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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

This is so cool &amp; Innovative . A Milestone will be created by this.

Digital Marketing Courses

AANA, IAB and MFA chiefs detail first cross-industry digital advertising practices

Read more

“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...

Engenius

Predictions: 9 digital marketing trends for 2019

Read more

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Latest Podcast

More podcasts

Sign in