Pinterest’s AI-Powered Collage Feature Drives Engagement and Attracts Gen Z Users
The Rise of Shuffles and Collage Integration
In the summer of 2022, Pinterest discreetly introduced a new iOS app called Shuffles, enabling users to create collages using images and cutouts from the platform. The app quickly gained popularity among Gen Z users, and its functionality was later incorporated into Pinterest itself. Today, the company reports that its AI and computer vision-powered collage feature is generating three times more engagement compared to traditional Pins.
Expressing Style and Interests through Collages
The collage format allows users to curate content from various sources, including the web, Pinterest, and their own camera photos, to showcase their personal style, interests, and preferences. Initially, users created mood boards or collages dedicated to specific interests, such as favorite celebrities, and shared them on TikTok with accompanying music. However, Pinterest users are now equally likely to create collages for style inspiration, such as home décor or fashion ideas, reminiscent of those found in glossy fashion magazines. Others use collages to group favorite products, like skincare or makeup items they wish to try, with most images being directly shoppable on Pinterest.
Image Credits: Pinterest
Collages Drive User Engagement and Satisfaction
Despite requiring more effort than simply saving a pin to a Pinterest Board, the collage feature is gaining momentum. CEO Bill Ready stated during the company’s Q1 2024 earnings call:
Users are roughly three times more likely to save collage Pins versus other Pins on Pinterest, and a significant portion contain clickable products. We’re also continuing to see collages gain traction with Gen Z, who are nearly 70% of collage creators. Furthermore, improving the actionability of Pins is another core tenet of improving user satisfaction, deepening engagement, and growing [monthly active users].
AI and Computer Vision Power Collage Creation
The success of collages on Pinterest can be attributed to their AI and computer-vision-powered design. Instead of merely saving a photo to a Pinterest board, the platform can identify and ”cut out” an object from a photo, similar to Apple’s image cutout feature in iOS. This capability allows users to curate groups of items that complement each other, with Pinterest’s use case focusing on item curation rather than simple image manipulation.
Human Curation Feeds Pinterest’s AI
The human-led curation of collages has the potential to enhance Pinterest’s AI in the future. As Ready explained, the AI-powered feature has a “flywheel effect of feeding us more and more granular signals that let us train our AI to do unique things that don’t occur on other platforms.” This unique data could help Pinterest remain competitive in the growing AI race.
Strong Q1 2024 Earnings and Gen Z Growth
Pinterest exceeded expectations in its Q1 2024 earnings, driven by increased Gen Z usage and a resurgence in brand ad spend. The company reported its fastest revenue growth since 2021, with revenue of $740 million, a 23% year-over-year increase, and an adjusted EPS of 20 cents, surpassing the expected 13 cents. Notably, Gen Z users now constitute over 40% of Pinterest’s user base, making it the fastest-growing demographic on the platform.
Pinterest is aging down — a rarity in consumer internet applications, which typically age up as they mature.
As Pinterest continues to cater to its growing Gen Z user base, the company aims to further enhance its platform to meet the needs and preferences of this demographic.
4 Comments
Guess it’s time to let robots decide our aesthetic now!
Who knew algorithms had such impeccable taste in mood board curation!
So now even our digital mood boards need AI to be interesting, huh?
Well, it looks like AI’s about to takeover Pinterest aesthetics, doesn’t it?