The Psychology of Pinterest: Why We Love to Pin

Psychology of Pinterest

Pinterest is a social media platform that has taken the world by storm in the last decade. It was launched in 2010 as a tool to allow users to save and organize online images to “inspire people visually”. Since then, it has grown significantly and as of 2019 had reached 300 million monthly active users worldwide. With its unique blend of visuals and ability to save content for future reference, it is no surprise that it has become so popular.

But why is Pinterest so popular and why do so many people love to use it every day? There are a number of psychological factors that contribute to Pinterest’s success and influence how people engage with it. In this article, we’ll take a closer look at the psychology of Pinterest and explore why we love to pin.

Why is Pinterest Unique?

Before we start exploring the psychology of Pinterest, it’s important to understand what makes it different from other social media platforms. Pinterest differs from other social networks in several ways, which helps to explain its popularity:

1. Visual Aesthetic: Pinterest has a very specific and aesthetically pleasing visual aesthetic. This appeals to users who may have an eye for art and design or just appreciate a visually pleasing image.

2. Personalization: Pinterest allows users to create their own boards and curate content to their liking. The ability to personalize the experience encourages users to create an expression of who they are and what interests them.

3. Collaboration: One of the great things about Pinterest is that it allows users to collaborate. You can create group boards where people can share and discuss content, creating intense engagement from other users.

4. Accessibility: Another key feature of Pinterest is its accessibility. It is available to anyone with a computer or smartphone and it is free to use, meaning that almost anyone can access it.

The Psychological Benefits of Pinterest

Once we understand the features that make Pinterest unique, it’s easy to see why people find it so appealing. But beyond the features, there are some interesting psychological benefits that are associated with using the platform. Here are some of the psychological benefits of Pinterest:

1. Inspiration: Pinterest can be used as an inspirational tool. By scrolling through images of recipes, fashion ideas, or home decor, users can be inspired by the visuals and content to create something new.

2. Stress relief: For many users, using Pinterest can be a great way to escape reality and switch off from the stresses of everyday life. Mindlessly scrolling through visuals can be calming and therapeutic for some, providing a short escape from everyday life.

3. Visual stimulation: Pinterest appeals to the visual senses, providing users with a constant stream of visually stimulating images. This can make the scrolling experience a very enjoyable one, as users are constantly being exposed to interesting and visually appealing images.

4. Feelings of accomplishment: One of the great things about Pinterest is that it makes users feel a sense of accomplishment. When you save a picture you like, find an informative article, or finish creating a board, it can be instantly gratifying as you get a little pop of dopamine.

The Impact of Visuals on Engagement

As we’ve established, visuals play a large role in the appeal of Pinterest. But why is this the case and what impact do visuals have on engagement?

To answer this, we need to look at the power of visuals and how they impact a user’s experience. Research has found that when a user engages with visuals, they are more likely to remember the content than if they just read it. This is because the brain processes visuals 60,000 times faster than text, making it easier for users to absorb and remember information.

Another thing to consider is that visuals can also trigger an emotional response in users. This is especially true when it comes to social media, as people are more likely to engage with content that appeals to them on an emotional level. Studies have found that posts with visuals on Pinterest are more likely to be pinned than posts without visuals, which goes to show just how impactful visuals can be on engagement.

How Pinterest Influences Decision Making

The psychological effects of Pinterest don’t just stop at engagement, though. Pinterest can also influence decision-making and behavior in users. This can be seen in the way that users save and use content from the platform.

Research has found that a user’s decisions are heavily influenced by what they find on Pinterest, from their food choices to the items they buy. This is due to the fact that people tend to trust what other users have saved and shared, as well as the visuals that accompany the content.

Furthermore, because Pinterest allows users to personalize their experience, it can also be used for long-term planning and goal setting. By creating boards to save content related to their goals, users can easily refer back to the content and use it to plan or track their progress.

How to Increase Engagement with Pinterest

Pinterest has become an incredibly powerful marketing tool and brands can take advantage of the platform in order to increase engagement. Here are some tips for using Pinterest as a marketing tool:

1. Optimize visuals: As we’ve established, visuals are a key part of the Pinterest experience, so it’s important to make sure your visuals are optimized to increase engagement.

2. Use keywords: As with any SEO strategy, using keywords is crucial to success on Pinterest. Make sure your pins include relevant keywords to get them seen.

3. Embrace trends: Pay attention to the trends and popular topics on Pinterest to ensure your content is relevant and interesting.

4. Create compelling content: It should go without saying, but it’s important to make sure the content you are sharing is compelling for users. This includes making sure it is visually appealing and informative.

Pinterest’s unique blend of visuals and content curation has made it an incredibly popular platform. Its ability to inspire and engage users has made it a great tool for brands looking to increase engagement.

But why people love to use Pinterest so much can be explained by the psychology of the platform. Between the visuals, personalization, collaboration, and accessibility, Pinterest appeals to us on a psychological level. The visuals trigger an emotional response in users, making them more likely to engage and remember content, while the personalizable boards and collaborative features can also influence decisions and behavior.

By understanding the psychology of Pinterest, we can get a better understanding of why it’s so popular, and we can use the platform more effectively to reach our goals.