Pinterest quietly launched a new iOS app called Shuffles in the summer of 2022, enabling users to create collages from photos and image cutouts. This innovative feature, driven by AI and computer vision technologies, has resulted in three times more engagement than traditional Pins on Pinterest.
Users can curate content from Pinterest and the web, as well as add images captured with their phone’s camera to create expressive collages reflecting their style, interests, and preferences. Initially used for mood boards and pop culture inspirations on platforms like TikTok, collages have now evolved to showcase fashion, home décor, beauty products, and more,
These collages are not only visually engaging but also shoppable, with most images directly linked to purchase options on Pinterest. Despite requiring more effort than saving a simple pin, collage Pins are gaining popularity among users and have become a significant focus for Pinterest’s growth strategy.
Image Credits: Pinterest
CEO Bill Ready highlighted the success of collages during the Q1 2024 earnings call, noting that users are significantly more likely to engage with collage Pins over other Pins, especially the Gen Z demographic. This feature, powered by AI and computer vision, plays a crucial role in enhancing user satisfaction and driving growth.
Pinterest’s strategic focus on AI and design-led curation through collages is helping the platform differentiate itself and cater to its rapidly growing Gen Z user base. The company’s recent financial performance, with strong revenue growth and exceeding analyst expectations, reflects the success of this approach.
As Ready emphasized, Pinterest’s unique AI capabilities, fueled by collages, provide valuable signals for further innovation and competitiveness in the evolving landscape of tech platforms. With Gen Z becoming a significant portion of Pinterest’s user base, the platform is successfully aging down, a rare phenomenon in the consumer internet space.
