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Pinterest and LinkedIn get top marks on social media trust report card: Research reveals users have low confidence overall in platforms鈥� ability to safeguard their information.

Gen Z is Pinterest鈥檚 largest and fastest-growing demographic, according to the platform. To cater to its younger consumers, Pinterest is focusing on inclusivity, search, and AI-powered curation. Here are five key stats from a recent Pinterest report on Gen Z and what they mean for brands trying to reach Gen Z consumers across digital channels.

Gen Z continues to drive Pinterest growth. Gen Z has been adopting Pinterest at faster rates than any other generation for the past decade, growing by nearly 9 million users between 2019 and 2024. Meanwhile, millennial users (who make up the largest share of the platform) grew by less than 1 million.

More ZZZs: Pinterest claims its annual predictions, based on its trove of search data, boast an 80% accuracy rate. In 2025, it expects the 鈥渇isherman aesthetic,鈥� 鈥渘esting parties,鈥� 鈥渃haos cakes,鈥� and more to be all the rage. Gen Z is a key demographic for Pinterest; according to the platform, 65% of its 2025 priorities are driven by Gen Z.

As AI has evolved over the past few years, Pinterest has leaned heavily into the tech to create a more curated, relevant user experience.

鈥淥ver 50% [of users] say they view Pinterest as a place to shop,鈥� said Pinterest CEO Bill Ready. 鈥淵et we haven鈥檛 made it easy for them to shop historically, as shoppable content was not integrated into core experiences.鈥�

For Gen Z, music festivals like Coachella or Stagecoach aren鈥檛 just about the music鈥攖hey鈥檙e about self-expression. Because of how closely Gen Z links festivals and fashion, apparel brands like Pascun are using the events to connect with the young festivalgoers. And Pinterest is tapping both online and on-site activations for Coachella.

Pinterest tests integrating Shuffles content into the main app, starting with shopping: This move is part of a broader strategy to become a one-stop-shop for visual inspiration and online shopping. (This article was written with the assistance of ChatGPT.)

Shoppable media is gaining momentum as brands look for ways to narrow the gap between discovery and purchase. Just this month, Pinterest, NBCUniversal, Meta, and Yahoo announced shoppable media updates. From AI to QR codes, we dive deeper into these developments and why they may give companies an edge.

On today's episode, we discuss how UGC can build trust, how measurement and marketing drive product strategy and being authentic to the channel you鈥檙e marketing on. "In Other News," we talk about what Twitter鈥檚 new round of layoffs mean for the social platform and how Pinterest has been getting on as of late. Tune in to the discussion with our analyst Jasmine Enberg and Jon Oberlander, CEO at Ampush / EVP Social at Tinuiti.

鈥淭he beauty of a clean room is that it's a privacy-centric way for CVS to share data from its 74 million Extra Care members and for us to share the data from our 498 million users, and end up with a repository of powerful, completely anonymized first-party data,鈥� said Carrie Sweeney, VP of retail at Pinterest. 鈥淭hen we can connect our users with targeted ads without sharing any of their personal data, just as CVS can on its website.鈥�

On today's episode, we discuss why Snap's growth continues to stall, what to make of their TikTok-esque short form video feed Spotlight, and what to expect from the company in the second half. "In Other News," we check in on Pinterest and discuss the most interesting trends in social media usage by generation. Tune in to the discussion with our analyst Jasmine Enberg.

On today's episode, we discuss how we should feel about Amazon's online sales being flat, how its ad business was able to have such a good quarter, and why the company has yet to find a mass grocery format worth expanding. "In Other News," we talk about how Pinterest has been doing and just how popular self-checkout is. Tune in to the discussion with our analyst Blake Droesch.

On today's podcast episode, we discuss whether Amazon's online sales business glass is half full (or half empty), if you should advertise on Amazon without selling there, and how much offering primary care to Prime members can move the needle. "In Other News," we talk about Bed Bath & Beyond's marketing, its comeback, and why Pinterest beat everyone's expectations. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Zak Stambor.

Further back, X (formerly Twitter) and Pinterest each have around 4 million Gen Z users. But neither will upset the status quo, with X set to see user numbers decline starting in 2025. In the top tier, TikTok is gaining fastest. The incumbents, Snapchat and Instagram, have been staples among Gen Z users. However, video-first TikTok appeals to their digital video tendencies.

And other platforms such as Pinterest, Reddit, and LinkedIn will grow their ad businesses by at least 12% each year through 2026. But Meta will still dominate the social network advertising market with a nearly 75% share in 2024. Index of Benchmarks.

Mercado Libre, Amazon, and Meituan are ecommerce companies; Reddit, TikTok, Instagram, and Pinterest are social media companies; and Kuaishou is essentially both. Roku and Spotify will be the only outliers on the list of fast growers in 2025. It is worth noting, however, that we do not yet have a projection for worldwide Netflix ad revenues, which would likely rank highly in the above chart.

Meta, YouTube, and Pinterest are among the most obvious beneficiaries. Amazon, Walmart, and other retailers would also absorb shoppers, especially as their strategies have become more social. But shoppers looking for the cheap, quirky products TikTok Shop is known for would migrate to other China-based retailers like Temu and Shein. Click here to view the full forecast for US social buyers.

Consumers鈥� lack of confidence in social buying has pushed some companies鈥攍ike Meta and Pinterest鈥攖o focus more squarely on shopping ads and other forms of shoppable content rather than pushing shoppers to transact on their platforms.

Earlier this month, Pinterest hosted its Pinterest Predicts pop-up event, a showcase in New York City combining trends, predictions, photo ops, and shoppable displays. The pop-up offered insights into what experiential social commerce can be, and how brands can offer retail experiences without needing to stock products.

The vast majority (96%) of Pinterest searches are unbranded, said Brittan Bushman, Pinterst鈥檚 director of strategy, during a session at Advertising Week New York 2023. This means that consumers turn to Pinterest to learn what kinds of products are out there, unlike traditional search engines like Google, where they go to refine their search for something they already know exists.

Sometimes two is better than one. Especially when trying to capture consumer attention in a world of seemingly endless options. Here are four retail partnerships we think could occur in 2024, ranked from most likely to happen (e.g., Pinterest and Ikea) to least likely (e.g., Chewy and Blue Apron), and why we think they make sense.

Social buyer penetration is climbing rapidly at TikTok. In the US, the app has already outpaced Pinterest by this metric, per our forecast. By the end of 2023, it will beat Instagram and tie with Facebook.