We Heart It
| Company type | Private |
|---|---|
| Industry | Social media |
| Founded | 2008 |
| Founder | Fabio Giolito |
| Headquarters | San Francisco , United States |
Number of employees | 25 (2011) |
| Parent | Super Basic, LLC |
We Heart It operated as a visually driven social media platform centered on inspiration and the sharing of preferred images. Users had the ability to "heart" pictures, which allowed them to organize collections and share content with friends through the website as well as mobile applications available on iOS and Android devices.
History
Established in 2008 by Brazilian entrepreneur Fabio Giolito, We Heart It was created as a more accessible alternative to exclusive invite-only services such as FFFFOUND!. The platform’s defining feature was the ability to "heart" images, enabling users to curate personalized collections and share them socially, which contributed to its organic user growth.
As the user base expanded, co-founder Bruno Zanchet joined to strengthen the platform’s technical infrastructure. By 2011, the company had officially incorporated in San Francisco, boasting a workforce of 25 employees. In June 2013, We Heart It secured $8 million in Series A investment from White Oak and IDG Ventures, facilitating further growth initiatives.
In early 2016, the company diversified its content by partnering with Popular TV to introduce video programming. Later that year, it entered into a strategic collaboration with influencer marketing agency The Blu Market, co-led by Steven Forkosh and Kevin Jonas, aiming to enhance user interaction and increase advertising revenue streams.
Eventually, We Heart It ended its U.S. incorporation and reduced its operational scale. Ownership transferred to Super Basic, LLC, with no remaining San Francisco office or staff. By 2023, the platform ceased allowing new photo uploads via its app, restricting users to downloading images previously saved through the website.
Features
We Heart It primarily supported visual content including static images and animated GIFs. Over time, it expanded its offerings to include written posts known as Articles and introduced a Podcasts section featuring audio episodes.
Users could integrate follow icons, live widgets, and sharing buttons into their websites or blogs to connect with We Heart It’s ecosystem.
The platform notably omitted features such as commenting or "dislike" options, minimizing negative feedback for content creators.
In May 2014, mobile advertising was introduced within the app environment. By March 2015, a postcard feature was launched that enabled the platform’s 30 million registered users to exchange image-based messages.
That same year saw the debut of the 'Heartist' program, which honored top contributors—referred to as Heartists—with a distinctive pink star badge that acknowledged their creative influence and leadership within the community.
December 2015 brought the release of Easel, a companion app designed for creating personalized images incorporating quotes, filters, and color adjustments for sharing on We Heart It and other social networks.
August 2017 marked the introduction of Articles, encouraging users to share poems, recipes, opinions, and advice. Following this launch, “Reactions” were added to allow users to respond with five different options without necessarily displaying these reactions on their own canvas. In 2018, this feature was extended to apply also to images.
Usage
By December 2013, We Heart It attracted 25 million monthly active users. The demographic was predominantly young females under age 24—comprising over 70% of users—with an average user age of 19. Engagement levels were high: users spent more than 16.5 minutes per session on average, while mobile app users accessed the app over 25 times each month.
In February 2014, We Heart It ranked number 754 worldwide on Alexa rankings, reflecting its substantial market presence. The platform was recognized by The Huffington Post as one of the "10 Happiest Places On The Internet," emphasizing its positive community atmosphere.
Additionally, We Heart It earned accolades from Google Play’s Best Apps lists in both 2013 and 2015, highlighting its strong appeal and competitive standing within the mobile application marketplace.