Pinterest is telling brands to let people go 👋

"Lastly, set them free." 🕊️

That's a real line from Pinterest's new marketing playbook. A social platform telling brands: don't trap people in the experience. I had to read it twice 😅

The numbers behind it: 40% of Gen Z say they wish social media had never been invented. 63% of Gen Z adults want to unplug more on purpose. And searches for "things to do instead of scrolling" are up 365% on Pinterest. Found it on Social Media Today, worth 3 minutes: https://www.socialmediatoday.com/news/pinterest-asks-brands-to-send-people-back-into-their-life/832922/

Their point is simple. On autopilot scrolling, ads don't land, they "become part of the scroll". When people are actually looking for something to do, brands get remembered.

And this is the part most of us get backwards. We celebrate time spent, minutes watched, how long they stayed. But the customer doesn't want to stay. They want to fix the thing, buy the thing, go to the thing -> and get back to their life.

So maybe the brief should ask "how fast can we help them leave happy?" 🤔

Would your boss sign off on that one? 👇