James Paul 
This March, Pinterest celebrates the fifteen years of its launch. A long path has since been traversed by the platform, which claims more than 550 million monthly active users in 2024, including 17 million in France. A resounding success but more discreet than other internet giants, which is explained by a very well licked strategy at a time when users are in search of serenity.
An infinite source of inspiration
Far from the codes of classic social networks like Instagram or Tiktok, where commitment is based on interactions and the quest for visibility, Pinterest is distinguished by a more pragmatic approach. Here, no quest for likes or comments to monitor. Users do not seek to accumulate subscribers, but rather to collect images and videos according to their centers of interest.
In this logic, Pinterest is above all a space dedicated to creativity and imagination. Whether for the decoration of an interior, the organization of a wedding, the development of a clothing style or the learning of an artistic technique, the platform serves as a personalized visual library.
Users can structure their desires and projects there. This ability to compile images according to specific universes makes it a popular tool both by artists and by DIY lovers, by making a real pillar all forms of creative projects.
A audience that has diversified
Formerly considered a space largely dominated by a female audience with more than 80 % of users in its early days, Pinterest gradually widened its horizon. Today, the platform sees its distribution balanced, with 67 % of women among its users.
And if the service has seduced the younger generations, in particular the 18-24 year olds who today represent 40 % of its users, it also remains prized by older audiences.
Teenagers build their visual universe there, while seniors find there a source of inspiration for their leisure and personal projects. This diversity of age and interest contributes to the singularity of the platform, which manages to reach various profiles while retaining its DNA.
A soothing digital space
Conversely of immediacy and virality, Pinterest offers a serene experience. Exit the infinite scrolling of imposed content, the platform is based on a visual search engine which personalizes the recommendations according to the centers of interest of each user.
An approach that limits exposure to anxiety or polemical content. We come above all to be inspired, organize our ideas and explore visual universes, without fear of judgment or the gaze of others
An increasingly refined e-commerce strategy
Over the years, Pinterest has been able to transform its huge visual library into a commercial lever. The platform has gradually integrated features facilitating purchase, allowing users to directly acquire products identified in their inspiration tables.
This development has accelerated with the boom in targeted advertisements and strategic collaborations, in particular with Amazon, which strengthens the shopping offer on the application.
Where Pinterest was formerly distinguished as a simple tool for cooking images, he establishes himself today as a major actor in e-commerce. The platform is focusing on a fluid and integrated shopping experience, where product suggestions align with user desires.
A strategy that seduces brands and confirms Pinterest in its economic model, by capitalizing on its gateway role between inspiration and consumption.
