The race to retain talent on social platforms is now truly heating up.
Back in April, Pinterest announced its new ‘Creator Fund’ initiative, through which it would provide $500k in funding to facilitate support for creators from underrepresented communities.
The program, available only in the US, was launched because Pinterest recognized the need “to uplift Creators and communities that have been disproportionately underrepresented on the platform”. Couple that with the pandemic, which has had a more significant impact on minority communities, and Pinterest saw the opportunity to provide a level of assistance, while also helping to fuel the next stage of dedicated Pin creators, and get more unique content on its platform.
Now, Pinterest has provided an overview of the results from the first stage of the program, while also opening up applications for the next phase of Creator Fund funding.
As explained by Pinterest:
“All across the first class, creators got a lift from participating in the program. On average, Fund creators saw 2.9x more Idea Pin impressions and 72% more monthly viewers compared to their previous performance. And, combined, they gained over 24,000 new followers.”
Through expert advice and assistance, Pinterest’s first Creator Fund participants have seen big boosts in platform performance, which also coincided with the introduction of Pinterest’s new Creator Code initiative to encourage community participation standards.
And now, Pinterest’s opening up the next stage of its training and funding push.
“You can apply now through June 30 for the next round of the Creator Fund, which will run from August to September. In this second cycle, we’re looking to discover 10 more creators and give them the support they need to learn new skills and grow their Pinterest audience.”
Specifically, Pinterest says that it’s looking to fund creators who are part of the BIPOC, disabled or LGBTQ+ community in this next stage, as it seeks to maximize inclusion and diversity through the program.
It’s the latest platform initiative to provide direct funding for creators, as each seeks to better incentivize the process, and keep their top stars from migrating to other, similar tools. Now, with every platform replicating one another, functional variance is no longer a significant differentiator, which means that the competition for top talent is rising – and without those platform stars, audiences will also lose interest and shift to other tools with their favorite web celebrities.
Social platforms have always provided a level of funding and assistance for some creators, to some degree, but now, these initiatives are becoming far more accessible – because in order to maintain audience connection, they need these top influencers to keep posting, and keep engaging their audiences in their apps.
Pinterest is taking a more targeting approach in its push, with a focus on funding minority groups, but the impetus is still the same, and it’ll be interesting to see, as all of these similar tools evolve on each network, which, eventually, wins out, and whether that’s a deciding factor in their long-term viability.
Definitely, for Pinterest, the competition for eCommerce creators is rising, which is why it’s also added Idea Pins (its take on Stories) and other creative tools to provide more ways for users to engage their audiences in the app.
Its Creator Fund, in particular, is a good initiative, but creator funding overall is a key trend to keep tabs on moving forward.
You can read more about Pinterest’s Creator Fund here.
The World’s Most Popular Wedding Destinations, According To Pinterest
Throughout the Covid-19 pandemic, Pinterest has been there to help us travel the world vicariously, find inspiration and share tips for visiting places that might otherwise be off limits to visitors. Now, as more people around the world are vaccinated and travel begins to make its inevitable comeback, the popular social media site is once again serving as a place to organize ideas for dream trips including epic honeymoons and destination weddings in beautiful places the world over.
A recent study by Money.co.uk, a financial site based in the U.K., revealed the most commonly “pinned” wedding destinations around the world and in the U.S. that people have created Pinterest boards for.
Here are the results for the most popular wedding destinations around the world, by country, according to Pinterest users:
1. Morocco, with 1,001 dedicated Pinterest boards.
2. Greece, with 1,000 dedicated Pinterest boards.
3. France, with 999 dedicated Pinterest boards.
4. Italy, with 998 dedicated Pinterest boards.
5. Mexico, with 997 dedicated Pinterest boards.
6. Bali, with 996 dedicated Pinterest boards.
7. Ireland, with 990 dedicated Pinterest boards.
8. Australia, with 984 dedicated Pinterest boards.
9. New Zealand, with 981 dedicated Pinterest boards.
10. Fiji, with 979 dedicated Pinterest boards.
11. Canada, with 978 dedicated Pinterest boards.
12. England, with 977 dedicated Pinterest boards.
13. Ibiza, Spain, with 975 dedicated Pinterest boards.
14. Scotland, with 972 dedicated Pinterest boards.
15. Thailand, with 960 dedicated Pinterest boards.
16. Spain, with 956 dedicated Pinterest boards.
17. Portugal, with 889 dedicated Pinterest boards.
18. USA, with 821 dedicated Pinterest boards.
19. The Bahamas, with 732 dedicated Pinterest boards.
20. Wales, with 725 dedicated Pinterest boards.
Here’s a look at the results for the most popular wedding destinations in the U.S., according to Pinterest users:
1. California, with 1,003 dedicated Pinterest boards.
2. Colorado, with 1,000 dedicated Pinterest boards.
3. Florida, with 1,000 dedicated Pinterest boards.
4. Hawaii, with 1,000 dedicated Pinterest boards.
5. Virginia, with 998 dedicated Pinterest boards.
6. New York, with 997 dedicated Pinterest boards.
7. Texas, with 996 dedicated Pinterest boards.
8. Georgia, with 994 dedicated Pinterest boards.
9. Washington, with 993 dedicated Pinterest boards.
10. Arizona, with 988 dedicated Pinterest boards.
11. Maine, with 985 dedicated Pinterest boards.
12. Oregon, with 981 dedicated Pinterest boards.
13. Utah, with 978 dedicated Pinterest boards.
14. Montana, 977 dedicated Pinterest boards.
15. Maryland, with 976 dedicated Pinterest boards.
16. Ohio, with 973 dedicated Pinterest boards.
17. Tennessee, with 968 dedicated Pinterest boards.
18. Minnesota, with 949 dedicated Pinterest boards.
19. North Carolina, with 943 dedicated Pinterest boards.
20. Michigan, with 938 dedicated Pinterest boards.
To get the results, the folks at Money.co.uk counted the number of public Pinterest boards associated with several keywords related to weddings and popular U.S. and international destinations. Pinterest users created boards for locales ranging from tropical islands and beaches to bustling cities as well as a blend of coastal and landlocked states, while Colorado, Florida and Hawaii tied with 1,000 boards, respecively. The study also focused on current trends, with Harry Potter, vintage, earthy, natural and farm themed weddings taking the top five spots for themed weddings, as well as popular wedding dress styles and bridal bouquets.
If you’re planning a destination wedding, pay attention to the Centers for Disease Control and Prevention (CDC) travel guidelines—as of this writing, all international travelers need to provide negative Covid-19 test results before they’re allowed to re-enter the U.S., whether or not you’re fully vaccinated—and stay on top of local health and safety protocols regarding mask-wearing and social distancing wherever you go.
All details and policies mentioned were accurate as of press time.
Pinterest launches ‘You might just surprise yourself’ campaign
Pinterest has partnered with creative agency, Droga5 to launch its latest campaign ‘You might just surprise yourself’, exploring how the platform can expand people’s interests in ways they never saw coming.
To kick things off, Pinterest has released a TV ad in the UK, managed by agency Media Hub. The integrated campaign will run across the US and UK including high impact out-of-home, along with audio, podcast, and provocative social ads.
Directed by Yann Demange, the campaign’s hero film ‘Discovery’ – filmed in Mexico City and Los Angeles – takes the audience on a fast-paced journey of exploration focusing on one woman’s discovery before branching out into an unbroken, energetic thread of other characters’ experiences.
A series of 15 films take this premise further, exploring the surprising leaps and ways people can expand their interests. These include a home chef discovering the fusion of burgers and sushi and a teenager trying his hand at flame nail art.
To expand the campaign across all media channels, high-impact mural out-of-home installations have been commissioned in London, New York, Chicago, and LA, along with high-impact media placements and unique brand partnerships to reintroduce the brand and spark inspiration in new ways.
Pinterest has formed its first ever partnership with CRWNMAG, a hair and lifestyle culture magazine for Black women and NTWRK, a mobile-first video shopping platform that seamlessly blends entertainment and commerce.
“People need a place to dream, to explore and to visualize their future. Pinterest is the open invitation to try something you’d never thought you’d try. Our campaign demonstrates that Pinterest is a place where you can find a never-ending array of surprises – a place where the more you explore, the more you discover,” said Director of Marketing for Europe at Pinterest, Louise Richardson. “We want to bring people the inspiration to create a life they love and often that means inspiring you to try something new and giving you the confidence to try more, whether you succeed and it’s beautiful or you fail and it’s hilarious.”
Morocco, Greece and France are dream wedding destinations, according to Pinterest
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NEW YORK, May 28 ― A new report based on data from social network Pinterest reveals the most attractive destinations for a wedding, according to pinners. Morocco takes first place, followed by Greece and France.
Does France still have the reputation of being the country of love and romance? The answer to that appears to be yes, according to the latest report put together by credit comparison company Money.co.uk. The report compiled Pinterest data and reveals the list of the most popular destinations for users. And, while ceremonies have been postponed due to the pandemic, brides and grooms-to-be or wannabes are still planning and dreaming. Many have created boards, to pin their favorite wedding destinations. The report has tallied them by destination and made a top 20.
An ambiance of lanterns and jewel tones is popular with Morocco in top spot. Next comes Greece, with its pretty cliffside villages. Then it’s France that climbs to the third step of the podium, probably largely thanks to Paris, with its enduring status as a city of romance. More beachy destinations such as Mexico, Bali and Fiji, also figure, landing respectively in 5th, 6th and 10th position.
Top wedding destinations
9. New Zealand
Meanwhile, when looking at states in the USA, California is on top with its varied landscapes and iconic cities.
Harry Potter is a top-trending theme
Fun fact: in the same report, users’ top themes are ranked. And perhaps surprisingly, a Harry Potter theme comes first, followed closely by “vintage.” In third place, is “earthy wedding,” with visions of ceremonies held in the midst of nature. ― ETX Studio