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Pinterest Expands Creator Fund with a Focus on Helping Creators from Underrepresented Communities

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Pinterest Expands Creator Fund with a Focus on Helping Creators from Underrepresented Communities

Pinterest has announced a new expansion of its Creator Fund program, which is designed to help support Pinterest creators in building a presence on the platform, and monetizing their Pin efforts, in order to keep them posting more often.

Initially launched in April last year, Pinterest’s Creator Fund has already helped a range of Pin creators to boost their presence in the app, with participants seeing 2.9x more Idea Pin impressions, on average, while increasing their overall monthly views by 72%.

Now Pinterest will look to support even more creators through the initiative:

Through cash grants, ad credits and equipment, Pinterest will invest $1.2 million in underrepresented creators. The first of four cycles in 2022 is focused on Fashion and Beauty, and is sponsored by L’Oréal USA.

The updated program, which, as Pinterest notes, will be focused on creators from underrepresented backgrounds, will include four Creator Fund cycles, with a different focus each quarter.

The first elements of focus are:

  • Fashion/Beauty
  • Wellness
  • Lifestyle/Home
  • Food

Pinterest says that the more specific, topic-based approach will enable deeper learning for the chosen creators in each field, while Pinterest is also extending the training program from four weeks to five to provide even more opportunity for insight and development. The participation of L’Oreal, and other sponsors, will also provide further industry knowledge.

In addition to the program’s extension, Pinterest is also looking to make the Creator Fund available to more regions later this year. At present, the Creator Fund is only available to participants in the US, but soon, it will be open to even more applicants – and when you consider that the vast majority of Pinterest’s audience is based outside the US, that’s another key step.

Building a more inclusive platform, in all respects, is also a key pillar of Pinterest’s strategy, with the app also recently expanding its hair pattern search tools to more regions.

Pinterest hair filters

As per Pinterest:

Through object detection with computer vision technology, Hair Type Search allows users to refine searches with six different hair patterns: guard, coiled, curly, wavy, straight, and shaved/bald. This means that when a user performs a broad hair-related search, such as “hairstyles” or “hair color ideas,” they can narrow down the search by selecting one of six different hair patterns. Pinterest detected a hair pattern (protective, coiled, curly, wavy, straight, and shaved/bald) in over 500 million images on our platform.

The Creator Fund forms another element of its expanded approach on audience inclusion and support, while also enabling Pinterest to ensure top creators get more specific benefits – which, ideally, will keep them more aligned to the app, and creating more content for their audience.

Which is part of the larger ‘Creator Economy’ focus that has all social apps now seeking to maximize appeal to top stars. Without your most popular creators, you’ll lose audience share, and as each app looks to sweeten the deal for top creative talent, that then ups the ante for every other app, in maintaining links with its own audience.

Pinterest seems like a more niche offering in this respect, but as more app functions become more aligned – i.e. each app adopting Stories, short-form video, etc. – that also means that the skillset required for creators to succeed in each app also becomes increasingly similar.

As such, a top creator on Pinterest could very well become a top creator on Instagram too, where they could earn more money from Instagram’s more established monetization framework.

Pinterest needs to negate that where it can, which is why its Creator Fund is such an important element of its broader growth strategy.  

You can learn more about Pinterest’s Creator Fund here.


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Elon Musk’s X and Amazon discuss potential collaboration

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Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …

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Threads Looks Set to be Made Available to European Users Next Week

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Threads Looks Set to be Made Available to European Users Next Week

Good news with EU social media fans, with Threads looking set for a December 14th launch in the region, just in time to capitalize on holiday engagement.

As reported by The Verge, EU Instagram users can now access a countdown timer at www.threads.net, which seemingly indicates the exact time for the upcoming EU launch. Meta hasn’t made any official announcement, but the countdown clock is only visible to European users, while EU users can also search ‘ticket’ in the Instagram app to find a digital invitation to Threads.

Which replicates the original Threads launch back in July, which included similar Easter eggs and indicators pointing to the launch date (like the above).

The EU launch of Threads has been delayed by evolving EU data privacy regulations, which, due to the timing of the implementation of these new rules, has put additional development burden on the Threads team to ensure compliance with the new parameters. Amid the initial Threads launch, Instagram (and Threads) chief Adam Mosseri said that it could take “many months” for Threads to reach EU users due to these additional complications.

But we have since seen indicators that Threads is coming.

Last month, The Wall Street Journal reported that Meta had an established plan to launch Threads to EU users in December, while app researchers have found various references to an upcoming “Threads EU Launch” in the app’s code.

Threads EU launch

Given the various strands of evidence, it does indeed seem likely that European users will get access to the app next week. And again, with social media usage increasing during the holiday break, that would also provide the best opportunity for Meta to capitalize on its opportunities.

Which are seemingly on the rise. As more people turn away from Elon Musk’s X project, largely due to Musk’s own divisive commentary, they’re seeking a real-time social alternative, and for many Threads is already filling that void.

That’s especially true for journalists, a common target of Musk’s attacks, who are now establishing new networks within the Threads ecosphere. And while live sports engagement remains high on X, Threads is also making a push to win over more sports communities, even placing ads courtside during the new NBA in-season tournament showcase in Las Vegas.

Threads NBA ad

That’s seemingly prompting more sports fans to post in the app, which will expand again with the arrival of potentially millions more users in the EU region.

So how many more users can Threads expect to gain as a result of its European expansion?

Based on Meta’s EU disclosure data on active users, Instagram currently serves some 259 million monthly active users in Europe.

Instagram’s total, official user count is 1 billion MAU, while Threads now has over 100 million monthly users. So presumably, around a tenth of active IG users are also signing up to the app, which would mean that, at a rough estimate, we’re set to see around 25.9 million new Threads users incoming, if/when Threads is launched in the EU region.

Which is probably not as many as you might expect, but this is based on rough estimates, as Instagram reportedly has more than a billion actives now, and we don’t know the exact, current user counts of either app.

But either way, it will expand the conversation in the app, and enable more people to take part, which has its own expanded benefits. And with around 60 million X users also in the region, that could see a number of them looking to make the switch.

Which is the real aim here. Meta has created Threads as the X alternative, aiming to scoop up former Twitter cast-offs who are unhappy with Elon’s changes at the app. In order to do that, Threads needs to be available in all regions where X users may be looking to jump ship, so its EU expansion is another critical step in this respect.

It’ll be interesting to see what Threads user numbers rise to over the holiday period, and whether it can indeed become a genuine rival for X in total active engagement.

We’ll keep you updated on any official announcement on the Threads EU launch.



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The best social media hacks to blow up your following in just a year

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The best social media hacks to blow up your following in just a year

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Get viral fast. Plus more social media hacks to grow your accounts.

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