It was lunchtime. I was checking my social media accounts, mindlessly munching on a piece of leftover pizza, when I my Pinterest feed refreshed with two new pins from Megan Daniels, one of my friends from high school. She had added two photos of maternity outfits to a newly created board called “Future Daniels.”
I messaged her. “I saw you had pinned maternity outfits [on Pinterest],” I wrote. “Are you pregnant?”
“Yes I am,” she wrote back. “I’m due in August.”
For those not familiar with Pinterest, it is a content-sharing tool that allows users to “pin” photos, videos, articles, graphics and other objects to their “pinboards.” Think of it as pinning a photo or a magazine column found online to a virtual bulletin board. It was called the fastest-growing social media network on the Internet last year.
Users can create several boards to group similar themes together and name those boards as they like: “planning my wedding,” “kitchen decor thoughts,” “diet plans that work” — pretty much anything. Pinterest users can follow each other’s boards and receive updates when a person they are following has “pinned” something new.
So when a big life change happens, such as a new baby, chances are you are going to start searching the Internet for nursery decorating ideas, baby-proofing tips and maternity clothes. Regular Pinterest users, like Daniels, are going to “pin” what they like, sending their followers, like me, new updates.
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There is now a growing trend: Pinterest users quietly — perhaps even accidentally — revealing their pregnancies, engagements, style, vacations, kid’s birthday party themes and other future plans through their pins, instead of the more traditional way of making one big announcement.
“Pinterest is based on what we would like to do in the future,” said Beth Hayden, a social media consultant and the author of “Pinfluence: the Complete Guide to Marketing Your Business with Pinterest.” “It’s aspirational content — stuff that we are aspiring to do — and there is no other social media site like it.”
While Facebook and Twitter are like message boards, Pinterest offers a more intimate view into a person’s interests because it is so visual. It showcases, in photos, whether someone likes a yellow bathroom or a green one, whether they want a wedding dress covered in lace or satin or if they are having a boy or a girl.
Hayden said there is also a growing trend among people who want to share their interests visually because it’s a faster way to communicate, which sets Pinterest apart from other social media sites.
“You do a quick glance at someone’s board and you can really get a sense of who they are and what they are about,” Hayden said. “[Pinterest is] all about your tastes and you are communicating all of that visually, which was not possible before. So you are getting a sense of someone’s actual identity… and I think all of that is new.”
When I talked to my friend Megan, a 26-year-old kindergarten teacher in Cambridge, Md., on the phone, she said she wasn’t surprised I had figured out from her Pinterest updates that she was pregnant. She said other people had asked her about it too after seeing her new board.
“Once I started pinning two or three things at a time, I knew it was bound to happen,” she said. “I tried to be sneaky about it, but it didn’t work.”
Daniels found out she was pregnant before Christmas, but said her husband Ryan told her not to put anything on Pinterest until they were a few weeks along because it would give away the pregnancy.
“I waited until we actually got the sonogram,” she said. “As soon as I knew for sure, I was like, OK, I can pin stuff now because it’s actually happening.”
When Jennifer Gaines, a 32-year-old brand communications consultant in San Francisco, turned to Pinterest to help plan her upcoming nuptials, she said people started wishing her congratulations “almost immediately” after she added photos to a newly created board called “my wedding.”
“I remember the first message I got from someone was the same day I created a wedding board,” she said. “I went crazy looking for ideas… I probably spammed their feed.”
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