Pinterest has recently announced through its official blog that they will be discontinuing their ‘like’ button in the coming weeks. In the blog post, it is explained that the move comes from an understanding of an internal research that users were confused and unable to differentiate between the ‘like’ and ‘save’ button. The social platform has decided to retain the ‘save’ button in place of both features.
Users need not worry, however, as Pinterest will not be deleting the Pins they have previously liked. Instead, these Pins will be redirected onto a new private board called “Your Pinterest Likes” that will contain all previously liked Pins. The platform has also shifted focus on their ‘save’ feature, which gives users the opportunity to look back on old Pins and at the same time gives Pinterest a deeper insight of what users are interested in.
Removing the feature also helps users understand better the functionality of all the features and elements available on the platform. For example, last June 2016, Pinterest switched the “Pin it” button to “Save,” which showed incredible results during its testing phase — an 8% increase in Pin saves. This is because options and functions in the platform are clearly understood and clarified, and the same goes for removing the ‘like’ button and retaining the ‘save’ button. With this move, the platform can expect an even greater increase in Pin saves.
Moreover, this move further solidifies Pinterest’s intention of moving away from usual social media platform features, and differentiating itself in its own marketing niche. Unlike Facebook, Instagram, or Snapchat which all encourage users to connect with their peers online, Pinterest is focusing more on building a ‘visual discovery’ business. This is in line with the recent features they have rolled out, most notably the Pinterest Lens, which allows users to snap pictures of real objects and explore them on the app.
A spokesperson told Recode, “While other companies want you to live in a virtual world, Pinterest encourages people to live in the real world. We like to say, be yourself and not your selfie. There are many services out there with the mission of helping you connect and share with friends; we’re the one app exclusively in the visual discovery business.” With this, Pinterest is indeed stepping up its own game and is making it very clear that it is not competing with any other social media platform out there.