Most social media platforms have devolved into a network of bottom-feeders and rage-baiters. Yet somehow, Pinterest has kept its joy.
According to Sprout Social’s 2024 content strategy report, more than half of social users think of Pinterest as “more positive” than other platforms. When Bill Ready became Pinterest’s CEO in 2022, he shared his vision for a kinder, more upbeat social network. His plan seems to be working—and it’s keeping advertisers happy, too.
“Time spent well”
For its survey, Sprout Social polled 4,500 social media users across the U.S., U.K., Canada, Australia, and Ireland. Of the respondents, 51% agreed that Pinterest was more positive than other social media apps. Some 60% of Gen Z respondents said they think of Pinterest as a more positive platform.
In an email to Fast Company, Ready explains how Pinterest has optimized for a more joyful interface. Its AI is programmed to prioritize inclusive content, and it lets users self-select what body types are featured in search results. The latter change fends off one of Pinterest’s persistent negatives: the prevalence of “lifestyle” content that could promote disordered eating.
“A key difference between Pinterest and other platforms is that we do not optimize for time spent, but rather time spent well—time spent on joyful, inspiring experiences,” Ready writes. “We’re betting on hope, not hatred as the driver of engagement on Pinterest.”
Pinterest’s lighthearted outlook also happens to be a boon for advertisers. Research shows that when consumers are in a positive mood they’re more likely to see the value of a purchase. If Pinterest makes its users happy, they could be more willing to buy. Better yet, social users are open to increased advertising on the app. Per Sprout Social’s report, a quarter of respondents wanted more brands to use the platform.
“Positivity is working,” Ready writes. “Our platform has never been more actionable and shoppable, people are coming to Pinterest more and engaging more deeply, and advertisers are seeing results.”
Can love conquer hate?
Comparing Pinterest to other social platforms can be difficult, given its small scale. In the third quarter of 2024, Pinterest had 537 million monthly active users; compare that to Meta, which had 3.29 billion daily active users. But many users have become increasingly frustrated with the hatred flooding these more popular apps.
Back in 2020, Pew Research Center polled general opinions of social media platforms. Some 64% of respondents agreed that they had a mostly negative effect on the country; 16% cited harassment and extremism; 7% reported “too much negativity.” More and more studies link social media usage to adverse mental health outcomes like anxiety and depression.
Could Pinterest’s positive tilt position it ahead of more pessimistic competitors? That remains debatable. Don’t forget what Facebook whistleblower Frances Haugen reported back in 2021: Hateful, divisive, and polarizing content keeps users engaged.
Still, Ready remains confident that Pinterest’s kinder outlook will push its expansion. “People are looking for alternatives to the divisiveness and toxicity in other online spaces, especially Gen Z, which is our largest and fastest-growing demographic,” Ready writes. “Users come to Pinterest with the intention to act on their dreams rather than engaging in knee-jerk reactions to ‘rage baiting’ content as you might see elsewhere.”
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