Social media has become an important and permanent part of our daily lives, influencing the way we communicate, share information and consume content. Platforms like Facebook, Instagram, YouTube and TikTok are universally recognized as the main social platforms. People use them to communicate with each other and share content but also they are the birthplace of many influencers and opinion leaders.
But what about Pinterest? This platform raises an interesting debate: can we classify it as a social media? To answer this question, we need to examine the arguments for both sides. Let's start with the PRO arguments:
- Communication and communities
Like other social media, Pinterest allows users to communicate with each other through likes, comments, and repins (a feature similar to a reblog, repost, or share). Users can follow each other, create group boards and collaborate on ideas. This interaction is similar to anything that happens on more traditionally recognized social media platforms.
- Content sharing and discovery
The Pinterest platform is the best at sharing and discovering content. Users pin images, articles and videos that can be seen by other users looking for similar content. This function is completely similar to sharing posts on Facebook or retweeting on X (Twitter).
- An algorithm that suggests relevant content
Pinterest uses sophisticated algorithms to recommend content to users based on their interests and activity, similar to an Instagram or Facebook feed. These recommendations create more engagement and interaction with the content itself, which is a key element of social networks.
Now let’s talk about why some people think that Pinterest might not fall into the social media category.
- Main focus on content discovery
Unlike traditional social networks, where interaction and communication between users is paramount, Pinterest's main focus is on content discovery. Users often use Pinterest as a tool to find ideas and solutions, similar to using a search engine like Google or Bing.
- Minimal amount of social interactions
Although Pinterest allows for some social interaction, it is relatively minimal compared to platforms like Facebook or Twitter. The purpose of users is to collect and organize ideas rather than to communicate directly with other users.
Users typically visit Pinterest with the intention of finding inspiration for projects, planning events, or looking for ideas about specific interests. This contrasts with the social intent behind the use of platforms such as Instagram or Facebook, where the primary purpose is often to interact with friends, share personal experiences, or consume entertaining content.
After looking at the pros and cons, let's answer another important question - are there influencers on Pinterest and can it be used for influencer marketing?
- Influencers and Pinterest
Despite the debate over its classification, Pinterest has undeniably become an important platform for influencer marketing. Pinterest influencers focus on niches such as fashion, home decor, cooking, and DIY projects. These content creators take advantage of the platform's visually-oriented nature to create compelling boards that attract tens of thousands of followers.
Along those lines, yes, Pinterest can also be used for influencer marketing. The site can be particularly effective in driving traffic to external websites. Influencers create pins that link directly to them, increasing reach and promoting the products of the brand they work with.
Many content creators also use Pinterest for affiliate marketing, thereby monetizing their influence and earning a commission from sales generated through their boards.
One of the unique aspects of Pinterest is how long content remains available on it. Unlike the temporary nature of Instagram stories, for example, Pinterest pins can continue to drive traffic and engagement long after they're created. This makes it a valuable platform for influencers looking to offer greater value to brands they partner with.
The answer to the question of whether or not Pinterest is a social network depends largely on what defines it. Although Pinterest emphasizes content discovery over direct social interaction, it also shares many characteristics with traditional social platforms. Regardless of how we choose to classify it, it can definitely be used as a really powerful tool in influencer marketing. Therefore, do not miss to follow the development of this site, as well as the influencers on it.
And if you want to learn a little more about trends in influencer marketing this year, you can read our article.