Pinterest is attempting to additional faucet its reputation as a spot to plan occasions, this time including methods for customers to collaborate throughout boards which are baked immediately into the app.
Group boards may have their very own designated feed, the place customers will have the ability to talk with others collaborating on that board and in addition get updates on new member additions or added pins. There are additionally the opposite typical social buildings you’d count on on an app as of late, together with @-mentions or liking feedback. It’s one other step to get individuals onto Pinterest and sticking round as they give the impression of being to plan occasions, and create extra methods to make the platform increasingly more sticky. It’s additionally one other quality-of-life enchancment that Pinterest appears to have wanted for fairly a while.
It’s these sorts of occasions — weddings, events and others — that propelled Pinterest initially to develop into one of many bigger social networks within the early 2010s. The firm late final 12 months stated it had more than 200 million monthly active users, which whereas small in comparison with the likes of Instagram or Facebook, serves as a hub for a unique sort of consumer conduct than you may discover on these different platforms. The majority of the content material on Pinterest is high-resolution merchandise from companies, the place individuals will seek for or save these merchandise as they give the impression of being to plan future life occasions.
Pinterest has tried to place itself as the most effective methods to find new concepts, whether or not that’s stumbling upon one thing in a major feed or discovering one thing via looking. Over time, it’s added increasingly more instruments to attempt to get individuals to return again extra repeatedly, and if it continues to enhance these advice engines, it could actually proceed to run that suggestions loop and maintain customers increasingly more connected to the platform. Adding a type of mild social strain from mates which are sharing concepts and in search of suggestions is a method to try this, along with it usually being helpful.
All that’s good for its pitch to advertisers as properly. Pinterest, along with attempting to cater to that distinctive sort of consumer conduct, can also be attempting to promote itself to advertisers as a platform the place they’ll attain potential clients via methods they wouldn’t have the ability to with major promoting channels like Facebook or Google. By making the platform extra sticky, it could actually return to these advertisers and supply them higher engagement metrics and present that customers stick round and are paying nearer consideration to content material on Pinterest, which might in flip drive that extra worth to advertisers.