Pinterest reaches 661m users as visual search ads develop

Pinterest reported 661 million monthly active users in the third quarter of 2026, up 10% year on year, as it continued building its visual search advertising business. Revenue rose 12% to $1.174 billion.

The 29 October earnings release offers a useful scale check for retail advertisers. It does not establish that a particular store will reach more profitable customers, or that every advertiser can now use the company’s latest ad formats.

Growth differs by market

Pinterest reported 107 million monthly users in the US and Canada, up 4%, and 161 million in Europe, up 7%. Its rest-of-world audience reached 394 million, up 13%. Regional figures are rounded.

Revenue in the US and Canada increased 14% to $894 million, while European revenue was flat at $193 million. The regional differences matter when interpreting the global headline: audience growth and advertising revenue do not move at the same rate in every market.

Visual Search Ads were announced in September

In its 17 September product announcement, Pinterest described ads in search results and Pin closeups that link directly to advertisers’ websites. The format combines keyword relevance with visual discovery and supports lower-funnel objectives alongside Pinterest Performance+.

That announcement said a beta would become available to eligible advertisers across Pinterest ad markets in the following weeks. The Q3 results should not be treated as a fresh launch announcement or proof of universal account access. Check availability in your own account or with Pinterest before planning a campaign around the format.

What to test before adding holiday spend

Our recommendation is to separate the platform’s audience figures from your campaign forecast. Review product imagery, landing-page relevance and the markets you can fulfil, then define the sales and margin result a trial must produce. A larger platform audience alone is not evidence of incremental orders for your store.

If you already advertise on Pinterest, compare the eligible new placement with your existing campaign results using a clearly defined test. Keep the product offer and measurement window consistent enough to interpret the difference. Our BFCM checklist covers the checkout and operational checks to complete before sending more traffic.