Most social media platforms have devolved right into a community of bottom-feeders and rage-baiters. But in some way, Pinterest has stored its pleasure.
In response to Sprout Social’s 2024 content material technique report, greater than half of social customers consider Pinterest as “extra optimistic” than different platforms. When Invoice Prepared grew to become Pinterest’s CEO in 2022, he shared his imaginative and prescient for a kinder, more upbeat social network. His plan appears to be working—and it’s holding advertisers completely satisfied, too.
“Time spent properly”
For its survey, Sprout Social polled 4,500 social media customers throughout the U.S., U.Okay., Canada, Australia, and Eire. Of the respondents, 51% agreed that Pinterest was extra optimistic than different social media apps. Some 60% of Gen Z respondents mentioned they consider Pinterest as a extra optimistic platform.
In an e mail to Quick Firm, Prepared explains how Pinterest has optimized for a extra joyful interface. Its AI is programmed to prioritize inclusive content material, and it lets customers self-select what physique sorts are featured in search outcomes. The latter change fends off considered one of Pinterest’s persistent negatives: the prevalence of “life-style” content material that would promote disordered eating.
“A key distinction between Pinterest and different platforms is that we don’t optimize for time spent, however somewhat time spent properly—time spent on joyful, inspiring experiences,” Prepared writes. “We’re betting on hope, not hatred as the driving force of engagement on Pinterest.”
Pinterest’s lighthearted outlook additionally occurs to be a boon for advertisers. Research reveals that when shoppers are in a optimistic temper they’re extra prone to see the worth of a purchase order. If Pinterest makes its customers completely satisfied, they may very well be extra prepared to purchase. Higher but, social customers are open to elevated promoting on the app. Per Sprout Social’s report, 1 / 4 of respondents wished extra manufacturers to make use of the platform.
“Positivity is working,” Prepared writes. “Our platform has by no means been extra actionable and shoppable, individuals are coming to Pinterest extra and fascinating extra deeply, and advertisers are seeing outcomes.”
Can love conquer hate?
Evaluating Pinterest to different social platforms may be tough, given its small scale. Within the third quarter of 2024, Pinterest had 537 million month-to-month energetic customers; evaluate that to Meta, which had 3.29 billion each day energetic customers. However many customers have turn into more and more pissed off with the hatred flooding these extra standard apps.
Again in 2020, Pew Research Center polled common opinions of social media platforms. Some 64% of respondents agreed that that they had a principally adverse impact on the nation; 16% cited harassment and extremism; 7% reported “an excessive amount of negativity.” More and more research hyperlink social media utilization to opposed psychological well being outcomes like nervousness and melancholy.
Might Pinterest’s optimistic tilt place it forward of extra pessimistic opponents? That continues to be debatable. Don’t overlook what Facebook whistleblower Frances Haugen reported again in 2021: Hateful, divisive, and polarizing content material retains customers engaged.
Nonetheless, Prepared stays assured that Pinterest’s kinder outlook will push its enlargement. “Individuals are in search of alternate options to the divisiveness and toxicity in different on-line areas, particularly Gen Z, which is our largest and fastest-growing demographic,” Prepared writes. “Customers come to Pinterest with the intention to behave on their goals somewhat than partaking in knee-jerk reactions to ‘rage baiting’ content material as you would possibly see elsewhere.”