Pinterest Pins Its Hopes On International Growth, Starts Out With Localizing ?Pin It Forward' Campaign To Drive More U.K. Posts

Pinterest is ramping up its international strategy by kicking off a localisation effort in the U.K. today, tweaking the site so that it deliberately foregrounds U.K. content to U.K. users and also adding a British English language setting to make Brits feel more at home.?The U.K. is the first part in what appears to be a bigger strategy to target more usage, and more users, outside of the U.S., with France likely to be the next country to get the localizing treatment, according to a spokeswoman. We’ve asked Pinterest if it is conducting parallel localisation efforts in other global markets and will update this story with any response.?Update:?“Pinterest does feel like it?s just getting started with its localisation efforts and with the UK being the first international effort the team is hoping to learn a lot from it, in order to inform how they reach out to communities in other countries. France is likely to be next but Pinterest is waiting to finalise these details until after they?ve learned more from the UK,” the spokeswoman said. The company is not currently breaking out user numbers, but according to one?estimate?Pinterest had some 40 million users as of February this year. Back in February?Pinterest raised $200 million in Series D funding?– with “international growth” pegged as one of the growth-oriented initiatives that the money would be used for. Last year it also picked up a $100 billion?investment from Japanese e-commerce giant Rakuten?– a further sign of its?international ambitions. While in March this year, Pinterest?rolled out a design refresh, adding?bigger pictures and more discovery features worldwide. It also?rolled out a web analytics?product?to make it easier for businesses to track referrals and measure what users are doing on the site. Today’s localisation efforts reinforce ?that effort by encouraging greater user engagement — and driving engagement is likely to be key to helping the social network generate revenues some day. Here’s how the company explained the U.K.-specific site changes in an email sent to TechCrunch: …more UK Pinners and pins will be suggested to UK users on the site. Also, when a new person in the UK joins Pinterest, they?ll now see other Pinners in the UK. In addition, search results will feature more UK content. Finally, Pinterest is making sure that people in the UK can access the service in British English. We?re hoping this will lead to more British pinners discovering things they

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