Photo gallery and social media site Pinterest adds a whole new feature to its Creator Fund program. The company is isolating $1.2 million for the support of its internal creators, that are often underappreciated or overlooked due to their cultural background. As Pinterest itself explains, the expanded Creator Fund will "support the work of underrepresented creators," which is a nice touch.
Pinterest also explains that the 2022 program will feature quarter-based Fund cycles, with each quarter having its own main content focus. Specifically for this first outing of 2022, Pinterest's Creator Fund program will highlight Fashion and Beauty creators, with L'Oréal USA acting as a direct sponsorship. Pinterest writes in its announcement:
"Creators in the Fund will hear directly from L'Oréal USA about potential partnerships, and will also receive complimentary beauty products for creators to use within their content if they choose."
Alongside ample financial assistance and industry insight from the likes of L'Oréal, creators will also be privy to intense training by Pinterest to amplify their work and excel in their specific field. The program will last for a total of five weeks as opposed to its previous four and will assist those in the program with understanding Pinterest trends as well as enhancing Idea Pins strategies.
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Following a successful application, creators in the program will receive a $25,000 cash grant, including an equipment stipend and ad credits. Additional resources in the Creator Fund include access to creator-focused conferences, partnership opportunities, and first looks at new or upcoming Pinterest products, giving applicants a total leg-up in all their Pinterest content creation.
- To apply for Pinterest's Creator Fund program, you must first meet several requirements. Potential grantees must have the following credentials before attempting to apply:
- Creators must identify as underrepresented creator, specifically people of color, members of the LGBTQIA+ community, and people with disabilities.
- Have no monetized content anywhere across internet social media platforms, such as YouTube, Vimeo, Twitch, and Pinterest.
- Your content must focus primarily on fashion and beauty concepts.
- At least one Idea Pin must have been created before applying.
- Your followers on Pinterest (or another platform) must be between 1,000 and 10,000.
Pinterest has an easy-to-apply online forum for those interested in its Creator Fund. While not yet available internationally, Pinterest has plans on adopting a more wide-reaching approach for the program later this year that includes such areas as the UK and Brazil for underrepresented creators living there. The Fund cycle additions will also see such updated topics as Lifestyle and Wellness, Food, and much more.
The company has been quite busy in elevating its business over the past year, after suffering such negative impacts as the weight loss advertisements debacle, which saw immense concerns surrounding eating disorders amid the pandemic. Earlier this year, Pinterest introduced a new function surrounding AR home decor in order to expand use cases in its beauty product showcases.
Following the announcement on Monday, Mar. 28, the Pinterest stock jumped by about 2.20 percent. Since February, the company has slowly experienced dramatic increases in its stock interest, with Q4 earnings proving its inevitable success despite negative Wall Street expectations.
