Pinterest continues to underpin its strategy towards creators and media around the world and, especially, towards Latin America through Fernanda Cerávolo, Director of Content and Creators for the region, who highlights that the main focus is not on generating followers or “likes” but on offering ‘inspiring, diverse and inclusive’ content.
‘Pinterest is different. We are not a social network focused on use, and concerned with «likes» or «selfies», but rather in offering inspiring, diverse and inclusive content that helps users achieve something special in their lives. With that mindset, our more than 400 million users around the world come to the platform to discover new ideas and find inspiration to create the life they want’.
In a new interview with Prensario, Fernanda Cerávolo, Director of Content and Creators for Latin America, described the vision and strategy, adding: ‘Inspiration is our goal and, as such, our users have the habit of preparing in advance. On the platform, this behavior is what allows us a unique and exclusive look not only at what is trending, but also what will be trending in the future’.
According to the executive, insights from the social network are «essential» for creators, advertisers and brands, who can take advantage of them to position themselves strategically with their established community and the users they want to attract: ‘For us, the best way to measure success of a content is by the number of Pinners who saved that idea for later. While social networks focus on what happened or what is happening, our platform tries to think about the future’.
Another ‘important’ point, Cerávolo indicated, is that the content has a longer life than on any social platform: ‘It is, as they say in English, evergreen within the platform, which allows an idea created at any time to be discovered and made by one of our users. We want everyone to discover quality content, which is accessed through new features and tools that improve the experience.
In mid-2022, the company launched a new global original content unit led by NadineZylstra, Global Head of Programming and Originals, whose Latin American representation is led by Cerávolo: ‘The bet has been growing in the last year. Last Spring, we launched Creator Originals, a serialized format of original content that we started in Latin America with Tastemade and with a series of chapters focused on the popular Mexican Day of the Dead.
Following up with Tastemade, he announced a global strategic partnership to power creators, content series and live streaming on Pinterest (for now, our live functionality on Pinterest TV is only available to users in the United States). ‘As a result, we are already premiering the first episodes in Argentina, Mexico, Brazil and other countries around the world’, she completed.
Latin America is a key market with more than 12 million entering every month in Argentina alone. ‘It is a very representative region and since 2015 our focus has been to enrich the platform with local content and creators to provide a richer experience for our users. We surround ourselves with partners like Tastemade, AMC Networks (El Gourmet), CUKit! or Agus Cabaleiro, among others’, she said.
Cerávolo continued: ‘Inspiration is a universal need and all users of social platforms seek to be inspired. Today we have more options than all previous generations in entertainment and connection. With so much on offer, users increasingly want more content that is curated, specialized and created with a purpose. And younger generations, including Gen Z, are bringing more and more issues like mental health, racial diversity, or climate change to the table, and holding our industry more and more accountable on these issues so that we are authentic. We need creators who are more inspiring than ever’.
‘On the other hand, we need that to happen in a place that we feel positive about. At Pinterest, we strive to create a personal, safe, positive, inclusive, and diverse space on the internet where our users are free to discover and find what they like and what they might like. We are the only digital platform to have defined guidelines against false or misleading information about climate change, including conspiracy theories, in content and advertisements’.
And, about representation, we knowthat it’s hard to feel inspired when you don’t see yourself reflected in your search results. Our recent improvements include the skin tone range feature, which allows users to refine their beauty category searches with a wide range of skin tones, and the hair type search, which uses innovative technology created with Black, Latino, Indigenous and Asian users and creators to find inspiration for different types of hair’.
‘One of the main objectives for the coming months is to improve the efficiency of our ad market, using more automation to optimize results and effectively measure the unique value of advertising on Pinterest for brands throughout the region’,Cerávolo concluded.
