Digital Digest #58: Pinterest and the Interest Graph

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.

A recent comScore report shines a light on the fastest growing social networks, and the breakout hits are smaller networks serving a niche audience. To take one example, Pinterest, a visual bookmarking site that encourages users to organize their “pins” into interest categories, increased time spent on site worldwide by 512%. Pinterest is part of a new wave of online networks that allow users to follow their interests as well as their friends. This poses a puzzling question: do we as users want to discover new content based on our interests or our social connections (or both)? And will niche sites and apps that leverage the Interest Graph, like Pinterest, LOOKBOOK, Quora, Instagram and Untappd, attract more users than sites that leverage the Social Graph, like Facebook, Google+ and Twitter? Read more »