If you’ve skimmed the TODAY Show’s website recently, you may have noticed something familiar. It looks a heck of a lot like Pinterest.
In fact, Pinterest is influencing website design all over the place. Companies are favoring intensely visual, accessible design elements similar to the pins on Pinterest.
TODAY has found that a similar site concept resonates with its Pinterest users. “There’s something about the mindset of Pinterest that is similar to what [people] love about TODAY.com — and that’s discovery,” says TODAY’s digital director, Jen Brown. “Sometimes I go to Pinterest and I’m not sure what exactly I want, but I know I’m going to find something fun. That’s really how we try to program our site.”
Brown explains that, similar to Pinterest, TODAY.com provides people with five minutes-worth of entertaining, interesting content that they can discuss at their happy hours or mommy groups. She says that both Pinterest and TODAY.com give users “a little moment that they can take away with them when they have a chance.”
Those “moments” also originate from the TODAY Show broadcast itself, Brown says. The show lends itself well to visual snapshots, which incidentally, work well on Pinterest. For instance, when a Rockefeller Plaza fan brought a picture of Matt Lauer as Rosie the Riveter, TODAY’s digital team recognized that the occasion would pin well to Pinterest. “You have to grab that one moment and put it out there,” says Brown.
Other content that does well on the TODAY Show Pinterest? Food, animals, travel and aspirational messages, says Brown. And we’re not talking complicated, gourmet dishes, but rather, accessible meals that anyone can tackle. That mindset has a lot to do with TODAY’s family-centric, female demographic. And while many would argue that Pinterest’s 82% female user base and the TODAY Show’s audience couldn’t be a better fit, “TODAY means different things on different platforms, so I don’t think it’s a one-to-one correlation,” says Brown. “But we try to be mindful that [the show has] a very specific audience with specific behaviors and specific interests.”
Brown suggests that users embrace a similar brand of specificity in their own Pinterest activities. She advises that pinners use the platform with targeted goals in mind — her first boards organized ideas and inspiration for redecorating her living room. “That really gave me a reason to look for various rugs that go with my weird green couch,” she says. “When you have a purpose, it becomes really fun to search and explore, and you find the people who are talking about the same things.”
How do you see Pinterest affecting the social media presences of media and entertainment organizations in the future? Let us know your thoughts about TODAY’s strategy in the comments below.
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