Why Pinterest cares about plain language
I run the writing and content strategy team at Pinterest. If you do this kind of work at a fast-growing startup, you’ll eventually find yourself explaining, and re-explaining, why normal-person words are important to your brand—even if you work at a company where people are sensitive to language, like I do.
I’ve tried talking about plain language in lots of ways over the years, but I recently sent an email to the entire company that worked better than anything else I’ve done. The reason it worked, I think, is because I connected my argument to our company values: Put Pinners First, Knit, Be Authentic, and Go. Since it seemed to resonate, I thought I’d share. Feel free to copy my approach (using your own values, obviously).
Why Pinterest cares about plain language:
Plain language is more pinner friendly.
When we talk to pinners, we want to speak their language. That’s the language of everyday, non-Silicon valley, non-tech, non-corporate people — plenty of whom have medium to low literacy. We think we should talk to each other this way too, because…
Plain language helps us knit and go.
Every time we introduce a new complicated term, everyone at the company has to learn it. That’s a lot of mental effort (aka, cognitive load)! Also, people don’t always speak up when they’re confused. This means that a good number of pinployees might be walking around, not understanding concepts or metrics that are critical to their job and our success.
Plain language is more authentic.
Speaking in a down to earth way makes it easier to say what we mean, and be understood when we say it.
Plain language and easy-to-use products go hand in hand.
In writing you try to say things as clearly as you can, using as few words as possible. In design you try to help people do what they’re trying to do, with as few uneccessary steps as possible. When we communicate like this, it makes Pinterest more useful and delightful. Kind of like one-click checkout on Amazon versus filing your taxes.
But! There are times when jargon is okay.
The Pinterest voice is clear, conversational, warm and honest — but always appropriate. That means saying the right thing, to the right people, at the right time. If a certain jargony word truly helps you be appropriate (ex: using impressions & reach when talking to businesses about analytics) or is essential to your work (ex: company metrics like MAUs), well then we say go for it. And if you disagree or have questions, please feel free to email the writing team!
