|Pinterested yet? |
Monday, 5th March 2012
Source : Simrat Sawhney
Time Magazine named it among the '50 Best Websites of 2011', there is news doing the rounds that it is driving more referral traffic to third-party sites than Google Plus, LinkedIn and YouTube combined. CNN covered it as 2012’s hottest website and tech blogs can’t stop raving about its success.
Men are complaining that their ladies are spending more time on it than with them, and women can’t get enough of travel bucket lists and wedding wish lists with it. Just about everyone is talking about it, including me - I am addicted to it. So what is this new social network called Pinterest and why should you care about it?
Pinterest is a virtual pinboard and visual sharing site that allows users to curate interesting content and catalogue ideas, pictures and videos into thematic boards. What is most appealing about it is its simplicity and visual appeal. It has a ‘LIKE’ button, similar to Facebook, as well as a ‘follow’ feature like Twitter. You can draw parallels to famous bookmarking sites of the Web 2.0 era like Delicious and StumbleUpon, but what truly helps Pinterest stand out is its user base.
Pictured right: Simrat Sawhney, Circos Brand Karma
Unlike usual web-based start-ups whose largest demographic segments tend to span early adopters, techies and industry insiders, Pinterest has a much broader mass appeal and a devoted set of mainstream users. This is because Pinterest has made it very easy for users to curate and organise content by topics and interests relevant to them.
It has enhanced the sharing experience for users by extending their social graph and sphere of influence from friend recommendations alone to those that come from people who share the same interests and may even be subject experts in their own right. Technology experts are calling this the “interest graph” and expect this to determine the next big consumption trend.
The burgeoning success of Pinterest is giving rise to an interesting phenomenon, one where discovery leads search. With unique visitor numbers shooting through the roof and users being bombarded with a sea of information, ideas, and cool products for purchase, people are discovering awesome things and aspiring for stuff they never thought they needed or didn’t even know existed.
This is interesting for brands in many ways – young brands can increase awareness and visibility while well-established brands can seek new audiences and create new demand by tapping on the potential of Pinterest.