Cheat Sheet: Pinterest’s new rules hold creators accountable for posting brand-safe content
Pinterest is putting content creators on the hook for keeping their channels positive, fact-based and kind in a move the platform hopes will win over advertisers.
On April 7, the social media platform shared a new set of guidelines called the Creator Code, which requires users who have business accounts — called “Creators” — to agree to before posting content.
The key details
- Pinterest’s Creator Code will roll out in the next few weeks as mandatory rules.
- Creators have to agree that the content they are about to post adheres to five points: Be kind, check facts, be aware of triggers, practice inclusion and do no harm.
- Creators will now be required to accept the code before publishing Story Pins, Pinterest’s multimedia format launched in September to let creators make their own profiles and highlight their projects. Unlike Stories on Instagram or Facebook, Story Pins are evergreen and don’t disappear after 24 hours.
- Pinterest is also rolling out a fund to pay some creators for posting to the platform as well as new content moderation tools.
Self-regulation as part of Pinterest’s evolution
Pinterest’s Creator Code is not a response to a sudden increase in content violations or brand safety issues, but instead part of Pinterest’s “evolution as a platform,” said Colleen Stauffer, global head of creator marketing at Pinterest. “It’s not about course-correcting… We are just making sure we are ahead of the game.”
Pinterest has experienced significant user growth amid the pandemic. According to the company’s latest earnings report, Pinterest gained 100 million additional monthly active users last year, more than any other year prior, and now reaches over 450 million monthly active users globally. For comparison, Facebook closed 2020 with 2.8 billion monthly active users, per its latest earnings report.
The set of guidelines signaled a “maturation of the platform,” said Ben Hovaness, svp of marketplace intelligence at Omnicom Media Group. “As companies get larger, and take larger portions of our ad budgets — you’re going to pay more attention to 50% of a media budget than you do with 0.5%.”
Improving advertisers’ confidence
The code gives Pinterest more power to take down anything that doesn’t meet its guidelines. Pinterest uses a mix of machine learning and human review to make sure content adheres to its policies. A Pinterest spokesperson says its algorithm rewards positive content. If Pinterest removes a Story Pin for violating its policies, the company sends an email notification to its creator that includes a link to its community guidelines, as well as a link to instructions on how to appeal the decision, the spokesperson said.
Pinterest would also be in a position to provide data to advertisers on how much content shared on the platform violates its policies, according to Hovaness, who helped launch a lobbying group formed by OMG last July called the Council on Accountable Social Advertising. That information could help Pinterest’s standing in advertisers’ consideration sets. Pinterest has not been plagued with brand safety issues like Facebook or YouTube, but it also has a smaller user base.
If the number of pins that don’t abide by Pinterest’s rules is low, for example, that could give advertisers “confidence” in the brand safety of the platform, Hovaness said.
Paying for content and deterring trolls
Pinterest also announced a new “Creator Fund” — the company will pay a group of creators, at least 50% of whom will be from underrepresented communities in the U.S., to create content and give them ad credits, as well as offer them training and creative strategy consulting. With those credits, creators can choose where ads will show, set the budget, bid, run dates and targeting, according to Alexandra Nikolajev, creator inclusion lead at Pinterest.
The fund for 2021 is $500,000, according to Engadget. Pinterest will start with paying eight creators; 10 more will be chosen in the next few months, said Nikolajev. Other social media companies like TikTok have launched similar funds to pay people to make content for their platforms.
Pinterest is also rolling out comment moderation tools throughout the year to let creators highlight, delete and report comments, as well as have access to keyword filtering and spam prevention (machine learning will detect and remove bad comments). Users will be served a prompt to reconsider posting potentially offensive comments. These tools help creators from getting bogged down by trolls, fake accounts and hateful comments, according to the Pinterest spokesperson.
Influencers are creating million-dollar incomes selling their expertise via online courses
In the pandemic, elite schools have created online offerings. But they face a new challenge in the form of influencer cohort courses — which are selling like hot cakes.
‘Pretty dramatic shifts’: 1-800 Contacts CMO on the changing media landscape amid privacy changes and a return of normalcy
Now that shops are opening back up and people are getting closer to a return to normalcy post-vaccination, those early “winners” are seeking to retain the customers they gained over the last year.
‘Return of travel depends on their success’: How marketers are promoting tourism as Covid vaccination ramps up
As more people become vaccinated from the Covid-19 pandemic, marketers look to a return to travel domestically and internationally/
SponsoredHow The Company Store is reimagining customer experiences for pandemic-era growth
Throughout the pandemic, some retail categories have been inherently successful. Home furnishings and décor are among them; with consumers spending so much more time at home, updates and renovations flourished. Criteo data from the first half of 2020 showed sales for items like outdoor furniture sets up 434% year over year, with other home items […]
Archery brand goes on first-party data expedition, but Google scores, too
Hunting and target shooting bow maker Pure Archery Group has gleaned first-party data through pandemic store pickups and influencer tie-ins.
‘Boomer spring break’: Alaska Airlines is creating its own hype house for boomer influencers
With boomers being many of the first people vaccinated in the United States, the ability to get back to travel is more prevalent for that audience. So too was the pent up demand, according to Natalie Bowman, director of marketing for Alaska Airlines.