"The Power of Word-of-Mouth: How Pinterest and Substack Built Massive User Bases"

Hatched by Kazuki
Aug 25, 2023
4 min read
9 views
Copy Link
"The Power of Word-of-Mouth: How Pinterest and Substack Built Massive User Bases"
In the world of social media and online platforms, word-of-mouth has proven to be a powerful tool for growth and success. Two notable examples of this are Pinterest and Substack, both of which have harnessed the power of word-of-mouth to build massive user bases.
Let's start with Pinterest. In its early days, Pinterest struggled to gain traction and attract users. However, they came up with a brilliant strategy to leverage the power of bloggers and word-of-mouth. They launched a campaign called Pin-It-Forward, where bloggers were invited to create themed boards and blog about them. These blog posts were then linked to posts from other bloggers, creating a network effect and generating buzz around Pinterest.
But it didn't stop there. Pinterest also organized meetups at local boutiques, where they handed out invites to participants and turned them into advocates for the platform. By targeting bloggers and influencers in the DIY and handicraft space, Pinterest was able to tap into a community that was already passionate about the content they offered. This not only helped them gain new users but also established Pinterest as a major player in the DIY segment.
A key factor in Pinterest's success is the pride that users take in their boards. Pinterest boards are carefully curated collections that reflect personal taste and creativity. Users see their boards as a showcase of their artistic abilities and take pride in sharing them with others. This aspect of Pinterest's user experience makes it inherently shareable, as people want to show off their taste and capability.
Similarly, Substack has capitalized on the power of word-of-mouth to establish itself as a leading platform for personal media. In a world where individuals have gained more influence and the lines between individuals and organizations have blurred, Substack provides a space for direct communication and relationship-building between creators and their audience.
One of the key differences between Substack and traditional blogging platforms is the direct relationship with readers. Substack allows creators to deliver content without being controlled by news aggregators or algorithms. This has become increasingly important as popular RSS services like Google Reader shut down, causing many bloggers and news media to lose a significant portion of their readership.
Substack has tapped into the growing trend of direct interaction and relationship-building between creators and their audience. Through tools and media platforms, creators can now engage with their fans and users on a more personal level. This shift in power dynamics has blurred the boundaries between famous personalities and influencers, creating a level playing field where anyone can have an impact and thrive in the online world.
So, what can we learn from the success of Pinterest and Substack in utilizing word-of-mouth?
- 1. Utilize old-school word-of-mouth: Despite the rise of digital marketing strategies, word-of-mouth remains a powerful tool for growth. By leveraging the influence of bloggers, influencers, and community leaders, you can tap into existing communities and create a network effect that drives organic growth.
- 2. Reach entire communities by targeting community leaders: When trying to build a user base, it's essential to identify and engage with community leaders who have a strong influence over their followers. By getting these leaders involved and making them advocates for your platform, you can reach a wider audience and generate buzz within the community.
- 3. Make users take pride in how they interact with your product: People love to show off and share things that reflect their taste and capability. By creating a platform or product that allows users to express themselves creatively and take pride in their interactions, you can create a sense of ownership and encourage them to share their experiences with others.
In conclusion, Pinterest and Substack have demonstrated the power of word-of-mouth in building massive user bases. By leveraging the influence of bloggers, targeting community leaders, and creating a platform that users take pride in, these platforms have become leaders in their respective spaces. As marketers and creators, we can learn from their strategies and incorporate these principles into our own efforts to drive growth and success.
Resource:
Copy Link