October 28, 2020

marketing

Erica Perry

photo

Earlier this year to create a more diverse community and deliver unique and refined results for each person, Pinterest improved its skin tone function, originally introduced in 2018, and opened it to other regions including the UK, Canada, Australia and New Zealand. The move was driven by previous research that found more than half (60%) The top 100 search terms for skin-related searches on the platform also contained a tone.

Today, Pinterest continues its commitment to underrepresented users, showing that it understands that its users can't be inspired if they don't feel represented. Here is a breakdown of the platforms in the works.

A new self-identification tool

Following the recent introduction of story pins and curated spaces, Pinterest is committed to this 50 percent The managed creators it works with come from under-represented groups.

“As we continue to build a platform for everyone, it is important that the ideas Pinners discover and implement include our global community. We continue to make progress on our commitments to support meaningful change – whether that increases the discoverability of various ideas that reflect our hundreds of millions of winners and use our marketing channels to drive change, or our reinforcing creators from all backgrounds and experiences. “Shared the platform in the official announcement.

Pinterest further stated that its goal is for those who identify themselves through the upcoming tool to see their content in key areas of the platform, including the Today tab, Shopping Spotlights and the Pinterest store. This is all managed centrally by retailers, creators, and advertisers through the Community Info tab in the Settings menu. The catch, however, is that the company profiles must be registered.

Campaign "Let the world see all beauty"

As part of the event, and in collaboration with advertising agency 72andSunny, Pinterest also launched its latest campaign, Make the World See All Beauty, including a social film and a V Magazine cover wrap that highlights 10 creators who push the boundaries and drive the conversations around diversity and inclusion. The film sheds light on some of their personally captured content with the aim of showing a more representative future – one in which the beauty world sees all variations of beauty.

In addition to exclusive content in Story Pins, the campaign will also go live on the social channels of Pinterest and YouTube. Participating creators are Nyma Tang, Kiitan Akinniranye, Tennille Murphy, Kiitan Akinniranye, and Nam Vo.

Differentiation between appropriation and appreciation

In an effort to use an atypical Halloween and Christmas season to raise awareness of cultural sensitivities, Pinterest announced earlier this month that it would implement informational prompts in key searches as people plan their unique celebrations at home.

“Many people may not know that certain costumes are appropriations from other cultures. As a platform for positivity, we want to make it easy to find culturally appropriate Halloween ideas and raise awareness that costumes shouldn't be a way of turning a person's identity into a stereotypical image, ”the platform explained.

To help brands and pinners take into account the campaign commitments and decisions related to these celebrations, searches – as with "Day of the Dead costumes" – now have a pin at the top of the results with information provided by the Pinterest employee group PIndigenous and experts like Dr. Adrienne Keene, how to party thoughtfully and respectfully. In addition, the platform will restrict recommendations for costumes that match cultures.

Whether related to Halloween or otherwise, these conversations are an integral part of advancing as a society and industry. The Black Lives Matter movement fundamentally changed the advertising industry, accelerating the need for brands to tackle tough issues head on, including defining terms like “diversity” and “inclusion” within their own organization, but also how that is reflected in their news manifested to consumers. In doing so, they also play an important role in understanding the difference between performative action and a real, long-term strategy and commitment to DE&I.

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