Pinterest has announced an expansion of its "Pinterest Inclusion Fund" in collaboration with Shopify. This initiative aims to support creators from underrepresented communities by providing resources to optimize organic content and growth on the platform.
Collaboration with Shopify
The partnership with Shopify integrates Pinterest’s incubator program with Shopify’s Build Black & Build Native initiatives. This collaboration targets small businesses, independent publishers, and boutique creator agencies from historically marginalized communities.
Eligibility and Expansion
A more diverse group of content producers, including small businesses, independent publishers, and boutique creator agencies, can now apply to the fund. The program is launching in the US and Canada and will expand to Australia, Indonesia, India, Argentina, and Mexico later this year. It will also return to previous markets: Brazil, France, Germany, and the UK.
Target Communities
In the US and Canada, the program specifically supports those within the BIPOC, Disability, LGBTQIA+, and plus-size communities.
Pinterest's Commitment to Inclusion
Pinterest emphasizes that inspiration starts with inclusion. Since 2018, the platform has introduced features like skin tone ranges, hair pattern search, and body type ranges to promote a diverse and inclusive user experience. The Inclusion Fund is part of Pinterest's broader efforts to help content producers reach new audiences and customers.
Program Impact
Since its launch in 2021, the incubator program has supported over 150 content producers from underrepresented communities. Participants have seen significant growth in their reach and engagement on Pinterest.
Audience Engagement
Pinterest boasts 1.5 billion saves per week, offering immense opportunities for content producers. Users often spend more than expected while shopping on Pinterest, and merchants who upload their catalogs see significant increases in product saves and attributed checkouts.
Benefits for Participants
Participants will learn to leverage their organic content to enhance their brand value, including connecting their Shopify storefront to a Pinterest business account. Shopify will assist in selecting final merchant recipients and provide industry expertise through training sessions. Pinterest will offer one-to-one educational resources, mentorship, monetary stipends, ad credits, and a one-year paid subscription to content scheduling platforms like Tailwind.
Application Details
Applications for the US and Canada are open until June 7, 2024. Additional international market applications will be announced later this year. Interested parties can apply through the provided link.
For more information and to apply, visit: Pinterest Inclusion Fund Application.
