Instagram’s testing a new way to raise awareness of social causes in the app, with an additional pop-up on the hashtag search pages of selected movements which prompt users to help spread the word in various ways.
As you can see in these images, now, when you search for certain cause-related hashtags, a new pop-up will ask if you’d like to either share the hashtag page with your connections, or create your own fundraiser for the cause, with 100% of donations going back to the relevant organization.
That could be a great way to prompt more direct action in the app, with interested searchers more likely to want to do their part.
As explained by Instagram:
“Hashtags have long been a place where people discover new causes to support on Instagram, and now when you search for specific hashtags associated with certain movements, you’ll have the option to support them.”
Instagram says that many users have requested more direct ways to support charities, while it also consulted with a number of organizations on the project to ensure that it was taking the best approach to amplify relevant movements.
“We’re rolling this out first to a handful of hashtags that are focused on popular and long-standing movements on Instagram and in the world, like #BlackLivesMatter, #womensrights and #climatecrisis.”
As noted, it could be a great way to raise awareness of each movement, while also making more users aware of Instagram’s charitable donations feature, which enables anybody to promote a charity relevant to them via their profile and posts.
Instagram has been working to add in more donation-type features, including charity fundraisers, personal fundraisers (which have now been removed), as well as tipping and creator funding tools. Aside from assisting relevant causes, the options also get users more accustomed to transferring funds in-app, which further leans into its expanded eCommerce push.
So while the main motivation is altruistic, there is a commercial element too – but either way, with reach to over a billion users, providing more ways for people to raise awareness of causes in the app can only be a good thing.
The new prompts are being tested with some causes from today.
Pinterest Ends its Creator Rewards Program for Idea Pins
Pinterest has announced that it’s ending its Creator Rewards program, with the incentive offering set to shutter later this week.
Pinterest’s Creator Rewards scheme provided a means for creators to make money by creating themed Idea Pins, based on monthly prompts provided by Pinterest.
That enabled Pinterest to both encourage Idea Pin activity, and guide those Pins towards more engaging elements – but now, it’s moving on from the project.
As reported by The Information:
“After the program’s conclusion on Wednesday, [Pinterest] will pay a one-time bonus to creators in the program who participated in at least one reward goal in August, September or October, a Pinterest spokesperson said. The company declined to share how much it was giving away in bonuses or how many people were part of the creator rewards program.”
Various social platforms have offered similar incentive schemes, with varying levels of success, but for the most part, they’ve eventually become unsustainable. Which, in some ways, is expected. Direct payments from the platforms are ideally designed help to guide creators into other monetization avenues, and are not geared towards building reliance on those payments themselves.
Snapchat has experienced similar issues with its Spotlight program, which is also now more aligned to specific thematic targets, while TikTok’s still working on the best way to ensure its top stars continue to get paid.
It is worth noting that this is separate from Pinterest’s $500k Creator Fund, which is another program designed to encourage creators to keep posting to the app.
The Creator Fund is specifically aimed at supporting Creators and communities ‘that have been disproportionately underrepresented’, and that program will continue on at this stage.
Cracking the code of creator funding is complex, especially in content formats that don’t support insertion of ads, where you can directly attribute revenue based on views. No platform has got this 100% right as yet, but more options are evolving, which could provide more avenues for sustainable creator funding in future.
But evidently, Pinterest found that this one wasn’t it. The program will shutter on Wednesday this week.