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Don’t stay on our platform for too long, says Pinterest
The brand is figuring out the way people can spend the least amount of time using Pinterest to achieve their objective.
Pinterest has no intention of being branded as an unfriendly host but the brand would prefer it if you logged into the site or app, found what you wanted and exited quickly. Instead of having a visitor there for more minutes than necessary, Pinterest looks to measure ‘time well spent’ which is the return based on the amount of time a visitor spends on the platform.
Tim Kendall, president Pinterest, is of the opinion that the brand has an obligation “to make people’s lives easier, not add to the stress of living in an always-on environment where people are addicted to their smartphones.” Coming from an app maker asking people to get busy on their app, that is a commendable sentiment.
The platform now has a new product called ‘tried it’. The number of hits on tried it (after trying out a product for instance, like a cooking recipe) indicates that the brand has been successful in achieving people meet their goals.