In 2010, Pinterest was far from the massive platform it is today. Three months after its launch, the site had only 3,000 users, a modest start for a platform that would eventually revolutionize online content curation. Faced with slow growth, Pinterest’s CEO made a pivotal decision: instead of altering the product to appeal to a broader audience, he focused on engaging and amplifying the enthusiasm of those who already loved Pinterest.
Building Community Through Grassroots Engagement
Rather than relying solely on traditional advertising or product changes, Pinterest adopted a hands-on, community-focused strategy:
- Hosting Local Gatherings:
Pinterest began organizing events at neighborhood stores, where attendees could interact with the brand in fun and memorable ways. One key activity was taking playful photos of participants, creating a sense of connection and enjoyment around the Pinterest experience. These gatherings brought people together in real life, creating a stronger bond with the brand. - Collaborating with Bloggers:
To reach a broader yet relevant audience, Pinterest partnered with bloggers through campaigns like “Pin It Forward.” In this initiative:- Bloggers were invited to introduce Pinterest to their readers.
- In return, they received additional Pinterest invitations to share with their followers.
This approach leveraged the influence of bloggers to organically expand Pinterest’s reach, turning existing users into ambassadors for the platform.
The Philosophy Behind the Strategy
Rather than trying to win over skeptics or overhaul the product based on criticism, Pinterest focused on its core enthusiasts—those who already found value in the platform. By nurturing this group and creating opportunities for them to spread the word, Pinterest laid the foundation for sustainable growth. This approach underscores a powerful marketing principle:
- Double down on your champions. Instead of chasing those who don’t yet see your value, empower your loyal users to advocate for your brand.
The Results
This grassroots, community-driven strategy allowed Pinterest to:
- Build a passionate base of engaged users.
- Expand its audience organically through word-of-mouth and influencer partnerships.
- Establish itself as a platform centered around creativity, inspiration, and connection.
Lessons for Your Business
- Start With Your Core Audience: Focus on delighting the people who already love your product. They can become your most effective advocates.
- Leverage Partnerships: Collaborate with influencers, bloggers, or community leaders to amplify your reach and credibility.
- Create Real-Life Connections: Hosting events or meetups can deepen user engagement and build loyalty.
- Be Patient With Growth: Instead of rushing to change your product to appeal to everyone, invest in nurturing the community that resonates most with your offering.
The Takeaway
Pinterest’s early success shows the power of building relationships over rushing to make changes. By focusing on the users who already loved their product and empowering them to share it, Pinterest created a ripple effect that fueled its eventual rise to prominence. This strategy is a timeless reminder that growth doesn’t always require massive changes—sometimes, it’s about fostering the enthusiasm of the people who already believe in your vision.
(Source: allthingsd.com)