Peeling The Pinterest Onion - BrainJuicer
Peeling The Pinterest Onion - BrainJuicer
Peeling The Pinterest Onion - BrainJuicer
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<strong>Peeling</strong> <strong>The</strong> <strong>Pinterest</strong> <strong>Onion</strong>Tom Ewing, <strong>BrainJuicer</strong>1
Ain’t No Party Like An S Curve PartyAstonishinggrowth, hugecoverageFlatter growth (still a Top40 site worldwide)2
But It’s Not Just Ordinary People Who Are Interested…3
Lots Of Different Copying Going OnContent on <strong>Pinterest</strong>– “My inspirational poster got 50repins!”Using <strong>Pinterest</strong>– “I just joined <strong>Pinterest</strong>, all myfriends are on it.”Behaviour on <strong>Pinterest</strong>– “You’ve got a board for fashioninspiration? That’s a great idea”<strong>The</strong> Buzz Around <strong>Pinterest</strong>– “I just got sent an article about<strong>Pinterest</strong> – it’s grown by 4000%!”4
DECISION
Content On <strong>Pinterest</strong>6Date
<strong>The</strong> Layout8
Boards: <strong>Pinterest</strong>’s Secret Killer App? Boards reduce the social cost of sharing. So the ratio of sharing (repins) to likingis higher on <strong>Pinterest</strong> than anywhere else.9
Using <strong>Pinterest</strong>10Date
So Why Did It Spread?“Women appeal!”“It’s about discovery not search!”“It’s individual not social!”“People saw other“Organizing people things using is it, appealing!”“It emphasises copied them… pictures!” andworked out why“<strong>The</strong>re’s no flaming or socialpressure!”later!”“It’s easy to use!”“It grew organically!”11
A Post-Facebook Social Network Many of the fast-growing newer communities of interest use Facebook as alaunchpad.12
Communities Of Friendship <strong>The</strong> anthropologist Mimi Ito hasidentified two distinct kinds –communities of friendship andcommunities of interest – withdifferent cultures Ito: “People you went to school with…versus people you wish you went toschool with” Communities of friendship – Facebookor local equivalents - account for thebulk of social media activity Strong links to offline social groups Documenting lives and experiences asthey happen. Tend to a monopoly.
Communities Of Interest Most of the post-Facebook success stories are communities ofinterest Content-sharing and creating networks Cohere around themes or topics: online connections as valuable asoffline Emphasis on creativity, sharing, commenting. Documenting interests and aspirations. Tend to a proliferation of niches.
Behaviour On <strong>Pinterest</strong>15Date
<strong>The</strong> Culture Of <strong>Pinterest</strong> <strong>The</strong> most popular pinned word? “Love” <strong>The</strong> most repinned words? “Recipe” and “Chicken” Distinct cultures emerge within any social network. <strong>Pinterest</strong> is unusual for the degree to which it’s shaped these in itsuser design…16
Fun!17
Fast!18
Easy!19
<strong>Pinterest</strong>: <strong>The</strong> Hype22
And so this happened…Source: Mashable, February 201223
<strong>The</strong> <strong>Pinterest</strong> News Cycle24
A comparison point…#38 Global website“Organise and share thingsyou love”Users pin, like, repinCore audience: 25-34 yearold womenKey boast: “Hockey stick”growth“<strong>Pinterest</strong> infographic”:92,000#35 Global website“Follow the world’screators”Users post, like, reblogCore audience: Millennials(under 24s)Key boast: 15bnpageviews a month“Tumblr infographic”:4,00025
CascadesTumblr isn’t a perfect comparison, but it’s enough of acontrol that we can see marketers’ <strong>Pinterest</strong> interest as acascade.26
Directed Or Undirected?Content on <strong>Pinterest</strong>– Undirected (rapid rises and falls inpopularity)Using <strong>Pinterest</strong>– Directed (slow uptake, not manychoices)Behaviour on <strong>Pinterest</strong>– Directed – thanks partly tointervention by <strong>Pinterest</strong> itself<strong>The</strong> Buzz Around <strong>Pinterest</strong>– Undirected, like most hype27
After <strong>The</strong> Dust Settles <strong>Pinterest</strong> didn’t take over theworld… …but it is still useful. Seems to have found its niche asan interest network Explicitly designed for copying Boards give it focus as aresource and archive Window on how people thinkabout and sort things Very strong traffic driver forcertain types of brand (media,fashion)28
<strong>The</strong> End29Date