Blogs: Social Setting / Social Media

Pinterest Reports Growth in Gen Z Users


While it might not be making headlines of late like such other social media platforms as X and Meta, Pinterest is reporting an uptick in usage.

On a CNBC appearance this month, Pinterest CEO Bill Ready told host Jim Cramer that the company is experiencing significant growth, particularly with Generation Z users.

“It was our best user growth quarter in more than two years,” Ready said on the show. “Gen Z is our fastest-growing cohort, and they’re engaging more deeply than prior cohorts.”

Cramer asked the CEO about Pinterest’s business capabilities, most notably its shoppable content. “More than half of the users on Pinterest say they’re there to shop, but the actionability on Pinterest was low,” Ready said. “As we’re bringing that shoppable content onto Pinterest, we’re finding that it’s really driving great engagement.”

Ready reported a more than 50% “year-on-year improvement in engagement with shoppable content as we’re bringing that shopping onto our main surfaces, and that accelerated quarter-on-quarter from 35% last quarter.” He continued: “So we really feel good about the user growth, the deepening engagement, and getting more inspiration-to-actionabilty—which is great for users and great for advertisers.”

For brands trying to reach the coveted Gen Z market, a report like this makes the case for Pinterest, particularly as shoppable content is growing there.

In other Pinterest news, the company recently announced a lineup of new safety features aimed primarily at protecting teenage users, though many of the features can be beneficial to all users.

Pinners age 16 and up will now be able to opt into a private or public profile—the former would prevent users from being discoverable by others on the platform. A private profile is the only option for users under 16, so younger teens can use the app without interference from unknown followers. Per the updates, all followers are being removed for users under the age of 16, allowing them to start fresh and decide who gets to follow and collaborate with them.

The new safety features are detailed on Pinterest’s blog.

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By: Brittany Siminitz

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