Social media platform Pinterest is celebrating Pride Month by publishing a range of content that celebrates the LGBTQAI+ community. Key elements include partnerships with digital-first video network Tastemade and RuPaul’s Drag Race winner Sasha Colby.
Pinterest has been working with Tastemade on a variety of content-led projects over the last year. For Pride Month, the two are collaborating on a series of live-streaming shows in the US, UK, Canada, Germany and France. These include Proud of Me, which provides a glimpse into the daily lives of talented queer creators; and Home Away from Home, a series that celebrates local businesses and locations that are safe havens for the LGBTQIA+ community. In another series, Queen of All Trades, viewers get to learn about the skills and passions of notable drag artists beyond fashion and beauty.
As for the partnership with Colby, the drag performer and trans advocate will launch a curated Pinterest board highlighting the inspiration behind her iconic looks. She said: “Pinterest has always been the platform I’ve used to help realise my looks and performances, and I’ve been harnessing inspiration for years. Pinterest allows me to push my creative thinking and delve into ideas I wasn’t even originally searching for.”
Pinterest added that the platform has become a key port of call for the LGBTQAI+ community. “We increasingly see from searches on the platform that Pinners are looking for inspiration to explore and express their identities. For example, searches for ‘understanding gender’ are up +550%, with ‘gender identity poster’ and ‘self-expression painting’ both up +415% and +455% year over year. Queer fashion is also trending on Pinterest with searches growing for ‘non-binary outfits’ (+355%), ‘genderqueer fashion’ (+300%), and ‘queer outfits men’ (+335%). Beauty searches for ‘non-binary hair’ (+285%) and ‘genderfluid hairstyles’ (+210%) have increased year over year.”
Pinterest recently announced partnership deals with Conde Nast Entertainment and Dotdash Meredith.
