Net/Net: Pinterest is more likely to have episodic engagement than other social platforms. In recent years, engagement data from our surveys has been highly correlated with things like buying a new home, home improvement projects, and cooking at home (all Covid beneficiaries). As these activities have regressed in recent months to pre-Covid norms, PINS engagement has regressed along with it. Looking forward, though, PINS is one of the most trusted platforms among social media peers and has an ecommerce oppty with a user base that discovers products that they ultimately buy while on Pinterest. Users have specific purposes for engaging with Pinterest and do not feel that it can be easily replaced by other social platforms.
Some charts below highlighting interesting datapoints.