Pinterest has published a new report, in partnership with MAGNA, which looks at the impact of positivity on social platforms, and the broader benefits that an overly positive user experience can have on ad response.
And according to the data, the feeling that people have when using Pinterest is a major driver of their activity.
As explained by Pinterest:
“Previous studies have shown that the way people feel on inspiring, positive platforms like Pinterest can affect their emotional health. But now, new findings indicate that ads in overall environments people perceive as positive can also drive better results.”
MAGNA’s 30-page report looks at the impact of ad environment on ad response, and how overall positive experiences matter just as much as ad placement.
“The study found that people were 20% more emotionally engaged with content they saw on a platform they viewed as positive. They were more committed as well, spending an average of 15% more time looking at the ads.”
Indeed, user responses indicate that “Positivity” is a significant consideration for social media users, and has a big effect on their in-app experience.
While it can also drive higher purchase intent:
Especially for big purchases:
Pinterest further notes that it’s specifically focused on positivity, and positive user experiences, in its development:
“At Pinterest, we take positivity very seriously. It guides our product investments, social impact spending and our own accountability metrics. Pinterest is ranked as the No.1 social media platform for instilling feelings of self-worth and purpose, as measured by a global wellbeing metric.”
Pinterest’s focus on product discovery, over general post engagement, means that it doesn’t need to boost angst-inducing posts, using comments as a proxy for popularity. That means that Pinterest, overall, is a more positive environment, and while it still does have its share of controversial content, user experiences are more defined by their interests, as opposed to trending news.
That could be a consideration for your Pin strategy, with this data showing that the overall feeling that users have can drive more ad response and sales activity.
Some interesting considerations, either way.
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