How Pinterest Grew From 3,000 to 73 Million Users: Utilizing Word-of-Mouth and Community Leaders

How Pinterest Grew From 3,000 to 73 Million Users: Utilizing Word-of-Mouth and Community Leaders

Pinterest, the popular social media platform known for its DIY and handicraft content, experienced exponential growth from 3,000 to 73 million users. One of the key factors behind this success was the utilization of old school word-of-mouth marketing. The company launched a campaign called Pin-It-Forward, which involved bloggers creating themed boards and linking their blog posts to others in a "pinning-it-forward" fashion. This not only encouraged readers to make use of their Pinterest invites but also turned participants into advocates for the platform.

In addition to word-of-mouth marketing, Pinterest also targeted community leaders to reach entire communities. The company organized meetups at local boutiques, where they handed out Pinterest invites and turned participants into forerunners of their word-of-mouth efforts. By targeting these influential individuals, Pinterest was able to tap into existing communities and spread awareness about the platform on a larger scale.

A unique aspect of Pinterest is that users take pride in their boards. These carefully curated collections reflect their taste and the ability to find what's cool and fresh. Unlike other social media platforms where users strive to create a perfect online persona, Pinterest is all about showcasing artistic taste and capability. This sense of pride and personal expression makes Pinterest content more shareable, contributing to its growth and popularity.

Furthermore, marketing using Pinterest is also marketing for Pinterest. The core concept of the platform revolves around sharing what's dear to the user. This makes it a powerful marketing tool as users willingly share content they love, effectively spreading the word about Pinterest organically. By understanding this fundamental aspect of the platform, marketers can leverage it to their advantage and create campaigns that resonate with Pinterest users.

The idea of understanding one's circle of competence, popularized by Warren Buffett, also holds relevance in the growth of Pinterest. By staying within their area of expertise, Pinterest was able to avoid problems and identify opportunities for improvement. This concept can be applied not only in business but also in life in general. Charlie Munger, Buffett's business partner, emphasizes the importance of knowing our own aptitudes and playing within our circle of competence to achieve success.

To apply these insights to your own endeavors, here are three actionable pieces of advice:

1. Utilize word-of-mouth marketing: Encourage your existing users or customers to promote your product or service to their networks. By providing incentives or creating campaigns that facilitate sharing, you can tap into the power of word-of-mouth advertising.

2. Target community leaders: Identify influential individuals within your target communities and engage with them. By getting their support and endorsement, you can reach a wider audience and establish credibility within those communities.

3. Foster a sense of pride and personal expression: Create a platform or product that allows users to showcase their taste and creativity. By enabling users to curate content that reflects their personality, you can tap into their desire for self-expression and create a more engaging experience.

In conclusion, Pinterest's growth from 3,000 to 73 million users can be attributed to its strategic use of word-of-mouth marketing, targeting community leaders, and fostering a sense of pride and personal expression among its users. By understanding the power of these factors and applying them to your own endeavors, you can increase your chances of success and create a thriving community around your product or service.