Inside Pinterest’s quest to restore internet optimism

Most social media platforms have become a network of propagandists and rage-mongers. Yet Pinterest has somehow maintained its joy.

According to Sprout Social’s 2024 Content Strategy Report, more than half of social media users view Pinterest as “more positive” than other platforms. When Bill Reedy became CEO of Pinterest in 2022, he shared his vision a kinder, happier social network. His plan seems to be working, and advertisers are happy too.

“Time well spent”

For its survey, Sprout Social surveyed 4,500 social media users in the US, UK, Canada, Australia and Ireland. 51% of respondents agreed that Pinterest is more positive than other social media apps. About 60% of Gen Z respondents said they consider Pinterest a more positive platform.

In an email to Fast CompanyReady explains how Pinterest has streamlined the experience to make it more enjoyable. Its artificial intelligence is programmed to prioritize inclusive content and allows users to independently choose which body types appear in search results. The latest change addresses one of Pinterest’s persistent negatives: the preponderance of “lifestyle” content, which can promote disordered eating.

“The key difference between Pinterest and other platforms is that we don’t optimize for time wasted, but rather time well spent—time spent on joyful, inspiring experiences,” Reedy writes. “We’re focusing on hope over hate as the driver of Pinterest engagement.”

Pinterest’s light-hearted outlook has also proven to be a boon for advertisers. Research shows that when consumers are in a positive mood, they are more likely to see value in a purchase. If Pinterest makes its users happy, they will be more willing to buy. Moreover, social media users are open to increased advertising on the app. According to a report from Sprout Social, a quarter of respondents wanted more brands to use the platform.

“Positivity works,” Reedy writes. “Our platform has never been more powerful and shoppable, people are coming to Pinterest more and engaging more, and advertisers are seeing results.”