Pinterest Announces $500K Creator Fund & New Tools

Pinterest Enhances Platform with Creator Fund and New Policies

Pinterest recently held an event dedicated to its creator community, unveiling a series of updates designed to foster a more positive online environment. These announcements include the introduction of a $500,000 Creator Fund, a new content policy termed the Creator Code, and updated moderation tools.

Creator Code and Content Guidelines

The company’s objective with these changes is to maintain Pinterest as an “inclusive, positive and inspiring place.” The newly established content guidelines specify requirements for creators, including the need to verify information, promote inclusivity, demonstrate kindness, and ensure their calls to action do not result in harm.

Creators will be asked to acknowledge and accept the Creator Code during the publishing process for Story Pins. This will involve confirming agreement with statements such as “Be kind,” “Check my facts,” “Be aware of triggers,” “Practice inclusion,” and “Do no harm.”

Enforcement and Algorithmic Adjustments

Pinterest will enforce the Creator Code using a combination of machine learning and human review, mirroring its current approach to other content policies. The platform’s algorithm will be optimized to prioritize positive content and suppress harmful content, such as misinformation regarding vaccinations.

While the Creator Code is not yet active, Pinterest anticipates its rollout to creators in the coming weeks for signature and adoption.

New Creator Tools for a Safer Experience

Alongside the Creator Code, Pinterest introduced several new tools aimed at enhancing the platform’s safety and positivity. These tools are designed to provide creators with greater control over their content and interactions.

Creators can now utilize comment moderation tools to remove and filter comments on their posts. Furthermore, they have the ability to highlight up to three positive comments within the comment feed. New spam prevention tools, powered by machine learning, will assist in identifying and removing unwanted comments.

“Positivity reminders” will also be implemented, prompting users to reconsider potentially offensive comments before posting. While these notifications encourage editing, they do not prevent the submission of the original comment.

The $500,000 Creator Fund

Pinterest also announced the launch of its inaugural Creator Fund during the event. This fund is specifically intended to support creators from underrepresented communities within the United States.

The fund will provide a combination of creative strategy consulting and financial support for content creation and advertising. Pinterest has committed to allocating at least 50% of the fund’s resources to creators from underrepresented groups.

The initial commitment for 2021 is $500,000 in cash and media. Eight emerging creators in fields like fashion, photography, food, and travel have already been selected as initial participants, with ten more creators to be identified in the coming months.

Creator Inclusion Lead Alexandra Nikolajev stated that the company is “on a journey to build a globally inclusive platform where Pinners and Creators around the world can discover ideas that feel personalized, relevant and reflective of who they are.”

Addressing Past Concerns and Building a Positive Image

These initiatives come as Pinterest works to address past allegations of internal issues, including concerns about pay equity, racism, retaliation, and sexism. These issues contrasted with the company’s public image as a positive workplace.

Previously, Pinterest launched inclusive features like skin tone ranges for beauty product searches. The platform also enabled retailers and brands to identify as members of underrepresented groups, increasing the visibility of their content.

Pinterest’s co-founder and Chief Design and Creative Officer, Evan Sharp, emphasized the company’s reputation as “a positive place” during the event. He noted that designing for positivity is as crucial as designing against negativity.

Competition and the Need for Creator Incentives

Pinterest currently serves over 450 million users globally. However, it faces increasing competition from larger platforms like Facebook, Instagram, YouTube, TikTok, Snapchat, and Clubhouse, all of which are investing in creator programs.

To remain competitive, Pinterest recognized the need for its own incentive program to attract and retain creators.

The event featured an interview with television personality Jonathan Van Ness (Queer Eye) led by Pinterest’s Head of Content and Creator Partnerships, Aya Kanai. Several creators, including Peter Som, Alison Cayne, Onyi Moss, Oyin Edogi, and Jomely Breton, also participated, sharing their experiences with the Creator Fund.