Pinterest representatives have revealed in a blog post published on Wednesday that the 5-year old company now has 100 million monthly active users worldwide.
According to executives, the number of subscribers has grown twofold in the last 18 months. Moreover, the service has doubled in popularity abroad in the last year, and now international members represent 45% of the user base.
The recently released figures are much higher than anticipated: researcher eMarker had estimated in February that the network would have 47 million monthly users, which was less than half the people it actually managed to attract.
This is the first time ever that the company made a clear reference to its user base, and the findings support the investors’ estimations which valued Pinterest at $11 billion. According to venture capitalists, the content-sharing site has become the sixth-most profitable startup in the world.
Nevertheless, its growth is slow when compared to other social networks which have soared in popularity much faster.
For instance, Snapchat reached this mark in August 2014, within less than 3 years since its initial release. In May 2015 CEO Evan Spiegel reported that this upward trend had continued, and now Snapchat could boast almost 100 million daily active users.
However, even this staggering number of subscribers pales in comparison with Facebook’s 1.49 billion monthly users, and 968 million daily users. Twitter is also hugely popular, being preferred by 304 million monthly users, while Instagram also revealed in December 2014 that it had reached 300 million monthly users.
Pinterest aims to differentiate itself from its competitors by focusing on visual bookmarking. The platform is a self-titled “discovery engine” which allows subscribers to create “pinboards”, which are personalized collections of images and videos, typically organized around a central theme.
The items, known as “pins”, are uploaded, saved, managed and sorted, and users have the possibility to browse other galleries, and bookmark their favorite pins. The media platforms also gives its subscribers the possibility to interact with one another, by posting comments or likes, or by following other users.
There is a much higher number of female users on Pinterest, as illustrated by the fact that approximately 300 million pinboards are dedicated to fashion, while 180 million focus on food and drinks, and 130 million present home decor ideas.
Education is also a popular topic on Pinterest, given the fact that there are 30 million pinboards focusing on creative learning. In addition, “App pins” may soon be added to the service, which would allow users to find and download the best apps for their iPones and iPads.
According to Pinterest spokesperson Jamie Favazza, the strategy for 2015 consisted in achieving broader global appeal. The first translated version of the website appeared in June 2013, and was designed for French speakers; nowadays, the platform is available in 30 languages.
Greater attention was also given to advertising efforts, by launching “promoted pins” which have higher visibility and raise brand awareness.
Image Source: Pinterest