes, Pinterest has just revealed that the platform serves 335 million monthly active users which is what it planned to achieve by 2018.

However, the revenue for them is still quite far but they have still crossed $1 billion in revenue last year. It is worth noting that Pinterest saw a growth of 26% in monthly active users year-on-year and there is no particular reason as to why that happened. Pinterest is a platform popular in European countries such as UK, Germany, France and Italy and it is also similarly popular in the US.

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PINTEREST

Pinterest Publishes New Update on Employee Diversity and its Impacts on Product Decisions

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Pinterest has this week released a new update on its efforts to employ a more diverse and inclusive range of people within its organization, and the impacts that those efforts have had on its product decisions. 

As explained by Pinterest:

“It’s hard to feel inspired when you don’t feel represented – online or in your workplace – and research shows that diverse teams make us more creative, diligent and hard-working. When we are building products, a team of people with different backgrounds enables us to think through products, policies, and safety from all angles (for instance, how products could be abused or how they could unintentionally impact a community).”

Pinterest has set a range of targets on staff diversity, and it says that, for the most part, it’s now meeting those aims:

  • We wanted to increase hiring rates for full-time women engineers to 25% and surpassed it with a new high of 27%
  • We wanted to increase hiring rates to 8% underrepresented* minority engineers and exceeded it at 9%
  • We wanted to increase hiring rates for underrepresented minority employees across the company (business and product) to 12% and exceeded it at 14%

Pinterest hiring rates 2019

This increased focus on diversity has lead to some significant, inclusive product developments, including improved user wellbeing policies, the creation of a gender transition guide for organizations, and the implementation of a ‘skin tone’ search qualifier to hone in on more relevant search results.

Pinterest skin tone qualifier

In a more progressive, inclusive online world, Pinterest is looking to lead the way in showing how expanding your employee perspective can lead to a more beneficial, supportive and welcoming situation – both for the employees themselves and for those utilizing your services. The outcomes listed here highlight exactly what that looks like in practice, and as the world becomes even more connected, such initiatives will only increase in relevance.

You can read Pinterest’s full ‘Diversity Report 2020’ update here

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