Don’t underestimate the power of Pinterest to get to a big pool of targeted users. Pinterest has reached a new milestone, now reporting more than 250 million monthly active users.
“If Pinterest were a country, we’d be the fifth largest in the world!” Jon Kaplan, the company’s head of global sales, wrote in the announcement.
More than half of Pinterest users are located outside of the United States, with 80 percent of new sign-ups also coming from outside of the country. The company also said it now has 175 billion pins, up 75 percent over last year.
Pinterest, which has remained relatively tight-lipped with advertising and user numbers, said it had 150 million users almost two years ago. In April, it reported 1.5 million businesses were on the platform and that it had experienced a 50 percent year-over-year increase in small-to-midsize business advertisers.
The company’s growing monthly user base will likely help with its efforts to attract more brands, and Pinterest has been rolling out a number of new perks for advertisers and businesses on the platform. Last month it released wide-format Promoted videos to all advertisers, and in April it launched enhanced business profile pages.
Pinterest has also reorganized its consumer product and ad teams after its head of products left the company earlier this year. Today, Pinterest’s consumer product and ad product divisions are combined into a single group led by Senior Vice President of Product Lawrence Ripsher. These changes came two months after the company appointed Francois Brougher as its first-ever chief operating officer.
As far as social apps go, Pinterest still lags its major competitors when it comes to user numbers. Facebook sees 1.4 billion daily active users (1.2 billion of which are outside the U.S.), and Instagram hit 1 billion monthly active users in June. Twitter may be the closest to Pinterest in MAUs, reporting 335 million monthly active users in July.
Snapchat did not release global monthly active user numbers during its last earnings report, but it did say it has 100 million monthly active users in the U.S. and Canada alone. That would put it ahead of Pinterest’s monthly active users based on user trends from other social networks where the majority of MAUs are outside of the U.S.