The Growth Strategies of Pinterest and Newspicks: Lessons in Focus, Design, and Content

The Growth Strategies of Pinterest and Newspicks: Lessons in Focus, Design, and Content

Pinterest and Newspicks are two successful companies that have achieved remarkable growth through their unique strategies. By examining their backstories and key tactics, we can learn valuable lessons in focus, design, and content creation.

Pinterest, founded by Ben Silbermann and Evan Sharp, started as a small team of five employees with no revenue, working in a cramped Palo Alto apartment in 2011. Despite their humble beginnings, they had a clear vision for the platform's design and experience. Instead of succumbing to the distractions of press attention, they focused on perfecting Pinterest's user interface and overall design. This emphasis on prioritization and focus proved to be a key factor in their success. They didn't even announce their fundraise, underscoring their commitment to staying true to their goals.

One interesting aspect of Pinterest's journey is that they didn't have a full-time technical co-founder. This defied the conventional wisdom that every internet startup should have a technical founder. However, Ben and Evan recognized their strengths in design and decided to leverage their design-centric approach. This decision paid off, as Pinterest grew from a small team to a global powerhouse with approximately 1,800 team members and over $750 million in revenue just before their IPO.

Pinterest's success can also be attributed to its ability to influence shoppers during the "mid-funnel" stage. The platform's pinner community uses it as a source of inspiration, seeking ideas and recommendations for their lives. This unique positioning allows Pinterest to connect users with brands and products, making it an attractive platform for advertisers.

Similarly, Newspicks, a Japanese news curation platform, has also achieved significant growth through its innovative strategies. One of their key tactics is leveraging comments from influential individuals to generate interest in their articles and convert users into paid members. By featuring comments alongside articles in the user's timeline, Newspicks increased its active user rate significantly. This approach creates a social aspect to news consumption, encouraging users to engage with the content and share their thoughts.

Furthermore, Newspicks implemented the display of total pick counts for each article. Previously, users were drawn to articles based on their titles and accompanying photos. However, by showcasing the number of picks, Newspicks increased the chances of users exploring articles that have garnered more attention. This simple yet effective strategy enhances user engagement and drives traffic to a broader range of articles.

In terms of content creation, both Pinterest and Newspicks understand the importance of providing compelling and relevant content to their users. Pinterest's ability to continuously provide content that users want to see is a testament to their prowess in content curation. They combine various media formats, such as text, videos, real-life experiences, books, and events, to expand user discovery and understanding. By offering a diverse range of content, they keep their users engaged and coming back for more.

Similarly, Newspicks focuses on delivering high-quality content that resonates with its users. They prioritize content that sparks curiosity and offers unique perspectives. The platform allows users to search for articles based on specific individuals, enabling a personalized experience. This emphasis on content quality and customization contributes to user satisfaction and increases the likelihood of converting users into paid members.

Based on the experiences of Pinterest and Newspicks, here are three actionable pieces of advice for businesses:

1. Focus and Prioritize: Identify your core strengths and stay true to your vision. Avoid distractions and prioritize efforts that align with your goals.

2. Embrace Unique Approaches: Don't be afraid to challenge conventional wisdom. Recognize your strengths and play to them, even if they defy industry norms.

3. Provide Compelling Content: Continuously curate and deliver content that resonates with your audience. Experiment with different media formats and tailor the content to meet users' needs and preferences.

In conclusion, the success stories of Pinterest and Newspicks highlight the importance of focus, design-centricity, and compelling content in achieving substantial growth. By learning from their strategies, businesses can navigate the competitive landscape and create experiences that captivate and convert users.