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MAU Comparison Among Facebook, Pinterest And Weibo

Social Media Stamped. Flickr Image.

This article keeps track of and compares the monthly active user metrics of social media companies such as Facebook, Pinterest and Weibo.

Companies such as Twitter and Snap do not publish monthly active user metrics.

Instead, they have the daily active user metrics which can be found on the following page.

Facebook defines its monthly active users or MAUs as registered and logged-in Facebook users who visited Facebook through its website or a mobile device or used its Messenger application, in the last 30 days as of the date of measurement.

Similarly, Pinterest defines a monthly active user as an authenticated Pinterest user who visits its website, opens the mobile application or interacts with Pinterest through one of the browser or site extensions, such as the Save button, at least once during the 30-day period ending on the date of measurement.

For your information, Weibo is a Chinese social media company that operates mainly in China but users around the world can use and share content on Weibo platforms.

Weibo operates in a similar way to Twitter in which any user can create, post, and share content on its platforms.

According to Weibo 2021 annual report, the company offers several products for users to express themselves on its platforms, including a post, an individual page, a story, top articles, Weibo Q&A, and Weibo Live Streaming.

Similarly, Weibo also publishes its monthly active user or MAU metrics and it is measured in nearly the same way as that of Facebook and Pinterest in which a user is counted as an active user when it logs on to the company’s social media platforms at least once on a monthly basis.

Therefore, most companies’ definitions of monthly active users or MAUs are quite similar.

That said, we will go ahead and do a quick comparison of Facebook, Pinterest, and Weibo’s monthly active users or MAUs to see how the numbers stack up to one another.

Let’s start with the following topics!

Wordwide or Global MAU

Facebook, Pinterest and Weibo's global MAU

Facebook, Pinterest and Weibo’s global MAU

* Worldwide MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* All companies’ MAU data are extracted from their respective financial reports or earnings releases published on their websites.
* Facebook’s worldwide MAUs do not include users on Instagram, WhatsApp, or other products unless they would otherwise qualify as DAUs or MAUs, respectively, based on their other activities on Facebook.
* Pinterest went public only in April 2019 and hence, the MAUs dated back to only fiscal 2018.
* All companies’ fiscal year begins on Jan 1 and ends on Dec 31.

Worldwide or global monthly active users include all users from all geographical regions.

That said, Facebook’s worldwide MAUs reached 2.9 billion as of fiscal Q2 2022, well ahead of Pinterest’s global 433 million MAUs reported in the same quarter.

Year over year, Facebook’s worldwide MAUs reported in fiscal 2Q 2022 represent a growth rate of 1.2% while Pinterest’s global MAU declined 4.6% during the same quarter.

On the other hand, Weibo’s MAU came in at 582 million as of fiscal 2Q 2022, up 2.8% from a year ago.

Since fiscal 2016, Facebook’s worldwide MAUs have been on a rise and have been growing at an average growth rate of roughly 10%.

Compared with Pinterest, the company reported a slightly better MAUs growth rate which averages 19% since 2018.

However, Pinterest’s global MAUs declined consecutively in 2 quarters since fiscal 4Q 2021 on a year-on-year basis.

While Pinterest has been able to grow its global MAUs at roughly 30% prior to fiscal 2022, its MAU growth rate has significantly slowed down in fiscal 2022.

Weibo (WB) also experiences a similar slowdown in its monthly active user growth rate since fiscal 2020.

For example, WB used to be able to grow its MAU at an average growth rate of nearly 20% prior to fiscal 2020 but that figure has dropped to only a low single-digit since fiscal 2021.

On average, Weibo reported an MAU year-on-year growth rate of only 5.5% in the last 4 quarters.

On a side note, Facebook’s MAUs are a significant figure as it represents nearly one-third of the world’s total population of 8 billion.

In other words, nearly one-third of the world’s total population logs on to Facebook at least once on a monthly basis.

Therefore, the number of people using Facebook is just enormous.

Similarly, the number of people hopping on Weibo’s platform on a monthly basis is also significant given that its user base comes mostly from China.

From the MAU figure of nearly 600 million, it represents half of China’s population of 1.2 billion.

Therefore, approximately 50% of China’s population hops on Weibo’s social media platforms on a monthly basis.

North America (U.S. & Canada) MAU

Facebook and Pinterest's North America MAU

Facebook and Pinterest’s North America MAU

* U.S. & Canada MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s U.S. & Canada MAUs do not include users on Instagram, WhatsApp, or other products unless they would otherwise qualify as DAUs or MAUs, respectively, based on their other activities on Facebook.
* Pinterest has only started publishing its U.S. & Canada MAU numbers in 2022.
* All companies’ MAU data are extracted from their respective financial reports or earnings releases published on their websites.
* Weibo does not break down its MAU data by region.
* All companies’ fiscal year begins on Jan 1 and ends on Dec 31.

If we look at the North American region alone, Facebook dominates the region with an MAU of 264 million as of fiscal 2022 Q2.

On the other hand, Pinterest’s North American monthly active users declined to only 92 million as of fiscal 2022 Q2, nearly 3X smaller than that of FB.

Facebook’s North America MAUs reported in fiscal 2022 2Q grew only 2% from a year ago.

For your information, Facebook’s MAU growth rate in the U.S. and Canada averages only 3% since fiscal 2018, suggesting a slowing user growth in the North American region.

On the contrary, Pinterest’s MAU in the U.S. & Canada declined by 8% in 2Q 2022 compared to a year ago.

Therefore, Pinterest’s MAU growth rate in 2022 was much worse than that of Facebook.

Prior to fiscal 2021, Pinterest’s MAU in U.S. and Canada grew significantly in a pre-pandemic world.

In a post-pandemic world after 2020, Pinterest’s U.S. & Canada monthly active users have been on a decline, illustrating the challenges the company is facing to retain users.

On the other hand, Facebook’s MAU decline in North America is sort of expected considering that the social media platform has existed for a decade and has already captured more than half of the entire population in the region.

But for Pinterest, it’s surprising to see a user decline in the U.S. & Canada when the platform is still relatively a young player in this region with less than 100 million of MAUs.

Europe MAU

Facebook and Pinterest's Europe MAU

Facebook and Pinterest’s Europe MAU

* Europe MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s Europe MAUs do not include users on Instagram, WhatsApp, or other products unless they would otherwise qualify as DAUs or MAUs, respectively, based on their other activities on Facebook.
* Facebook and Pinterest Europe MAUs include Russia, and Turkey.
* Facebook and Pinterest’s Europe MAUs are extracted directly from their financial reports or earnings releases.
* Pinterest has only started publishing its European MAU numbers in 2022.
* All companies’ fiscal year begins on Jan 1 and ends on Dec 31.

In terms of Europe’s monthly active users, only Facebook and Pinterest break down their European region MAUs.

Weibo does not separate out their Europe MAUs and instead, lumps them together with international figures.

Therefore, it can be said that Weibo’s European MAUs figures are insignificant.

That said, Facebook’s Europe MAUs reached 407 million in fiscal 2022 Q2, the first user decline for the company since 2017.

Year on year, Facebook’s Europe monthly active users dropped 3.1% in Q2 2022.

While the decline may be small, it was quite bad news for the social media platform.

Prior to 2022, Facebook’s Europe MAUs grew at a low single digit.

At 407 million monthly active users, Facebook’s European monthly active users represent more than half of the entire population in this region.

Similarly, Pinterest’s monthly active users in Europe also decline by a much worse figure, notably at 4.9% in Q2 2022, to 117 million.

Since 2021, the trend of a declining MAU in Europe has already started for Pinterest.

From a comparison perspective, Pinterest’s MAU for Europe was roughly one-third of that of Facebook.

Asia Pacific MAU

Facebook's Asia Pacific MAU

Facebook’s Asia Pacific MAU

* Asia Pacific MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s Asia Pacific MAUs do not include users on Instagram, WhatsApp, or other products unless they would otherwise qualify as DAUs or MAUs, respectively, based on their other activities on Facebook.
* Facebook’s Asia Pacific MAUs are extracted directly from its financial reports or earnings releases published on its websites.
* Facebook’s fiscal year begins on Jan 1 and ends on Dec 31.

Again, Weibo and Pinterest do not specifically break down their Asia Pacific MAUs.

Therefore, I figure that both companies’ Asia Pacific MAUs (excluding China) are not having a significant impact on the company’s results.

That said, Facebook’s Asia Pacific MAUs are the highest among all regions in the world, with 1.3 billion active users on a monthly basis.

This figure constitutes more than one-fourth of the population in the Asia Pacific.

Similarly, Facebook’s MAUs in fiscal 2022 Q2 were at a record high for the platform and represent a year-on-year growth rate of 3%.

Since fiscal 2016, Facebook’s MAU growth rate in the Asia Pacific averages around 14%, one of the highest among all regions in the world.

The record MAUs in the Asia Pacific and the significant user growth rate may suggest that Facebook’s growth story is still relatively intact in this region.

Despite the huge monthly active user base in the Asia Pacific, Facebook still managed to grow its MAU by double digits for this region.

Again, Facebook’s Asia Pacific MAU growth rate has been the highest compared to that of North America and Europe.

In short, Facebook’s future growth will depend on the Asia Pacific given the size of the population and the relatively low average revenue per user reported for this region.

International (Outside Of The U.S. & Canada) MAU

Facebook and Pinterest's International MAU

Facebook and Pinterest’s International MAU

* International MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s International MAUs do not include users on Instagram, WhatsApp, or other products unless they would otherwise qualify as DAUs or MAUs, respectively, based on their other activities on Facebook.
* Facebook and Pinterest’s International MAUs are extracted directly from their financial reports or earnings releases.
* Facebook and Pinterest’s International MAUs consist of users outside of the U.S. and Canada.
* All companies’ fiscal year begins on Jan 1 and ends on Dec 31.

Again, Weibo does not specifically break down its International MAU figures.

Looking at the chart, Facebook’s International MAU is much larger than that of Pinterest.

As of fiscal 2022 2Q, Facebook reported an International MAU of 2.7 billion while Pinterest has only 340 million monthly active users which were slightly over 10% of Facebook’s number.

On the other hand, Facebook’s International monthly active users were roughly 8X higher than that of Pinterest as of Q2 2022.

Facebook’s 2.7 billion International monthly active users reported in 2Q 2022 represents a year-over-year growth rate of only 1.3%.

In contrast, Pinterest’s MAUs outside of the U.S. and Canada declined by 4.0% in 2022 2Q, which was worse off than Facebook’s user growth rate.

At least, Facebook’s MAUs outside of the U.S. and Canada was still growing as of 2022 2Q compared to a decline for Pinterest during the same quarter.

Therefore, Pinterest’s International monthly active users growth has not only slowed down but declined in 2022.

Conclusion

In summary, Facebook’s MAU or monthly active users are far exceeding that of other social media companies, including Pinterest and Weibo.

Facebook’s global or worldwide monthly active users were 7X the size of Pinterest in fiscal 2022 Q2 and about 5X the size of Weibo in the same quarter.

Despite the size, Facebook’s worldwide MAU still grew 1.3% in fiscal Q2 2022 from a year ago.

In contrast, Pinterest’s global MAU declined by 4.6% in fiscal 2Q 2022 while Weibo reported the best growth rate among the 3 social media platforms, notably at 2.8% in the same quarter.

In North America, Facebook’s MAU grew 1.9% while Pinterest’s MAU declined the most at 8% as of fiscal 2022 2Q.

Similarly, Pinterest’s monthly active user growth rates in Europe and internationally came in at -5% and -4%, respectively, in fiscal 2Q 2022, compared to a growth rate of -3% and 1.3% for Facebook.

In short, Facebook’s monthly active users grew in the U.S., Canada, and Asian Pacific as of Q2 2022 and declined only in Europe in the same quarter.

On the flipped side, Pinterest’s monthly active users in Q2 2022 declined across all regions, including the U.S., Canada, Europe and internationally.

References and Credits

1. All financial figures in this article were obtained and referenced from financial statements which are available in the following links:

a) Facebook Investor Relations
b) Pinterest Investor Relations
c) Weibo Investor Relations

2. Featured images in this article are used under Creative Common Licenses and obtained from Nicole Yeary and Rosaura Ochoa.

Disclosure

The content in this article is for informational purposes only and is neither a recommendation nor a piece of financial advice to purchase a stock.

If you find the information in this article helpful, please consider sharing it on social media and also provide a link back to this article from any website so that more articles like this one can be created in the future. Thank you!

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