What's Happening?
Claudine Cheever, Chief Marketing Officer at Pinterest, stated that the platform measures creator success by the number of times their boards are saved and repeated, rather than by follower count. This perspective was shared during an interview on the 'Uncensored
CMO' podcast. Cheever highlighted that successful creators on Pinterest are those who genuinely develop ideas and demonstrate how to create things, citing Emma Chamberlain as an example of a partner. Pinterest, which boasts 640 million monthly active users with over half being Gen Z, focuses on users defining their tastes through extensive visual exploration. The company also recently began testing a feature allowing brands to promote Pins from creators already in their affiliate or creator programs. Cheever also noted that 96% of Pinterest's 80 billion monthly searches are unbranded, indicating users are seeking ideas rather than specific products, making brand content a natural part of their discovery process.
Why It's Important?
This shift in metric emphasis from follower count to 'saves' by a major platform like Pinterest signals a broader evolution in influencer marketing, prioritizing content quality and user engagement over superficial popularity. For brands and marketers, this means a need to re-evaluate their influencer strategies, focusing on creators who produce genuinely valuable and actionable content that resonates deeply enough with audiences to be saved and revisited. This approach could lead to more authentic and effective marketing campaigns, as it aligns with user intent on Pinterest, which is often discovery and planning. Creators who can inspire action and provide utility will likely see greater success, potentially democratizing the influencer space by valuing genuine influence over sheer reach. This also reinforces Pinterest's position as a 'middle-funnel' marketing platform, excelling in discovery and consideration phases before a purchase is made elsewhere.
Beyond the Headlines
The emphasis on 'saves' over followers reflects a growing sentiment against the 'attention economy,' where the quality of engagement is often overshadowed by metrics like views or likes. Pinterest's strategy suggests a move towards a more meaningful interaction model, where content serves as a resource rather than just fleeting entertainment. This could influence other platforms to reconsider their success metrics, potentially fostering a creator ecosystem that rewards depth and utility. Furthermore, Pinterest's commitment to teen safety, such as making accounts for users under 16 private by default and reminding them to log off during school hours, positions it as a 'place for wellness online.' This focus on user well-being, combined with its unique engagement metrics, could differentiate Pinterest in a competitive social media landscape and attract brands seeking more responsible and impactful marketing environments.
