Pinterest has recently announced a new slate of programming for Pride Month. Watch out TikTok and Snapchat, Pinterest won’t just sit back and let both of you hog all the glory. Part of the new activations are dedicated live streams, shopping spotlights, and even a new partnership with none other than the now-legendary RuPaul, primarily with the winner of the most recent season of ‘RuPaul’s Drag Race’ – Sasha Colby.
Big Pride
Colby will share exclusive content, as well as a curated board of beauty tips and advice. Colby, who happens to be a long-time Pinterest user, will also use the occasion to highlight how the platform can empower positivity and expression for all users. On top of this, Pinterest will also be collaborating with Tastemade on a range of new video series that’ll highlight LGBTQ+ creators, businesses, notable drag artists, and more.
Pinterest will also be hosting a range of related promotions in the app:
“Throughout Pride Month, Pinterest will be highlighting several LGBTQIA+ creators on Today’s inspiration. People can discover ideas for self-expression, wellness, LGBTQIA+ travel destinations, and more. Pinners will discover products from LGBTQIA+ brands within Shopping Spotlights on Pinterest in the US, Canada, the UK, Australia, Germany, France, Brazil, Mexico, Spain, and Italy.”
Pinterest also mentions that user interest in gender expression and queer fashion and beauty is on the rise, with searches for terms like ‘understanding gender’ (+550%), ‘non-binary outfits’ (+355%), and ‘non-binary haircuts long’ (+405%) all gaining significant traction in recent months. On a broader note, the fact that inclusivity, globally, has also been steadily on the rise in recent times could have added to these higher figures, with the coming of Pride Month greatly amplifying seasonal activity and behavioral spikes.
The Wrap
As it seeks to be a home for positivity and inclusion, it’s important for Pinterest to highlight and celebrate the LGBTQ+ community, and showcase these creators – which could also provide more opportunities for brands on Pinterest to connect with users via themed tie-in promotions.
As reflected by existing literature, seasonal initiatives have proven to benefit greatly from lining up with seasonal events and celebrations, with the ‘limited’ nature of these happenings somewhat highly influencing the amount of interaction that happens. For example, if you wanted to catch up on your engagement, then doing something related to, say, Valentine’s Day, around the period of the actual holiday, will likely net you positive results.
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