The Power of Word-of-Mouth: How Pinterest Utilized Old School Strategies to Grow to 73 Million Users

The Power of Word-of-Mouth: How Pinterest Utilized Old School Strategies to Grow to 73 Million Users

Introduction:

Pinterest, the popular social media platform known for its visual inspiration and creative expression, has experienced exponential growth, going from 3,000 to a staggering 73 million users. This article explores the strategies employed by Pinterest to achieve such remarkable success, with a particular focus on the power of word-of-mouth marketing. By leveraging the influence of bloggers, targeting community leaders, and promoting user pride, Pinterest successfully tapped into the art of sharing and became a dominant force in the DIY and handicraft content space.

1. Pinterest Utilized Old School Word-Of-Mouth:

Pinterest's growth can be largely attributed to its innovative Pin-It-Forward campaign, which relied heavily on word-of-mouth marketing. By encouraging bloggers to invite readers to join Pinterest and remix their boards, the company created a viral loop of user-generated content. This approach not only increased user engagement but also leveraged the existing social networks of bloggers to spread the word about Pinterest. Through this organic and authentic form of promotion, Pinterest rapidly expanded its user base.

2. Pinterest Reached Entire Communities by Targeting Community Leaders:

Recognizing the influence of community leaders, Pinterest strategically organized meetups at local boutiques, where they distributed invites and turned participants into brand advocates. By targeting these influential individuals within various communities, Pinterest was able to tap into pre-existing networks and gain credibility. This approach allowed the platform to reach a wider audience and establish itself as a go-to resource for DIY and handicraft enthusiasts.

3. Pinterest Users Are Proud of Their Boards:

One of the key factors that contributed to Pinterest's growth is the pride that users take in curating their boards. Pinterest boards are carefully crafted collections that reflect individual tastes and creative expressions. Unlike other social media platforms, Pinterest is not about creating a curated online persona but rather showcasing one's artistic abilities and preferences. This emphasis on personal expression and authenticity makes Pinterest content more shareable, leading to increased exposure for the platform.

4. Marketing Using Pinterest Is Also Marketing For Pinterest:

At its core, Pinterest is a platform that encourages users to share what they love. This inherent nature of the platform makes it a powerful marketing tool. When businesses and brands utilize Pinterest to promote their products or services, they are not only marketing to their target audience but also indirectly marketing for Pinterest itself. By showcasing the potential of the platform, businesses contribute to its overall growth and popularity.

Actionable Advice:

1. Leverage the Power of Word-of-Mouth: Encourage your existing customers or users to share their positive experiences with friends and family. Offering incentives for referrals can help amplify the reach of your marketing efforts.

2. Identify and Engage Community Leaders: Target influential individuals within your target audience or community who can help spread the word about your brand. Collaborating with these leaders and involving them in your marketing initiatives can significantly boost your brand's visibility and credibility.

3. Foster User Pride and Personal Expression: Create a platform or product that allows users to showcase their creativity, preferences, and achievements. By enabling users to take pride in their interactions with your brand, you can cultivate a strong community of brand advocates who will actively promote your offerings.

Conclusion:

Pinterest's remarkable growth from 3,000 to 73 million users is a testament to the power of word-of-mouth marketing. By leveraging the influence of bloggers, targeting community leaders, and promoting user pride, Pinterest successfully tapped into the art of sharing and became a dominant force in the DIY and handicraft content space. As businesses and marketers, we can learn from Pinterest's success and incorporate these strategies into our own marketing efforts to drive growth and engagement.