What Pinterest needs is a parent with global reach and a good reputation. Now neither of those sites are growing, despite having billions of dollars behind them. They once rushed to Twitter (NASDAQ: TWTR). People once loved Facebook (NASDAQ: FB) and Instagram. The success of TikTok underlines Pinterest’s rarity but also its risks. But it’s more stable, and more commercial than TikTok. You can think of Pinterest as akin to TikTok parent ByteDance, which is expected to generate $1.9 billion in revenue this year and to go public next year. It’s a niche Tumblr tried (and failed) to exploit in the last decade. Many have become creatives themselves, turning from buyers to sellers. It’s unique, appealing to women who are tough for many online sites to attract, mainly aged 20-50, a prime buying demographic. Interest in Pinterest is centered on one fact. The fastest growth is coming from outside the U.S., where the average user is worth just 36 cents. It’s a treasure hunt, whose 454 million users generated just $1.35 each in revenue during the second quarter. When I wrote about Pinterest in August, I called it a niche site meant to inspire serendipity. Pinterest had only recently been taking its service global. PayPal is a financial site lacking physical infrastructure.
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