Pinterest Thrives With Rich Media and Content in Context

Pinterest doesn't have to compete with Google because in many ways, the content is organized for a different purpose.


Pinterest has been releasing and refining a slew of features, from Interests to Place Pins. All of this development has shaped Pinterest into one of the most media-rich social sites, and possibly the best social site for context-rich posts. Users are very diligent in curating the content they bring to the site, and according to ReadWrite contributor Lauren Orsini, that might make Pinterest a little better than Google in some aspects.

Place Pins has been a runaway success in terms of user participation. The system was only released five months ago and now boasts almost one billion places pinned. Orsini points out that while Place Pins will likely never beat Google Maps, “For users that would rather graze than pinpoint one exact spot, Place Pins are great for browsing various locales around the globe.”

The combination of this grazing and its visual nature sets Pinterest up for great gains when it comes to context delivery. As a result of user curation, software inputs, marketers and the site staff, Pinterest is able present well-organized content.

Essentially, what Pinterest has created is a search engine that knows what you mean, not just what you might want to see. “That way — ideally — searching for pins about backpacking through Europe won’t result in a bunch of European-made backpacks,” Orsini writes.

It seems Pinterest is creating a wide-ranging service that isn’t quite competing with Google, but it’s not living in Google’s shadow either. Indeed, where Google fails in delivering context-rich image search, Pinterest thrives.

Pinterest co-founder Evan Sharp said as much in an interview: “People don’t think about searching ‘living room inspiration’ on Google. They literally don’t do that because the results don’t work and they become accustomed to not searching that.”

Indeed, Pinterest is forging a way online by sticking to a highly visual style rich with context, a necessary alternative given the amount of ground covered by the tech giants like Google. By catering to niches, the service has grown into something that can cater to every niche, no matter how granular the subject matter. Perhaps soon we’ll be Pinteresting, just like we’re Googling.