It occured to us that some users may not see themselves as “sharers”, but nearly everyone uses a communication product of some kind to coordinate with friends and family. So we removed the Share button and replaced it with a Save button that then prompts you to share the post. This prompt is framed more around communication than around broadcasting the content, and it worked astonishingly well—social shares shot up over 300%.
…-hot companies as Pinterest and Tumblr. These companies have habit formation embedded in their DNA. This is because data collection is at the heart of any Curated Web business and to succeed, they must predict what users will think is most personally relevant.