Pinterest is taking a step forward towards promoting inclusivity in content marketing. The creative platform recognizes the diversity of its user base. Therefore, it has recently shared valuable insights on how brands can integrate inclusivity into their marketing strategies.
Quick Take:
- Pinterest urges brands to integrate inclusivity throughout their content marketing process.
- Diverse audience consideration and visual representation are crucial while creating content.
- Inclusive language and accessibility features help expand the reach of the content.
- Continuous learning and adaptation are keys to successful inclusive marketing.
The goal is to connect genuinely with a broader range of people. This move will ensure that everyone feels seen and heard. It could also assist marketers in reaching their campaign goals.
A Six-Step Approach to Inclusivity by Pinterest
Pinterest’s emphasis on inclusivity is part of its ethos. It is reflected in features like skin tone search filters and hair type discovery options. Now, Pinterest is extending this philosophy to advertising by offering six key recommendations for brands to create more inclusive content:
- Inclusivity at Every Stage: Inclusivity should not be an afterthought but a core part of your campaign, from the initial stages to final edits. It involves aligning your team with your creative vision and consulting with diversity, equity, and inclusion (DEI) experts to establish official guidelines and a clear feedback process
- Consider a Diverse Audience: Diversity goes beyond visible traits and encompasses a spectrum of characteristics. It includes age, body type, and more. Brands should step back and reflect on the diversity of their target audience. They can collaborate with creators who bring authenticity and varied perspectives to the campaign.
- Utilize Insights and Trend Patterns: Strong campaigns are rooted in understanding your audience deeply. You must utilize tools like brand trackers, user research, or third-party market research to gain insights and customer feedback. It will help in ensuring your strategy resonates with a broad audience.
- Diversify Visual Representations: Use images and videos that reflect a range of cultures, lifestyles, and appearances. Consider varying the settings of your assets to connect with audiences globally by allowing them to see themselves in your ads.
- Use Inclusive Language: Thoughtful word choices can make a significant difference. Any content can be made more inclusive by simply changing its language, and consulting experts can help prevent stereotypes and outdated idioms. Incorporating features like captions and alt text caters to the diverse ways people engage with content, including those who use screen readers.
- Learn and Evolve: Mistakes can happen, but the key is to learn from them. Acknowledge feedback, apply the insights to your strategy, and be transparent about your learning process. An open-minded approach to evolving your campaigns can help rebuild trust.
Pinterest added,
“We believe that advertisers can also help people to feel seen and heard in their campaigns. From imagery to messaging, your creative choices can greatly impact how people perceive your brand. You can also inspire people with inclusive content that showcases new ideas that they can incorporate into their lives.”
By adopting these guidelines, marketers can create campaigns that resonate with a wider audience. Pinterest’s initiative reflects a growing understanding in the industry that inclusivity is a responsibility. If brands follow these tips, the content marketing landscape will become more inclusive, where every consumer feels valued.
