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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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Report Looks at the Most Commonly Shared Life Events on Instagram and TikTok

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Report Looks at the Most Commonly Shared Life Events on Instagram and TikTok

Social media is where people share their big life events and updates, in order to keep friends and family informed, and celebrate major milestones, changes, etc.

But what life events are people most likely to share in each app?

The team from Confused.com recently undertook a broader study of life trends, which also looked at the most popular life event postings on Instagram and TikTok, based on hashtag use, which could provide some valuable context for your content planning, and how to connect with the right audiences in each app.

First off, on Instagram – here are the top ten most shared life events within Instagram posts:

Those are all fairly logical, with the majority being celebratory events – though the variance in post volume for each is worth noting.

Based on this, a brand might want to consider marketing to new home buyers in the app, or post about new hires, or make it a bigger focus for campaigns based around these key life events.

On TikTok, the top 10 listing is similar, with some slight variances.

Life events report

‘Separation’ is much higher on TikTok (coming it at 11th on the list on IG), while ‘Marriage’ is not as high (23rd on TT). Not sure what that means – I would initially conclude that TikTok’s younger audience would result in less discussion of marriage, but separation is a key focus (as is divorce) so…

Maybe separated people are more likely to jump onto TikTok to find a new partner.

‘Gender reveal’ is also a bigger focus on TikTok (13th on IG), while ‘Death’ and ‘Funeral’ both make the top 10.

Some of these trends would relate to the variance in audience demographics, but it is interesting to note the differences, and how significant each topic is across the two apps.

Of course, for the most part, this research doesn’t reveal much that you didn’t already know – both apps are used for celebratory posts and major announcements, which includes all of the big life milestones and shifts.

But it is interesting to compare the popularity of each, and to consider how that could relate to your marketing and outreach, in line with usage.

You can read Confused.com’s full report here.

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