Pinterest and Teens: A new found appreciation

I may have been somewhat premature when I first expressed my doubts about Pinterest for consumers in an earlier post. Let’s just say I’ve been known to be a little slow to warm up to new technology tools (my colleagues might say that’s the understatement of the year). But before you think that Pinterest has a new found “pinner” in me, let me explain.

Social Media Use and Teens

As a parent of two girls—one teen and one tween—I’ve always been interested in how my kids and their friends make use of social media. Recently my youngest created a Pinterest account.  I asked how she became aware of it and was reminded that her summer math tutor gave her a glimpse of her Pinterest board about numbers and math. (A math teacher uses it so it can’t be all bad, right?) Still, I wondered what the appeal was for my daughter and exactly how she planned to use it. I must say I’ve been pleasantly surprised at the results.

Here’s what I’ve seen so far:

Pinterest as a tool for self-expression.

My daughter has pinned images of beautiful beach scenes (she would love to explore someday), trendy fashions (she hopes she can afford someday) and a collection of quotes (inspiration for a budding writer perhaps?). Her board is an expression of her thoughts and dreams and the things she loves. It’s an insightful look at what attracts her attention and it captures her personality in a tidy online package! In many ways it’s an online version of the diary I had way back when (except that Pinterest is much more visual and public).

Consider this: The teenage years are a time for exerting your independence and trying to figure out your place in the world. It is a time for self-expression (not all of it positive, of course) and self-doubt. Pinterest provides an outlet for this expression and a way to build your identity (in marketing speak, a way to build your personal brand) and tell your story through images in a safe, non-threatening environment.

We don’t often have the time to share our deepest thoughts and dreams even with those we interact with every day—life is busy. Yet sharing these pieces of our lives can be therapeutic. Pinterest gives those who want to share (and may need to share) an easy way to do so.

Pinterest as a way to discover.

My daughter, like many others on Pinterest, will probably spend more time (than I would like her to) searching for seaside photos, inspirational quotes and sparkly fashions to pin. But there is a flip side: what about the new discoveries or interesting places she will learn about in her quest for the perfect images to share and pin? If she’s doing it on her own time (and not when she should be doing homework), Pinterest provides the opportunity to learn more about the big world out there. She’s not only pinning things she enjoys, she’s seeing what others in the world find important and worth sharing. While from a parent’s perspective that can be a little scary, it’s also a good thing for someone to see that there’s more to the world than just your own little wants and needs.

The Appeal of Pinterest

I’m still not a Pinterest user and don’t plan to become one any time soon (although my daughter has asked me to “follow her board” so maybe I should reconsider). I have come to understand its appeal among consumers and why Pinterest continues to grow in popularity among the younger demographic.

Is your business or non-profit using Pinterest? Are you building a community of teens? What have your results been?