Global head of creative strategy Andy Holton said in a blog post that Pinterest usage hit an all-time high as people searched for ways to cope with Covid-19, which is why it expedited the debut of its Today tab, offering daily inspiration via curated topics and trending Pins.
He wrote, “Creating content during a crisis can be a difficult balancing act. On the one hand, failing to acknowledge the current state can feel tone-deaf. On the other hand, without a delicate touch, copy can come off as opportunistic or insensitive. To help you strike the right chord, we’ve compiled tips to create content for Pinterest that feels authentic, compassionate and, most important, helpful.”
The guide covers topics including: brands being honest with themselves and their customers; easing adjacent tensions; helping Pinners cope; and showing empathy for a range of circumstances.
It also suggested that content on Pinterest should be positive, relevant, actionable, original and visually appealing.