Pinterest Reports Slowing User Growth in Q2, More Engagement Among Younger Audiences

Pinterest has revealed its Q2 2023 efficiency replace, which reveals some regarding indicators for general platform development, although it’s rising, which is a constructive pattern.

First off, on customers. Pinterest added 2 million extra customers in Q2, taking it to 465 million month-to-month actives.

That’s Pinterest’s slowest development charge in a yr, although once more, it’s rising, which in itself is welcome information after the platform suffered a decline in utilization following the pandemic bump.

In Q1 2021, on the top of the COVID lockdowns, when everybody was looking for different purchasing choices, Pinterest rose to 478 million customers, earlier than sliding again over the following yr to 431 million. Since then, it’s been steadily regaining its footing, so whereas its development has slowed on this quarter, it’s sustaining an upward trajectory, although slower development will logically spook the market.

What’s significantly regarding on this respect, nevertheless, is that Pinterest is definitely shedding floor in its most profitable consumer markets. U.S. development has stagnated, whereas European utilization declined, with all of its new customers coming from the ‘Remainder of the World’ class.

Which simply doesn’t generate as a lot income for the app.

Pinterest is clearly reliant on the North American market, and whereas world enlargement will facilitate new alternatives, as you’ll be able to see in these charts, the income impression of such pales compared to its key facilities.

The truth that EU customers are seemingly shedding curiosity is a regarding signal, whereas Pinterest must see no less than some development within the US to spice up its income potential. It hasn’t elevated its US consumer rely for primarily a yr now, and that’s one thing that’ll come beneath extra scrutiny as analysts look to challenge the app’s future potential.

However proper now no less than, Pinterest is sustaining income development, posting a 6% year-over-year enhance to $705 million for the interval.

It’s regular, and it’s not going to blow anyone away. However together with cost-reduction measures, Pinterest is sustaining its margins, and rising its enterprise alternatives, which can see it maintain agency for now amid shifting market circumstances.

When it comes to utilization, Pinterest says that periods, impressions, and Pin saves all grew sooner than MAUs, which it claims is indicative of it ‘deepening engagement with our consumer base’. In different phrases, whereas Pinterest might not be including a heap of recent customers, these which can be utilizing the app are partaking for longer, and extra typically, so it’s in a greater place to monetize its most engaged viewers.

Although once more, you’d need extra of those customers to be within the U.S. and EU, however 465 million engaged buyers continues to be a really worthwhile viewers, which many retailers, specifically, can be excited by.

Pinterest additionally notes that it’s seeing stable development in utilization amongst youthful audiences:

“In Q2, Gen Z have been our largest contributor to general engagement development and the quickest rising cohort, rising double digits and accounting for a bigger portion of our general combine.”

That’s additionally a great indicator for future success, however a whole lot of that is projecting ahead, with the fast outcomes reflecting extra of a holding sample for the app.

Pinterest additionally says that it’s seeing engagement development in numerous key verticals, together with males’s vogue, autos, well being, and journey, once more highlighting expanded alternative.

Auto advertising and marketing has emerged as an even bigger focus for the app, in a distinct segment that many wouldn’t count on, and it’s value highlighting on this context, as Pinterest does see a whole lot of engagement in a number of verticals which can be exterior of its regular DTC focus.

So what do these outcomes recommend for entrepreneurs?

Pinterest stays a doubtlessly worthwhile consideration for a variety of manufacturers, and actually, it is advisable discover the app for your self to know your alternatives, and the way manufacturers in your area of interest are performing.

465 million customers is an enormous viewers, with a variety of pursuits, and you should utilize instruments like Pinterest Traits to get a deal with on what individuals are partaking with, and the way that pertains to your corporation.

It’s not exploding with new customers, and among the development numbers listed below are a priority. However with such an enormous group of customers coming to the app with purchasing intent, there are nonetheless vital alternatives for the fitting manufacturers.