Dive Brief:
- According to GlobalWebIndex, Pinterest’s active users grew 97% between Q1 2014 and the same period this year.
- A focus for Pinterest is putting its users first and finding ways for them to gain value from the platform.
- Two months after announcing it was opening its API access to developers, Pinterest announced switching on its developer platform integrating third-party service into its network.
Dive Insight:
Pinterest is a leading social media platform in terms of growth among active users, and is also outpacing competitors such as LinkedIn, Facebook and Twitter in content sharing. ShareThis research found Pinterest’s content sharing growing at 19.2% over the last quarter.
In its engineering blog, Pinterest outlined its focus on users: “We believe the key to sustainable growth is putting Pinners first, and finding ways to increase the value people get from Pinterest. That could mean improving the experience for existing Pinners, more effectively communicating the benefit of Pinterest to new users, or improving content for less engaged people. With tens of millions of Pinners, though, it can be a challenge to understand if we’re reaching our goals.” One way the platform engages with its users is through an effective email marketing strategy.
Pinterest has also officially opened up to third-party developers two months after announcing it was providing access to its API. Polyvore and IFTTT are the first third-party services integrated with Pinterest. IFTTT allows users to auto-save photos liked on Instagram, Reddit upvotes, Etsy favorites, and even custom “recipes” as a pin. Polyvore’s integration allows users to save Polyvore collections and set to Pinterest, but only through iOS and desktop versions. An Android version is still in the works.
