The Power of Curating: How Pinterest and Content Curation Are Changing the Way We Consume Information

The Power of Curating: How Pinterest and Content Curation Are Changing the Way We Consume Information

In the world of startups, there are countless tales of perseverance and determination. One such story is that of Ben Silbermann, the co-founder of Pinterest. Despite facing slow initial growth and small traction, Silbermann never gave up on his vision for the platform. But why? What kept him going even when the odds seemed stacked against him?

The answer lies in Silbermann's passion for collecting. As a child, he found joy in gathering various items, from insects to stamps. Silbermann believed that what we collect says a lot about who we are as individuals. This belief inspired him to create Pinterest, a platform that allows people to continue their collections online. For Silbermann, Pinterest was more than just a startup; it was a way to project his identity onto the digital landscape.

During the early days of Pinterest, the numbers were disheartening. After nine months, the site had less than 10,000 users, with many not using it daily. However, Silbermann recognized the importance of early adopters who used the platform as intended. These individuals became the driving force behind Pinterest's survival. Silbermann took a personal approach by contacting the first 5,000 users himself, even giving some his cell phone number. This hands-on approach demonstrated his commitment to the platform and fostered a sense of community.

But what motivated Silbermann to persevere during the tough first year? The fear of failure played a significant role. Silbermann admitted that the idea of admitting defeat was too embarrassing, especially since he had left a job at Google to pursue Pinterest. The prospect of telling everyone that they had failed was enough to keep Silbermann going, even when the going got tough.

Despite facing challenges, Silbermann's belief in the power of curation proved to be ahead of its time. At the same time, another movement was taking shape – the rise of content curation. In an increasingly overwhelming digital landscape, people needed help navigating the flood of information. Curators emerged as the new creators, offering their expertise in sorting through the noise and providing curated content to their audiences.

The concept of curation is not new; it is, in fact, a form of intertextuality, where one text's meaning is shaped by another. The ability to curate well has become a valuable skill, one that consumers are willing to pay for. Jim Barksdale once said, "There are only two ways to make money in business: One is to bundle; the other is to unbundle." In the age of information overload, attention has become the real scarcity. Consumers are willing to pay someone with good taste to curate content for them, saving them time and helping them navigate the vast sea of information.

Successful curators understand the importance of building a targeted online presence and providing curated content to their audience. By doing so, they create a sense of community and offer value to their followers. The best brands and influencers are those who excel in evolving curation as a service. They find initial traction, shift the emphasis from the individual to the greater media brand, and continue to add value to their curated content.

Both Pinterest and content curation demonstrate the power of focusing on what matters most to individuals. Pinterest's grid-like design initially faced resistance, as the world was caught up in real-time feeds and text-based platforms. However, Silbermann's understanding of how people view the world as a collection of items allowed Pinterest to stand out and find its niche.

Similarly, content curation hooks people in by promising to provide valuable information while saving time. It creates a sense of community around a particular subject or vertical, keeping users engaged and coming back for more. The ability to bundle and curate content strategically can be a game-changer for businesses, as long as it is done correctly.

In conclusion, the stories of Ben Silbermann and the rise of content curation highlight the power of perseverance, passion, and understanding the needs of your audience. Whether it's through a platform like Pinterest or through curating content that adds value, the ability to curate and collect has become a vital skill in today's information-driven world.

Actionable Advice:

• 1. Embrace your passions: Just like Silbermann's love for collecting drove him to create Pinterest, find what you are passionate about and incorporate it into your work. Your passion will shine through and attract others who share your interests.

• 2. Connect with your audience: Silbermann's personal approach in contacting early users and building a sense of community was crucial to Pinterest's success. Take the time to engage with your audience, listen to their feedback, and foster a sense of belonging.

• 3. Stay ahead of the curve: Silbermann's understanding of how people view the world as collections helped Pinterest stand out in a crowded market. Similarly, by staying updated on emerging trends and understanding what your audience needs, you can position yourself as a valuable curator and provide content that resonates.

By combining the power of passion, community-building, and curation, you can create a platform or business that thrives in the ever-evolving digital landscape. Just like Ben Silbermann and the curators of today, you have the opportunity to shape the way we consume information and make a lasting impact.