We Heart It quietly amasses a following, sneaks up on Pinterest

With 20M young, active users, We Heart It has become the dark horse of social networks

We Heart It has quietly amassed 20 million active monthly users and given Pinterest some competition.
We Heart It has quietly amassed 20 million active monthly users and given Pinterest some competition.

If Pinterest is looking over its shoulder, it's probably keeping an eye on We Heart It, an image-based social networking site that has quietly amassed a user base of 20 million.

We Heart It is a social site focused on photos, much like Pinterest. However, unlike it's older and bigger rival, We Heart It has that marketer's dream of a 16- to 24-year-old core base and US$8 million in investor funding.

The site says it's adding a million new users a month.

We Heart It has quietly amassed 20 million active monthly users and given Pinterest some competition. For a company that was incorporated two years ago and hired its first CEO just two months ago, We Heart It has made a lot of progress.

"We've been very quiet. We've been focused on the product and our users," said CEO Ranah Edelin. "Facebook is great. I use it all the time. I have a lot of respect for them but this is about defining who you are and expressing who you are in a visual way. And that can make it easier to understand someone."

We Heart It is built to enable users to collect and share images, which sounds a lot like Pinterest, a pin-board-style service that also allows users to create and share collections of images.

Pinterest, with about 50 million active users, is known for having its older users who are interested in do-it-yourself projects and images focused on gardening, fashion and crafts.

We Heart It's younger users are more interested in telling the world about themselves through images of things they're interested in, says Edelin.

"You can follow people, but it's not about connecting with your friends," he said. "Facebook is about connecting with the friends you know. This is more about following people you have shared interests with. If I'm interested in scuba diving or traveling, I'm going to follow people interested in the same thing."

Brad Shimmin, an analyst at Current Analysis, said younger users especially are increasingly into sharing images, perhaps more than written posts, on social media.

"Look at how somebody uses Facebook compared to a site like this," said Shimmin. "You are telling people who you are through this service without writing a 4,000-word manifest. What strikes me as compelling is that some people may not feel comfortable talking about what they had for breakfast but they can tell people who they are, in a very intimate way by associating themselves with things they like."

We Heart It is all about what things, interests, causes or hobbies people want to be identified with. It's kind of like a visual ID, Shimmin added.

"Here you get rid of these contractual social obligations," said Shimmin. "This is more emotional, I think. It's more about following images than people."

We Heart It youthful base, and the fact it's adding a million new users a month, gives Pinterest something to worry about, said Patrick Moorhead, an analyst at Moor Insights & Strategy.

"I had not heard of the site, but my teenage girls had," he said. "Social media is like TV channels, in that as long as it is very different and has enough scale, it can pull users away from the largest sites. This is very different from Pinterest, which has drawn an older and more diverse crowd but 20 million active users is impressive."

Pinterest needs to figure out how it could draw in the 16 to 24-year-old demographic, Moorhead added.

Shimmin, however, said there's plenty of room for both Pinterest and We Heart It to succeed with their own user bases.

"The market for social network destination sites is phenomenally large and vibrant and able to support a wide array of audiences," said Shimmin. "I think Pinterest and We Heart It have a different philosophy about them and I think the market can house both. You don't' have to pledge your allegiance to one or the other."

<<p>Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at @sgaudin, or subscribe to Sharon's RSS feed . Her email address is sgaudin@computerworld.com.

Read more about social media in Computerworld's Social Media Topic Center.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

This was amazing and so inspiring. Thanks for sharing.

Vijay Kumar

Design thinking: Leading with experience

Read more

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in