A creators’ guide to inclusive content

Inspiration begins with inclusion. From topic to language to imagery, all the choices you make as a creator can have an impact on the people who see your content. People want to see themselves represented in the content that they see online. So whether you’re sharing inspiring 'fits or empowering tutorials, there’s value in leaning into diversity and authenticity. A highly engaged, diverse audience is at the ready, and you’re creating what they want to see by applying an inclusive lens to your content.

To that end, Pinterest has designed industry-first policies (Creator Code), initiatives (Creator Inclusion Fund) and products (skin tone range and hair pattern search features) to build a more diverse, inclusive and safe place for people who use Pinterest, including creators just like you.

The latest: Technology that considers shape, size and form to allow us to identify various body types on images across Pinterest. We use this technology to shape how our algorithms increase representation in search results and in your related feeds for women’s fashion and wedding-related content. In other words, when you search for a term such as ‘date night outfits’ for example, you’ll gradually start seeing more people of various body shapes, sizes and skin tones in fashion-related results.

If you don’t see it, be it


Within your own content, the key to an inclusive approach comes from a place of openness and respect. Here are three guidelines to keep in mind for creating inclusive content.

1. Set your intention from the start
Incorporate inclusion as more than a finishing touch. From concept to content development to recording and editing, think about ways that you can be a leader for inclusion and representation with the choices that you make in your process and within your content. Try partnering with people from a variety of backgrounds to produce and be featured in your content.

2. Be purposeful about representation
Ensure that your efforts are authentic and consistent by acknowledging the limitations of your own perspective and promoting those who have different experiences. Inclusion isn’t about pretending to be something that you’re not, but about celebrating the diversity of our communities, which includes clearly crediting those who have educated and inspired you. Some common ‘shortcut’ pitfalls include tokenism, cultural appropriation and performative activism. When you go beyond a diversity box-ticking approach, you’ll find that inclusion will start feeling like a natural part of your content.

3.Always be learning
Actively seek out ways to learn about audience interests and lifestyles beyond your own. Audit your own social media feeds for missing perspectives so that you can actively seek out and follow creators from those backgrounds. Read, listen and use insights to gain new perspectives and fresh angles, and to uncover any biases. And make time to regularly review your own content to consider what’s not being covered or who’s not being heard, digging into your audience and Pin stats, and asking for and embracing feedback from your audience.

Building a supportive space

As a creator, every choice that you make with your content and brand, big or small, can help to create inclusion and belonging. And at Pinterest, we’re committed to creating opportunities to support creators and content producers from underrepresented communities.

The Creator Inclusion Fund, Pinterest’s incubator programme, elevates creators from historically marginalised communities through financial resources and personalised training, and provides opportunities for participants to connect, grow and succeed. The latest fund cycle for North America focused on supporting underrepresented creators across diverse body types, shapes and sizes within the fashion and beauty space.