Pinterest is already, arguably, a market leader in discovery.
If they are successful the result will be a discovery and recommendation engine that could very well disrupt current publishing models. Pinterest can apply the same deep learning to the way Instapaper users curate content that they applied to their own users. Why? Instapaper users come and read their articles. The acquisition of Instapaper lets Pinterest extend their play into the world of online content. The result is that Pinterest users are highly engaged, 110 of the 176 million registered users are active monthly users. Their model is based on content discovery through human curation, but they have supplemented that human element with a nearly invisible (to the user) ai/machine learning recommendation engine that connects users, products and companies in a "see-it-buy-it" transaction. Pinterest has done this as well, although in a different, till now, space. In this regard, as discovery tools, Google and Facebook are now at odds with publishers, inserting themselves and their curation (aka seo/algorithm) between author and reader. Publishers realize that their value add is driving discovery and the tool of choice is SEO. Then the web disrupted that, enabling anyone with an idea to post it on a web page, with the result that there is so much noise it is difficult to tell the wheat from the chaff.Īs most online content approaches commodity status (nearly perfect substitutes and complements), making the message stand out among all the other noise is now the hurdle. Making an idea discoverable required a ready, willing and able publisher to print and distribute the idea. Publishers were the intermediary between author and reader. Publishing used to be about controlling the message by controlling the presses. Pinterest has announced that it plans to keep Instapaper separate? Obviously Pinterest does not share the same outlook of the media business. It is not an acquihire and it is not buying a tech solution. If the wisdom on the street is that publishing is in its death throes why would a forward-thinking idea collection tool acquire a content collection tool. Instapaper can be used for free or in a $30-a-year premium version the company has never said how many subscribers it has.Yesterday Pinterest announced that they were acquiring Instapaper, an online content collection and curation engine.
The acquisition of Instapaper suggests the company believes there is more to be done there - although it's not certain how valuable that will be for Pinterest. But in 2013 the company introduced article pins, a format that creates rich bookmarks complete with a photo and a preview of the text. As a visual search engine, Pinterest isn't often thought of as a place to bookmark written content. It will continue to operate as a standalone app, and the Instapaper team will work on both that app and on Pinterest generally. The goal is "to accelerate discovering and saving articles on Pinterest," the company said in a statement. The app, which was created by developer Marco Arment and sold to Betaworks in 2013, has found a new home at Pinterest. An anonymous reader quotes a report from The Verge: Instapaper, a pioneering app for saving articles to read later, has been acquired - again.
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