What Is Pinterest Used For in 2024?

Pinterest does not have as many users as other social media platforms, like Facebook or Instagram. But its expanding user base and popularity, especially among young adults, still make it an attractive platform for businesses to market on. To do that, brands need to first understand the top uses of Pinterest, as it will allow them to fine-tune their growth strategy to reach new buyers.

What is Pinterest used for: Survey results

Uses of Pinterest	Percentage of users who list it as a reason they use Pinterest
1. Follow or research brands and products	37.0%
2. Look for funny or entertaining content	20.8%
3. Post or share photos or videos	14.6%
4. Keep up to date with news and current events	13.9%
5. Message friends and family	6.3%

What is Pinterest used for: top five uses of Pinterest

So, why do people use Pinterest?

1. Follow or research brands and products (37%)

According to recent data, following and researching brands and products is the top reason people use Pinterest. More than one-third (37%) of active Pinterest users (of which there are close to half a million) list it as a reason they use the platform. Coupled with other Pinterest statistics suggesting that most users are on the social network to seek inspiration, with home design being the most sought-after category, businesses in this sector should certainly be present on Pinterest to increase brand awareness.

2. Look for funny or entertaining content (20.8%)

Second on the list of the top Pinterest uses is looking for funny and entertaining content. More than one in five (20.8%) active Pinterest users say it’s why they’re present on the social media platform. That said, the same data shows that Pinterest isn’t consumers’ preferred social network for entertainment. This honor belongs to TikTok—around 80% of TikTok’s user base (currently at 2 billion worldwide) use it to satisfy their entertainment needs.

3. Post or share photos or videos (14.6%)

Sharing media like photos or videos also ranks among the top uses of Pinterest. 14.6% of its users name it as a reason they are on Pinterest. Another study shows that consumers aren’t the only ones posting on Pinterest. Annual ad revenues from companies promoting their products and services on Pinterest have been rising since 2017, and are expected to hit $3.7 billion in 2024. By 2027, this number is forecast to be $5.1 billion.

4. Keep up to date with news and current events (13.9%)

Staying up to date with news and current events is also a popular use of Pinterest, according to its users. 13.9% of them say it’s why they use the social network. This statistic shows that while Pinterest is traditionally known for its visually heavy content and inspiration-driven posts, it can also sometimes serve as a news source. This is useful for users who enjoy consuming news in more visual formats.

5. Message friends and family (6.3%)

Keeping in touch with friends and family via in-app messaging is the fifth most popular reason people use Pinterest—6.3% of its users list it as a motive for being on Pinterest. This function allows users to share their favorite pins, boards, or inspiration directly with their loved ones, facilitating communication around shared interests or collaborative projects. For instance, users may use Pinterest messaging to plan events or exchange design ideas.