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Decode Recap: Pinterest Shares How They Tackle Growth

App Annie concluded its North American tour for 2016. Check out highlights from Pinterest’s keynote from our San Francisco event.

App Annie Decode’s 2016 road show has reached the end of its tour in North America. The last legs of this year’s journey landed us in Toronto and Chicago, where attendees heard app business strategies and insights from mobile leaders. Over the course of our travels we were joined by esteemed speakers like Brodie Cahil from Rakuten Kobo, Mike Antognolli from Allstate and Andrea Frenchette from DreamWorks Animation.

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Unable to join us? Get a taste of what you missed at this year’s events. We’re featuring highlights from our San Francisco Decode, where Omar Seyal, Head of Growth Product at Pinterest, offered insight into Pinterest’s international growth initiative.

Watch the full keynote or read on to see what Omar shared with Decode attendees.

Perceptions of Pinterest Shift Depending on Region

In the United States, Seyal says “mommy bloggers” first started using Pinterest to share recipes, parenting tips and fashion items. This resulted in a very female-centric audience. In other countries, however, the users who were seeding the content used Pinterest more collaboratively and for different reasons, which opened it up to a more diverse audience.

But no matter the market, the challenges were the same: competing for share of user time and user-generated content, and fighting for installs against top apps like Facebook and Instagram. Seyal shared his team’s strategies for getting ahead: targeted international expansion, localization and segmentation.

Understand Your Users to Rule the Market

Clearly identifying the unique culture needs of a new market is, as always, an essential component of a successful growth strategy. For international expansion, Pinterest chose its target markets by looking at ad spend and market size, the ability to monetize, and scalability. With insights from App Annie, they could see which apps their target audience in different regions was already using. Seyal says this made it much easier to develop features and content that would appeal to that particular market.

Hyper-localized Pinterest Boards Draw More New Users

Figuring out how to entice new users is integral to driving app downloads, Seyal says. Through testing, his team saw that showing hyper-localized Pinterest boards to new users — ones that were more likely to be shared in a particular city — was the most successful strategy.

As more and more users joined Pinterest and began creating and sharing content, the team moved from hand-picking content to show new users to more machine-learning models to show the right content, to the right users, at the right time. Data from App Annie helped the team track user ratings and reviews, and made it easy to quickly adjust features to better meet users’ needs.

User Segmentation Key to Acquisition Strategy

From the beginning, Seyal says that moving users to the app was very important. If Pinterest’s ranking increase, so do the number of new users. By using App Annie to identify different user segments, the team realized that content creators were more likely to use the web, but content curators were more often on the mobile web — and more likely to download the app. Understanding the two different users was essential for retention efforts and for moving users from the mobile web to the app.

Apply These Insights to Your App Business

Learn how Pinterest grows awareness and engagement for their app across a global user base. Request a free demo of App Annie Intelligence to see how you can perform analyses that offer actionable insights into your users, the competition and new markets.

September 28, 2016

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