How Pinterest Grew From 3,000 to 73 Million Users: A Case Study in Word-of-Mouth Marketing


Hatched by Glasp

Sep 14, 2023

3 min read


How Pinterest Grew From 3,000 to 73 Million Users: A Case Study in Word-of-Mouth Marketing

Pinterest, the popular visual discovery platform, experienced massive growth from its humble beginnings to become a household name with over 73 million users. The company's success can be attributed to its strategic use of word-of-mouth marketing strategies, which played a crucial role in its exponential growth.

One of Pinterest's most successful word-of-mouth campaigns was called Pin-It-Forward. This campaign leveraged the power of influential bloggers to spread the word about Pinterest and encourage their readers to join the platform. Bloggers were given Pinterest invites and asked to create boards based on a specific theme, accompanied by a blog post. These posts were then linked to other bloggers' posts, creating a network of shared content and promoting the platform organically.

In addition to the Pin-It-Forward campaign, Pinterest also organized meetups at local boutiques where they handed out invites to participants. These meetups turned participants into ambassadors for the platform, further fueling its word-of-mouth growth.

By utilizing bloggers and community leaders, Pinterest was able to reach entire communities and tap into their existing networks. This targeted approach ensured that Pinterest's message reached the right people and increased the likelihood of new users joining the platform.

One of the key reasons why users were eager to share and talk about Pinterest was the pride they felt in curating their own boards. Pinterest boards are a reflection of personal taste and creativity, and users take pride in showcasing their artistic abilities. This pride translated into a desire to share and show off their boards, contributing to the platform's growth.

From a marketing perspective, using Pinterest as a marketing tool is essentially marketing for Pinterest itself. The platform encourages users to share what they love, and this sharing behavior becomes a powerful marketing tool. By creating a product that users are proud to interact with and share, Pinterest was able to harness the power of word-of-mouth marketing on a massive scale.

Based on Pinterest's success, there are actionable advice that can be applied to other businesses looking to harness the power of word-of-mouth marketing:

  • 1. Get community leaders involved: To generate word-of-mouth in a community, it's essential to engage with community leaders. These leaders have the influence and reach to spread the word to their followers and networks, amplifying the impact of your message.
  • 2. Foster pride in product interaction: Create a product or experience that users take pride in. When users feel proud of their interaction with your product, they are more likely to share it with others, leading to organic growth.
  • 3. Build relationships with influencers: Cultivate relationships with influencers in your industry or niche. By collaborating with influencers and leveraging their reach and audience, you can tap into their networks and generate buzz around your brand.

In conclusion, Pinterest's growth from 3,000 to 73 million users can be attributed to its strategic use of word-of-mouth marketing. By utilizing bloggers, community leaders, and creating a platform that users were proud to interact with, Pinterest was able to harness the power of organic growth. By implementing similar strategies and focusing on fostering pride and community engagement, businesses can unlock the potential of word-of-mouth marketing for their own growth.

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