The vast majority of Pinterest's 291 million MAU come from outside of the US, and that international user base is also fueling growth: International users are up 29% YoY, compared with domestic, which are up only 6% from last year.
Pinterest's growing popularity in overseas markets is a positive indicator, and its next step will be to monetize those users. Even though 71% of Pinterest's users come from outside the US, 93% of the company's total revenue came from the US. Expanding the availability of its ad tools — particulary self-serve — should help Pinterest better monetize its international user base in the long term. Self-serve ad platforms have helped social companies like Snap and Facebook to scale advertising because they enable companies to broaden and diversify their advertiser base.
Pinterest is in the process of first calibrating its platform to new geographies, ensuring a smooth experience that will allow it to add and retain users it can eventually monetize. Pinterest's success has largely come from the fact that it excels when it comes to performance products — which aim to more directly drive purchases — which is rare when it comes to the self-serve ad business.
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