Every month, nearly half a billion people around the world come to Pinterest, a visual discovery platform, to search, save & shop the best ideas in the world for all of life’s moments. Pinterest’s mission is to inspire everyone to create a life they love and at the heart of that inspiration is the creators who share their ideas and passions with the users every day. Since 2018, the platform has created industry-leading products and policies that promote a positive, diverse and inclusive experience for users and ensure everyone can see themselves represented on Pinterest. This includes features such as Hair Pattern Search, Skin Tone and Body Type Technology and Compassionate Search to name a few.
Despite these efforts, there is still a responsibility to ensure inspirational content on the platform reflected the diversity of its users, and this starts with the creators. External industry research shows that Black creators earn 35% less than White creators and critical industry discussion around inequities within the industry further validated a need to support creators from underrepresented communities.
Pinterest launched the Creator Inclusion Fund because it believes inspiration begins with inclusion. The goal of the incubator program is to build more equitable pathways to success for those who’ve been disproportionately underrepresented on Pinterest, specifically BIPOC, LGBTQIA+, and Disabled content creators. The program offers participants access to cash and an ad credits grant, educational training, and community building to help achieve success on the platform, gain more visibility and unlock opportunities.
The incubator program launched six program cycles in five regions throughout 2023. Each cycle followed a multi--phase formula to ensure success: 1. Identifying content needs; 2. Launching accessible applications; 3. Developing an educational curriculum with 1:1 support; and 4. Sustaining long-term impact.
Phase 1: Identifying Content Needs
In North America, each cycle focused on a content vertical that reflected relevant trends users were searching for on the platform. Internationally, the cycles were tied to relevant cultural moments for Pinterest users in specific underrepresented communities of that region. This data-informed approach ensured participants and their content would be easily discoverable by the Pinners looking to be inspired by them.
The cycles were:
Phase 2: Launching accessible applications
A ~2-week application window was implemented for each cycle and incorporated a mix of qualitative and quantitative criteria weighted equally: like “Why do you want to be a part of the program?” and “Do you have <10K followers on Pinterest?.” A panel of experts were enlisted to ensure diverse perspectives and communities were represented and bias was mitigated in the review and final selection process. Each cycle was designed intentionally intimate to ensure every participant received the maximum impact.
Phase 3: Developing an educational curriculum with 1:1 support
Once applicants were selected, they began a 2-3 month program consisting of educational training and collaborative working sessions. Trainings were hosted by Pinterest subject matter experts and included training on how-to leverage ad credits to promote content/products, tapping into the Pinterest Trends tool for content planning, and monetizing through brand partnerships. Each week creators delivered and received feedback on their Pinterest content (Pins) based on training sessions.
Optional weekly office hours were offered in either group or 1:1 settings. This served as an intimate, colleague-like safe community where creators could ask follow-up questions from the training, brainstorm ideas with Pinterest and fellow creators and offer encouragement.
Phase 4: Sustaining long-term impact
As creators moved through the program, their content (Pins) starts to significantly outperform compared to their Pins prior to joining. To further amplify the creators and their content on Pinterest, they were featured and spotlighted across high-traffic editorial surfaces like the Search Landing Page on platform. Upon graduation, creators joined an exclusive roster of preferred Pinterest Creators frequently tapped for internal and external partnerships, campaigns and programs.
The Creator Inclusion Fund achieved growth on and off platform, earned positive sentiment and drove awareness about Pinterest as a platform for underrepresented creators to grow and succeed.
Creator Growth
Unlocked Opportunities
Several creators have gone on to participate in other grant programs and creator x brand partnerships, both on their own and with Pinterest, like Carlos Guzman or, alums who participated in activations with the White House in 2023.
Sentiment
Post-program feedback was overwhelmingly positive with 96% of creators giving the program a 5/5 rating. Voluntary office hours were also at an average of 80% attendance each week.
“In an industry that is often all talk and no action for people like me, it brings me to joyful tears seeing how much work Pinterest is truly willing to put in to make this space more accessible, inclusive and welcoming. This program is a game-changer for me on many levels,” creator, Heensie Low.
Press/Social Amplification
The program received positive recognition from industry, tech and lifestyle media, with nearly 20 media mentions, including TechCrunch, Allure and WWD. Potential social reach on our owned and amplified channels surpassed 15M.
