Growth Loop: Pinterest
A growth loop that amplifies user generated content
Pinterest is a visual discovery and bookmarking platform that allows users to save and share images, videos, and other content with their followers. Pinterest's growth loop is centered around its "Pin" feature, which allows users to save content to their personal boards and share it with others.
The growth loop for Pinterest works as follows:
Discovering new content: Users find new content by browsing through the platform's curated categories, searching for specific keywords, or scrolling through their home feed.
Saving content to boards: When users find content they like, they can save it to their personal boards by clicking on the "Pin" button. This action saves the content to their profile and makes it visible to their followers.
Sharing content with followers: As users save content to their boards, it becomes visible to their followers. If their followers also like the content, they may "Repin" it to their own boards, which in turn exposes the content to their followers.
Repeating the process: As more users discover, save, and share content on Pinterest, the platform's recommendation algorithm gets better at suggesting relevant content to users, making the platform even more engaging.
This loop drives user engagement and retention, as users keep coming back to discover and save new content, as well as to see what their friends and followers are sharing. Additionally, the platform's curated categories and personalized recommendations make it easy for users to find content that is relevant to their interests, which helps to keep them engaged and coming back for more. Overall, Pinterest's growth loop has helped the platform to become one of the most popular visual discovery platforms on the internet, with over 400 million active users as of 2021.