Introducing the Pinterest Inclusion Fund expansion, in collaboration with Shopify Build Black & Build Native
May 29, 2024
Pinterest’s incubator program and Shopify’s Build Black & Build Native initiatives join forces in support of small businesses, independent publishers and boutique creator agencies from historically marginalized communities.
This year, a more diverse and expanded group of content producers—including small businesses, independent publishers and boutique creator agencies—will be eligible to apply to the Pinterest Inclusion Fund. In collaboration with Shopify, the leading global commerce company, the program will upskill content producers from underrepresented communities with the necessary resources to optimize organic content and growth on the platform. The program launches in the US and Canada today, later this year in five new markets, Australia, Indonesia, India, Argentina and Mexico, and returns to six previous markets, US, Canada, Brazil, France, Germany, and the UK.
The program will support small businesses, independent publishers and boutique creator agencies that are owned and operated by those from historically marginalized communities. In the US and Canada, this specifically means those within the BIPOC, Disability, LGBTQIA+ and plus-size community are eligible to apply now!
Inspiration starts with inclusion
At Pinterest, we believe that inspiration starts with inclusion. Since 2018, we’ve delivered inclusive products that promote a positive, diverse and inclusive experience for users including skin tone ranges, hair pattern search and most recently, body type ranges. The Pinterest Inclusion Fund is one of the many ways we’re helping content producers reach new audiences and customers on Pinterest, and helping users discover new, diverse inspirational content.
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We know there is a need for simple, scalable solutions to support the growth of underrepresented content producers, such as small business merchants who are often under-resourced. This program is designed to assist content producers in learning how to optimize their inspirational organic content on Pinterest and ultimately help unlock more opportunity for their business.”
Constance Knight, Head of Content Partnerships, Americas, Pinterest
The incubator program, which launched in 2021, has supported over 150 content producers from underrepresented communities, helping to increase pathways to success for global participants. For previous program participant Mollie Daniela, she’s seen more than 10 times her impression growth since completing the program.
Reaching an engaged audience
There are 1.5 billion saves per week on Pinterest,¹ creating immense opportunity for content producers’ ideas and products to be discovered by more than half a billion people who are searching, saving and shopping on the platform. 61% of users say they spent more than they expected by shopping on Pinterest.² Merchants who upload their catalogs see up to a 90% increase in product saves and 30% increase in attributed checkouts.³ By merchants uploading their product catalog to Pinterest, people on Pinterest can easily find their products, which can lead to increased site visits and checkouts.
What’s in it for participants?
Program participants will learn how to leverage their organic content to increase value for their brand, like connecting their Shopify storefront to a Pinterest business account. Shopify will serve as an industry expert throughout the program assisting in selecting the final merchant recipients and offering industry expertise through a training session.
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Shopify is dedicated to supporting the success of entrepreneurs from underrepresented communities through Shopify Build Black and Build Native. By collaborating with the Pinterest Inclusion Fund, merchants can amplify their success by reaching an engaged audience on a platform optimized for shoppers.”
Brandon Davenport, Head of Equitable Commerce, Shopify
Pinterest will also provide recipients with one-to-one educational resources and training, mentorship, monetary stipends in the form of cash and ad credits, in addition to a one-year paid subscription to content scheduling platforms such as Tailwind.
How to apply
Not sure if you qualify? Check out our application page for more details. If you don’t meet all the criteria, don’t worry! You’ll have a chance within your application to tell us why you want to join this program and what you’d like to achieve if given the opportunity.
US and Canada applications are open now through Friday June 7, 2024 at 9pm ET. Applications for additional international markets will be announced later this year.
