The number of monthly active users on Pinterest increased by 100 million in 2020. That’s a staggering number! And even more impressively its largest growth segment was with Gen Z.
In fact, in 2020 the number of pinners that were under 25 grew at double the rate of over 25's. For a platform that has built its reputation on topics such as home renovation inspiration, not TikTok videos, this is all the more stunning.
It also has many people asking – why does Gen Z love Pinterest?
Let’s find out…
First and foremost, Pinterest’s biggest draw for Gen Z pinners is fashion. Why is that?
Pinterest has always had a great advantage – its trends are ahead of the game.
This is what brings in the Gen Z crowds and has them buzzing about Pinterest and everything it offers. Pinterest is the perfect spot to find inspirational looks in seconds (mostly because it is a search engine, not a social media platform!).
The other key draw here is the breadth of fashion inspiration ideas on offer covering just about every style, look, design you can think of.
If you search for “recreating Pinterest Outfits” on YouTube then you’ll be bombarded with endless videos doing just that.
It’s not only on YouTube you’ll find this trend either – TikTok also has an endless supply of videos recreating Pinterest Outfits, and this new fad (which has been going strong for more than 6 months) has been driving Gen Z’s to Pinterest by the millions.
Pinterest still isn’t necessarily associated with video in particular, but with close to one billion videos being watched a day on Pinterest, they probably should be!
Pinterest knows this is a massive growth area for them, and one of the key drivers of Gen Z users, so they are putting a lot of focus (and cash) behind it.
After all, the rise of TikTok, Snapchat, and Instagram stories, shows very clearly that short video content is exactly what Gen Z are wanting to consume, and Pinterest is quickly positioning itself as another fantastic source of video content to devour.
Positivity and a community that feels supportive and authentic is not something to be scoffed at. Nurturing and promoting positivity is one of the core principles that has guided Pinterest over the years, and one area they have succeeded in.
Nearly nine in ten regular pinners would describe Pinterest as an 'online oasis', and Pinterest is putting even more behind driving this forward.
Their Creator Code and their investment into content creators, are all clear indications that positivity is something they are willing to double down on.
The response to this speaks for itself, with the massive growth in their user base (not just from Gen Z).
Pinterest is doing a fantastic job of positioning itself as THE source of positive inspiration for just about every aspect of life, from shopping to holidays, cooking to fashion and thousands more topics!
This stance has seen the Gen Z userbase grow massively, and the love for Pinterest from this key demographic shine across multiple social media channels. Long may this continue.