Pinterest

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Pinterest, incorporated.
Pinterest Logo.svg
Screenshot
Type of business Public
Type of site Social media service
Traded as NYSE: PINS (Class A)
Founded December 2009; 11 years ago
Headquarters San Francisco, California, U.S.
Founder(s) Ben Silbermann
Paul Sciarra
Evan Sharp
Key people Ben Silbermann
(CEO)[1]
Todd Morgenfeld
(CFO)[2]
Industry Internet
URL www.pinterest.com
[3][4][5]
Pinterest is an American image sharing and social media service designed to enable
saving and discovery of information (specifically "ideas"[6]) on the internet using
images and, on a smaller scale, animated GIFs and videos,[7] in the form of
pinboards.[8] The site was created by Ben Silbermann, Paul Sciarra, and Evan Sharp
and had over 400 million monthly active users as of August 2020.[9] It is operated
by Pinterest, Inc., based in San Francisco.

Contents
1 History
2 Features and content
2.1 Exploring
2.1.1 Visual search
2.2 Shopping and catalogs
2.3 Pinterest Analytics
3 Usage
3.1 Demographics
3.2 In science
4 Corporate affairs
4.1 Acquisitions
5 Criticism
5.1 Copyrighted content
5.2 Legal status
5.3 Terms of service
5.4 Use by scammers
5.5 Censorship
5.6 Content policies and user bans
5.7 Culture of discrimination
6 See also
7 References
8 External links
History
The development of Pinterest began in December 2009, and the site launched the
prototype as a closed beta in March 2010. Nine months after the launch, the website
had 10,000 users. Silbermann said he wrote to the first 5,000 users, offering his
phone number and even meeting with some of them.[10] The launch of an iPhone app in
early March 2011 brought in more downloads than expected.[11] This was followed by
an iPad app[12] and Pinterest Mobile, a version of the website for non-iPhone
users.[13] Silbermann and a few programmers operated the site out of a small
apartment until the summer of 2011.[10]

Logo from 2011

Pinterest grew rapidly during this period. On August 10, 2011, Time magazine listed
Pinterest in its "50 Best Websites of 2011" article.[14] In December 2011, the site
became one of the top 10 largest social network services, according to Hitwise
data, with 11 million total visits per week.[15] Pinterest won the Best New Startup
of 2011 at the TechCrunch Crunchies Awards.[16][17] For January 2012, comScore
reported the site had 11.7 million unique U.S. visitors, making it the fastest site
ever to break through the 10 million unique visitor mark.[18] At the 2012 Webby
Awards, Pinterest won Best Social Media App and People's Voice Award for best
functioning visual design.[19]

Founder Ben Silbermann (left) at the South by Southwest Interactive conference in

March 2012
On March 23, 2012, Pinterest unveiled updated terms of service that eliminated the
policy that gave it the right to sell its users' content.[20][21] On August 10,
2012, Pinterest altered their policy so that a request or an invitation was no
longer required to join the site.[22] In October 2012, Pinterest launched business
accounts allowing businesses to either convert their existing personal accounts
into business accounts or start from scratch.[23]

Although starting out as a "social network" with boards, in later years the company
has put increasing emphasis in visual search[24] and e-commerce,[25] such as
shopping catalogs.[26]

In February 2019, The Wall Street Journal stated that Pinterest secretly filed for
an initial public offering (IPO) of stock. The total valuation of the company at
the time reached $12 billion.[27] They went public on April 18, 2019 at $19 per
share, closing the day at $24.40 per share.[28]

For 2020, Pinterest reported an advertising revenue of $1.7 billion, an increase of

48% from 2019.[29] On March 3, 2021, Pinterest announced "Pinterest Premiere", a
video ads product "which will appear in people�s feeds, targeted to their interests
and other characteristics."[29] Later in April, chief financial officer Todd
Morgenfeld announced plans to spend more money on marketing in order to offset a
potential slowdown in activity as the United States economy reopens, as more people
are receiving Covid-19 vaccinations.[30]

Features and content

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remove this template message)
The creators behind Pinterest summarized the service as a "catalogue of ideas" that
inspires users to "go out and do that thing", although that it is not an image-
based "social network".[31] It also has a very large fashion profile. In later
years, Pinterest has also been described as a "visual search engine".[24][32]

Pinterest consists mainly of "pins" and "boards". A pin is an image that has been
linked from a website or uploaded. Pins saved from one user's board can be saved to
someone else's board, a process known as "repinning".[33] Boards are collections of
pins dedicated to a theme such as quotations, travel, or weddings. Boards with
multiple ideas can have different sections that further contain multiple pins.[34]
Users can follow and unfollow other users as well as boards, which would fill the
"home feed".[35]

Content can also be found outside Pinterest and similarly uploaded to a board via
the "Save" button, which can be downloaded to the bookmark bar on a web browser,
[36] or be implemented by a webmaster directly on the website. It was originally
called the "Pin it" button but was renamed in 2016 to "Save" due to international
expansion, making the site more intuitive to new users.[37]

In August 2016, Pinterest launched a video player that lets users and brands upload
and store clips of any length straight to the site.[38]

Exploring

Design as of 2012.
The home feed is a collection of Pins from the users, boards, and topics followed,
as well as a few promoted pins and pins Pinterest has picked.[35] On the main
Pinterest page, a "pin feed" appears, displaying the chronological activity from
the Pinterest boards that a user follows.[39]

In October 2013, Pinterest began displaying advertisements in the form of "Promoted

Pins".[40] Promoted Pins are based on an individual user's interests, things done
on Pinterest, or a result of visiting an advertiser's site or app.[41]

In 2015, Pinterest implemented a feature that allows users to search with images
instead of words.[42]

In March 2020, Pinterest introduced the "Today" tab on the home feed which shows
trending pins.[43]

Visual search
In 2017, Pinterest introduced a "visual search" function that allows users to
search for elements in images (existing pins, existing parts of a photo, or new
photos) and guide users to suggested similar content within Pinterest's database.
[44] The tools powered by artificial intelligence are called Pinterest Lens, Shop
the Look, and Instant Ideas.[45][46][47][48]

Shopping and catalogs

The platform has drawn businesses, especially retailers, to create pages aimed at
promoting their companies online as a "virtual storefront".[49]

In 2013, Pinterest introduced a new tool called "Rich Pins", to enhance the
customer experience when browsing through pins made by companies. Business pages
can include various data, topics, and information such as prices of products,
ratings of movies or ingredients for recipes.[50]

In June 2015, Pinterest unveiled "buyable pins" that allows users to purchase
things directly from Pinterest.[51][52] In October 2018, the buyable pins feature
was replaced by "Product Pins"[53][54]

In March 2019, Pinterest added product catalogs and personalized shopping

recommendations with the "more from [brand]" option, showcasing a range of product
Pins from the same business.[55]

Pinterest Analytics
Pinterest Analytics is much like Google Analytics. It is a created service that
generates comprehensive statistics on a specific website's traffic, commonly used
by marketers. Pins, pinners, repins, and repinners are some aspects of user data
that Pinterest Analytics provides. It also collects data that depicts the
percentage of change within a specific time, to determine if a product is more
popular on a specific day during the week, or slowly becoming unpopular. This data
helps marketing agencies alter their strategies to gain more popularity, often
changing the visual content to appeal to the Pinterest community. The "Most
Clicked" tab in Pinterest Analytics demonstrates products that are more likely to
sell.[56] Through the access of Pinterest Analytics, companies receive insight to
data via API.[57]

Usage
Pinterest is a free website that requires registration to use.[58] The service is
currently accessible through a web browser, and apps for iOS, Android, and Windows
10 PCs.

In February 2013, Reuters and ComScore stated that Pinterest had 48.7 million users
globally,[59] and a study released in July 2013 by French social media agency
Semiocast revealed the website had 70 million users worldwide.[60] In October 2016,
the company had 150 million monthly active users (70 million in the U.S. and 80
million outside it), rising to 175 million monthly active users by April 2017 and
250 million in September 2018.[61][62][63] As of July 2020, there were over 400
million monthly active users.[64]

Demographics
Pinterest has largely appealed to women,[65] especially with its early user base. A
2020 report found that over 60% of the global users are women. Although men have
not been a primary audience on Pinterest, it's been found that their usage has
increased 48%. In terms of age distribution, users between the ages of 18-25 have
grown twice as fast as those over the age of 25. However, both users between the
ages of 18-25 and users between the ages of 25-40 have been driving the growth of
Pinterest. [64]

In science
Data from Pinterest has been used for research in different areas. For example, it
is possible to find patterns of activity that attract the attention of audience and
content reposting, including the extent to which users specialize in particular
topics, and homophily among users.[66] Another work focused on studying the
characteristics, manifestations and overall effects of user behaviors from various
aspects, as well as correlations between neighboring users and the topology of the
network structure.[67] There is also study, that based on Pinterest proposed a
novel pinboard recommendation system for Twitter users.[68]

Corporate affairs

Part of Pinterest's headquarters in San Francisco's SoMa area (2019)

Pinterest, Inc. is headquartered in San Francisco, California. Originally it was
based in Palo Alto before moving in 2012.[69]

In early 2011, the company secured a US$10 million Series A financing led by Jeremy
Levine and Sarah Tavel of Bessemer Venture Partners. In October 2011, after an
introduction from Kevin Hartz and Jeremy Stoppelman, the company secured US$27
million in funding from Andreessen Horowitz, which valued the company at US$200
million.[70][citation needed]

Co-founder Paul Sciarra left his position at Pinterest in April 2012 for a
consulting job as entrepreneur in residence at Andreessen Horowitz.[71]

On 17 May 2012, Japanese electronic commerce company Rakuten announced it was

leading a $100 million investment in Pinterest, alongside investors including
Andreessen Horowitz, Bessemer Venture Partners, and FirstMark Capital, based on a
valuation of $1.5 billion.[72][73]

On September 20, 2012, Pinterest announced the hiring of its new head of
engineering, Jon Jenkins. Jenkins came from Amazon, where he spent eight years as
an engineering lead and was also a director of developer tools, platform analysis
and website platform.[74]

In late October 2013, Pinterest secured a $225 million round of equity funding that
valued the website at $3.8 billion.[75]

In 2014, Pinterest generated its first revenue, when it began charging advertisers
to promote their wares to the site's millions of hobbyists, vacation planners, and
do-it-yourselfers. Ads on the site could generate as much as $500 million in 2016,
estimates Michael Pachter, an analyst at Wedbush Securities.[76]

In 2015, investors valued Pinterest, Inc. at $11 billion,[52] making it a "unicorn"

(a start-up with a valuation exceeding $1 billion).[77] As of 2017 the company was
valued at $12 billion.[78]

In June 2017, Pinterest raised $150 million from a group of existing investors.[78]

In August 2020, Pinterest paid $89.5 million to cancel a large office space lease
on a to-be-completed complex in San Francisco's SoMa area, near their current
headquarters.[79]

Acquisitions
In March 2013, Pinterest acquired Livestar. Terms were not disclosed.[80] In early
October 2013, Pinterest acquired Hackermeter. The company's co-founders, Lucas
Baker and Frost Li, joined Pinterest as engineers.[81]

In April 2015, Pinterest acquired the team from Hike Labs, which had been
developing a mobile publishing application called Drafty.[82]

In May 2016, Pinterest acquired mobile deep linking startup URX to help accelerate
its content understanding efforts.[83] The URX team's expertise in mobile content
discovery and recommendation would prove critical to helping Pinterest understand
its corpus of over 100 billion pins, to better recommend them to its users.

On August 23, 2016, Pinterest announced that it would be acquiring the team behind
Instapaper, which will continue operating as a separate app. The Instapaper team
will both work on the core Pinterest experience and updating Instapaper.[84]

On March 8, 2017, Pinterest said it had acquired Jelly Industries, a small search-
engine company founded by Biz Stone.[85]

Criticism
Copyrighted content
Pinterest has a notification system that copyright holders can use to request that
content be removed from the site. The Digital Millennium Copyright Act (DMCA) safe
harbor status of Pinterest has been questioned given that it actively promotes its
users to copy to Pinterest, for their perpetual use, any image on the Internet.
Pinterest users cannot claim safe harbor status and as such are exposed to possible
legal action for pinning copyright material. Pinterest allows users to transfer
information; intellectual property rights come to play.

A "nopin" HTML meta tag was released by Pinterest on 20 February 2012 to allow
websites to opt out of their images being pinned. On 24 February 2012, Flickr
implemented the code to allow users to opt out.[86][87]
Pinterest released a statement in March 2012 saying it believed it was protected by
the DMCA's safe harbor provisions.[88]

In early May 2012, the site added automatic attribution of authors on images
originating from Flickr, Behance, YouTube and Vimeo. Automatic attribution was also
added for Pins from sites mirroring content on Flickr. At the same time, Flickr
added a Pin shortcut to its share option menu to users who have not opted out of
sharing their images.[89]

Content creators on sites such as iStock have expressed concern over their work
being reused on Pinterest without permission. Getty Images said that it was aware
of Pinterest's copyright issues and was in discussion with them.

Legal status
In February 2012, photographer and lawyer Kirsten Kowalski wrote a blog post
explaining how her interpretation of copyright law led her to delete all her
infringing pins.[90] The post contributed to scrutiny over Pinterest's legal
status.[91] The post went viral and reached founder Ben Silbermann who contacted
Kowalski to discuss making the website more compliant with the law.[90]

Terms of service
Pinterest's earlier terms of service ambiguously asserted ownership of user
content. A March 2012 article in Scientific American criticized Pinterest's self-
imposed ownership of user content stating that "Pinterest's terms of service have
been garnering a lot of criticism for stating in no uncertain terms that anything
you 'pin' to their site belongs to them. Completely. Wholly. Forever and for
always."[92]

At the time, Pinterest's terms of service stated that "By making available any
Member Content through the Site, Application or Services, you hereby grant to Cold
Brew Labs a worldwide, irrevocable, perpetual, non-exclusive, transferable,
royalty-free license, with the right to sublicense, to use, copy, adapt, modify,
distribute, license, sell, transfer, publicly display, publicly perform, transmit,
stream, broadcast, access, view, and otherwise exploit such Member Content only on,
through or by means of the Site, Application or Services."[92] Under these terms
all personal, creative and intellectual property posted to the site belonged to the
website and could be sold. A Scientific American blogger pointed out that this
contradicted another line in the terms of service, that "Cold Brew Labs does not
claim any ownership rights in any such Member Content".[93]

Several days later, Pinterest unveiled updated terms of service that, once
implemented in April, ended the site's previous claims of ownership of posted
images. "Selling content was never our intention", said the company in a blog post.
[20][21]

Use by scammers
Social engineering of Pinterest users by scammers to propagate surveys promising
free products was noted by the computer security firm Symantec in March 2012. Scam
images, often branded with a well-known company name like Starbucks, offer
incentives such as gift cards for completing a survey. Once the link in the
description is clicked, users are taken to an external site and asked to re-pin the
scam image. Victims are phished for their personal information and the promised
free product is never delivered.[94]

Censorship
In its 2019 "Who Has Your Back?" report, the Electronic Frontier Foundation gave
Pinterest a three (out of six) star rating, highlighting improvements in the
company's transparency reports about government takedown notices, but criticizing
the lack of a clear commitment to notify users about content removals and account
suspensions.[95]

In March 2017, Chinese authorities blocked Pinterest without explanation. The block
was imposed during the annual National People's Congress, a politically sensitive
period in the country. While Pinterest is not known for its political content,
experts identified the ban as consistent with Chinese government efforts to use
website blocks and the "Great Firewall" as an industrial policy tool to promote
Chinese tech companies (e.g., Baidu, Youku, Weibo, and Renren) by censoring foreign
tech companies.[96] Huaban, Duitang and many other websites bear similarities to
Pinterest.[97]

Internet service providers in India had blocked Pinterest following a Madras High
Court order in July 2016 to block a list of around 225 "rogue websites indulging in
online piracy and infringement of copyright". The block was temporary.[98][99]

Content policies and user bans

In October 2012, Pinterest added a new feature allowing users to report others for
negative and offensive activity or block other users if they do not want to view
their content, a bid that the company said aimed to keep the site "positive and
respectful."[100]

In December 2018, Pinterest began to take steps to block health misinformation from
its recommendations engine, and blocked various searches, content, and user
accounts that related to, or promoted, unproved and disproven cancer treatments.
[101] The company said it also blocked multiple accounts that linked to external
websites that sold supplements and other products that were not scientifically
validated.[101] In January 2019, Pinterest stopped returning search results
relating to vaccines, in an effort to somehow slow the increase of anti-vaccination
content on the platform.[101] Prior to the measure, the company said that the
majority of vaccination-related images shared on the platform were anti-
vaccination, contradicting the scientific research establishing the safety of
vaccines.[101]

In June 2019, anti-abortion group Live Action was banned from Pinterest; the
company said the permanent suspension was imposed for spreading "harmful
misinformation, [which] includes medical misinformation and conspiracies that turn
individuals and facilities into targets for harassment or violence."[102]

In December 2019, following a campaign from the activist group Color of Change,
Pinterest announced that it would restrict content that advertises wedding events
on former slave plantations.[103]

Culture of discrimination
In August 2020, hundreds of Pinterest staff participated in a virtual walkout in
support of two former colleagues who publicly accused the company of racism and
gender discrimination.[104][105][106]

In December 2020, Pinterest agreed to pay its former Chief Operating Officer a
record-breaking $20M+ to settle a lawsuit alleging "rampant discrimination, hostile
work environment, and misogyny".[104][107] The settlement was conditional upon
Pinterest publicly acknowledging that it must do more to improve its workplace
culture.[104][107]

See also
clipix
List of photo-sharing websites
Timeline of social media
Visual marketing
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"Pinterest\u98ce\u6f6e\u5e2d\u5377\u4e2d\u56fd\u4e92\u8054\u7f51
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