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 Good Gear Guide newsletter!

Error: Please check your email address.

Tags web appsPinterestInternet-based applications and servicesWe Heart Itemerging technologysocial mediaFacebook

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Sharon Gaudin

Computerworld (US)
Show Comments

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

GGG Evaluation Team

Michael Hargreaves

Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

HP Spectre

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Lenovo Yoga

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?