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The Psychology of Pinterest Addiction
There was a recent infographic about why Pinterest is so popular – access it here (Why is Pinterest So Addictive? by Flowtown/Column Five). It’s a good infographic that has a lot of great points, but I think it focuses too much on the tool (Pinterest) and misses some of the underlying psychological reasons as to why Pinterest is so hot.
Here is my contrarian view of why people love Pinterest. I’m not a psychologist so this is not professional advice or guidance! Let me know what you think in the comments. Are you addicted to Pinterest?
1) We’re Digital Pack Rats
Do you love to collect things? Do you have piles of eBooks stashed away in folders? Do you like to grab all your favorite things and collect them in folders in our computer, bookmark folders, social bookmarking folders or on Pinterest boards? Yes, most of us like to collect and to store them in our little burrows. We’re digital pack rats.
2) We’re Obsessive-Compulsive
I suspect that each one of us has some obsessive-compulsive tendencies. Of course some people have major obsessive-compulsive tendencies and others might just have a bit. Pinterest is great for people who like to collect, organize and perfect their collection of boards.
3) We Have Addictive Tendencies
Similar to the above, I think that many of us have addictive tendencies. Whether is donuts, coffee, cigarettes, alcohol, sex, email, Facebook or….Pinterest. Perhaps Pinterest becomes a replacement addiction for something worse. Maybe that’s a good thing!
4) We Love Eye Candy
It’s clear that people love visuals. Especially striking, strange, funny or fantastic visuals.
5) We Love “Point and Click”
Pinterest is very, very easy to use. Once you get an invite and sign up, you can start adding boards and repinning immediately. According to one infographic I saw (see my Pinterest Articles Board for data), about 80% of the sharing on Pinterest is “re-pins”. So most people are re-pinning, not adding new content.
But even adding new content is easy. Just add the Pinterest “Pin It” button (get it here) to your browser and just browse the web and collect images or video and add to your collection!
6) We Love Being Seen As The Best Pack Rat
Just kidding. Many of us enjoying being seen as the best source of great content! A prolific content curator. Gaining followers, getting re-pins and supportive comments stimulates the “feel good” parts of our brains (maybe someone could fill in the actual technical term).
7) We Love Easy Discovery
If we had our ‘druthers’ we’d rather have good content float by right in front of our noses than to have to go and seek it out. Pinterest presents all the new content right before your eyes. What could be easier?
8) We Love Low Obligation Activities
Unlike Facebook, Twitter or Google+, Pinterest has very low expectations for things like adding comments, liking, giving credit (for good of for bad) or for following back. Pinterest doesn’t feel like a chore with a lot of social pressures (or am I wrong about this?).
That’s my take but I’m sure there’s more. I’d love your take on why Pinterest is so addictive in the comments!
Twitter: TheSminso
says:
I have not jumped on the Pintrest train… YET. I do know that my wife is ADDICTED! I really dont understand it, but that could be why the majority of users are women. I have seen a little bit of traffic from it, some people have pinned my articles!
Chris
Chris recently posted..30 days to InfoBarrel success
Twitter: rtmixmktg
says:
Hi Chris. Yes, I’ve been using it a fair bit. I can say that I’m not addicted to it in particular. I think that I get caught up in social media overall (e.g. Pinterest, then to Facebook, then to Linkedin, then to Twitter…). That’s probably the thing I need to worry about the most. It is a good opportunity to share, discover and connect so I’ll keep building my Pinterest boards. We’ll see how the demographics shift over time.
Tom recently posted..The Ultimate Pinterest Marketing Resource Guide (89 Helpful Resources)
I’ve been holding off signing up to Pinterest because I’ve heard it can be so addictive! I don’t want to get addicted to something that is so similar to Tumblr cos I find it so distracting. I reckon I will have caved in my the end of the month and got it!
Harriet recently posted..Sony Ericsson Xperia X8
Twitter: RyanHanley_Com
says:
Tom,
Another big part is simply it’s VISUAL. You don’t have to read an entire post. You see an image you like and collect it… share it… tell people it’s awesome and in doing so show people that you are awesome for thinking this awesome picture is awesome…
Just my non-psychologist opinion…
Great article.
Ryan H.
Ryan Hanley recently posted..Why Offering a Free eBook Can Destroy Your Email List
Twitter: KITTYKILIAN
says:
I would bet 5 and 8.
But anyway, people also like newness. It is the new kid on the block, Pinterest.
I wonder how much it does for non-visual services.
Kitty Kilian recently posted..A sincere word of warning to those who will not read this post
Twitter: rtmixmktg
says:
Hey Kitty – yes, it’s the new, fun toy in some senses. I know some people are using it for curation (collecting and sharing of content). I think coupling visuals with the promise of good content has been providing good traffic at least to companies who offer services..
Tom Treanor recently posted..The Ultimate Pinterest Marketing Resource Guide (89 Helpful Resources)
Good job Tom.
I agree with you on a lot of your points. Obviously it depends on the person in question, but a lot of the base reasons seem to be here. 4 and 7 are me, and 8 is also a big one, although I hadn’t thought about it that way before.
Initially I got into Pinterest for creative reasons. I think many of us are amazed at first by the fact that our boards reflect who we are in a way we may never have seen before. It is quite illuminating in that way. For the first time, we can see our own style from the view of an outsider. We may also discover things about ourselves that perhaps we had not really known, having seen a visual representation of our inner self.
I believe that as the newness of Pinterest, the discovery portion, wears off and we reach Pin overload, each of us will need to redefine how we use it. How it is organized and its roll in our daily life. Otherwise it will quickly become overwhelming and as a result be left behind, having become more of a burden than a blessing.
Kurt Hierholzer recently posted..Inspired…
Twitter: rtmixmktg
says:
Thanks Kurt. Interesting point about how discovery may get a little old and then each person will need to redefine how and why they use it. Also it is a good way to kind of project your personality or style to others. Great points and thank you for the comment!
Tom Treanor recently posted..How to Do a Webinar Using Free or Inexpensive Tools
Twitter: media317
says:
Pinterest in an interesting social network. I’ve just started exploring and am not sure of its business value.
I know that my wife loves it and spends nearly twice as much time on Pinterest than on Facebook. And it has turned into about four times the amount of “projects” around the house.
There is an interesting psychology with it, I’m going to be watching it to see how it plays out for sure.
Alan Smith recently posted..Four Ways Pinterest Can Work for Your Business
Twitter: rtmixmktg
says:
Thanks Alan. Yes, we’ll all see where Pinterest goes. I’m enjoying doing a bit of engaging and being part of the ride!
Tom Treanor recently posted..What Do You Wish You’d Known Before You Started Blogging?
Twitter: AlisonsArt
says:
I may becoming unaddicted very fast after reading the latest about Pinterest and its Terms of Use Policy as well as its practice of paying top pinners to post corporate brand. How do others feel about this?
Twitter: rtmixmktg
says:
Alison, I know people get really excited about terms of service – usually social media tries to make it so that they own (at least a peice) of your content and that you take all of the liability and they take none. I consider myself a pragmatist so I think in 99.99999% of the cases this won’t impact me. Yes, for photographers or graphic artists, their copyright policies and terms are critical. For big, big brands I can see some hesitation. I’m generally not too phased.
On the paid pinner thing, Twitter has sponsored tweets and people are paid to blog. I think it’s par for the course unfortunately. I think it should be noted or disclosed though (versus) kept quiet. What do you think now that some time has passed?
Tom Treanor recently posted..What Do You Wish You’d Known Before You Started Blogging?
Twitter: MightyWiseMedia
says:
Good stuff here Tom.
Although I don’t have the slightest idea why so many are all in an uproar on using Pinterest, you can probably point to “We Have Addictive Tendencies” as being the main reason. This one point pretty much sums up the rest….
Oh, and I have no more time to write here ’cause I’ve got to go see if I have any new emails in my in-box…. :-)
Thanks Tom…. Eric
Eric T. Wagner recently posted..What Entrepreneurs Can Learn From Peyton Manning
Twitter: rtmixmktg
says:
Yes, Eric. I need to tackle “email addiction next”!
Tom Treanor recently posted..How to Use Webinars to Generate More Sales (Webinar Replay)
Twitter: jackiepurnell
says:
Hey Tom,
I’ve had a quick look around Pintrest, and I have got an account (1 measley pin is all I’ve contributed) but it’s probably a good job I haven’t dipped my toe too deeply in the pinterest pond, as I may not come up for air ;)
I can certainly identify with points 1 – 4 and more time being sucked away is the last thing I need at this point.
Given the early issues with copyright and such, I’m more than happy to sit on the sidelines and observe for a while till it proves its value to me as a business tool.
Jackie recently posted..There Are Things You Don’t Know About Me
Twitter: rtmixmktg
says:
Jackie – I think it’s good to at least have a account and a pin so you have a closer view of the action than just reading about it! We’ll see where things go with Pinterest from here….
Tom Treanor recently posted..What Do You Wish You’d Known Before You Started Blogging?
Such great thoughts – really. I do like to collect things – but love doing it “online” because it doesn’t take up any physical space in my home and I don’t have to ever dust it (though I do have some things in my computer that need dusting off!).
I also love me some good eye candy (as well as chocolate candy) and enjoy the “low obligation” of Pinterest – easy in – easy out – like a pair of worn in Birkenstocks!
Twitter: rtmixmktg
says:
Hi Denise, I too think the trend of digital pack-ratting is good because it does save a lot of clutter at home! Yes, I do have some major spring cleaning to do on my hard drive though. That’s the only downside. Thanks for the comment!
Tom Treanor recently posted..How to Do a Webinar Using Free or Inexpensive Tools