Is Pinterest a social media platform?

Pinterest occupies a unique position in the digital landscape, blending aspects of both social networks and discovery tools. While it incorporates social elements—such as sharing and collaboration on boards—Pinterest is primarily viewed as a "media-rich utility" or a "human-centered search engine" 1 2. Unlike traditional social media platforms like Facebook and Instagram, which prioritize user interaction and content sharing, Pinterest focuses on personal inspiration and planning, aiming to encourage offline action 3 4.

Scott Galloway characterizes Pinterest as part of the broader social media ecosystem, though he notes it lacks some of the more toxic elements often associated with platforms like Instagram 1. Therefore, while Pinterest shares some characteristics with social media, its primary function and user intent set it apart, making it more of a hybrid platform with a significant emphasis on discovery and inspiration rather than pure social interaction.