Pinterest wants its users to do three things: consume, create and share content. The more users consume, create and share, the faster Pinterest reaches its business objectives and dominates its market. To accomplish this, Pinterest has mastered the art of minimizing cognitive load – in other words, reducing the mental effort required to do what the site wants users to do.
"Okay cool, but are you on Pinterest?" is always the question I'm asked, right after I explain my job as a community editor.
Pinterest - the visually charged time-sponge that's essentially an online scrapbook with compulsively clickable images - is indeed the latest online craze.
The content that does well is always driven by a "I need to have that right now" picture, whether it's rainbow cake in a mason jar or pretty lace shoes. It's a powerful sharing tool, and wonderful for crafting "to do/to eat/to buy" bulletin boards.
I'm happy to announce that yes, The Globe and Mail is officially pinning. We're showcasing three boards: recipe ideas from top Canadian chefs, decor inspiration from our style team, and the hottest fashion and beauty trends for your personal style.
Pinterest is certainly no flash in the pan: It's the fifth-most visited social networking site on the planet, and drives more referral traffic to sites than YouTube, Google+ and LinkedIn combined.
Now, an admission: Every single time I pin a Globe image to our boards, I'm magically sucked into the Pinterest universe and my usually hectic schedule ceases to matter.
I become fixated on re-pinning: I've never had the need for a cookie-dough dip, but I'll be making this on the weekend. The marriage of fruit and chocolate should be outlawed to me, but these popsicles are now on the menu for my first BBQ. Frozen yogurt drops? Why not. Pinteresting, I say.
So, a cautionary note: Each Pinterest visit takes exponentially more time than originally planned. Just writing this, I've considered a living room revamp, printed out new posters for my desk, was inspired for my next run, and pondered how animals can possibly be so darn cute.
And then 45 minutes disappear and my dog is staring at me, awaiting that walk I promised. My kale chips are burned, and I haven't written my blog post about The Globe and Mail's ventures on Pinterest.
Our boards are, of course, a work in progress and we're very interested in your input. How do you use Pinterest? What would you like to see us focus on next?
We'll be adding new ones (what do you think of our spring-themed board?) and excited to see where the Pinterest universe takes us next.
Amberly McAteer