"How Pinterest Grew From 3,000 to 73 Million Users" - Combining with "Human Kind Cannot Bear Very Much Reality | Amit Chaudhuri"

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Sep 17, 2023

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"How Pinterest Grew From 3,000 to 73 Million Users" - Combining with "Human Kind Cannot Bear Very Much Reality | Amit Chaudhuri"

Pinterest, the popular visual discovery platform, has experienced tremendous growth over the years, going from a mere 3,000 users to a staggering 73 million users. The success of Pinterest can be attributed to a combination of old school word-of-mouth marketing, targeting community leaders, and the pride users feel in curating their boards. Interestingly, these strategies align with the concept of believing in something and the practicality of our world, as discussed in Amit Chaudhuri's essay "Human Kind Cannot Bear Very Much Reality."

In the early days of Pinterest, the founder, Ben Silbermann, struggled to gain traction and expand the user base. To overcome this challenge, Silbermann turned to grassroots marketing and word-of-mouth. He identified "power users" who shared his passion for the platform and organized meetups at local boutiques. These meetups served as a way to distribute Pinterest invites and generate excitement among potential users. This strategy tapped into the active communities of handicraft enthusiasts, who became the driving force behind Pinterest's initial growth.

Building on the foundation of word-of-mouth, Pinterest launched the Pin-It-Forward campaign, which targeted community leaders, specifically DIY and handicraft bloggers. These bloggers were given invites to Pinterest and encouraged to remix their boards, allowing their readers to do the same. This approach not only expanded Pinterest's reach but also solidified its position as a go-to platform for DIY and handicraft content. The collaboration with these bloggers showcased the power of community and the importance of active participation.

One unique aspect of Pinterest is the pride users feel in their curated boards. Boards on Pinterest are carefully selected collections that reflect an individual's taste, creativity, and personality. Users take ownership of their boards and see them as an extension of themselves. This sense of identity projection creates a vested interest in sharing and engaging with the platform. Pinterest provides a space where users can showcase their artistic taste and capabilities in a genuine and authentic way, making it more shareable and appealing to others.

From a marketing perspective, Pinterest offers a unique opportunity. While its user base may not be as massive as Facebook or Twitter, campaigns involving Pinterest become deeply intertwined with the user experience. Pinterest encourages users to share what is meaningful to them, making it an effective marketing tool. The key takeaway here is to go where your target audience is, even if the method seems unconventional. By creating a platform that allows users to take pride in their interactions, Pinterest has successfully harnessed the power of user-generated content for marketing purposes.

Drawing connections to Amit Chaudhuri's essay, we can see parallels between the concept of believing in something and the practicality of our world. Pinterest's growth can be attributed to the belief and passion of its founder, who sought out like-minded individuals to spread the word. Additionally, the curated boards on Pinterest represent a form of belief and expression, a way for users to showcase their taste and creativity. The practicality of our world is evident in the marketing strategies employed by Pinterest, as they tap into existing communities and leverage user-generated content.

In conclusion, Pinterest's journey from 3,000 to 73 million users is a testament to the power of grassroots marketing, targeting community leaders, and creating a platform that allows users to express themselves. By incorporating these strategies, Pinterest has been able to tap into the belief and passion of its users, while also providing a practical solution for marketers. To apply these lessons to your own endeavors, consider the following actionable advice:

  • 1. Foster a sense of community and word-of-mouth marketing by identifying "power users" who share your passion and can help spread the word about your product or service.
  • 2. Collaborate with influencers and community leaders in your niche to expand your reach and solidify your brand's position as a go-to resource.
  • 3. Create a platform or experience that allows users to express their identity and take pride in their interactions. This will not only attract more users but also make your product or service more shareable and appealing.

By incorporating these strategies and embracing the belief in your product or service, you can create a pathway to success, just like Pinterest did. Remember, the reality of our world is a blend of belief, passion, practicality, and the power of community.

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