In his 1972 book Ways of Seeing, the novelist/art
critic John Berger notes that home bulletin boards, or pinboards, on which people
pin letters, snapshots, reproductions of paintings, newspaper cuttings,
original drawings, and postcards, are like personal museums. Forty years later,
Pinterest has become the personal museum of millions around the world.
Launched three years ago, Pinterest is a virtual pinboard that allows users
to create and manage theme-based image collections of events, interests,
hobbies, etc. Users create and categorize “boards” containing images of their
interests, browse each other’s boards and “re-pin” their images to their own boards,
or simply “like” photos. The boards can be as personal and specific as the individual
creating them (“Hobbit Safety Videos,” for example), but the most popular Pinterest
categories are Food & Drink, Do-It-Yourself and Crafts, Women's Fashion,
Home Decor, and Travel. As of last year, 83% of the users globally were women. The
age range, at least in the U.S., was generally 35-44.
Unlike other social media which emphasize social connectedness,
Pinterest is, above all, a place for personal
inspiration. It is, as Pinterest
describes itself simply but brilliantly, “a tool for collecting and
organizing things you love.” Nathaniel Perez of
Fast Company writes about Pinterest’s vast appeal and how it differs
from sites such as Facebook and Twitter:
With Pinterest, it’s the things we like that
connect us. It's a natural propensity, one that mimics the way we behave with
our connections in real life...
[W]hile other social networks have largely focused
on static sharing behaviors (think “liked,” “stumbled,” “digged,” “read,”
“watched” and “checked in,” all [in] a “timeline”), Pinterest is focused on
fluidly bringing users together through visual discovery, while connecting them
to the stories and authors behind “pins,” whether they be trusted friends,
interesting strangers, or brands thinking creatively.