Partiful has a built-in marketing engine—what’s better word-of-mouth marketing than millions of party invites across the globe?
Murthy said the “coolest thing” about Partiful’s early days was how it spread through different geographies. Because the team is based in New York City, “at first there were a lot of people in Manhattan using it and it started to grow into Brooklyn,” she said. “As it grew from there, our users started to take it with them when they traveled. So maybe someone from New York is visiting their friends in L.A., they throw a party with those friends in L.A. Now people in L.A. are using it.”
Partiful has mostly focused on organic social media presence and its brand look. Partiful pages “have fun and vibrant and customizable aesthetics,” which range from themes around different zodiac signs to Y2K-inspired fun, she said.
That translates to social, too. “We speak on social media the way we speak in real life,” Murthy said. “We are just a group of people who love to party and want to share that and share the best possible party experience with other people, so that's been pretty central to our marketing as well.”
The brand’s social media presence is best described by its Twitter bio, which begins with the words, “facebook events for hot people.” It currently has about 4,400 Instagram followers, 5,300 Twitter followers and 22,000 followers on TikTok.
The company hasn’t run any paid ads, Murthy said. That’s partly because of the nature of Partiful’s business model.
“If someone talks about Partiful on social media, their audience isn't necessarily ready to plan a party at that moment in time. Just because I tell you about Partiful today, it might be weeks or even months before you actually have a party that you're trying to plan,” she said. “Unlike other types of businesses, we don’t really have an opportunity to see immediate conversion impact from any type of marketing effort.”
Naturally, Partiful also throws its own parties. For instance, it recently threw a party for Columbia University students as a thank-you for using the product so much. It hasn’t worked with a marketing agency thus far, although it tapped an independent graphic designer to help with its branding early on.