Analytic Pinterest: The big article behind the interest Paradise

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To count the domestic two months to introduce and learn the most foreign models, Pinterest absolute list. Where the guest of talent, Beauty said, Mushroom Street, Taobao Wow, and so on body can see its shadow, smaller fans still nets, spell fan nets and so are also in the learning of its essence, even have a number of small developers have begun to develop imitation Pinterest template to promote the pace of its further Chinese.

Pinterest is rapidly growing into one of the world's most high-profile stars, with conservative estimates that its potential is not based on LinkedIn, Twitter and Tumblr. A spokesman for Andreessen Horowitz, a top investment agency, said that, in the entire history of the Internet, they had never seen a rapid and robust growth rate, except for Facebook's early performance. Its browsing volume (pv,pageviews) has been growing at an astonishing 50% per month, and the month's browsing volume has easily crossed the 1 billion mark.

And because of that, many investors have shown a frenzy of interest in a new round of $27 million trillion in Pinterest, a company that is just like the bread in their eyes. Its valuations have quickly increased to $200 million trillion. And this is just the beginning. What kind of magic does this site have so that users and investors are so infatuated with it, the feeling of a single clock?

"Nail Guest" interest paradise

Pinterest in his name has clearly shown his functional pin (pushpin) +interest (interest), the "things of interest" with "pushpin" nailed to the nail plate (pinboard). In fact, Pinterest just digitized this logic, and it helps you keep everything you see online in the form of pictures. Because of the heat of the Pinterest, China has even spawned the term "nail-customer" to describe Pinterest's Pinboard model and its followers.

The idea for this project comes when the founder, Ben Silbermann, looks for his girlfriend's engagement ring. He found a lot of desirable rings, but he needs to compare each other repeatedly, so he developed Pinterest, put them on the same page. And then he used Pinterest to help him plan his wedding, make plans for future vacation trips, record what family members like best, and even create a list called "My favorite little things."

Interestingly, Pinterest began not to want to be a popular company as a mainstream group, but rather to evolve into a technology community. But it backfired, or accidentally inserted Willow Shady. He underestimated the potential of the site. He sometimes admits that the company's development is no longer in his hands. He can only drift with the flow, follow the feelings of everyone to go.

Why everyone will be intoxicated, this is a question worth examining.

The main thing is its impact on users visually. If Twitter simplifies the spread of text, then pintesest simplifies the spread of images. This is a high quality photo sharing site. It looks like a wall that can give you an infinite amount of inspiration, and a neatly nailed picture on the wall. With a nail plate (pinboards), each board is like an inspiration wall, an album, but not private. You can nail your favorite collection on the board, others can focus on you (follow), or you can focus on a specific nail plate. For a particular picture on the wall, the user can choose "like" or "Repin" to his own wall of inspiration. This for the beauty of the people, is absolutely no resistance.

The second is its simplicity. For a social networking site with high quality content (visual images) and a high quality user base, Pinterest only needs you to focus on someone, not to kill someone, just like a picture of you and vote for it. If you want to forward it or steal it, it's all done. 140-word limit? Come on, everyone is looking at the picture, who would like to say more? So why bother to limit it? Turn the page, why do you want to let the user flip the pages to see more content? "Waterfall Flow" in the form of direct to the home page is not better?

Another magic weapon of Pintesest is immediacy. With a good picture to quickly preach, just come out of the hot photos and enthusiasm can not be obliterated. So it's very early and cool in the layout of the mobile end, and look at the tens of thousands of of users who have scored 4.5 points (out of 5 points) in the Apple iOS App store. With the clap, with the biography, with the commentary, with the turn, with pride. So smooth a full of emotion, full of fashion, full of cooperation, full of fun of the assembly line down, you will not expect next time?

A vague but clear business model

Andreessen Horowitz Frank is interested in Pinterest for three reasons: first, even in the beta phase, the site's growth indicators are still strong, second, their user participation is very high, even their new registered users "quite greedy"; And the last point: they have a very clear pattern of profitability: Many users have potential business intentions, for example, they will list the items that a wedding needs to buy, and the company can build a business model around them.

Investment institutions have a strong interest in the commercial intentions behind the pictures they send. Pinterest many pictures are directly from the E-commerce site. Some pictures even keep a price tag. Many marketers have confirmed that many businesses are getting a lot of orders through Pinterest import traffic.

In a sense, the domestic visitors to the talent, beauty and Mushroom Street are also doing such a thing. Indeed, they are able to help users buy and sell products, users can benefit a lot, but Pinterest share is all visually interesting and exquisite things, the advantage is that it has bigger and more user base, have more development kinetic energy, and have a stronger ability to control content, To better coordinate user needs and site content between the delicate relationship.

Pinterest's approach to pursuing the user base is visionary. Although in the promotion strategy, they also maintain a limited inside the "still hold pipa half cover" posture, but this is only to better hang up the user's taste. A strong user base makes it possible to use the power of "friends" to push more goods to your face and reduce your resistance to hard selling. It can also through data mining, better understanding of your inner needs, the most needed goods accurately pushed to everyone is not the same personalized display page. As an interest site, you have to show a little bit of interest to come? This little bit of interest is sensitive enough for businesses to make targeted moves.

It is the ultimate in user experience, but also for more business behavior left room. Pinterest pioneered the "waterfall Flow" of the page to show the form, does bring readers a great browsing convenience. On the other hand, compared with the traditional product display mode, this model is more concerned with the perception of the visitor than the parameters (price, location, etc.), more suitable for the perceptual female users and non-standard products, so it is easier to produce the transaction in the case of convenient reader experience.

There are only 8 people in this company so far. And basically did not do marketing.

This article is a copy workshop for the famous financial management magazine "new leader" (formerly "Contemporary Manager" magazine), for the @ copy workshop author hehe cat original works. If you feel that this site is helpful to you, please click here to pay attention to our Sina Weibo @ Replication factory, if you do not want to miss more exciting content, please subscribe to us through the mail, or subscribe to us through the RSS reader.