25 November, 2020

How Pinterest Helps Brands Tap Into Inclusivity & Representation

By B&T Magazine

At the heart of Pinterest is the mission to provide inspiration to create a life people love. However, it’s near impossible to be inspired when you don’t feel represented, seen or heard.

That’s why consumers are turning to Pinterest in droves to be inspired by a platform that is consistently representing who they are.

For example, skin tone ranges (Pinterest’s inclusive beauty results search feature, which allows Pinners to refine searches based on skin tones) is a popular tool among Pinners. This year, global searches for beauty ideas based on skin tone including “grey hair on dark skin women“, “blonde hair color ideas for fair skin blue eyes“, “soft natural makeup for Black women“, “brown hair colors for fair skin“ and “nude lipstick for dark skin“ were among some of the top trending beauty search results.

People want to see themselves represented in ideas they are looking to try or buy. Seeing people who look like them helps build confidence. And, Pinterest has consistently strived to be a leader in the diverse and inclusive space, particularly when it comes to beauty standards. As well as skin tone filters for more accurate search results, Pinterest is leveraging augmented reality with AR ‘try on’ technology.

Soon to be available in Australia and other countries, try on is a new feature that lets Pinners virtually try on products from retailers using AR technology through the Pinterest camera (Lens). And, since each lipstick option is a Product Pin, you can easily click through to a retailer’s website to add to your cart and buy.

As brands look to the future to create unique and personal experiences for consumers online, plenty of beauty brands are leveraging Pinterest to meet the growing demand for diverse products and content.

That’s what makes Pinterest the positive and ‘personal media’ space that it is. Through diverse and inclusive creativity and features like the launch of skin tone ranges, Pinterest is showing that it deeply understands users cannot be inspired if they are not represented.

Pinterest’s skin tone range is helping Pinners to refine beauty-related searches based on a set of skin tone ranges. Applying this filter updates search results to only show content that matches the skin tone range Pinners have selected.

At the end of the day, people want to see themselves represented in ideas they are looking to try or buy. Seeing people who look like them helps build confidence, which is why Pinterest launched this filter to help brands and advertisers easily tap into this sentiment.

And, the opportunity for brands on Pinterest is huge, especially when Pinterest data shows 85 per cent of weekly users have made a purchase based on content they see from brands on Pinterest (Gfk, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018) while Pinners spend 80 per cent more in retail than people off Pinterest users regularly discover new brands and products on Pinterest (TalkShoppe, US, Retail Audience Deep Dive Survey among Weekly Users, September 2018).

Take Australian lingerie and swimwear brand Big Girls Don’t Cry Anymore, for example. This inclusive brand caters specifically to curvy and plus-size women and has successfully tapped into a younger audience and diversified its customer base through Pinterest by tailoring campaigns that showcase the brand’s range of bras, underwear and swimwear. Prior to partnering with Pinterest, Big Girls typically saw around 450,000 views on its ads, which jumped to a massive one million views on Pinterest once the company started advertising.

Big Girls Don’t Cry Anymore managing director Karen Edbrooke said: “We enjoy using Pinterest to reach our customers because it enables us to share and communicate our products with audiences in a very visual way.

“For BGDCA, it’s not just about selling, it’s about supporting and uplifting our valued customers. We’re a community and are all about being authentic – including images of real women. This shines through in our content and campaigns on Pinterest.”

Pinterest makes good on its inclusivity mission during NAIDOC Week

Last week, countless celebrations will be held around the country to celebrate the diverse and rich history, culture and achievements of Aboriginal and Torres Strait Island people – a people who have so long fought to be seen and heard.

Pinterest Australia put NAIDOC celebrations front and centre launching a Pinterest Shop spotlighting Indigenious-owned businesses. Pinterest also launched the Today tab with ideas specific to NAIDOC Week, including inspiration and products from indigenious artists and businesses.

Partnering with Arnhem, Northern and Kimberley Artists (ANKA) Aboriginal Corporation to launch a bespoke virtual exhibition on Pinterest boards with artworks and images from art centres, from northern Australia.

“It’s unique that this platform is connecting some of the world’s most remote communities, with new, global audiences. This online exhibition acknowledges the extraordinary renaissance of the longest living culture on earth and speaks to the heart of what the NAIDOC Week represents this year, Always Was, Always Will Be. We are proud to have partnered with Pinterest to bridge and connect these artists and communities with new audiences,” said ANKA CEO Christina Davidson.

To learn more about how to get started on Pinterest and start delivering inclusive campaigns, download Pinterest’s guide here.

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