Bill Ready’s decision that Pinterest’s share helped make it a Gen Z winner

The gambling has resulted. The visual discovery platform is now proud 570 million active usersWith the generation of the Z generation more 40 % of its user baseThe largest and fastest demographic growth.

The price of Pinterest today increased by 86 % when Ready took over the position of CEO in June 2022, although it is still 58 % of its highest levels ever among the Covid in February 2021.

“There is a good job of positivity,” he said ready luck In an interview at the Cannes Festival. “We can do well by doing a good job, and it is in fact related in the short term for long -term.”

After taking matters in Pinterest, the most controversial Ready step came in 2023, when Pinterest has become the first main platform to make accounts for users under the age of 16 by default.Prevent young users from discovering strangers online and restricting some social features.

The decision led to an immediate violent reaction from the investors concerned with the participation of the user, as the share price decreased by 26 % between April 14 and May 5, 2023.

“When we announced that, people thought it would be our death with Gen Z,” Ready remembers. “But after a year, we almost doubled because it was basically the reason we won with Gen Z.”

Ready REDY somewhat reflects its broader philosophy that platforms can flourish by focusing on the user’s health rather than increasing the screen time.

Unlike other social media companies that improve the algorithms to show user content that leads to the most powerful reactions, Pinterest has re -designed his artificial intelligence to determine the priorities of users with consciousness that can be seen again, not only what attracts their attention moments.

“Social media became toxic when you turned from being a time nutrition of what your friends published, as I thought you should see,” I explained ready.

He said: “Artificial intelligence has discovered that you are looking longer to the things that excite you.” “We started (the technology industry) to set the time of display to the maximum with the same content that is launched to the top.”

Pinterest now attracts what he calls ready “conscious choice for unconscious choice”.

Using the borrowing of drivers who are slow to consider car accidents, I noticed ready that although people might take a look at the annoying content, they do not actually want to see more of them. “If you ask someone after that,” Do you want to see another one? “The vast majority of people say,” No, it was terrible. ”

Pinterest Gen Z

It echoed the strategy well with GEN Z. users.

“If you ask the Gen Z user,” why do you go to Pinterest? “The first,” said. “Pinterest only gets.” But the other big part is really that they see Pinterest one away from the toxicity they test elsewhere on the Internet.

“It should not be controversial to say that we must be committed to health in the long run for our users. But what I try to prove is that there is a good work in positivity.”

Soon the company expanded its youth -focused initiatives that exceed the privacy settings.

Pinterest displays emanating messages to school -age users during school hours, and encouraged them to return after the classroom, although this claim can be ignored and overcome.

He also called on schools free of phone while working with politicians and organizers on both sides of the Atlantic Ocean.

“You must have conviction and courage to say,” I think this is true. “

Ready admits the pressure that comes with decisions that disturb investors at first.

He said: “You must have condemnation and courage to say,” No, I think this is true, (and) I will see it through. “But you also have to provide results.”

For Pinterest, these results have proven the validity of the Ready’s long -term approach.

The platform has achieved what “is a very rare thing among consumer applications”: it “is actually progressing” by attracting younger users successfully, and reflecting the previous trend of aging and exit.

The success of the company during the decline in the advertising industry has put in obtaining the market share with the continued economic uncertainty.

“My bet was that if we gave them an alternative, they will choose it,” RIDY told Gen Z. “Fortunately, this has succeeded for us.”