The Power of Word-of-Mouth: How Pinterest Utilized Community Leaders and User Pride to Grow

The Power of Word-of-Mouth: How Pinterest Utilized Community Leaders and User Pride to Grow

Introduction:
In the world of social media and online platforms, Pinterest stands out as a major player with a user base of 72.8 million. But how did Pinterest go from a mere 3,000 users to this massive following? The answer lies in their strategic use of word-of-mouth marketing, targeted community leaders, and the pride users take in their curated boards. In this article, we will explore the growth journey of Pinterest and uncover actionable advice for businesses to harness the power of word-of-mouth.

Pinterest Utilized Old School Word-Of-Mouth:
One of the key strategies that propelled Pinterest's growth was their reliance on word-of-mouth. They encouraged readers to make use of their Pinterest invites and remix bloggers' boards into boards of their own. This created a viral effect as bloggers assembled boards based on a theme, accompanied by blog posts. These posts were then linked to posts from other bloggers, creating a pinning-it-forward campaign. By leveraging bloggers and their existing followers, Pinterest effectively spread the word about their platform.

Pinterest Reached Entire Communities By Targeting Community Leaders:
To further amplify their word-of-mouth efforts, Pinterest organized meetups at local boutiques. During these events, they handed out Pinterest invites and turned participants into the forerunners of their word-of-mouth campaign. By targeting community leaders and influencers, Pinterest was able to reach entire communities and tap into their existing networks. This approach created a ripple effect, exponentially increasing their user base.

Pinterest Users Are Proud of Their Boards:
One unique aspect of Pinterest is the pride users take in their curated boards. These boards are carefully curated collections that reflect the users' taste and creativity. Many Pinterest users use the platform to chart their progress on their own creative expressions. Unlike other social media platforms that focus on creating a carefully curated online persona, Pinterest is a showcase of artistic taste and capability. This authenticity and pride make Pinterest content more shareable, contributing to its growth.

Marketing Using Pinterest Is Also Marketing For Pinterest:
At its core, Pinterest is an app that encourages users to share what they love and find dear. This inherent nature of Pinterest makes it a powerful marketing tool. When businesses market their products or services on Pinterest, they are not only promoting themselves but also marketing for Pinterest. By creating content that resonates with the users and encourages them to engage and share, businesses can tap into the word-of-mouth potential of Pinterest.

Actionable Advice:

1. To get word-of-mouth going in a community, get their leaders involved. Identify influential community leaders and collaborate with them to promote your product or service. Their endorsement will carry more weight and reach a wider audience.
2. Make users take pride in how they interact with your product. Create an environment where users feel a sense of ownership and pride in their engagement with your brand. Encourage them to showcase their creativity and achievements related to your product or service.
3. Adopt a scout mindset in your decision-making process. Instead of being driven by unconscious motivations and biases, strive to understand the true nature of a situation. Approach problems and information with curiosity and a desire to learn, rather than defending a preconceived notion.

Conclusion:
Pinterest's remarkable growth from 3,000 to 72.8 million users can be attributed to their strategic use of word-of-mouth marketing, targeting community leaders, and fostering user pride in curated boards. By incorporating these strategies into their marketing efforts, businesses can tap into the power of word-of-mouth and create a loyal and engaged community around their brand. The key lies in understanding the importance of community, authenticity, and the curiosity-driven scout mindset.