• by Laurie Sullivan  @lauriesullivan, April 8, 2022

Pinterest has expanded its Creator Fund program to offer more creators the opportunity to grow, connect and succeed on the platform. Through cash grants, ad credits and equipment, Pinterest will more than double its investment into the Fund to support underrepresented creators. The first of four cycles in 2022 is focused on Fashion and Beauty, and is sponsored by L'Oréal USA, available through April 11. 

Pinterest partnered with L'Oréal USA for the first event, but in the second half of the year the Creator Fund will roll out to additional markets. 

Zeny Shifferaw, global creator inclusion lead at Pinterest, said the “fund provides cash grant, ad credits and an equipment stipend to creators which supports their content creation growth on Pinterest and as an overall creator. They would spend the money, for example, on materials or other resources needed to bring their ideas to life.”

The upgrade in investment — $1.2 million in cash grants, ad credits and resources — also extended the quarterly cycle to five weeks on a variety of content areas, such as Fashion and Beauty, Wellness, Lifestyle and Home, and Food. Each grant is for $25,000 across cash, ad credits, and equipment support.

Creators in the Fund will hear directly from L’Oréal USA about potential partnerships, and will also receive complimentary beauty products for creators to use within their content if they choose, Shifferaw said.

If selected for the fund, creators agree to a partnership with Pinterest, meaning adhering to the company’s best practices learned during the educational trainings toward Idea Pin creation on Pinterest.

The program initially launched in 2021 with two cycles. First, Pinterest listened to feedback from previous graduates and expanded the program to reach more creators and offer them more time to connect with Pinterest one on one, and amongst each other.

The best-in-class programs are led by Pinterest representatives in one-on-one session with the creator to consult them and form impactful relationships. We are also providing resources for anyone that wants to get started or is already creating content on Pinterest on its business site. 

“Our goal for the fund is to support and elevate underrepresented creators and help them find success on Pinterest through sharing their ideas that inspire others,” Shifferaw said. “This includes helping to connect them to monetization opportunities--whether it's through beta testing our Creator Rewards program, hosting shows on Pinterest TV, or getting support by our partnerships team as potential brand collaboration opportunities come up.”  

Past Fund graduates are seeing steady growth on Pinterest and directly feeling the impact. On average, they gained 60% more followers after completion of the program.

Health and fitness pro Wendy Traylor scored 75% more followers between September 2021 and March 2022. Skincare creator Chesca Ortiz saw her monthly views increase by 47%, according to Pinterest.