Pinterest: When Curation Becomes Meaningful for Anyone
Curation made a big fuss in 2010-11, while many start-ups rose in order to better structure the web for the end-users.
In an attention economy, a gap exists between an abundance of contents, signals, paths, and a very limited time to filter all these data. Some digital tools try to help us filter all these chaotic contents. But until now, curation was either a high-level skill (because it requires a strong knowledge + a lot of time to structure for example your Pearltrees), either very disappointing as automatic curation tools are sometimes very biased or partial. Curation as a concept is one of the keys for any business. Brian Solis made this relevant statement:
The interest graphs they weave within social networks serve as qualified information networks that can amplify information with unprecedented speed, efficiency and personalization. It creates a human algorithm that brings to life an awakening and revolutionary reality; we are now reaching an audience with an audience of audiences.
But "curation" lacked 3 pillars until Pinterest:
- accesibility: not anyone could find a value in spending time with digital tools
- fun & pleasure: you need some "lol" when you are on a social network. Curation should not be reserved to bookworms
- usability in a daily routine: the best digital applications are the ones that amplify real-life. To be provocative, one of the most popular app for iPad is the Calorie tracker
And Pinterest has many assets in each of the requirements.
- It's easy for anyone to curate, as it takes the best of what TumblR allows you (bookmark a content you like) and optimizes the way it's archived (boards are far more intuitive & explicit than scrolling a blog)
- It's fun because it lets users lose themselves in the depth of boards (for explorers, like on WeHeartIt) but also helps people in a hurry to easily find relevant contents, depending on their needs (the boards are categorized, and you can "follow" either an indiviual either a specific board aka center of interest: you get notifications when there are fresh contents, and that's all, less noise than on twitter)
- It's useful on a daily basis, and I've tried to identify 5 first usages:
- Pinterest for pupils & students:
Teachers could quickly adopt Pinterest to arrange some home-works. For example, pupils could have to create some boards as herbariums. Young scientists could have to analyze some cells on specific boards
- Pinterest for Powerpoint aka for marketers
Tired of looking for the same old pictures that perfectly fit an idea? Well, you could structure some moodboards and update them
- Pinterest for non-profits: Beth Kanter made a great summary on how Pinterest could fastly be a vector for them
- Pinterest for e-business: as you can add some social features to products, you can "pin" diverse items around a topic. It is good for editorial (you give meaning) but it's also powerful to mobilize communities (they can give opinions and make an item "trending")
- Pinterest for live-events: once something big happens, it's highly complicated to follow an event and get the best of it. Either pictures are the same (see the Arab Spring: we were massively watching the same videos and the same photos), either there are so much contents that you don't find any meaning.
There are good reasons to believe in Pinterest. First because of its specific demographics: it's not populated with Sillicon Valley insiders, but with real people with real needs.
You can follow me on Pinterest, of COURSE!
After few years in the media industry (founder of SocialERS for L'Express) and in Social Media (former head of 360° Digital Influence @ Ogilvy France). Laurent has launched a digital boutique agency in London, French Ideas (FI). FI is part of a team including veterans of advertizing industry called RE-UP. He teaches Social Media Marketing in diverse business schools (ESCP Europe). Laurent ...
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