Why Does Human-Curated Content Matter? Pinterest's Success and the Power of Connection

Why Does Human-Curated Content Matter? Pinterest's Success and the Power of Connection

In today's digital age, where information is readily available at our fingertips, the importance of human-curated content cannot be overstated. While search engines like Google continuously update their algorithms to provide relevant search results, there is still a need for curated content that goes beyond algorithms and taps into the essence of human connection.

Human content curators bring a unique perspective to the table. They add thought and community engagement to the curation process, making it about more than just the content itself. Brands, especially, understand the significance of human connection in building trust and loyalty among their audience. By curating content thoughtfully, these brands can streamline the learning process and create a smoother experience for those who are interested.

One company that has harnessed the power of human-curated content is Pinterest. In its Q4 2020 earnings call, Pinterest reported impressive growth in both monthly active users (MAUs) and revenue. With a 37% year-over-year increase in MAUs, reaching a total of 460 million, and a 76% year-over-year growth in revenue, totaling $706 million, Pinterest has proven the value of curated content.

The success of Pinterest lies in its focus on inspiration. The platform recognizes that everything starts with inspiration, which is why people turn to their service. By providing a platform where businesses can connect their products and services with people who love them, Pinterest creates a win-win situation for both users and advertisers. Unlike other platforms where ads may be seen as a distraction, ads on Pinterest enhance the user experience because users come with the intent to buy things for their projects or aspirations.

Pinterest has also invested heavily in video and shopping experiences. They understand that video is the default format people use to get inspiration. By incorporating video into their platform, Pinterest has seen a significant uptick in video views and uploads. However, one pain point they have identified is the need for a better agency tool. This tool would allow agencies to have full access options to manage business accounts, providing more control and ease of use for advertisers.

The success of Pinterest's international business further emphasizes the importance of human-curated content. With a 145% year-over-year growth in international markets, driven by strong advertising demand, it is evident that curated content resonates globally. In fact, international markets now represent 17% of Pinterest's total revenue, showcasing the global appeal of human connection through curated content.

So, what can we learn from Pinterest's success and the power of human-curated content?

1. Prioritize inspiration: Start with inspiration as the foundation of your content strategy. Understand what inspires your audience and curate content that resonates with them. By doing so, you can create a more enriching experience for your users and build a loyal community around your brand.

2. Embrace video and visual content: Video has become the default format for inspiration. Incorporate video into your content strategy to enhance engagement and capture the attention of your audience. Visual content, in general, is highly effective in conveying messages and evoking emotions, so make it an integral part of your curated content.

3. Invest in better tools and integrations: To provide a seamless experience for both content curators and advertisers, invest in tools and integrations that make the process easier and more efficient. Address pain points, such as the need for better agency tools, to attract more advertisers and enhance their experience on your platform.

In conclusion, human-curated content matters because it taps into the power of human connection. Brands can benefit greatly from curating content that inspires and engages their audience. Pinterest's success showcases the potential of curated content, especially when combined with video and visual elements. By prioritizing inspiration, embracing video, and investing in better tools, brands can create a more meaningful and impactful content experience for their audience.