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Pinterest Announces New Activations for Mental Health Month, Along with New In-App Support Resources

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Pinterest Announces New Activations for Mental Health Month, Along with New In-App Support Resources

Pinterest has announced a new slate of events and activations for Mental Health Awareness Month, including an expansion of its in-app mental health support tools and an IRL life ‘Pinterest haven’ in NYC.

First off, Pinterest is launching a ‘Mind Your Wellness’ group board, which will highlight content focused on mental health and emotional wellbeing.

Creators from around the world will contribute to the board, providing a breadth of resources to help Pinners in need.

Pinterest is also partnering with the Mental Health Coalition (MHC) to highlight additional resources and content.

“The organization will join dozens of Creators in sharing their ideas and best practices on mindfulness, living with intention and digital wellness. This content can be found in our Mind Your Wellness group board, including our newest Pinterest Havens: A Whole Mood.”

Pinterest 'A Whole Mood'

The latter is also the focus of a new, immersive experience in the real world, with a Pinterest bringing its haven to life in New York.

“The activation will showcase six different installations and will feature speakers including iconic fashion clothing designer and Mental Health Coalition founder Kenneth Cole, Stop the Shame founder Shanti Das, and experts from wellness concept HealHaus, to name a few.”

Pinterest has experimented with various real world installations, but this is the first with a focus on mental health, addressing rising demand from Pinners (‘feeling stressed’ searches have increased 8X over the past year) and ongoing need for additional resources and assistance, where possible.

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Finally, Pinterest is also expanding its compassionate search tools to 11 more markets.
Compassionate search, which Pinterest first launched in 2019, provides links to a collection of interactive activities and tools to help Pinners connect with supportive resources when they go searching for related terms.

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“For example, if Pinners search for content that indicates they may be feeling down like “sad quotes” or “work anxiety’, they will see a prompt asking if they’d like to be guided through steps to practice self-compassion.”

Up till now, the option has only been active in 12 regions, but from this week, the feature will also be available to users in France, Italy, Spain, Austria, Switzerland, Japan, Sweden, Mexico, Argentina, Colombia and Chile. Users can also find the same resources by searching the hashtag #PinterestWellbeing.

Mental Health Awareness Month is an increasingly important event, as we work to remove the stigmas associated with mental health, and help more people find the help and support that they need. Many mental health concerns have been exacerbated by the pandemic, and with social platforms becoming an increasingly important connective tool, they can often become people’s primary link to the outside world, and are therefore increasingly influential on this front.

As such, all platforms have a duty of care, to at least some degree, to provide links to resources and assistance tools to help people get help when they need.

Pinterest has been developing its systems on this front for some time, and these new additions and expansions are another positive step.

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

YouTube is testing out a new post type within its Community Posts element, while it’s also expanding access to ‘Membership Gifting’, which provides another way for creators to boost their audience in the app.

First off, on disappearing posts – YouTube’s running a new experiment that will enable selected creators to set a time limit on their Community Posts in the app, which will see those updates disappear after 24 or 72 hours.

As you can see in this example, the new option will enable you to set an expiration date for a Community Post, which will then see it automatically erased from view after that time.

YouTube says that creators have been seeking more ways to enhance engagement within the Community Posts element:

“We’ve heard from creators that they would like the ability to share content that is only available for a short period of time – for example, a special time-limited discount on merch or a special message for fans that manage to catch it before it expires.”

YouTube’s Community Posts, which it opened up to all channels with over 500 subscribers in September last year (down from 1,000 subs previously), enable creators to share text-based posts – which can include polls, GIFs, images, and video – within their Community tab.

YouTube Community Posts

That provides another way to extend your community-building efforts beyond video content and subsequent comments, which is more aligned with the engagement that you’ll find on in other social apps.

And soon, you’ll also be able to share disappearing posts too – though the initial test is only running with selected creators on Android devices to begin with.

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“Viewers will be able to see that a post will expire in x hours at the top of the post in the community tab, and creators will see their expired posts in the ‘Community’ tab under the ‘Archived’ chip once it has expired. Creators can’t re-share expired posts, but we are planning on adding that functionality in the future.”

On another front, YouTube’s also expanding access to its ‘Membership Gifting’ option, which enables Channel members to purchase gift memberships, which are then distributed to other viewers who are not subscribed to the channel.

YouTube Membership Gifting

Which may seem a little odd, but the idea is that this is a support measure for creators, not a gift for friends, as such, providing a means to both give the creator revenue (as they get the usual cut from gifted memberships), while also helping them to boost their audience in the app.

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“Up until now, gifting memberships was in a limited beta stage only, and only accessible by a small number of creators. But with this launch, we’re expanding the number of creators that have access to gifting memberships. And as a creator, you can buy gift memberships for your community without becoming a member yourself.”

To be eligible for the program, Channels need to have memberships enabled at a level of $4.99. Viewers also need to opt in to receive gifts during a stream, which they can do by tapping on the ‘Allow Gifts’ prompt in the chat on an eligible broadcast. 

It could be a handy option for building community in the app, and with many YouTubers inspiring legions of passionate fans, you can imagine that some will be more than happy to participate in helping to grow their favorite creators’ following.

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