WTF Is Pinterest?
Written on January 23, 2012 by Greg Spies
I believe it was my business partner Jessica who first said the word Pinterest out loud. I asked what she was referring to and I was shown this odd website that looked like a mix between an ad agency’s mood wall and some gal’s “vision board”.  I joked that I hadn’t heard of Pinterest, but that I expected the rule of threes to apply, and that I would probably hear of it again two more times over the next week.  I greatly underestimated its popularity…
I started seeing posts about Pinterest on Facebook almost immediately (or perhaps I finally noticed them).  Then there was an article about “the power of Pinterest” and how this was the next big thing businesses needed to be aware of.  It wasn’t until my sister Katie, a once-a-week at most Facebook updater, mentioned it was her latest obsession that I knew something was going on.  I decided it was time to sign-up.  I created a login, hooked it to my Facebook account, and very quickly realized this was the biggest secret in female social media ever. Pinterest is apparently the Mark Ruffalo of websites – an obsession with the ladies, that male audiences haven’t even heard of. Within a week of signing up, several female friends were following me, and I hadn’t even made a single post. Finally on Saturday I sat down and “pinned” some things. I created a board of places I’d like to visit, and grabbed a few photos from the web. The system was super easy to use. Immediately after I made those posts, I received notification that Emma Earl, Michelle Huyck, Natalie Baker and Jill Foster dug my pins.  I have no idea who they are – but I can’t remember the last time I did something online and four gals I’ve never met took interest.
Then today, my client Vanillawood asked how we can integrate Pinterest into their website. Â It’s official – Pitnerest is a big deal. Launched in March of 2010, Pinterest had a quiet rise in popularity, but by December of last year, was averaging more than 10 million visitors a week, up nearly 40 times its rankings a mere six months earlier. Â According to their stats, 58% of members are women (although it sure doesn’t seem that way to me).
At the end of the day, Pinterest might not be for me. While I do think visually, I tend to want more “info” than pictures and I’m not sure I’ll keep taking the time to save photos, rather than bookmarks. Â However, I can certainly understand why it’s so popular amongst my designer friends who create collections of “styles” they enjoy. Â It’s really a great way to collect inspiration on a design project – or in my case, reminders of all the beautiful places I’ve yet to visit. By connecting into Facebook’s Social Graph, it then connects your boards to your friends, allowing them to LIKE or RE-PIN various images.
Pinterest is only one of numerous websites with mobile applications that are leading the way in what I’m pretty certain will be the biggest online trend in 2012 – the extraction of your online social interaction from Facebook – to 3rd party tools that connect to Facebook’s Social Graph.  This will not only massively improve  the types of social interactions we can have, but might be the saving grace that returns Facebook to a useful tool in the first place.
Facebook was nice and easy in the early days. I had a couple dozen friends – all generally my age – and folks who I spent a pretty regular amount of time with offline as well.  As Facebook grew, new waves of “friends” began showing up – and before long I had made over 200 connections with friends, high school classmates, colleagues, cousins, parents of friends, friends of my parents – just about everyone I’d ever spoken to, and some I’m not sure I ever did.  What’s worse, I became bombarded by their hobbies – both good and bad.  Between Farmville updates, WordsWithFriends Requests, spiritual/motivation graphics, baby photos and relationship status updates – Facebook became less a place to “stay connected” and more like a voyeuristic nightmare.  I was reminded of being told as a child that in heaven, everyone you ever knew was there – and thinking to myself “how annoying”.  What’s worse, I became very self-conscious about what I was saying and posting.  A political rant or drunken post would suddenly touch dozens of folks with zero context to the statement, and with likely varying opinions I had no desire to attack or confront.  I began making less posts, stopped discussing politics, and tried to stop following the streams of the majority of my list, so I could focus again on those I actually wanted to.  And I wasn’t alone.  I consistently heard the groans of dislike from friends, online and off – about how Facebook was becoming too overloaded with crap. Many spoke of the demise of Facebook… that it would collapse upon itself, millions of members and all.
What’s happened instead though is a far greater solution than loosing all the connections that Facebook miraculously created – or hoping to recreate them on another platform – a digital mass-migration. Combined with the knowledge that almost everyone is walking around with a state-of-the-art phone in their pockets, this new wave of applications is allowing folks to connect with various groupings of their friends, for specific purposes.
Spotify allows me to share music and playlists with friends.  Upon connecting to the Social Graph, I can see what friends from Facebook are already on Spotify, and select the ones I’d like to follow.  It was cool learning the musical tastes of a few folks I was friends with but hadn’t previously discussed music with.  Folks can follow my lists too – but I don’t have to post on Facebook every time I like a song, nor be bombarded with updates from friends whom I don’t happen to share the same musical taste with – music interactions are kept within Spotify. Whereas MySpace had a solid music platform, Facebook has never been a great resource for sharing music – now tools like Spotify, Pandora and Rdio concentrate on solid music experiences, while leaving the social connections to Facebook.
Instagram is another such model – only focused instead on photography. Â All photos get posted to Instagram, and friends from your Social Graph who’ve opted to follow you will see your pictures in their Instagram stream. Â Not only does it have a more robust photography tool than Facebook, the iPhone application lets you post your photos to Facebook, Twitter, Flickr or more, right from the application. So if from time to time you wish to share with a larger audience, it’s easy. I’ve also used Path which has some potential as a social app for photos, although it doesn’t have as cool of included filters as Instagram.
Beerby is another app I’ve been playing with that lets you record the various types of beer you drink – and give them a rating. Â While I certainly wouldn’t want a running list of what and where I’ve been drinking to be posted on Facebook – an app that lets me and a few of my microbrew enthusiast buddies compare our conquests is a fun tool. Â Again – the iPhone app makes it easy to log info while at the bar, and by plugging into the Social Graph I can easily find friends, because Facebook has already connected us. I don’t need to send invites asking folks to sign-up to Beerby – if they’re interested and have the app, we can just connect.
It’s obvious we’re going to start seeing a ton more of these types of websites/applications in the marketplace – and solid competitors to some of the popular versions already out there.  I can think of several “niche” groups I have in my life that a tool like this would be great for – including discussing politics, web development resources, blog aggregator (pull in friend’s blogs) – not to mention plugging in websites and applications I already enjoy into the Social Graph, to allow me to share content with friends.  If you currently use any apps that accomplish these tasks that you enjoy – drop me a line.
I remember about six years or so ago, I was asked to sit in on a pitch meeting, to hear an idea about a new website and give my feedback.  A bunch of men (I was probably the youngest in the room) presented and then discussed this idea for a website aimed primarily at girls who like to journal.  It was in the early days of social media, where folks still thought Facebook could be taken out, and any idea that included a website, “friends” and the potential to monetize had a cadré of angel investors fighting to throw money at it.  The only thing I remember from the talk was how sterile everything felt. This was market-research applied to a traditionally private experience – a corporate solution for a non-existant problem.  Just the thought of having advertising banners served-up based on keywords in your personal thoughts seemed beyond invasive.  They had money though – and one way or another this was going to get built. I don’t think anyone in the room “journaled”… nor would any of them ever expect to use the tool themselves.  They just thought it was a marketable idea to someone else.
What’s happening now is that the barrier to entry has been almost completely removed – and smaller shops run by enthusiasts are now able to create online experiences that serve to improve their own passions.  Rather than hoping Facebook improves its features, we’re learning to use Facebook less. By plugging into Facebook’s Social Graph, so many of the obstacles for creating an online community are eliminated.  The development costs alone to create a customer database, logins, friend connections and secure it all – would be a massive undertaking.  I walked several wide-eyed potential customers through those expenses over the years as they presented their unfunded million-dollar ideas.  Now your efforts can be entirely focused on your product – creating a great tool.  If the good folks at Beerby had approached me to build their app, my concern wouldn’t have been the beer database, or the review system… it would have been the social media integration, login system, and plugging into Facebook somehow to make posts.  With much of those concerns now eliminated, I could have focused on making a great beer app. Plus, the days of having seven dozen logins might finally be coming to an end.  One ring to rule them all.
As for Pinterest, I’m going to continue to keep playing around with it some – and I’m excited to integrate it into a client’s website – seems like a perfect tool for them – as well as all other graphic/interior designers who want to be able to discuss “styles” with clients. Or in the case of my sister Katie, a great place to discover fun craft projects and photography ideas – a place to be creative. The challenge this year will not be managing my Facebook wall, but keeping up with all the great apps to share my hobbies and interests on. Â And with all the noise turned down, and organized properly, I might just learn some interesting things about these “friends” of mine.













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