Pinterest active users are declining! At least that’s what the Q4 2021 report says.
As you can see above, Pinterest’s monthly active user count has fallen from 478 million at the start of 2021, to 431 million now, a decline of 47 million active users throughout the year.
And Pinterest has made a more concerted effort to win over more users, and capitalise on its growth momentum, as reflected in its ‘Sales and Marketing’ spend.
But then again, its revenue figures did improve on the back of increased interest from retail advertisers leading into the holiday period.
What Pinterest has to say –
“In addition, lower search traffic (driven by Google’s algorithm change in November) negatively impacted our MAUs on a year-over-year basis. In fact, we believe lower search traffic was the primary reason for the sequential decline in MAUs from Q3 to Q4 in both the US and international markets.”
Could it be that Google’s punishing a potential competitor, or using its update as a reminder for Pinterest to stay in its lane and not push too hard on siphoning off search traffic?
Let’s see ow this shapes out for Q1 2022 for Pinterest.
Read the full report on Pinterest Active users declining here.
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