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 platform for DIY and handicraft content, has seen tremendous growth over the years, boasting a user base of 72.8 million. But how did it go from a mere 3,000 users to such an enormous following? The answer lies in its clever use of word-of-mouth marketing and targeting community leaders.

One of the key strategies Pinterest employed was the Pin-It-Forward campaign. This campaign tapped into the power of bloggers and their influence to spread the word about Pinterest. Bloggers were encouraged to create boards based on a theme and write accompanying blog posts. These posts were then linked to posts from other bloggers, creating a chain reaction of sharing and promotion.

The Pin-It-Forward campaign also organized meetups at local boutiques, where participants were given Pinterest invites to share with others. By turning participants into the forerunners of their word-of-mouth efforts, Pinterest was able to reach entire communities and spread its user base rapidly.

But it wasn't just about getting people to join Pinterest. The platform itself played a crucial role in its own marketing. Pinterest boards are carefully curated collections that reflect users' tastes and capabilities. Users take pride in their boards and use them to showcase their artistic expression. This pride and sense of ownership leads to increased sharing and word-of-mouth promotion.

In essence, Pinterest created a platform that encouraged users to share what they loved and were proud of. By tapping into this innate desire to show off, Pinterest became a powerful marketing tool in itself. Users willingly shared their boards and invited others to join, further expanding Pinterest's reach.

So what can other businesses learn from Pinterest's success? Here are three actionable pieces of advice:

1. Utilize old-school word-of-mouth: Don't underestimate the power of personal recommendations. Encourage your existing customers to share their experiences with others and provide incentives for referrals.

2. Target community leaders: Identify influential individuals within your target audience and engage with them. By getting community leaders on board and promoting your product or service, you can reach a wider audience and build trust.

3. Make users take pride in their interactions: Create a platform or product that users can be proud of. Give them a sense of ownership and allow them to showcase their creativity and taste. When users feel a sense of pride, they are more likely to share and promote your brand.

In conclusion, Pinterest's growth from 3,000 to 73 million users can be attributed to its clever use of word-of-mouth marketing and targeting community leaders. By creating a platform that allowed users to showcase their taste and creativity, Pinterest became a powerful marketing tool in itself. Businesses can learn from Pinterest's success by utilizing word-of-mouth, engaging with community leaders, and making users take pride in their interactions.