Pinterest “How Did They Do It”

Source: Pinterest

This one may be a bit of a mind bender, but stay with me.

There's a new video from Pinterest that has really captured my imagination because it took me completely by surprise. Partly because I’d never seen anything from the brand before and partly because at first it seemed like the brand might be trashing itself.

Essentially the video is questioning why we are online and it’s “judging” our online behaviors. This coming from Pinterest, an online social media platform! One where we post images that capture our personal attention.

The call to action: "The best thing you can find online is a reason to go offline."

Pinterest is telling us to go offline?!?

At first, this seems contradictory. But when I dig into the thinking, it makes perfect sense.

Pinterest is all about inspiration. It's about building boards that reflect your life whether your passion is food, fashion, music, home, books, whatever. Areas of interest that are meant to be lived offline. Pinterest is just the discovery engine. You find the spark online so you can experience it offline.

Ahhhh.

That's the insight: Pinterest is positioning itself as a resource, not an endless loop. It's a tool for living, outside of a screen.

That's counterintuitive for a social platform because most platforms want you to stay. Pinterest is saying … use us to get better at life, then go live it.

Now I get it.

Well done, brand Pinterest.

What's your experience? JIM