Pinterest to Invest $1.2M More in Pinterest Creator Fund

Pinterest is making a bigger commitment to its Pinterest Creator Fund initiative, investing an additional $1.2 million in underrepresented creators and extending the program to run throughout the full year of 2022. The company said the $1.2 million will be distributed through ad credits, cash grants and equipment. The program will be broken up into four cycles, one for each quarter: fashion/beauty, wellness, lifestyle/home and food. L'Oréal USA is sponsoring the initial cycle. A L’Oréal USA spokesperson said, “Pinterest’s Creator Fund gives us the opportunity to tap into the creativity and talent of the next generation of inspiring creators. L’Oréal USA is thrilled to combine our efforts alongside Pinterest to continue to make beauty more diverse and inclusive. There are millions of beauty Pinners looking for inspiration on Pinterest, and we look forward to providing creators more access to the tools, resources and opportunities they need to be successful.” Pinterest said breaking the program into four cycles allows for more personalized training, and extending those cycles to five weeks from four gives creators access to more dedicated time and resources. The company added that it plans to expand the Pinterest Creator Fund into additional markets in the second half of the year. Pinterest creator inclusion lead Zeny Shifferaw said in a statement, “The creativity that comes from underrepresented communities is far too often overlooked, and the Creator Fund looks to not only reverse that, but also reduce barriers of entry for them to be successful. The expansion of the fund unlocks even more opportunities to uplift and reward some of the most gifted creatives out there. That means more creativity, more content across various interests, more representation and more inspiration.” Creators participating in the program will learn how to craft “best-in-class” Idea Pins and how to play off trends on the platform to deliver inspiring and timely content. They will receive opportunities for partnerships with brands, access to creator-focused conferences, $25,000 (in the form of ad credits, a cash grant and an equipment stipend) and a first look at new products being tested by Pinterest. Interested creators can apply here. Pinterest said past participants in the Pinterest Creator Fund gained an average of 60% more followers after completing the program. Health and fitness professional Wendy Traylor, who saw her follower count jump 75% from last September through this past March, said in a statement, “The Pinterest Creator Fund program was a tremendous opportunity for me because it helped me refine my skills as a creator, gain confidence, build an amazingly supportive community within Pinterest and get exposure outside of Pinterest. Because of the program, I’m starting a new business and planning to market it within Pinterest. I would have never dreamed that this could have been possible a year ago. For that reason (and more), I will forever be grateful to the Pinterest team for their support through the Creator Fund program.”

Diversity, Equity and Inclusion

Pinterest to Invest $1.2M More in Pinterest Creator Fund

The program is being extended throughout 2022, broken up into one cycle for each quarter

David Cohen

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